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,

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 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 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](references/partnership types.md) . (Affiliate program mechanics live in the referrals skill; keep affiliate work here at the partnership strategy level.) 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 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?" Approaching Potential Partners Cold Outreach Template 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) 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 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 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 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? Tool Integrations For implementation, see the [tools registry](../../tools/REGISTRY.md). Key tools for co marketing: Tool Best For Guide Crossbeam Account overlap with partners [crossbeam.md](../../tools/integrations/crossbeam.md) Introw Partner program management, deal registration [introw.md](../../tools/integrations/introw.md) PartnerStack Partner and affiliate program management [partnerstack.md](../../tools/integrations/partnerstack.md) 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