Use case · Partnerships
Find your next partner before the badge pickup.
Most partnerships teams walk the conference floor with a handful of warm intros and an open hope the right company is around the next booth. Cold outreach rarely lands — nobody responds to a generic LinkedIn request that names no context. We surface the attendee list weeks ahead, enriched with company profiles, tech stack, and industry adjacency. Your BD lead arrives with a ranked partner prospect list, knows which companies are at multiple events you sponsor, and carries a ready integration thesis for every conversation.
The data your partnerships team actually uses
Not a generic contact dump. These are the fields that move this team, and why each one earns its place in the workflow.
Company attendee roster
Every attendee list signals market investment. Partnerships teams need the company view — which orgs are present, who they sent, how senior the delegation is.
Cross-event overlap
The same company at three events you sponsor this year is not a coincidence. Overlap detection surfaces the most committed prospects without manual spreadsheet matching.
Industry adjacency tag
A data infrastructure company shares a floor with compliance platforms, resellers, and adjacent SaaS tools. Tagging by adjacency shows who makes a natural partner and who does not.
Tech stack & integration surface
A company running Snowflake looks like a natural data partner. Their stack reveals product fit before the first coffee and tells your team what the integration would look like.
Growth stage & funding signal
Series B companies with growing headcount have the bandwidth to build partnerships. Late-stage companies with flat headcounts rarely prioritize onboarding a new channel.
A partnerships playbook across the event window
Three phases, opinionated steps. This is how teams run it when the attendee data lands before the show—not after.
- 01
Discover prospect partners
Scan the attendee roster against your partner profile: adjacent industries, complementary tech, shared customer segments. Score each company by co-sell potential, integration complexity, and market overlap. You should have a ranked list, not a data dump.
- 02
Run overlap analysis
Compare this event's attendees against your existing partner portfolio, CRM accounts, and past event attendance. A company that showed at three shows you work is signaling active investment — they jump to the top of the queue.
- 03
Prioritize partner meetings
Tag each prospect with a talking-point brief: what their product does, which integration makes sense, who from their team is on-site. The partnerships lead boards the plane with a schedule, not a prayer.
- 01
Connect with decision-makers
The data tells you who is on the floor and what they care about. Walk the expo hall with a ranked prospect list. Every booth stop starts a level deeper than 'tell me what you do.'
- 02
Map the ecosystem in real time
Spot adjacent booths whose customer base overlaps yours. Tag new discoveries as you spot them. The hall becomes a live landscape of potential partners, not a random walk.
- 03
Validate fit in conversation
Use the enriched background — funding round, headcount trajectory, tech stack — to have an informed first partnership conversation. You are not asking what they build; you are discussing how you would go to market together.
- 01
Build the partnership pipeline
Log every prospect, conversation summary, and next step into the CRM or partnership platform. Tag by partner type: channel, tech, or strategic. No notes lost to phone memory.
- 02
Qualify and route
Score each prospect on integration effort, customer overlap, and revenue potential. Route warm, ready-to-move partners to the BD team; send early-stage fits to partnerships coordination for continued nurture.
- 03
Track yield per event
Measure how many qualified partners each conference produced, time to first meeting, and which event format generated the strongest inbound. Next year's budget allocates on data, not instinct.
What changes when the list is real
Overlap detection across 3+ events
A cross-reference that surfaces companies investing across multiple shows in a single season. No manual spreadsheet work, no missed prospects.
80% fewer cold partner emails
Pre-event outreach replaces the generic intro that lands in spam. Every conversation starts with context — their event presence, their product, the obvious integration point.
2x faster partner qualification
Enriched data collapses the discovery phase. One informed conversation replaces three discovery calls when you already know their stack, stage, and market adjacency.
Ecosystem map before day one
A live landscape of the partner terrain at the event — adjacent companies, complementary products, overlapping customer bases. The team arrives with a map, not a list.
Push scored partners straight into your CRM
The enriched company list lands in Salesforce or HubSpot as scored accounts with partner-type tags, relationship history, and integration notes. Your BD team opens the CRM and sees exactly who to call, what they run, and why they fit.
FAQ
Questions teams ask before the show
Sales data focuses on decision-makers within buying accounts. Partnership data centers on companies: their product category, tech choices, customer overlap, and presence across multiple events. You are evaluating a company as a co-seller, not just a buyer.