{"id":192,"date":"2024-01-11T13:35:10","date_gmt":"2024-01-11T13:35:10","guid":{"rendered":"https:\/\/productive.io\/bold\/?p=192"},"modified":"2025-09-04T09:51:50","modified_gmt":"2025-09-04T09:51:50","slug":"bold-session-recap-elevating-lead-generation-strategies-leveraging-partnerships","status":"publish","type":"post","link":"https:\/\/productive.io\/bold\/blog\/bold-session-recap-elevating-lead-generation-strategies-leveraging-partnerships","title":{"rendered":"Bold Session Recap – Elevating Lead Generation Strategies by Leveraging Partnerships"},"content":{"rendered":"

Interviews<\/a><\/p> –

{{minutes}} min read<\/p>

Bold Session Recap – Elevating Lead Generation Strategies by Leveraging Partnerships<\/strong><\/h1> \"\" <\/a>

Marija Kata Vla\u0161i\u0107<\/p><\/a>

January 11, 2024<\/p> \"\"

In a recent Bold session, we explored the art of maximizing partnerships for pipeline growth and securing new deals with Nick Dan-Bergman, VP of Marketing and Partnerships at LT<\/strong>.<\/p>

With nearly a decade of experience spearheading business development and marketing initiatives, Nick has implemented a number of successful partnership strategies. Below, we bring you the most frequently asked questions that Nick answered during the session.<\/p>

How would you define partnerships as a marketing strategy or channel?<\/strong><\/h2>

Well, for us, there\u2019s two main categories when talking about partnerships. The first category is a tech partnership and the second one is something we call a thought leadership or research partnership.

A tech partnership is something we\u2019ve been doing longer. It usually comes down to being a part of a partner program for a, let\u2019s say, CMS provider or even hosting providers like WordPress. The good side of tech partnerships is that they\u2019re established programmes and it makes the whole thing a lot easier. The downside is that, if you\u2019re not one of their top partners, you get pushed to the side and kind of ignored. They like you, but you don\u2019t really get the full love from them since you\u2019re not driving revenue as much as other companies.

A research partnership is an area that has been in our focus more recently. I\u2019d say we\u2019ve seen a lot more success in this area. This could be anything from partnering with an association in a given industry to partnering with a certain publication from an industry or an analyst. I think this area is a bit on the unexplored side of things, established programmes are going to be a rare occurrence, so you kind of have to figure things out as you go. There might not be any clear guidelines or beaten paths when partnering with someone on matters like these, but if you can do it right – it can be really fruitful.<\/p>

Let\u2019s say an agency is considering a partnership. Where should they start?<\/strong><\/h2>

Probably the first thing to do is just to assess where you’re currently at and giving an honest assessment of where (whether it be industries or technologies) you truly are an expert. So, when I look at partnerships, and when you’re reaching out to a tech company or a research and thought leadership groups, I think you want to make sure that it\u2019s an easy conversation for you to have.

We started investing into this five years ago and about two years ago we is when we really started robust growth from it. Don\u2019t get me wrong, we didn\u2019t do it for three years without seeing any return, but it\u2019s a little bit slower in the beginning. You should start doing the work on your own, even before you have a designated partnership.

If you have an opportunity to establish a partnership from the get go, by all means, go for it, but in a lot of cases there\u2019s work to be done beforehand. That makes it easier to establish partnerships with with bigger associations.<\/p>

What needs to be considered when looking for a partner?<\/strong><\/h2>

Well, apart from knowing your own expertise, it\u2019s important to identify the mindset of your potential partner. I think that the partner should have some form of skin in the game. On the tech partnership side of things, those partnerships would usually involve some kind of referral agreement – you put in the work, you get compensated.

On the other side, research and thought leadership partnerships are a bit more complicated. You\u2019re probably not going to be able to establish agreements since associations or analysts can\u2019t take any form of compensation. So you have to figure out what motivates them, what\u2019s in it for them, and how to get them to have a stake in the matter.

In the case where we\u2019re jointly doing consumer research and publishing a report and they\u2019re not putting money into the research – get them to agree to launch the report at one of their events.<\/p>

Could you share a few best practices agencies should take into consideration when thinking about a partnership?<\/strong><\/h2>

The biggest issue regarding partnerships is getting your foot in the door in the first place. Getting the conversation going is where it all starts, so figuring out who the best person is to do it and make a connection is crucial. I\u2019ve been working on figuring out who we need to outreach to, how we should do it and what value they might get out of it.<\/p>

How do you manage expectations during a partnership?<\/strong><\/h2>

So the way I see it is, if we\u2019ve established a partnership with an association we\u2019re going to go at it at 110%, right? We\u2019re going to go above and beyond to make things work. Good enough isn\u2019t going to cut it if you\u2019re going to have the top industry people reading the report. Even when you think you\u2019re done, try and make it a little bit better.

It\u2019s really important to manage your team\u2019s expectations of what success looks like as well, especially when you\u2019re doing a partnership that will result in a high-value piece of content. You\u2019re always going to have partnerships that don\u2019t continue and you might not get the full reason behind it, that\u2019s just how things go sometimes.<\/p>

What are some best practices when it comes to coordinating brand messaging?<\/strong><\/h2>

We\u2019re really flexible when it comes to that, especially knowing that some of our partners have to follow very strict rules when it comes to branding. If you\u2019re working with an investment bank or anyone in the financial sector for that matter, you can expect that every little detail will be scrutinized. And it makes sense, they\u2019re under a lot of regulations so you can\u2019t put just anything out there.

Not all of your partners will be like this, but ultimately, you\u2019re looking to get in front of a bigger audience that your partners have access to. We\u2019ve done reports that were entirely in alignment with brand guidelines from our partner\u2019s side, but we\u2019ve also done some where they just wanted their logo on the report.

My advice would be to stay as flexible as possible.<\/p>

How would you decide if a partnership is successful? Which KPIs should be monitored in regards to ROI?<\/strong><\/h2>

In terms of revenue, I\u2019d say you should have at least some revenue generated within the first year of the partnership. But that\u2019s not the only thing you should be looking out for. If you have a research partnership, then getting involved in your partners ecosystem – doing events, speaking at conferences or webinars, etc. will also increase the likelihood of success. The more entrenched you can become with the group you\u2019ve partnered with, the better.

So, you\u2019re obviously going to be looking at the deals and revenue you\u2019ve made from those deals. We also like to look at the number of people that reach out, not regarding a specific project. Potential leads might reach out regarding the report, they might not need your services at that exact time – which doesn\u2019t mean they won\u2019t need them somewhere down the line.

Another thing is building relationships with C-suites. Things move faster when you\u2019re talking to the CEO or president of the company, there\u2019s generally less details discussed and you get straight to the point. Most of the times you won\u2019t be doing your standard pitch. The CEO lays out a problem they\u2019re facing and you come up with a creative solution. It\u2019s challenging, but this approach makes it easier to put the deal pen to paper.<\/p>

Connect With Agency Peers<\/strong><\/h2>

Access agency-related Circle channels, exchange business insights, and join in on members-only live sessions.<\/p>

Apply now<\/p> <\/a> \"\" \"\"

Marija Kata Vla\u0161i\u0107<\/p>

Content Marketing Specialist<\/p>

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Bold Session Recap – Social Selling for Agencies<\/h2> <\/a>","protected":false},"excerpt":{"rendered":"In a recent Bold session, we explored the art of maximizing partnerships for pipeline growth and securing new deals with Nick Dan-Bergman, VP of Marketing and Partnerships at LT.","protected":false},"author":10,"featured_media":194,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"es_utils_meta_schema":"","footnotes":""},"categories":[5],"tags":[],"class_list":["post-192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews"],"acf":[],"yoast_head":"\nBold Session Recap - Elevating Lead Generation Strategies by Leveraging Partnerships - Bold<\/title>\n<meta name=\"description\" content=\"In a recent Bold session, we explored the art of maximizing partnerships for business growth with Nick Dan-Bergman, VP of Marketing at LT.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/productive.io\/bold\/bold-session-recap-elevating-lead-generation-strategies-leveraging-partnerships\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bold Session Recap - 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