Any Channel

7 min read

Intermediate

Building a Referral Network with Outbound (Partnership Engine Playbook)

Use outbound to build a long-term partnership channel by targeting adjacent providers who already serve your ICP.

Example Copy

Generic Approach

compose email

To: {FirstName}

Subject: Quick question about {Company}

Hi {FirstName},

I noticed {Company} is growing fast. We help companies like yours with {Service} and I'd love to chat.

Would you be open to a quick call this week?

Best, Generic SDR

Low reply rate

LeadBird Approach

compose email

To: Sarah Jennings

Subject: Quick idea

Hey [[FirstName]] — saw you work with [[ICP]] from the [[Adjacent Angle]] side.

We serve the same market from a different angle: [[Your Value Prop]].

Curious if there's an opportunity to set up a simple referral partnership here.

Open to a quick call next week?

High reply rate

Tools Required

DiscoLike

Lookalike list of adjacent providers

Clay

Find decision makers + enrich + list building

How To Set It Up

1

Identify adjacent partner types

Choose providers who serve the same ICP but do not compete (CPAs, fractional CFOs, consultants, etc.).

2

Build the company list with lookalikes

Seed DiscoLike with a strong adjacent provider, export lookalikes, then use Clay to find principals (Founder/Partner/Owner).

3

Run a relationship email campaign

Keep email short and casual; CTA is a quick chat about referrals.

4

Define incentives

Decide two-way referrals vs revenue share; revenue share often reduces friction.

5

Nurture monthly and track referrals

Nurture every 30 days with wins/updates; track and reward top partners.

Summary

Outbound can build a partnership channel: list adjacent providers, reach out conversationally, offer incentives, and nurture consistently for compounding deal flow.

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