In this new episode of Alliances, I welcome Will Taylor, co-founder of AudienceLed, an ecosystem marketing agency that's redefining how B2B companies approach marketing.

Will has an impressive track record in the partnerships ecosystem. He helped launch, scale, and successfully exit a media company focused on partnerships, which was acquired by Reveal and later by Crossbeam.

After consulting on partner revenue operations, Will discovered that partnerships is ideally suited for marketing functions—a perspective that led him to co-found AudienceLed, where he helps Series A+ tech companies go to market with their market through third-party expertise.

Thanks to Will's unique expertise in ecosystem marketing and his deep understanding of how buyers actually make purchasing decisions,

I wanted to explore how companies can leverage their ecosystem to create more impactful marketing that resonates with buyers.

In this episode focused on ecosystem marketing and strategic partnerships, Will shares:

• The fundamental difference between traditional marketing and ecosystem marketing

• Why buyers only engage directly with vendors at 4 of the 28 touchpoints in their journey (Jay McBain's research)

• His method for identifying which third-party experts influence your buyers (influencers, brands, communities)

• How to start ecosystem marketing by simply asking your customers who influences them

• The competencies required: people & project management skills vs traditional marketing expertise

• How to measure ecosystem marketing impact using existing revenue metrics (volume, conversion, velocity)

• Three primary ways to track influence: organic mention capture, sales call questions, and correlate analysis

• The modern customer journey with partners embedded at every stage: 2x marketing power for 50% of the effort

• His framework for choosing the right influencers: analyze engagement quality over follower count

• The critical mistakes companies make: focusing on vanity metrics and not reusing content across campaigns

• Recommended tech stack: HiveSite, Limelight, Clay for sophisticated influencer intelligence

A strategic episode that reveals how to transform your marketing from shouting into the void to having meaningful conversations where your buyers already spend their time—through the voices they already trust.

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To view the episode on YouTube: https://youtu.be/tqJihERe_aw

Thank you for your support!

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Where to find Will: https://www.linkedin.com/in/willtaylorled

Where to find Maxime:https://www.linkedin.com/in/maximeimbert-partnerships

To discover AudienceLed: https://www.audienceled.com

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Find a new episode of Alliances every month to get the best techniques for developing your alliances and partnerships.

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