143 - Cracking the Nearbound Code: Secrets to Successful Nearbound Plays - Isaac Morehouse and Will Taylor

Isaac Morehouse and Will Taylor reflect on the year 2023 and the impact of partnerships in the world of nearbound marketing.  Will highlights the importance of partnerships in the buyer"s journey and introduces the concept of the bow tie model, which maps out the stages of the buyer"s journey and identifies the best types of partners for each stage.  Isaac and Will emphasize the need for partner people to take the lead in implementing nearbound plays and driving the success of partnerships within their organizations.  They also discuss the importance of data and tactical execution in moving the needle and the value of social networking platforms like LinkedIn in B2B marketing. Looking ahead to 2024, they discuss their plans for the Nearbound podcast, the release of the Nearbound book, and the evolution of [nearbound.com](http://nearbound.com/). **Key Takeaways:** - Nearbound marketing is highly valued by companies looking for efficient growth. - Partner people play a crucial role in driving nearbound plays and need to take the lead in implementing them within their organizations. - Companies are still investing in partnerships despite economic challenges. - Ops data and tactical execution are key to proving the value of partnerships and securing resources. - Social networking platforms like LinkedIn are undervalued in B2B marketing and offer opportunities for demand creation and trust-building. **Quotes:** - "Nearbound marketing works, whether it"s for pipeline generation or brand recognition." - Will Taylor - "Running nearbound plays has to be driven by partner people." - Isaac Morehouse - "Just because your company is not investing in you doesn"t mean they don"t want to or won"t invest in nearbound." - Isaac Morehouse - "Companies are still investing in partnerships because they see the efficiency and value it brings." - Will Taylor - "Ops data and tactical execution are what"s moving the needle in partnerships." - Will Taylor - "LinkedIn is still undervalued in B2B marketing and offers opportunities for demand creation and trust-building." - Isaac Morehouse **Chapters:** 00:00 Introduction and Year-end Reflection 02:17 Takeaway 1: Nearbound Marketing Works 08:11 Takeaway 2: Nearbound Plays Driven by Partner People 22:38 Takeaway 3: Companies Still Investing in Partnerships 36:46 Takeaway 4: Ops Data and Tactical Execution 41:44 Takeaway 5: Value of Social Networking, Specifically LinkedIn 46:02 Building Trust and Connection through Nearbound Marketing 47:20 Key Takeaways from 2023 48:32 Looking Ahead to 2024 49:55 Exciting Plans for 2024 51:06 Phase Two: Proving and Validating Nearbound 52:36 Getting Rubber on the Road in 2024 52:44 Fun Teasers for 2024 53:12 Closing Remarks and Call to Action