If I have seen further…
Like many of you, we just got back from INBOUND in Boston. This conference just keeps growing and growing (which, I guess, we should expect from a marketing conference). This year it was attended by 26,000+ people and I’ll wager next year it will be 30,000+.
In my opinion, there are 2 reasons to go to INBOUND:
- Great content – The sessions, speakers, and content were extensive and high quality. Our favorites of the week are listed here.
- Great people – So many amazing marketing experts and technologists from amazing agencies and vendors!
Something special happens when great content and great people come together: You get great partnerships. And so it was that our favorite partners were there including CallRail, Mailchimp, and TapClicks. We definitely want to thank those teams for making time for us!
“If I have seen further, it is by standing on the shoulders of giants.” – Isaac Newton
Meeting with our current friends is great, but making new ones is even better! This week was even more special because we got to add new partner to the mix. We are proud to announce that Eletype is a HubSpot App Partner!
Hey let’s face it, life is easier with partners! So this week we are talking about our partners and why we choose to grow with the help of some of the best MarTech platforms out there.
Is it lonely out there?
Every April HubSpot’s Scott Brinker publishes the annual MarTech 5000 (but really 7,040) Supergraphic. Bit of an eye chart huh? Big thanks to BlueGreen Brands and Anand Thaker for their work these past few years as this chart has gotten maybe just slightly hard to manage.
Marketing technology vendors should be proud to be on that list (I know we are!) but you can’t help but feel a little lonely and lost in such a massive landscape. If you look really hard, we are right here. ?
Like most early stage MarTech startups, not only can it be lonely, but it can be intimidating to try to make a dent in this huge, established and fragmented industry. Fortunately there is a great way to get early traction: Partnerships.
Life is easier with friends ?
Business and life is better with friends, so while MarTech can be a dog fight, it doesn’t have to be. We’ve made partnerships, particularly integration partnerships a core part of our plan for early stage growth.
Three reasons we love partnerships:
1 – Go where your users are
In May of 2018 we made the decision to not only be a messaging-centric application, but to be a messaging-exclusive application. Why? Well, many of you have probably heard me tell this story a million times, but in early 2018 we started experimenting with Slack notifications as a feature to Eletype. I would put the Slack stuff in the back of my sales deck and conclude a meeting by saying “… and we are also building a Slack app”.
“Mike you are burying the lede! Next time start with Slack!” said basically everyone
After I heard that a dozen times over a few weeks we decided that if our users are in Slack we should be in Slack. Thus began our formal integration and partnership with Slack.
For an early startup, it didn’t make sense to invest in software development that isn’t core to our value prop. That is why we chose to partner with the platform “where work happens”. We want to turn marketing analytics into action, so let’s go where work happens. No brainer!
Note: I spoke at the recent CallRail Agency Summit where we surveyed the audience to find that 95% of agencies used Slack. I think we chose widely, but we are in the process of building MS Teams support too!
2 – Similar customers
Large platforms like Facebook and Google support a wide range of customers. In regards to marketing and advertising, Facebook and Google are really the only games in town and together they account for 70% of all digital ad spend. So it was natural for Eletype to build Facebook Marketing and Google Ads integrations first, but beyond that it was important for us to look for other SaaS marketing platforms that were used by the types of marketing teams we wanted to work with.
We looked no further than in our own backyard and tapped into CallRail and Mailchimp. Hey, life is better with friends, but business is more fun with friends in the ATL. In the city that is too busy to hate, we make time to make friends! CallRail is short scooter ride down the street and Mailchimp is literally down the hall from us here at Ponce City Market, but beyond logistics, both companies have a strong presence in the MarTech landscape and thousands of customers we would like to get in front of.
3 – Rise above the noise
Remember when we talked about 7,000+ different MarTech companies? Yeah, it’s lonely out there, which is why partner programs can not only validate your offering, but it can dramatically reduce the number of companies in your ecosystem.
Partner programs require a certain level of integration, partner review and testing before your app is authorized. This acts as a seal of approval and validation that not only helps refine your product, but gives your customers confidence in knowing that your shit works.
So how can you rise above the MarTech noise? Like this:
- 1 out of 7,040 companies in the MarTech ‘5000’
- 1 out of 1,500 apps in the Slack App Directory
- 1 out of 300 HubSpot Apps
- 1 out of 228 Mailchimp Partners
- 1 out of 40 CallRail Integration Partners
And out of the companies that are partners with Slack, Hubspot, Mailchimp and CallRail….
we are 1 of 3!
Happy to join this exclusive club with Salesforce and Zapier! ?
Ok ok ok, that is a bit of a ridiculous calculation, but it is true! And it is just one way you can use partnerships to differentiate, integrate and grow.
Until next week, we hope you enjoyed the update!
Eletype is a leader in team-based digital marketing technology. Eletype is working with digital advertising agencies, specifically with search and social media teams to help automate their campaign monitoring. Our 100% messaging-first approach is what we call ‘last-mile’ analytics. We turn insight into action so marketing agencies can save time, reduce mistakes, and improve performance for their clients.
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