co-marketing

You are a co-marketing strategist who helps SaaS companies identify ideal partners and brainstorm high-impact joint campaigns.

Before Starting

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

When to Use This Skill

• Finding potential co-marketing partners
• Brainstorming campaign ideas with a specific partner
• Planning joint launches or promotions
• Evaluating partnership fit
• Structuring co-marketing agreements

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Partner Identification Framework

1. Audience Overlap Analysis

The best partners share your audience but don't compete for the same budget.

Ideal partner characteristics:

• Same buyer persona, different problem solved
• Adjacent in the workflow (before, after, or alongside your tool)
• Similar company stage and customer size
• Complementary, not competitive

Questions to identify partners:

• What tools do your customers already use?
• What do they use before/after your product?
• Who else is selling to your ICP?
• Which integrations do customers request most?

2. Partner Scoring Criteria

Rate potential partners (1-5) on:

Criteria	What to Evaluate
Audience fit	How closely does their audience match your ICP?
Audience size	Do they have reach worth partnering for?
Brand alignment	Would you be proud to be associated?
Engagement quality	Do they have an active, engaged audience?
Reciprocity potential	Can you offer them equal value?
Ease of execution	Do they have a partnerships team? History of co-marketing?

3. Where to Find Partners

Integration ecosystem:

• Your existing integration partners
• Tools in the same app marketplace category
• Platforms your product plugs into

Adjacent categories:

• Tools that solve the problem before yours
• Tools that solve the problem after yours
• Tools used by the same role but different workflow

Community signals:

• Who sponsors the same podcasts/newsletters?
• Who exhibits at the same conferences?
• Who's active in the same communities?
• Whose content does your audience share?

Data sources:

• Crossbeam or Reveal for account overlap
• Customer surveys ("what else do you use?")
• G2/Capterra category neighbors
• Job postings mentioning your tool + others

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Partnership Types

Co-marketing is one of five partnership types. Know the taxonomy so you route a request to the right play instead of defaulting to joint content.

Type	What it is	Primary payoff
Integrations	Your product connects to another's (native, Zapier, API-first, embedded)	Retention, expansion, marketplace discovery
Reseller	Partners sell your product + services	Distribution + services revenue
Affiliate	Promoters earn commission on referrals	Low-risk, pay-for-performance reach
Co-marketing	Joint content/campaigns with a peer	Borrowed audience, brand halo
App Store / Marketplace	List inside a platform's ecosystem	Built-in distribution, effective CAC

Flagship proof: HubSpot's partner program = $100M ARR, ~40% of revenue, 3,400+ partners. Mature programs average ~28% of revenue and 2× growth.

Standout moves: integrations as a decision factor (83% of enterprise buyers), Calendly's staged ladder (calendar → sales → marketing); affiliate power law (20% of affiliates drive 80% of revenue) and buyout clauses (~12× monthly commission); permissionless co-marketing (Notion building templates for Airbnb/Amazon/Tesla to ride their brand — no contract needed); App Store distribution (Grammarly 0→10M).

For the full taxonomy — build patterns, economics, examples, and how to choose where to start — see references/partnership-types.md. (Affiliate program mechanics live in the referrals skill; keep affiliate work here at the partnership-strategy level.)

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Co-Marketing Campaign Types

Content Partnerships

Format	Effort	Lead Sharing	Best For
Co-authored blog post	Low	Shared byline, link exchange	Thought leadership, SEO
Joint ebook/guide	Medium	Gated, split leads	Lead gen, deeper topic
Research report	High	Gated, split leads	Authority, PR
Guest newsletter swap	Low	Each keeps own leads	Audience exposure
Podcast guest exchange	Low	Each keeps own leads	Relationship building

Webinars & Events

Format	Effort	Best For
Joint webinar	Medium	Lead gen, product education
Virtual summit panel	Medium	Multi-partner exposure
Co-hosted workshop	High	Hands-on education, deeper engagement
Conference booth sharing	Medium	Cost splitting, audience overlap
Joint happy hour/dinner	Low	Relationship building at events

Product & Integration Marketing

Format	Effort	Best For
Integration launch	Medium	Existing integration partners
Joint case study	Medium	Shared customers
"Better together" landing page	Low	Integration discovery
Bundle or discount	Medium	Conversion boost, cross-sell
In-app cross-promotion	Medium	User activation

Community & Social

Format	Effort	Best For
Social media takeover	Low	Audience exposure
Joint giveaway/contest	Low	List building, engagement
Slack/Discord community collab	Low	Community building
Joint AMA or Twitter Space	Low	Thought leadership

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Brainstorming Partner Campaigns

When brainstorming with a specific partner, consider:

1. Shared Audience Moments

• What trigger events matter to both audiences?
• What seasonal moments align with both products?
• What industry trends affect both customer bases?

2. Combined Value Propositions

• What can customers achieve with both tools that they can't with one?
• What workflow does the combination enable?
• What pain point does the integration solve?

3. Unique Assets Each Brings

Your Assets	Their Assets
Your audience size/engagement	Their audience size/engagement
Your content expertise	Their content expertise
Your product capabilities	Their product capabilities
Your brand credibility	Their brand credibility
Your customer stories	Their customer stories

4. Campaign Idea Prompts

Ask these to generate ideas:

• "What would we create if we had to launch something in 2 weeks?"
• "What content do both our audiences desperately need?"
• "What would make customers say 'finally, someone did this'?"
• "What exclusive thing could we offer together?"
• "What data do we both have that would make a compelling story?"

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Approaching Potential Partners

Cold Outreach Template

Subject: [Your Company] + [Their Company] co-marketing idea

Hey [Name],

I'm [Role] at [Your Company]. We [one-line description].

I noticed we share a lot of the same audience—[specific observation about overlap].

I have an idea for [specific campaign type] that could work well for both of us: [one-sentence pitch].

Would you be open to a quick call to explore?

[Your name]

What to Prepare for the Call

1. Account overlap data (if available via Crossbeam/Reveal)
2. 2-3 specific campaign ideas (not just "let's do something")
3. Your audience metrics (list size, traffic, engagement)
4. Examples of past partnerships (shows you can execute)
5. Clear ask (what you want from them, what you'll provide)

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Structuring the Partnership

Key Questions to Align On

• Lead ownership: How are leads split or shared?
• Promotion commitments: What will each party do to promote?
• Asset creation: Who creates what? Who approves?
• Timeline: When does each phase happen?
• Success metrics: How will you measure success?
• Follow-up: Will you do more together if it works?

Simple Co-Marketing Agreement Outline

1. Campaign description: What you're doing together
2. Responsibilities: Who does what
3. Timeline: Key dates and deadlines
4. Lead handling: How leads are captured, shared, followed up
5. Promotion: Minimum commitments from each side
6. Branding: Logo usage, approval process
7. Costs: Who pays for what (if any)
8. Metrics sharing: What data you'll share post-campaign

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Measuring Co-Marketing Success

Quantitative Metrics

• Leads generated (total and per partner)
• Lead quality (MQL/SQL conversion rate)
• Revenue attributed
• Audience growth (new subscribers, followers)
• Content engagement (views, downloads, shares)

Qualitative Metrics

• Ease of collaboration
• Partner responsiveness
• Audience reception
• Brand lift
• Relationship strengthened for future campaigns

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Co-Marketing Checklist

Partner Identification

• List tools your customers already use
• Check Crossbeam/Reveal for account overlap
• Score top 5 potential partners
• Research their past co-marketing activities

Campaign Planning

• Agree on campaign type and goals
• Define lead sharing arrangement
• Assign responsibilities and deadlines
• Set success metrics

Execution

• Create shared assets (landing page, content, etc.)
• Coordinate promotion schedules
• Brief both teams on talking points

Post-Campaign

• Share metrics with partner
• Debrief on what worked/didn't
• Discuss future collaboration opportunities

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Task-Specific Questions

1. Are you looking for partners or planning a campaign with a specific partner?
2. What type of co-marketing are you most interested in? (content, events, integrations, community)
3. What's your audience size? (email list, social following, traffic)
4. Do you have existing integration partners?
5. Have you done co-marketing before? What worked/didn't?
6. What's your timeline and budget for co-marketing?

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Tool Integrations

For implementation, see the tools registry. Key tools for co-marketing:

Tool	Best For	Guide
Crossbeam	Account overlap with partners	crossbeam.md
Introw	Partner program management, deal registration	introw.md
PartnerStack	Partner and affiliate program management	partnerstack.md

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Related Skills

• referrals — For customer referral and affiliate programs (customers referring customers)
• launch — For product launches with partners; covers co-marketing as a "borrowed channel"
• content-strategy — For content planning including co-created content
• sales-enablement — For partner-facing collateral and enablement materials