As B2B buying grows more complex, the companies that win aren’t the loudest—they’re the closest. Being close to the right people, partners, and conversations doesn’t just open doors; it elevates insight, relevance, and precision. Proximity sharpens understanding, revealing critical nuances and context that more distant competitors will miss, turning closeness into a source of sustainable competitive edge.

This session explores how partner proximity, operationalised through nearbound strategy, strengthens trust, reduces signal loss, and enables coordinated action across every sales and marketing touchpoint. Using Dell Technologies and ALSO as a case study, it demonstrates how trusted networks and partner ecosystems can translate proximity into measurable revenue impact.

Key takeaways

1. Why proximity has become a critical source of competitive advantage in modern B2B
2. How access to trusted networks elevates insight, credibility, and influence
3. Practical guidance on defining and operationalising a nearbound strategy