EP 7: What The Growth!? – Integrate with Complementary Software to Drive Growth

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In the seventh episode of What The Growth!?, Visitor Queue’s chief executive and Co-founder, Nick Hollinger, goes over how you can integrate with complementary software in order to get in front of their customer base to grow your business.

The idea here is to integrate with a complementary software to get in front of their user base.

We use this strategy at Visitor Queue and are looking to more heavily invest in it in the future.

You’ll want to start by making a list of complementary software that you may be interested in integrating with.


You’ll want to consider if their target market aligns with yours, how many clients they may have, how easy it is to integrate with them and other considerations more specific to your business.

Once you’ve made a list of your ideal software to integrate with, you’ll want to narrow it down to the 1 software that you want to approach.

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Again, look at the criteria mentioned above to help you with narrowing the list down.

Once you’ve decided on the one software you want to integrate with, approach them in an attempt to integrate and partner with them.


Some companies have an open marketplace that allows any software to integrate with them, so look for this first.


Otherwise, you can reach out via contact form, LinkedIn, via email or other means, looking to speak with the person in charge of integrations and/or partnerships. 

If you have a hard time getting through to this company, start working on other companies in your list.

When setting up these integrations and partnerships, you’ll want to become close with their team. Then, propose co-marketing initiatives like blog posts, webinars, featured listings, email campaigns, and so on. This is where you’ll see most of your shared users start to come from.

While you're here!

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Written by

Nick Hollinger | CEO

I am the CEO and Co-founder of Visitor Queue. Currently working with ~5000 companies across the globe including Microsoft and Jones Lang Lasalle. In my spare time, I am also the Game Day Director for one of Canada's most successful Junior Hockey Teams (the London Knights). Previously, I held Head of Marketing/Sales roles at SMB B2B organizations. A strong believer that hard work beats talent when talent doesn't work hard. I enjoy sharing my knowledge, experience, and opinion on Marketing, Sales, SaaS, and Entrepreneurship.

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