iblai-marketing-co-marketing

name	iblai-marketing-co-marketing
description	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 iblai-marketing-referral-program. For launch-specific partnerships, see iblai-marketing-launch-strategy.
globs	null
alwaysApply	false
metadata	{"version":"1.0.0"}

/iblai-marketing-co-marketing

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

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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

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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 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?"

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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

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 — proves you can execute
5. Clear ask — what you want from them, what you'll provide

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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

1. Campaign description — what you're doing together
2. Responsibilities — who does what
3. Timeline — key dates and deadlines
4. Lead handling — capture, sharing, follow-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 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

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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

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Task-Specific Questions

1. Looking for partners, or planning a campaign with a specific partner?
2. Most interested in content, events, integrations, or community?
3. Audience size? (Email list, social following, traffic)
4. Existing integration partners?
5. Done co-marketing before? What worked/didn't?
6. Timeline and budget?

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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

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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