The Partnership Economy: How Modern Businesses Find New Customers, Grow Revenue, and Deliver Exceptional Experiences

Description

Unlock the enormous potential of strategic partnerships You think you know partnerships, don’t you? But the nature — and growth potential — of partnerships for business has transformed in recent years. In The Partnership Economy, partnership automation expert and impact.com CEO David A. Yovanno delivers an insightful, actionable guide to navigating this newly defined era and growing your company’s revenue far beyond expectations. Using real-life examples from well-known brands such as Fabletics, Target, Ticketmaster, Walmart, and more, the book offers practical frameworks on how to unlock the value of modern partnerships. Along with showing how partnerships build brand awareness, customer loyalty, and competitive advantage, Yovanno reveals the tremendous possibilities for growth when partnership agreements work in concert across all partnership types, such as influencers, commerce content publishers, business-to-business integrations, and affiliate rewards. In this book, you’ll learn: Why and how the most innovative companies, both large and small, and across industries, invest in their partnership programs and consequently drive up to a third or more revenue for their organizationHow a variety of partnership types, including influencers, commerce content, traditional affiliate programs, and more, operate and how each can make a difference in your businessWhy you don’t have to wait — you can begin your partnerships strategy today, either in-house or through agency partners, with a point-by-point startup plan and roadmap for growthWhat partnership maturity means and how to diversify and grow your partnerships program to fully unleash your organization’s growth potential Perfect for founders, executives, managers, and anyone responsible for revenue acquisition in any industry or sector, The Partnership Economy is an indispensable guide for anyone planning to grow their business and its revenue. Cover Title Page Copyright Page Contents Preface How Modern Partnerships Were Born Acknowledgments Part I Welcome to the Partnership Economy Chapter 1 Unlock Unexpected, Lasting Growth with Modern Partnerships Modern Partnerships at Work Who Are These Referral Partners? Why Do Referral Partnerships Work So Well? Partnerships Go the Distance Is Operating at Full Potential a Pipe Dream? Imagine What’s Coming The Quick Summary What’s Up Next? Notes Chapter 2 Trust Is the New Black and Other Reasons Why Referral Partnerships Work Referral Partnerships Work Trust Is the New Black Referral Partners Enhance Enterprise Customer Experience The Quick Summary What’s Up Next? Notes Chapter 3 How Partnerships Can Help You Meet Critical Business Goals Partnerships Are Powerful and Flexible Grow, Baby, Grow Improve Your Conversions Change Strategy—Quick! What Kind of Growth Do You Want? Who Will Make This Growth Happen? What Customer Behaviors Do You Want to Catalyze? Link Desired Customer Behaviors with Customer Journeys Customer Journeys Are Changing The Quick Summary What’s Up Next? Notes Chapter 4 Engage Customers Wherever They Are on Their Customer Journeys Partnerships: Here, There, and Everywhere! Partnership Roles Across Customer Journeys Link Partner Roles with Business Objectives Customer and Shopping Journeys Show What’s Taking Place Journey Maps Reveal Partnerships Opportunities Design Your Ideal Customer Journeys The Quick Summary What’s Up Next? Notes Chapter Six Building Blocks of Today’s Partnerships Harry’s, ACME, and the Six Building Blocks Build Effective Collaborations with the Partnership Design Canvas Compatible Partners Relevant Customers and Audiences Desirable Customer Experience Accurate Tracking and Measurement System Motivating Value Exchange Shared Partnerships Success Plan The Quick Summary What’s Up Next? Notes Part II What Are Modern Partners? Chapter 6 Coupon, Cashback, and Loyalty Partners: Reach New Audiences, Drive More Sales Tried and True: Partnerships That Drive Revenue Popular Then and Now The Value Proposition: Incentivizing Engagement Enterprises, Affiliates, and the Customer Journey But We Are Not a Discount Brand! There Is More Than Meets the Eye Tips for Getting the Most Out of Coupon, Deal, and Loyalty Sites Tips for Coupon, Cashback, and Loyalty Partners The Quick Summary What’s Up Next? Notes Chapter 7 Creators, Influencers, and Brand Ambassadors: The Powerful New Word-of-Mouth Play A Rapidly Growing Domain of Authenticity Three Ways to Use Influencer Partnerships LightInTheBox Taps Micro-Influencers for Content Nurture Influencer Partnerships for Better Results Ivory Ella Grows Brand Awareness Savage X Fenty Succeeds with an Influencer-First Model If You Are an Influencer Customers Are Brand Ambassadors The Quick Summary What’s Up Next? Notes Chapter 8 Mass Media Publishers: When Old-School Advertising Doesn’t Work Anymore Beyond PR and Advertising: A New Way to Work with Mass Media Publishers How Does Commerce Content Work? Why Does Commerce Content Work? Is There a Conflict of Interest? What Matters to Content Publishers Who to Approach at a Publisher? An Authentic Path Toward Growth The Quick Summary What’s Up Next? Notes Chapter 9 Mobile Partnerships: Be Where Your Customers Are All the Time Welcome to a Mobile World Mobile Is Changing Customer and Shopping Journeys Apps and the Mobile Web: A Tale of Two Environments What Do Consumers Prefer? Consider the Mobile Partnership Opportunity It’s Gotta Be Seamless There Is a Better Way Measuring Performance: KPIs for Mobile Partnerships Fraud: A Unique Mobile Consideration Future-FacingConnections for an Evolving Customer Journey The Quick Summary What’s Up Next? Notes Chapter 10 Strategic Business Partnerships: When Two Work as One Committing for the Long Haul: Strategic Brand-to-Brand Partnerships Entry-Level SB2B Partnerships: Based on a Promotion Complex SB2B Partnerships: Based on a Product Integration Is Your Company Ready for SB2B Partnerships? Finding Potential SB2B Partnerships Construct a Successful SB2B Partnership The Quick Summary What’s Up Next? Note Chapter 11 Community Groups, Associations, and Cause-Based Partnerships: When the Higher Good Is Good Business It’s a Whole New World Performance-Based Partnerships with Purpose Goodness Takes Effort Tips for Finding Your Impact The Quick Summary What’s Up Next? Notes Part III Get Started in Partnerships Chapter 12 How to Get Your Partnerships Program Started Getting Partnerships Off the Ground: Taking Stock Building the Case for Executive Buy-In Build the Vision for Partnerships Develop Your Strategy Establish Your Partnerships Process Select Your Partnership Management Platform (PMP) Spotting Potential Partners Get Going The Quick Summary What’s Up Next? Notes Chapter 13 How Does It Feel? Creating a Beneficial Partner Experience Be Intentional About Your Partner Experience Develop Your Partnerships Vision Articulate Your Partner Value Proposition Live Your Vision Collaborate with Partners for Ongoing Success Welcome Aboard! What Content Are You Providing for Your Partners? Broaden Your Circle Capture Your Partnerships Learning Assess Your Partnerships Experience Regularly Ask Your Partners About Their Experience The Quick Summary What’s Up Next? Notes Chapter 14 What About Agencies? Your Partners in Partnerships Go It Alone or Go with an Agency Assessing Your Internal Capabilities Types of Agencies That Create and Manage Partnerships When Hiring an Agency Know What You Bring to the Table When Assessing Potential Agencies The Quick Summary What’s Up Next? Notes Part IV Unleash Your Partnership Potential Chapter 15 What Is Partnerships Program Maturity and How Do I Get It? Maturity Is a Good Thing Key Activities Along the Path to Full Potential The Quick Summary What’s Up Next? Note Chapter 16 Next Steps: Envision and Plan a Durable Partnerships Program Designing Your Partnerships Strategy Planning Is Challenging and Critical The Partnerships Program Planner Complete Your Partnership Maturity Roadmap The Quick Summary What’s Up Next? Notes Chapter 17 What’s Next? Prepare for the Future The Future of PartnershipsIs Ecosystems Partnerships Ecosystems—They Are Not Your Father’s Oldsmobile Build Your Organization’s Future Today Get On Board! Notes About the Author Index EULA