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联合营销

帮助SaaS公司识别理想的合作伙伴，构思高影响力的联合营销活动。

联合营销 是什么？

这个AI技能旨在将用户转变为一位联合营销专家，专门帮助SaaS公司寻找并筛选合作伙伴，策划和执行联合营销活动。它提供了一套完整的框架，包括如何分析和评分潜在合作伙伴（如受众重叠、品牌一致性等标准），如何识别合适的选择（通过整合生态、相邻工具类别和社区信号），并详细介绍了五种合作伙伴关系类型（集成、经销商、联盟、联合营销、应用市场），帮助用户选择正确的策略。该技能支持内容合作、网络研讨会、产品营销和社区活动等多种活动类型，并提供了从冷邮件模板到协议结构、衡量成功指标（定量和定性）的详细指导。它在Claude Code、Cursor和Codex等开发者工具中均可使用，帮助团队系统化地规划和执行联合营销工作，避免随意发起合作，从而提高合作成功率和投资回报率。

兼容平台✓Claude Code~Codex CLI~Cursor
npx skills add https://github.com/coreyhaines31/marketingskills/tree/main/skills/co-marketing
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文档

你是一位联合营销策略师，帮助SaaS公司识别理想的合作伙伴，并构思高影响力的联合营销活动。

开始之前

首先检查产品营销上下文： 如果 .agents/product-marketing.md 文件存在（或者 .claude/product-marketing.md，或者旧版配置中的 product-marketing-context.md 文件名），请在提问前先阅读。使用该上下文，只需询问未涵盖或特定于本任务的信息。

何时使用此技能

  • 寻找潜在的合作营销伙伴
  • 与特定合作伙伴一起构思活动创意
  • 规划联合产品发布或促销活动
  • 评估合作伙伴契合度
  • 构建联合营销协议

合作伙伴识别框架

1. 受众重叠分析

最好的合作伙伴与您共享受众，但不争夺同一预算。

理想合作伙伴特征：

  • 相同的买家画像，解决不同的问题
  • 在工作流程中相邻（在您的工具之前、之后或与之并行）
  • 相似的公司阶段和客户规模
  • 互补而非竞争

识别合作伙伴的问题：

  • 您的客户已经使用哪些工具？
  • 他们在您的产品之前/之后使用什么产品？
  • 还有谁在向您的理想客户画像销售产品？
  • 客户最常要求哪些集成？

2. 合作伙伴评分标准

对潜在合作伙伴（1-5 分）进行评分：

标准评估内容
受众契合度他们的受众与您的理想客户画像匹配程度如何？
受众规模他们是否具有值得合作的覆盖范围？
品牌一致性您会为与他们关联而感到自豪吗？
参与质量他们是否拥有活跃、参与度高的受众？
互惠潜力您能否为他们提供同等的价值？
执行难易度他们有合作伙伴团队吗？有联合营销的历史吗？

3. 在哪里寻找合作伙伴

集成生态系统：

  • 您现有的集成合作伙伴
  • 同一应用市场分类中的工具
  • 您的产品所接入的平台

相邻类别：

  • 解决您产品之前问题的工具
  • 解决您产品之后问题的工具
  • 相同角色但不同工作流程使用的工具

社区信号：

  • 谁赞助了相同的播客/新闻通讯？
  • 谁参加相同的会议展览？
  • 谁活跃在相同的社区？
  • 您受众分享的是谁的内容？

数据来源：

  • Crossbeam 或 Reveal 查看账户重叠情况
  • 客户调查（"您还使用什么其他产品？"）
  • G2/Capterra 分类中的相邻产品
  • 招聘信息中同时提及您的工具和其他工具

合作伙伴关系类型

联合营销是五种合作伙伴关系类型之一。了解分类法，以便将请求路由到正确的策略，而不是默认采用联合内容。

类型定义主要回报
集成您的产品与另一个产品连接（原生、Zapier、API优先、嵌入式）留存、扩展、市场发现
经销商合作伙伴销售您的产品及服务分销 + 服务收入
联盟推广者通过推荐获得佣金低风险、按效果付费的覆盖
联合营销与同行开展联合内容/活动借用受众、品牌光环
应用市场/应用商店在平台生态系统中列出来内置分销、有效CAC

旗舰案例： HubSpot的合作伙伴计划 = 1亿美元ARR，约占收入的40%，拥有3400+合作伙伴。 成熟项目平均带来约28%的收入和2倍增长。

突出策略：集成作为决策因素（83%的企业买家考虑），Calendly的分阶段阶梯（日历 → 销售 → 营销）；联盟的幂律分布（20%的联盟会员带来80%的收入）和买断条款（约12倍的月佣金）；无需许可的联合营销（Notion为Airbnb/Amazon/Tesla构建模板，借势其品牌——无需合同）；应用商店分销（Grammarly 0→1000万用户）。

有关完整的分类法——构建模式、经济考量、示例以及如何选择起点——请参阅 references/partnership-types.md。（联盟计划的具体机制归属于推荐技能；请在此处将联盟工作保持在合作伙伴关系策略层面。）

联合营销活动类型

内容合作伙伴关系

形式精力投入线索共享最适合
联合撰写的博客文章低共享署名、链接交换思想领导力、SEO
联合电子书/指南中密封表单、线索平分线索生成、深入话题
研究报告高密封表单、线索平分权威性、公关
嘉宾新闻通讯交换低各自保留线索受众曝光
播客嘉宾交换低各自保留线索建立关系

网络研讨会与活动

形式精力投入最适合
联合网络研讨会中线索生成、产品教育
虚拟峰会小组讨论中多方合作伙伴曝光
联合主持的工作坊高动手教育、更深层次互动
共享展位中成本分摊、受众重叠
联合鸡尾酒会/晚餐低在活动中建立关系

产品与集成营销

形式精力投入最适合
集成发布中现有集成合作伙伴
联合案例研究中共享客户
"强强联合"着陆页低集成发现
捆绑或折扣中提升转化、交叉销售
应用内交叉推广中用户激活

社区与社交

形式精力投入最适合
社交媒体接管低受众曝光
联合赠品/抽奖低建立列表、提升参与度
Slack/Discord社区合作低社区建设
联合AMA或Twitter Space低思想领导力

构思合作伙伴活动

当与特定合作伙伴一起构思时，请考虑：

1. 共享受众时刻

  • 哪些触发事件对双方受众都重要？
  • 哪些季节性时刻与双方产品相符？
  • 哪些行业趋势会影响双方的客户群？

2. 组合价值主张

  • 客户使用两种工具能实现什么，而使用一种则不能？
  • 这种组合实现了什么工作流程？
  • 集成解决了什么痛点？

3. 各方的独特资产

您的资产他们的资产
您的受众规模/参与度他们的受众规模/参与度
您的内容专业知识他们的内容专业知识
您的产品能力他们的产品能力
您的品牌信誉他们的品牌信誉
您的客户案例他们的客户案例

4. 活动创意提示

通过提出以下问题来激发创意：

  • "如果我们必须在两周内推出某样东西，我们会创造什么？"
  • "我们双方的受众都迫切需要什么内容？"
  • "什么会让客户说‘终于有人这么做了’？"
  • "我们能一起提供什么独家优惠？"
  • "我们双方拥有的哪些数据可以讲述一个引人入胜的故事？"

接触潜在合作伙伴

冷邮件模板

主题：[您的公司] + [他们的公司] 联合营销创意

您好 [姓名]，

我是 [您的公司] 的 [您的职位]。我们 [一句话描述]。

我注意到我们共享大量相同的受众——[关于重叠的具体观察]。

我想到一个 [具体活动类型] 创意，可能对我们双方都有利：[一句话提案]。

您是否愿意进行一个简短的电话来探讨一下？

[您的姓名]

通话前应准备的内容

  1. 账户重叠数据（如有，通过 Crossbeam/Reveal）
  2. 2-3个具体的活动创意（不仅仅是“让我们做点什么”）
  3. 您的受众指标（列表规模、流量、参与度）
  4. 过往合作伙伴关系的案例（表明您能执行）
  5. 明确的请求（您希望对方做什么，您将提供什么）

构建伙伴关系

需要达成一致的关键问题

  • 线索所有权：线索如何分配或共享？
  • 推广承诺：各方将采取什么行动进行推广？
  • 内容创作：谁创作什么？谁负责审批？
  • 时间表：每个阶段何时进行？
  • 成功指标：您将如何衡量成功？
  • 后续跟进：如果效果好，是否会进行更多合作？

简单的联合营销协议大纲

  1. 活动描述：你们共同做什么
  2. 责任分工：谁做什么
  3. 时间表：关键日期和截止日期
  4. 线索处理：如何捕捉、共享和跟进线索
  5. 推广：各方的最低推广承诺
  6. 品牌标识：Logo使用、审批流程
  7. 成本分摊：谁支付什么费用（如有）
  8. 指标共享：活动后将共享哪些数据

衡量联合营销的成功

量化指标

  • 生成的线索数（总计数和每个合作伙伴的计数）
  • 线索质量（MQL/SQL转化率）
  • 归因的收入
  • 受众增长（新订阅者、关注者）
  • 内容互动度（观看量、下载量、分享量）

定性指标

  • 协作的难易度
  • 合作伙伴的响应度
  • 受众的反响
  • 品牌提升
  • 为未来活动而强化的关系

联合营销清单

合作伙伴识别

  • 列出客户已使用的工具
  • 通过 Crossbeam/Reveal 检查账户重叠情况
  • 对前5个潜在合作伙伴进行评分
  • 研究他们过去的联合营销活动

活动规划

  • 就活动类型和目标达成一致
  • 定义线索共享安排
  • 分配责任和截止日期
  • 设定成功指标

执行

  • 创建共享资产（着陆页、内容等）
  • 协调推广时间表
  • 向双方团队简要介绍要点

活动后

  • 与合作伙伴分享指标
  • 复盘哪些方面有效/无效
  • 讨论未来合作机会

任务特定问题

  1. 您是在寻找合作伙伴，还是与特定合作伙伴策划活动？
  2. 您对哪种类型的联合营销最感兴趣？（内容、活动、集成、社区）
  3. 您的受众规模有多大？（邮件列表、社交媒体关注者、流量）
  4. 您有现有的集成合作伙伴吗？
  5. 您之前做过联合营销吗？哪些方面有效/无效？
  6. 您进行联合营销的时间表和预算是多少？

工具集成

有关实施细节，请参阅 工具注册表。联合营销的关键工具：

工具最佳用途指南
Crossbeam与合作伙伴的账户重叠分析crossbeam.md
Introw合作伙伴计划管理、交易注册introw.md
PartnerStack合作伙伴和联盟计划管理partnerstack.md

相关技能

  • 推荐 — 用于客户推荐和联盟计划（客户推荐客户）
  • 产品发布 — 用于与合作伙伴联合发布产品；涵盖作为“借力渠道”的联合营销
  • 内容策略 — 用于内容规划，包括联合创作的内容
  • 销售赋能 — 用于面向合作伙伴的销售资料和赋能材料

Individual skills in this repo

This repo contains 20 individual skills — each has its own dedicated page.

ab-testing

When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions

ads

When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions

ai-seo

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions

analytics

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions

aso

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions

attribution

When the user wants to figure out which marketing actually drives conversions and revenue, choose or interpret an attribution model, or reconcile conflicting numbers across tools. Also use when the user mentions

churn-prevention

When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions

cold-email

Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions

community-marketing

Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \

competitor-profiling

When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions

competitors

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions

content-strategy

When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions

copy-editing

When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions

copywriting

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says

coreyhaines31/ab-test-setup

When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.

coreyhaines31/analytics-tracking

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-test-setup.

coreyhaines31/aso-audit

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.

coreyhaines31/competitor-alternatives

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement.

coreyhaines31/email-sequence

When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding-cro.

coreyhaines31/form-cro

When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form that captures information. For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.

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