Ecosystems are on the rise across the industry right now, so on this week’s episode of Marketing in the Madness, host Katie Street welcomed David Nisbet, Agency Ecosystem Partnerships, EMEA at Stripe and Josie Klafkowska, Global Partner Marketing Director at VML to join her as they delve into the dynamic world of marketing ecosystems and uncover the true power of partnerships through insights from VML & Strips very own ecosystem.
The trio unpacks the transformative power of leveraging partnerships and ecosystems to enhance marketing efforts and accelerate business growth. Highlighting how integrating brand experience with customer and commerce journeys facilitates growth for clients worldwide AND MUCH, MUCH MORE.
The episode is FULL of practical insights into building and nurturing effective ecosystems and partnerships: With Katie, David, and Josie sharing real-world applications and strategies that have proven successful in their respective roles.
Topics Covered:
👥 The shift to more human B2B marketing approaches
👷🏻 Building relationships through “Go to Network” strategies
🛍️ Understanding different buyer personas in organisations
🚀 Leveraging partnerships for pipeline creation and customer success
📊 Collecting first-party data through value exchanges
💃 Using events to nurture relationships and build communities
💰 Microsoft’s 95% revenue attribution to partnerships
🎧 Tune into this week’s episode for a deep dive into making ecosystem partnerships work to your advantage in the ever-evolving marketing landscape
Links & References:
- CEB – 5.4 decision-makers involved in a complex deal: https://www.linkedin.com/pulse/54-consensus-factor-david-sharples?utm_source=share&utm_medium=member_ios&utm_campaign=share_via
- 75% of the world economy is sold through partners: https://www.partnerinsight.io/post/jay-mcbain-forrester-75-of-world-trade-flows-indirectly-pt1-3#:~:text=75%25%20of%20all%20world%20trade,bought%2C%20it’s%20from%20a%20retailer
- And Tech is no different / $5trillion industry – 73% is indirect: https://partnerinsight.substack.com/p/unlocking-the-47-trillion-tech-market?utm_source=profile&utm_medium=reader2
- McKinsey – 82% of boards are investing more in partnerships: https://breezy.io/blog/strategic-partnership-stats
- Integration first buying behaviour: 91% of customers place a high priority on how a product integrations the tools and people they’re already working with: https://open.spotify.com/episode/06QkUXyTN0evPzg16p7GsT?si=hIadLvscRZmaeZ9y3Byc0Q&context=spotify%3Ashow%3A1pB4gXLdJobiTzParhUSYP
- 95% of Microsoft’s revenue flows through its partners: https://insider.crossbeam.com/resources/every-stat-we-have-that-proves-the-value-of-partnerships
Katie Street
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/
Street Agency
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/
David Nisbet
https://www.linkedin.com/in/davidjnisbet/
Josie Klafkowska
https://www.linkedin.com/in/josieklafkowska/
** Disclaimer:
Opinions shared in this podcast are those of David Nisbet and not in any way affiliated with the viewpoints and opinions of Stripe Opinions shared in this podcast are those of Josie Kalfkowska and not in any way affiliated with the viewpoints and opinions of VML **