Find co-marketing partners, plan joint campaigns, and structure partnerships that earn pipeline for both sides.
Step 0: Context Check
Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md
on older setups) first. Only ask for what isn't there.
When to Use
- Finding potential co-marketing partners
- Brainstorming campaigns with a specific partner
- Planning joint launches or promotions
- Evaluating partnership fit
- Structuring co-marketing agreements
Partner Identification
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
Rate candidates 1-5:
| 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 | Active, engaged audience? |
| Reciprocity potential | Can you offer them equal value? |
| Ease of execution | Partnerships team? Track record? |
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 a different workflow
Community signals:
- Same podcasts/newsletters sponsored
- Same conferences exhibited
- Same communities active in
- Whose content your audience shares
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
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 |
Brainstorming Partner Campaigns
When working with a specific partner, line up:
1. Shared Audience Moments
- Trigger events that matter to both audiences
- Seasonal moments that align with both products
- Industry trends affecting 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 unlock?
- 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. Idea Prompts
- "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?"
Approaching 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 Bring to the Call
- Account overlap data (if available via Crossbeam/Reveal)
- 2-3 specific campaign ideas — not just "let's do something"
- Your audience metrics (list size, traffic, engagement)
- Examples of past partnerships — proves you can execute
- Clear ask — what you want from them, what you'll provide
Structuring the Partnership
Align On
- Lead ownership — split or shared?
- Promotion commitments — what does each party do to promote?
- Asset creation — who creates what? Who approves?
- Timeline — when does each phase happen?
- Success metrics — how will you measure?
- Follow-up — more together if it works?
Co-Marketing Agreement Outline
- Campaign description — what you're doing together
- Responsibilities — who does what
- Timeline — key dates and deadlines
- Lead handling — capture, sharing, follow-up
- Promotion — minimum commitments from each side
- Branding — logo usage, approval process
- Costs — who pays for what (if any)
- Metrics sharing — what data you'll share post-campaign
Measuring Success
Quantitative
- 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
- Ease of collaboration
- Partner responsiveness
- Audience reception
- Brand lift
- Relationship strengthened for future campaigns
Checklist
Partner Identification
- List tools your customers already use
- Check Crossbeam/Reveal for account overlap
- Score top 5 potential partners
- Research 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
Task-Specific Questions
- Looking for partners, or planning a campaign with a specific partner?
- Most interested in content, events, integrations, or community?
- Audience size? (Email list, social following, traffic)
- Existing integration partners?
- Done co-marketing before? What worked/didn't?
- Timeline and budget?
Tool Integrations
See the tools registry. Key tools:
| 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 |
Related Skills
- iblai-marketing-referral-program — Customer referral and affiliate programs (customers referring customers)
- iblai-marketing-launch-strategy — Product launches with partners; covers co-marketing as a "borrowed channel"
- iblai-marketing-content-strategy — Content planning, including co-created content
- iblai-marketing-sales-enablement — Partner-facing collateral and enablement materials