On the subject of advertising and marketing, do you go it alone? You don’t should. And also you most likely shouldn’t.
I’ll clarify why in a second, however first let’s have a look at the info.
In our 2025 Excessive Development Research, we requested skilled providers companies to rank the impression of their advertising and marketing strategies. We then remoted one of the best performing companies from the bigger pattern. These standout companies develop a lot quicker and are extra worthwhile than common—and obtain spectacular efficiency 12 months after 12 months.
Out of 32 advertising and marketing ways they assessed, listed here are the Excessive Development cohort’s prime ten strategies:
At this time, we need to give attention to the method within the ninth place: advertising and marketing partnerships with different organizations. Whereas partnerships are utilized by companies of all stripes, Excessive Development companies fee them as having extra impression than their slower-growing friends.
What Are Advertising Partnerships?
Earlier than we proceed, let’s ensure you perceive what we imply by the time period “advertising and marketing partnership.” A advertising and marketing partnership is a mutually useful advertising and marketing collaboration between a agency and one other group. That group might be one other agency that doesn’t straight compete with you (for example, accountants and legal professionals work with the identical clientele however supply very completely different providers), or it might be a non-commercial third occasion that serves your target market, comparable to a commerce affiliation.
The objective of constructing relationships like these is to achieve a brand new viewers with the consent and assist of your companion. Normally, partaking a companion’s viewers is simpler, since they supply a tacit endorsement of your agency.
Partnerships can take any variety of types—and so they usually embrace quite a lot of actions. Listed below are just some:
- Co-host webinars
- Publish on one another’s weblog
- Ship content material and provides to one another’s e mail lists
- Co-present at a convention
- Write an article collectively for a serious media outlet (comparable to HBR, The Wall Avenue Journal or a prime trade journal)
- Conduct and publish joint analysis in your frequent goal market
- Write a e-book collectively
- Cross promote one another’s occasions, precious content material, coaching, programs and different academic choices
- Refer shoppers and prospects to one another
As soon as you’re in a partnership association, use your creativeness. The alternatives to help one another are countless.
For instance, at Hinge over the previous decade, we now have produced a analysis report for the Affiliation of Accounting Advertising that they make out there to their members. We additionally assist promote these experiences. In trade, we converse at their annual convention and so they promote choose items of Hinge content material to their members. Accountants are one in all our main audiences, so this relationship connects us to a properly revered group within the trade. Conversely, our analysis is of nice curiosity to AAM’s members, offering a profit they’ll’t get wherever else. Win–win!
The Begin of a Lovely Friendship
Discovering the best companion and establishing the connection isn’t all the time simple. As an example, understanding an association with a big affiliation will be difficult. Even when you’ve got a champion in your aspect, you continue to might should navigate layers of forms—a time consuming course of. Figuring out one other agency that serves your viewers however doesn’t straight compete with you could be simpler in some industries than others.
A partnership ought to be an incredible boon for either side. If there’s an imbalance, it gained’t work. In any case, both sides is investing within the different’s success. While you method a possible companion, take into account what irresistible profit you’ll be able to supply them. Is it entry to your checklist? Your experience? Some mixture of each? How are you going to bundle your providing in an distinctive and highly effective manner? On the identical time, take into consideration what they’ll give you that’s of roughly equal worth. The extra creativity you’ll be able to convey to the desk, the higher your probabilities of success.
An excellent partnership ought to final for years. It doesn’t take very a lot of them to considerably broaden your attain and ship extra leads and new enterprise alternatives.
So why do Excessive Development companies discover partnering extra precious than their low-growth rivals? Sadly, the info doesn’t reply that query. However primarily based on my expertise working with many, many high-performing companies I can consider one massive purpose. Excessive Development companies are all the time searching for efficiencies, particularly of their advertising and marketing. They don’t thoughts placing in onerous work up entrance to construct a relationship that delivers dependable outcomes over the long run. A partnership gives easy accessibility to new audiences, and as your companion grows so does your potential.
What number of strategic advertising and marketing partnerships do you could have?
