Real talk: we’re still pretty young, and while we’ve got solid work and good client relationships, our portfolio isn’t massive yet. That means when we reach out to potential partners about co-marketing or client referrals, we sometimes feel like we’re coming from a position of weakness.
But I’ve been thinking about this wrong. The best partnerships aren’t always between the biggest players—sometimes they’re between agencies that have complementary strengths or access to different markets.
For example, we’re really strong with Russian brands looking to enter the US market, and we understand influencer marketing deeply. We’d be valuable to a US agency that wants to serve those brands but doesn’t have Russian market knowledge. But how do I actually propose that partnership when I’m the smaller player?
I’m also wondering: is there a way to structure referral partnerships that doesn’t require us to already have a huge client base? Like, could we agree to refer clients to each other before we’re both massive? Could we co-create offerings?
And maybe more importantly—how do you actually approach other agencies or partners about this? What’s the pitch that works? What usually gets ignored?
I know I’m probably overthinking this, but I feel like there’s a real opportunity here that I’m not executing on. Thoughts?
Okay, so you’re NOT coming from a position of weakness. You’re coming from a position of specialization. That’s actually more valuable than size.
Here’s how I approach partnership conversations:
Step 1: I don’t lead with our client list. I lead with a specific problem we solve. Like: ‘We specialize in launching Russian beauty brands into the US market, and we’ve built systems around influencer discovery and compliance that take months off the typical timeline.’
Step 2: I identify where we’re complementary to potential partners. I research them and find: ‘They have the US brand relationships, we have the Russian market expertise.’ Then I propose something specific.
Step 3: I propose a small co-created offering. Not ‘refer clients to each other,’ but ‘let’s create a packaged offering that combines our strengths.’ For us, that might be: ‘Russian-to-US market entry campaign’ co-delivered by our agency and theirs.
Step 4: We actually do one together at a meaningful discount (like 60% of our normal rate) to prove the model. If it works, we can both sell it and refer into it.
The key insight: partnerships with small agencies work when you’re solving a problem that the big player doesn’t want to solve themselves. You’re not trying to compete with them; you’re trying to be their specialist provider in a niche.
For you: that niche is Russian brands + US market. That’s gold. Lean into it.
I’d think about this more strategically. The question isn’t ‘how do I convince someone to refer to me when I’m small?’ It’s ‘what is the partner getting out of this arrangement?’
If you’re asking a large US agency to refer Russian clients to you, you need to be able to answer:
- Why would they trust you with their referral?
- What’s the value to them? (Revenue share? Commission? Strategic relationship?)
- How do you ensure referrals are handled well so it reflects on them?
I’d actually structure partnerships differently:
Option 1: Revenue share model. You handle the Russian market expertise, they handle the US client relationship and account management. You split revenue based on contribution.
Option 2: Co-delivery partnership. For certain project types, you jointly deliver. You each do your specialty, coordinate seamlessly, and bill as a single offering.
Option 3: Referral with SLA. You agree to refer clients to each other, but with agreed-upon service level standards so both parties feel protected.
The size of your client list matters less than the clarity of what you’re offering and the security of the arrangement. A small agency with crystal-clear specs and SLAs is a better partner than a big agency with vague commitments.
My advice: pick one model, document it, and propose it to 2-3 potential partners with specific examples of how it would work.
I’m genuinely curious about this from a creator’s perspective—when agencies partner together, how does that affect us? Like, do we get better projects or worse ones?
I’ve noticed that sometimes smaller agencies actually treat creators better because they need to maintain relationships more carefully. Bigger agencies sometimes treat us more transactional.
So your smaller size could actually be a selling point to partners: ‘Our designers will collaborate closely with your team’ or ‘We have higher standards because we rely on long-term relationships.’
Also, if you’re pitching partnerships, maybe include creator testimonials? Like, ‘Here’s what creators say about working with our team.’ That’s more compelling than client lists, honestly.
Oh, I love this energy, and I actually think you’re positioned perfectly. Let me reframe this for you:
You’re not ‘too small’ for partnerships. You’re the right size for partnerships where trust matters.
Here’s what I’ve found works:
1. Create a one-page ‘partnership brief’ that shows:
- Your specialization (Russia → US influencer marketing)
- Specific client success stories (2-3 detailed case studies)
- Ideal partner profile (what US agencies would benefit from working with you)
- How collaboration would work (concrete, step-by-step)
2. Reach out to 5 specific agencies (not a mass email) with a personalized note explaining why you think you’d be great together.
3. Suggest a 20-minute call where you either do a test referral or discuss a co-created offering.
4. Follow up thoughtfully. If they’re interested but not now, set a reminder to reconnect in 3 months.
The magic is in making it specific and easy for them. Agencies get vague partnership requests all the time. One that’s concrete and requires almost no risk is refreshing.
I’d also honestly put this on LinkedIn or in your newsletter—like, ‘We’re looking for US-based agencies interested in Russian market entry as a co-offering. What does great collaboration look like to you?’
You might be surprised how many people respond.
I’m in a similar position with my startup. We’re small, but we have something specific—deep expertise in a certain market segment that larger companies ignore.
What’s worked for us is being really clear about: ‘We’re not competing with you. We’re solving a problem in a niche that’s probably not your focus.’
Then we position partnerships as ‘you get access to this market through us, and we get credibility through association with you.’
I’d honestly just start: Pick a specific partner, do your research on what they need, and make a very specific, low-risk proposal. Like, not ‘can we be referral partners?’ but ‘three Russian SaaS companies are looking for US growth strategies, and we think you could help them for $X, with us handling the Russian side.’
Be that specific, and people respond. Be vague, and you get ignored.