{"slug":"co-marketing-2","title":"co-marketing","summary":"When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate w","platform":"Claude","tags":[],"authorName":"LLM Mart","authorSlug":"llm-mart","score":0,"source":"github","price":null,"verified":false,"createdAt":"2026-10-15T13:12:09.248998Z","repo":{"url":"https://github.com/coreyhaines31/marketingskills","stars":54836,"forks":8123,"license":"MIT","updatedAt":"2026-10-14T21:21:00Z"},"bodyHtml":"
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name: co-marketing\ndescription: \"When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate with another company,' 'partnership ideas,' or 'co-brand.' For customer referral programs, see referrals. For launch-specific partnerships, see launch.\"\nmetadata:\nversion: 2.0.3

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

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Before Starting

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Check for product marketing context first:\nIf .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.

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When to Use This Skill

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Partner Identification Framework

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1. Audience Overlap Analysis

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

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Ideal partner characteristics:

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Questions to identify partners:

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2. Partner Scoring Criteria

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Rate potential partners (1-5) on:

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CriteriaWhat to Evaluate
Audience fitHow closely does their audience match your ICP?
Audience sizeDo they have reach worth partnering for?
Brand alignmentWould you be proud to be associated?
Engagement qualityDo they have an active, engaged audience?
Reciprocity potentialCan you offer them equal value?
Ease of executionDo they have a partnerships team? History of co-marketing?
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3. Where to Find Partners

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Integration ecosystem:

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Adjacent categories:

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Community signals:

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Data sources:

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Partnership Types

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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.

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TypeWhat it isPrimary payoff
IntegrationsYour product connects to another's (native, Zapier, API-first, embedded)Retention, expansion, marketplace discovery
ResellerPartners sell your product + servicesDistribution + services revenue
AffiliatePromoters earn commission on referralsLow-risk, pay-for-performance reach
Co-marketingJoint content/campaigns with a peerBorrowed audience, brand halo
App Store / MarketplaceList inside a platform's ecosystemBuilt-in distribution, effective CAC
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Flagship proof: HubSpot's partner program = $100M ARR, ~40% of revenue, 3,400+ partners. Mature programs average ~28% of revenue and 2× growth.

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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).

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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

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Content Partnerships

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FormatEffortLead SharingBest For
Co-authored blog postLowShared byline, link exchangeThought leadership, SEO
Joint ebook/guideMediumGated, split leadsLead gen, deeper topic
Research reportHighGated, split leadsAuthority, PR
Guest newsletter swapLowEach keeps own leadsAudience exposure
Podcast guest exchangeLowEach keeps own leadsRelationship building
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Webinars & Events

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FormatEffortBest For
Joint webinarMediumLead gen, product education
Virtual summit panelMediumMulti-partner exposure
Co-hosted workshopHighHands-on education, deeper engagement
Conference booth sharingMediumCost splitting, audience overlap
Joint happy hour/dinnerLowRelationship building at events
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Product & Integration Marketing

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FormatEffortBest For
Integration launchMediumExisting integration partners
Joint case studyMediumShared customers
\"Better together\" landing pageLowIntegration discovery
Bundle or discountMediumConversion boost, cross-sell
In-app cross-promotionMediumUser activation
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Community & Social

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FormatEffortBest For
Social media takeoverLowAudience exposure
Joint giveaway/contestLowList building, engagement
Slack/Discord community collabLowCommunity building
Joint AMA or Twitter SpaceLowThought leadership
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Brainstorming Partner Campaigns

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When brainstorming with a specific partner, consider:

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1. Shared Audience Moments

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2. Combined Value Propositions

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3. Unique Assets Each Brings

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Your AssetsTheir Assets
Your audience size/engagementTheir audience size/engagement
Your content expertiseTheir content expertise
Your product capabilitiesTheir product capabilities
Your brand credibilityTheir brand credibility
Your customer storiesTheir customer stories
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4. Campaign Idea Prompts

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Ask these to generate ideas:

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Approaching Potential Partners

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Cold Outreach Template

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Subject: [Your Company] + [Their Company] co-marketing idea\n\nHey [Name],\n\nI'm [Role] at [Your Company]. We [one-line description].\n\nI noticed we share a lot of the same audience—[specific observation about overlap].\n\nI have an idea for [specific campaign type] that could work well for both of us: [one-sentence pitch].\n\nWould you be open to a quick call to explore?\n\n[Your name]\n
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What to Prepare for the Call

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

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Key Questions to Align On

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Simple Co-Marketing Agreement Outline

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

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Quantitative Metrics

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Qualitative Metrics

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Co-Marketing Checklist

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Partner Identification

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Campaign Planning

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Execution

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Post-Campaign

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Task-Specific Questions

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

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

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ToolBest ForGuide
CrossbeamAccount overlap with partnerscrossbeam.md
IntrowPartner program management, deal registrationintrow.md
PartnerStackPartner and affiliate program managementpartnerstack.md
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Related Skills

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