You can now get deep second party intent data with Co-Sell Signals on your Partner Fleet marketplace – bringing marketplace data, Crossbeam, and Slack together in a powerhouse product suite.
Co-Sell Signals is the newest way to drive direct value from your app marketplace; and get your AEs excited. It can help you:
- Connect your sales team to partners
- Close deals faster
- Prove the value of partner-driven and partner-influenced revenue
- Offer prospects and customers a better experience
Here’s how it works: Partner Fleet identifies visitors on your marketplace, cross-references them with your Crossbeam connections, and sends the data to Slack.
And this data is available to you and your partners! Read on to learn more.
Why your marketplace visitors matter
Think about who’s on your app marketplace: It’s likely someone doing research on the integrations you have – and how they work. Maybe a prospect in the research phase of buying, or an ops employee or engineer confirming the software integrates properly, or a customer ready to install an integration.
Visitors on your marketplace are high-intent – they’re looking for that last piece of the puzzle before deciding to move forward with an account or demo. Or, they’re customers looking for partner solutions.
That makes data about them potentially more valuable than any other first-party data you have access to – there’s nothing better than capturing a ready-to-convert lead.
We understand the importance of this data, which is why we built Co-Sell Signals to:
- Identify these visitors
- Cross reference them with your existing partners and,
- Give you real-time Slack notifications that allow for timely actioning
See these low-funnel marketplace visitors in Slack, where you can immediately take action to move deals forward – and with your partner. Co-Sell Signals is a game changer in a time when partnerships are essential to B2B SaaS growth.
The bigger picture: unveiling partner-influenced revenue for action
There's a big issue in tech partnerships that's often not spoken — much of the revenue they drive is influenced, not sourced. That means it's not directly trackable and therefore not always valued by executives.
But, it's extremely valuable!
In a recent G2 report interviewing nearly 1000 B2B SaaS buyers, integrations were the #1 consideration for sales, marketing, and support tech. That means your product MUST have certain integrations or it's getting passed over.
We know from marketplace analytics that prospects are researching on your marketplace and your tech partners are influencing them. But until now, there was no way to tell who was researching or how to move the deal forward.
Co-Sell Signals solves this. You can now get the real-time data to know who's in the market, what integration they need, and give your AEs powerful information to personalize outreach and involve partners.
The Co-Sell Signals product suite
What does Co-Sell Signals look like? It's a suite of 4 four integrated platforms (Partner Fleet, Clearbit, Crossbeam, and Slack) to provide AEs, partnerships, and marketing teams with valuable, already parsed intent information that is useful and immediately actionable.
Step 1: Identify marketplace visitors
Partner Fleet uses Clearbit, HubSpot’s native data provider to identify visitors on your website based on their IP address.
This data includes profile information including company name, logo, domain, employees, revenue, funding, sector, industry, and more. It also includes buyer behavior: pages and partners viewed, clicks and actions, and full timelines.
With buyer identification enabled on your Partner Fleet marketplace, you can access this information at any time in your account.
We've pulled this data into the Partner Fleet dashboard where your partner team can browse and learn more about your marketplace visitors:
This buyer identification is, in its own right, super valuable. We equate it to intent signals you can get on G2 or LinkedIn Sales Navigator.
But even thoughB2B SaaS companies tend to think more data = better, if you get thousands of visits per day you'll quickly find this data noisy and difficult to parse into actionable insights.
Enter our new integration with Crossbeam (the #1 account-mapping tool).
Step 2: Crossbeam integration
Now that we have a ton of intent data, it’s time to automatically parse it into value-based buckets and provide partner overlap information. We do that with the first ever Crossbeam-marketplace platform integration.
Connect your Crossbeam account to Partner Fleet and we’ll cross-reference visitors against your Crossbeam-connected partners.
For example, if someone from a company called “Kalumma” visits your marketplace, you can see their page views and actions. And if Kalumma is a prospect/opportunity of yours and a prospect, opportunity, or customer of your partner, we’ll surface that information in your Partner Fleet account.
Here's what that would look like:
Aren't these partner overlap relationships something you'd want the AE on that account to know? That way you could involve a partner via warm introduction or even initiate co-sell motions. It could give the deal a huge boost at the moment they’re shopping your integrations!
But that’s just one of many ways to use this partner overlap information.
You can also filter your intent data by deal stage for you and your partners to find the best opportunities to Co-Sell. With historical data, you can use this information to highlight partner-influenced deals that have already closed.
Now you know who’s visiting your marketplace and whether or not they’re prospects, opportunities, or customers of your partners.
This intent information and partner overlap is available in your Partner Fleet account; but that’s not where your AEs are. So the third part of Co-Sell Signals brings a Slack notification into the mix.
Step 3: Slack integration
The Slack integration makes actioning these signals fast and easy for anyone on your team.
Get notifications of new visitors plus Crossbeam overlap data sent to a Slack channel as soon as the visitor hits your site. Also, you'll notice a link to the account in your CRM so your AEs and CSMs have easy access to it.
What can you do once this data is in Slack?
- Add your SDRs and AEs to the Slack channel for immediate triage and outreach
- Reach out to partners to ask for fast, warm intros
- Add marketplace signals to your sales and marketing’s current intent collection process
- Send relevant partner information to prospects
PS: Your partners can use Co-Sell Signals too!
The end product of Co-Sell Signals is a notification with rich data about the visitors to your marketplace. This data is invaluable to you – and your listed partners.
So we can surface Co-Sell Signals to your partners too, giving them second party intent data. Without lifting a finger, you can provide your partners with real value driven from being listed in your marketplace – prospect data in real time.
They can log in and browse the companies that have seen their listing, whether on the homepage, a category page, a recommended section, or their listing page. They also have access to your relationship with that visitor if you're connected in Crossbeam.
They’ll get Slack notifications about marketplace visitors who saw them on your homepage, category pages, or their listings. Plus, the same Crossbeam overlap information.
With that, they can offer personalized outreach to the prospect, or ask you for a warm intro. Best case scenario: the combined visibility into the prospect’s actions becomes a co-sell motion.
Not only does this offer you a way to give more data on the value of your marketplace to partners (without running reports or sending emails), but it can help your customers get connected with solutions providers faster.
And, if you really want, you can implement a fee structure to help your marketplace get paid for.
Why implement Co-Sell Signals on your marketplace?
If you haven’t read our post on buyer intent, you may not know the true value of intent signals on sales – especially since it’s a fairly new concept in partnerships. But this data can truly be a game changer for your sales conversion rates and partner attribution.
Let’s dive into the main reasons you’d want intent signals on your app marketplace:
Get information for your team to take action on high-intent leads
Sales and marketing success and efficiency depends on information and prioritization – that’s why many teams have already started to use intent signals as triggers for action items.
For example, SaaS marketing teams track prospects on their blog and set automated sales and marketing sequences to start when someone views a certain number of pages, or high-intent pages like a pricing page.
Co-Sell signals takes this to the next level. With account mapping data providing additional partner context, you (and your partners) can see:
- Who’s visiting your marketplace – already a low-funnel action. We’ve found that looking at partners and integrations is one of the last actions in the research phase before booking a demo.
- Which pages they’re looking at — whether it’s specific partners & integrations and/or categories and filters. This can give you a leg up in personalizing outreach.
- What relationship they have with your partners – prospects, opps, or customers of your partners on your marketplace could turn into co-sell motions that close faster.
And since this data is sent to Slack, you can easily bring in the most relevant internal parties to take action ASAP – one of the best ways to drive conversion. When used properly, Co-Sell Signals could result in:
- Faster time-to-contact prospects
- Better personalized messaging on outreach
- Partner collaboration on sales
- And even partner reciprocity, building stronger relationships
Track partner-influenced and marketplace-influenced revenue better
Did someone who browsed the marketplace end up closing? There aren’t a ton of ways to track how partners indirectly influence revenue – but this is one of them. Compare your list of marketplace visitors to close-won deals and see if your marketplace has influenced closed rates and time-to-close.
If you got a partner involved in the deal to help it close, better yet! Tracking the close rate of deals with a partner involved compared to the average can help you get more investment in future partnership initiatives.
Improve the buying experience for customers
Buyers have become dependent on the recommendations of people they already know and trust. If your prospect trusts an ISV or agency you partner with, they could get a trusted resource to help them in their buying process.
But your marketplace buyers don’t necessarily know that you have a good partnership – many companies have integrations without any partnership at all.
So if your buyer is browsing categories or a few partners, you can choose the one they already know to initiate the co-sell motion. And if your customers are browsing categories, you can recommend specific partners based on services offered, who they’re best for, or the nature of your integration.
Ultimately, the more information you have before you contact a visitor to your marketplace, the better their decision-making experience will be.
How to get started with Co-Sell Signals
You’ll need three things to make use of the full Co-Sell Signals suite:
- A Partner Fleet marketplace
- A Crossbeam account (with connected partners)
- Slack
If you have all of the above, please reach out to our support team and we’ll get you set up with Co-Sell Signals in your Partner Fleet account. We’re offering an early-adopter deal for our first 5 customers who sign up.
To get started with a Partner Fleet marketplace, please book a demo or request a free trial today and we’ll cover what you get with Co-Sell Signals. We’re offering the first 5 accounts to sign up Co-Sell Signals free with any plan (some limitations apply). Just let us know you’re interested.
