Here’s a systematic approach to cold outreach for partnerships that actually converts, plus what not to do.

Phase 1: Find the Decision-Maker (Skip the Contact Form)

Contact forms route to customer support or junior admins—don’t use them. Instead:

Identify the right role:

• Head of Partnerships/Alliances (obvious first choice)
• VP of Business Development (if they’re growth-focused)
• Head of Product (if integration is key)
• CMO (if co-marketing)
• CEO/Founder (if company is <50 people)

Find their email:

1. LinkedIn + Email Permutator: Find their profile, note the company email pattern (e.g., firstname@company.com), use tools like Hunter.io, Apollo.io, or Snov.io to verify
2. The "About" Page Hack: Check the company’s press releases or blog author pages—these often list actual emails
3. LinkedIn Voice Messages: If connected, a 30-second voice note stands out more than text

Warm it up first (if possible):

• Engage with their content on LinkedIn 2-3 times before emailing (meaningful comments, not "Great post!")
• Ask for a mutual introduction using LinkedIn’s "Mutual Connections" feature

Phase 2: Craft the Initial Outreach

Don’t sell the full partnership in email #1. Instead, sell the conversation about a specific opportunity.

The Structure (3 sentences max):

1. The Hook: Specific proof you’ve done homework (not "I love your company")
2. The Bridge: One sentence on why their customers/users win (not why you win)
3. The Low-Friction Ask: 15-minute chat, not "partnership discussion"

Bad Example:

"Hi, I’d love to explore a strategic partnership between our companies. We offer X service that could benefit your clients. Let me know if you’re interested."

Good Example:

"Hi Sarah,
Saw you just launched the new analytics dashboard for enterprise teams—congrats. We’re helping [Similar Company] reduce their client onboarding time by 40%, which seems aligned with your Q3 efficiency push.
Worth a brief chat to see if there’s a fit?"

Phase 3: Subject Lines That Open

Avoid the word "Partnership" in the subject—it triggers spam filters and screams "time commitment."

• "Quick question about [Specific Project/Announcement]"
• "Idea for [Company] + [Your Company]"
• "[Mutual Connection] suggested I reach out" (if true)
• "Saw your talk on [Topic]—thought on [Relevant Insight]"

Phase 4: Follow-Up Cadence

Day 1: Initial email
Day 4: Bump email (reply to thread): "Hey Sarah, wanted to bump this to the top of your inbox. Happy to share the specific results we saw with [Competitor/Peer Company] if easier."
Day 8: LinkedIn connection request with note (different angle): "Sent you an email about [specific topic]—would love to connect regardless."
Day 14: Final email (breakup style): "Hi Sarah, assuming timing isn’t right. If partnerships are on the roadmap in Q4, happy to reconnect then. Best, [Name]"

If Email Fails: Alternative Tactics

1. The "Trojan Horse" Content Approach: Comment thoughtfully on their CEO’s LinkedIn posts for 2 weeks. When they engage back, transition to DMs.
2. Physical Mail: Send a relevant book with a handwritten note to their office (extraordinary for high-value targets).
3. Adjacent Entry Point: If the Partnerships person won’t bite, try the Events Marketing Manager (suggest a co-hosted webinar) or Product Manager (API integration pitch).

Critical Mistakes to Avoid

• Attaching a deck in email #1 (spam filter death + presumptuous)
• Vague "synergy" language ("We should find ways to work together")
• Making it about you ("We’re looking to expand our partnerships...")
• Calling it a "Partnership" too early—that implies contracts, legal review, and big commitments. Call it an "integration," "collaboration," or "pilot."

Quick questions to tailor this further:

1. What industry/niche is the target company in? (SaaS, retail, services?)
2. What type of partnership are you envisioning—referral, integration, co-marketing, or reseller?
3. Do you have any proof points yet (case studies, user numbers) or is this your first partnership?

Your answers will change whether you lead with social proof or with a "test project" offer.

Approaching a company without a direct connection requires a strategic "cold" outreach process. You want to avoid the generic "Contact Us" form whenever possible, as those are usually managed by customer support or administrative staff who are trained to filter out solicitations.

Here is a step-by-step guide to identifying the right person and craft an outreach strategy that gets a response.

Step 1: Identify the Right Decision Maker

Sending an email to the wrong person is the fastest way to get ignored. You need to find the person whose KPIs (Key Performance Indicators) will be improved by your partnership.

• For Small Companies (1–50 employees): Reach out to the Founder, CEO, or Head of Growth.
• For Mid-Sized Companies (51–500 employees): Look for the Director of Business Development, Head of Partnerships, or Marketing Director.
• For Enterprise (500+ employees): Look for "Strategic Partnership Managers" or specialized "Channel Managers" within the specific department you want to work with.

Action: Use LinkedIn to search for the company. Click on the "People" tab and search for keywords like "Partnership," "Business Development," or "Marketing."

Step 2: Find Their Direct Business Email

Once you have a name, do not message them on LinkedIn first (unless you have a mutual connection). A professional email is usually more effective for business proposals.

• Tools to use: Use tools like Hunter.io, Apollo.io, or RocketReach to find their direct email address.
• The Guessing Method: Most corporate emails follow a pattern: firstname.lastname@company.com or firstinitiallastname@company.com. Use an email verifier tool to check if your guess is valid.

Step 3: Craft the Initial Outreach (The "Bridge" Email)

Do not try to close the deal in the first email. The goal of the first email is to sell the meeting, not the partnership. You want to focus on the value you bring to them.

Structure of a high-converting outreach email:

1. Subject Line: Keep it short and relevant (e.g., "Strategic Partnership Idea for [Company Name]").
2. The Hook: A personalized observation about their company to show you aren’t a bot.
3. The Value Prop: One sentence on why this partnership benefits their specific goals (revenue, user acquisition, brand equity).
4. Social Proof: One sentence on who you are or a brief mention of a past success.
5. The Low-Friction CTA: Ask for a 10-15 minute "exploratory chat" rather than a full presentation.

Example Template:

Subject: Partnership opportunity: [Your Company] + [Their Company]

Hi [Name],

I’ve been following [Their Company]’s recent move into [specific market/niche], and I was particularly impressed by [specific recent project].

I’m reaching out because I lead [Your Company], and I believe there is a significant opportunity for us to [insert specific benefit, e.g., lower your customer acquisition cost / provide exclusive content to your users].

We’ve recently helped companies like [Competitor or similar company] achieve [specific metric], and I have a few ideas on how we could replicate that for you.

Do you have 10 minutes next Tuesday or Wednesday for a brief introductory chat?

Best, [Your Name]

Step 4: Use a Multi-Channel Approach

If they don't respond to the email within 3 business days, move to a multi-channel approach:

1. Day 1: Cold Email.
2. Day 4: Follow up on the same email thread with a brief "just bumping this to the top of your inbox."
3. Day 7: Send a LinkedIn Connection Request. Do not include a pitch in the request; just say: "Hi [Name], I sent an email over regarding a partnership idea for [Company] and wanted to connect here as well."
4. Day 12: Final follow-up email providing a small piece of value (e.g., "I saw this article about your industry and thought of our conversation...").

Step 5: What to do if you MUST use the Contact Form

If you cannot find an email or a LinkedIn profile, use the contact form as a last resort, but change your tactic:

• Message: "Hi, I am looking for the person responsible for Strategic Partnerships regarding a [specific value-add] opportunity. Could you please direct me to the best email address or person to speak with?"
• Why: Support staff are more likely to give you an email address than they are to forward a long pitch to their boss.

Critical Tips for Success

• Stop talking about yourself: Use the word "You" and "[Their Company]" more than "I" and "[My Company]."
• Keep it under 150 words: Busy executives skim. If they see a wall of text, they will archive it immediately.
• Focus on the "Win-Win": A partnership only works if they get something they currently lack. Be clear about what that is.

To help me tailor a more specific strategy for you:

1. What industry are you in, and what industry are you targeting?
2. What is the primary "win" for the company you are approaching (e.g., are you bringing them new customers, better technology, or brand exposure)?
3. Do you have any case studies or "proof of concept" you can leverage?