.svg)
With more consumers turning to their network for tried and trusted relationship recommendations, businesses need to turn their attention to the power of ecosystems and partnerships.
The latest episode of the Marketing in The Madness podcast, Ecosystems Unleashed: The Power of Partnership, dives deep into how and why partnership marketing packs a powerful punch in today’s marketplace. Katie Street, Founder of Street Agency and podcast host, is joined by marketing leaders David Nisbet (Agency Ecosystem Partnerships EMEA at Stripe) and Josie Klafkowska (Global Partner Marketing Director at VML) to explore how ecosystems are unlocking success in the evolving B2B landscape.
The marketing world is noisy, fragmented, and fast-changing. Add to that the fact that only 5% of potential customers are "in market" at any time, and the looming death of third-party cookies – it’s no wonder attracting new business is tougher than ever. The solution? Partnerships.
“Inbound is hard, outbound is harder, that’s why you need NEARBOUND in your strategy” – David Nisbet, Stripe
Inbound marketing pulls, outbound marketing pushes – but nearbound is all about your surroundings. It means leaning into your network, building trust through existing relationships, and connecting smarter to turbo-charge sales.
Nearbound is becoming the go-to move in every B2B marketer’s playbook in 2024. So how can partnerships help scale growth?
In the past year, the playbook has changed. It's no longer about buying lists and cold outreach – it’s about nurturing your network and building real relationships. McKinsey reports that 82% of boards are increasing investment in partnerships. Why? Because they’re built on trust and collaboration – the glue holding fragmented markets together.
“It’s all about relationship building. And that’s where ecosystems come in – building your network and building your audience” – Josie Klafkowska, VML
Josie summed it up perfectly: "Why would you go to a stranger for a recommendation?" In B2B, like in life, people buy from people. That’s why we’re seeing the rise of the WHO economy and the slow fade of the HOW. It’s about connection, not just conversion.
On average, 5.4 decision-makers are involved in a B2B buying decision. Knowing who they are, what influences them, and how to reach them is critical – especially now that third-party cookies are on the way out.
Start small. Build with purpose. And align every move with your business objectives. A peer-to-peer approach built on value exchange is key.
“People have their own networks, their own watering holes, their own places to absorb and understand what’s going on in the market. Those are the places that you need to show up.”
Relationships aren't built by broadcasting. They're earned by showing up in the right spaces and adding real value.
With B2B buying cycles getting longer and marketing becoming more human, events are having a major resurgence.
Events give marketers a way to listen, engage, and connect with prospects in a real-time, trusted space. They often start with a value exchange — someone offers their contact details in return for great content — and they can quickly lead to high-quality leads.
“You’re building relationships with your potential prospects in the real world, in real time… and that can inform future marketing strategies.” – Katie Street
“There’s a powerful, ongoing ripple effect when we continue conversations long after attendees have left the room. It builds communities of people who continue to connect with each other.”
Once built, networks need long-term care. The best way to do that? Integrate ecosystem thinking across your business. Make it a shared mindset, not a siloed strategy.
And then — experiment. Test and learn. As the podcast highlights: if something doesn’t work, fail fast, iterate, and try again.
For more real-world examples, insights and advice on how to unlock the power of partnerships to accelerate growth, tune into the full episode of Marketing in The Madness.
Watch on YouTube:
Marketing in the Madness – Ecosystems Unleashed
