co-marketing

Start with audience overlap analysis: list tools your customers already use, check integration ecosystems, and use Crossbeam or Reveal for account overlap data. Score candidates on audience fit, size, brand alignment, engagement, reciprocity, and ease of execution.

Common formats include co-authored blog posts, joint ebooks, webinars, integration launch pages, joint case studies, and social giveaways. Low-effort content partnerships suit new relationships, while webinars and research reports drive lead generation.

Common approaches are each partner keeping their own registrations, sharing all leads between both parties, or splitting by audience source. Document the arrangement in advance in a co-marketing agreement covering lead handling, promotion, and metrics sharing.

Co-marketing is partner-to-partner marketing between two companies with shared audiences. Referral programs are customer-driven word-of-mouth where existing customers refer new ones, which is handled by a separate referrals skill.

Score each partner 1-5 across six criteria: audience fit, audience size, brand alignment, engagement quality, reciprocity potential, and ease of execution. Weight scores by your current goal and start with a low-effort campaign to test the relationship.