What are the most effective ways to contact potential partners? (2025)

This part is fun. It's kind of like making a wish list of all the most amazing potential partners that you'd like to work with. Aim high, dream big. If money and your current reach/access was infinite, who would you like to work with? List it down.Once you identify the traits of your best partner, then before you look externally, look at your current customer base first. Look for customers that fit your ideal partner profile. Customers that have your ICP in their audience are top-shelf potential partners, in my opinion.Reach out to them first. They already use and (hopefully) love your product or service. Given the right partner perks and benefits, then they'd be incredible advocates and ambassadors for your brand!

To identify your target partners, you first need to determine what you are looking for in a partnership. A good definition of a partner might be 'a company that shares your Ideal Customer Profile (ICP) and offers a complementary value proposition to your company.' Then, search for relevant and objective criteria that would indicate a good fit for a partnership. These criteria could include technical expertise, market presence, alignment of targets, marketing capacity, or sales capacity, among others.

In my experience, partnerships can be categorized into three types:Short-term partnerships: These involve companies providing fundamental benefits achievable in a relatively brief timeframe, often catering to the objectives of Medium and Small Enterprises.Medium-term partnerships: These are collaborations with startups aiming to increase their exposure and market share.Long-term partnerships: These involve established companies seeking to enhance their corporate value, attract more market attention, engage stakeholders, and entice shareholders over an extended period.

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It basically involves defining clear goals, conducting extensive market research, and analyzing businesses or entities that align with your objectives while complementing your strengths. Assessing compatibility with a focus on shared target audiences, aligned values, and complementary expertise is crucial. Evaluating potential partners' track records, reputation, and past collaborations ensures reliability and mutual benefit, ultimately leading to initiating communication to discuss shared goals and explore collaborative opportunities.

Tie in your potential partners to your target goals and objectives.This will ensure that you always get the relevant partners that drive results.

A friend from a sustainable fashion brand was eyeing expansion and identified Patagonia for partnership due to shared eco-values. We put in a strategy to network at trade shows and on LinkedIn, highlighting mutual consumer appeal in personalized messages. I had her set up google alerts to track Patagonia's eco-initiatives for collaborative angles. Utilizing mutual suppliers for introductions, she was able to ensure a trusted connection and connect to maker a touch that succinctly proposes integrating their sustainable materials with Patagonia's lines. It didn’t come to fruition but that strategy stands true.

In my opinion, being introduced to a partner by a mutual business professional in the industry can be incredibly beneficial. This kind of introduction carries an inherent level of trust and credibility, which is crucial in forming strong business relationships. I believe that when a partner comes recommended by a respected peer or industry expert, it indicates their reliability and professionalism. Moreover, I think such introductions can significantly speed up the process of building a meaningful connection. Having a mutual contact creates a common ground, making initial conversations more comfortable and productive. This can lead to a more natural alignment of goals and a smoother partnership journey.

This involves a targeted approach across various communication platforms. Employing a mix of emails, social media engagement, personalized direct messages, and phone calls allows for a comprehensive outreach strategy. Coordinating these channels ensures a diversified and effective means of connecting with potential partners, enabling a higher likelihood of engagement and response while accommodating different communication preferences and habits.

How you communicate is at times more important than what you communicate (though the what should be real value for your target partners).Thus, use a channels that is ideal for the context of the communication and message you are trying to convey.

A channel mix is essential to develop a broad enough TAM. Warm introductions through mutual partners are always a great tool to leverage, however individual research and outreach i.e. on LinkedIn can also be effective when there is an authentic message behind it (quality v. quantity). Creating inbound strategies (on and offline) can also be a great exercise to test and/or reinforce specific messages - and see who they resonate with.

A personalized message can be in text form, of course. But an even better way to personalize your message is to use videos. There are tools like Loom and Tella that allow you to record a talking head video, or a screen recording video (with your webcam in a bubble on-screen) that you can then embed/link into your email, text, or dm.Of course, you want to do the research ahead of time, share what drew you in to messaging them, and perhaps a couple of potential (high level) ideas of what you think you can both work on together, to show that you've put thought into your message and not just sending mass outreach :)

I would suggest it be concise yet tailored, addressing their specific strengths and how a collaboration would mutually benefit both entities. It should highlight shared objectives, showcasing a genuine understanding of their business, and express a clear vision of how the partnership could enhance both parties' goals. The message should be respectful, demonstrating an eagerness to explore opportunities for collaboration and setting the foundation for further discussions and alignment.

One size does not fit all.Thus a standard template may not work for everyone. Bring in the context of their goals and objectives, and how your partnership will create synergies rather than just association.

I like to share a fresh idea of two on how we can potentially work together with a partner in that message. For example, you can say something like "I noticed that in your recent videos, you've been sharing a lot about X/Y/Z, we're really aligned with that mission and I think it would be such a good tie-in to what we're going here at ABC Company, and could partner with you to bring your message to our customers as well through our social channels, our Youtube channel, and private communities."Share specific ideas. Think as if you're already past. the initial message and now you're brainstorming ways to work together, and share a couple of your best ideas in the initial outreach.

Be focussed, define synergies and joint value creation to get their best attention and response.Get them to open dialogue and explore further, with an approach that will encourage them to discuss further.

Partnerships is all about relationship building, and nurturing is all about encouraging growth, so take care in building these new connections. Be thoughtful in your follow-ups and further conversations. Keep in touch on LinkedIn by engaging with posts and stay top of mind. Send a quick email when there's a relevant article or posting about their business or personal interests.

Use videos in your thank you and follow-up. Use Loom or Tella for this. It'll be so much more personal than a text email. And don't just ask for them to commit to your ask in the follow-up, instead, ask how you can bring value to them - maybe it's by way of an introduction to one of your other partners, maybe it's promoting a new launch that they're in the middle of, but look to serve and give first.

This practically involves regular and considerate communication. Engage in ongoing discussions, offering relevant insights or resources that add value to their objectives. Show genuine interest in their business by understanding their challenges and proposing tailored solutions. Utilize various channels such as email, phone calls, and face-to-face meetings to maintain consistent interaction, fostering a relationship built on trust and mutual benefit while aligning efforts toward a successful partnership.

Most people miss out on this.Priorities are different for different people, and thus I try and to keep following up.I also keep limits as this is important. I do not want to push people and distract them beyond their priorities, as this will not get the best output and contribution from them.

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Na minha experiência, costumo dizer que é delicado determinar uma forma mais eficaz, pois varia conforme a experiência de cada pessoa. No meu caso, algumas abordagens têm gerado ótimos resultados. - Identifico potenciais parceiros e busco no LinkedIn amigos ou contatos em comum, pedindo ajuda para uma apresentação mútua. Por exemplo, uma vez utilizei o Sales Navigator para descobrir que um potencial cliente era amigo de 3 contatos meus; ao pedir ajuda a eles, o cliente acabou me recebendo devido às solicitações prévias. - Em segundo lugar, pesquiso a fundo sobre o potencial parceiro, enviando um e-mail personalizado apresentando-me e resumindo minhas descobertas, solicitando 10 minutos para uma reunião.

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Providing value for free, devoid of expectations, is a potent strategy that transcends transactional limitations. Sharing knowledge altruistically cultivates trust and reciprocity. This can manifest through partnerships, internal analyses, or by offering tailored insights such as presenting 25 prospects or categories aligning with specific goals. The generosity of shared wisdom becomes a beacon, attracting collaboration and fostering symbiotic relationships. When assisting others in realizing their objectives, be it through strategic partnerships or effective outreach methods, the act becomes its own reward.

(continuação) - Por último, realizo todo o processo no LinkedIn, enviando pedidos de conexão personalizados, interagindo estrategicamente com postagens e, após um tempo, envio uma mensagem personalizada com um resumo do que observei em suas postagens.

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