Why Collaboration Marketing Works: Building Relationships Over Transactions with Gill Tiney Ep. 98

Giraffes Don't Eat Steak - for curious marketers who zig when others zag!

Why Collaboration Marketing Works: Building Relationships Over Transactions with Gill Tiney Ep. 98

In this week's episode, Erica and Alex welcome Gill Tiney from Collaboration Global to discuss why most businesses waste resources marketing to audiences who will never buy from them. Discover how you can achieve better results by building relationships rather than chasing numbers.
Gill shares powerful insights on:
- Why you probably only need a smaller number of clients per month than you think (not thousands of leads)
- How to identify win-win collaboration opportunities others miss
- Building genuine relationships that lead to long-term business success
- Finding partnerships that can replace expensive advertising
- Getting into your client's journey at the right moment
Gill's community, Collaboration Global, brings entrepreneurs together to support each other and create meaningful connections that lead to business opportunities. Her approach emphasises relationship-building over transactional marketing.

Chapters

00:00 Marketing to the right audience
03:00 Introduction to Collaboration Global
06:15 Success stories from the community
12:08 Building relationships not numbers
14:22 Questioning marketing metrics
19:18 Finding your unique selling point
24:10 Understanding client capacity needs
30:20 Finding the right partnerships
35:15 The White Company & British Airways
40:15 Getting in early in the customer journey
46:24 Knowing your audience deeply
51:00 Closing thoughts on collaboration
Connect with the hosts:
Erica: https://www.linkedin.com/in/erica-mackay/
Alex: https://www.linkedin.com/in/alex-bilney/
Get in touch with us at The Marketing Detective Agency - www.themarketingdetectiveagency.com
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