co-marketing

Co-Marketing Skill

Co-marketing pairs two non-competing brands with overlapping audiences to do something together — a webinar,

co-branded content, a bundle, an integration launch — so each reaches the other's customers at near-zero CAC.

It works only when the audience overlap is real and the value exchange is fair. This skill plans that: the fit,

the deal, the campaign, and the pitch.

Required Inputs

Ask for these only if they aren't already provided:

• Your side — your product, audience, reach (list size, traffic, social), and what you can offer a partner.
• Target partner(s) — who, or the profile of an ideal partner (shared audience, non-competing, complementary).
• The goal — leads, signups, awareness, content, integration adoption.
• Assets to offer — audience access, content, engineering, budget, distribution.

Output Format

Co-marketing plan: [you] × [partner]

1. Partner fit — why this pairing: the shared audience (who overlaps), why you're complementary not competitive, and what each side uniquely brings. If a profile, name 3–5 candidate partners.

2. Value exchange — what each side gives and gets, made fair and balanced (mismatched reach is the #1 killer — address it):

| | You give | You get |

|---|---|---|

| Partner | | |

3. The campaign — the joint activity (co-webinar / co-branded guide / bundle / integration launch / newsletter swap), the assets needed, owners, and a rough timeline.

4. Promotion & lead split — how each side promotes (email, social, site), and how leads/credit are shared and followed up — agreed up front to avoid the post-campaign fight.

5. The partner pitch — a short outreach message a partner would say yes to: lead with their benefit (your audience, your asset), make the lift small, propose one concrete first activity.

6. Success metrics — what you each measure (leads, signups, attributed pipeline, reach), and a quick post-mortem plan.

Quality Checks

• [ ] Partner fit is grounded in real audience overlap and a complementary (non-competing) relationship
• [ ] The value exchange is explicitly balanced — mismatched reach is addressed, not ignored
• [ ] The campaign is concrete (format, assets, owners, timeline)
• [ ] Lead-sharing and promotion responsibilities are agreed up front
• [ ] The partner pitch leads with the partner's benefit and a small first ask
• [ ] Shared success metrics are defined

Anti-Patterns

• [ ] Do not propose a partner with no real audience overlap — "big brand" ≠ "right brand"
• [ ] Do not partner with a competitor or design a lopsided deal — fairness sustains partnerships
• [ ] Do not leave lead-sharing vague — agree it before the campaign, not after
• [ ] Do not pitch by leading with what you want — lead with the partner's gain
• [ ] Do not skip metrics — "we did a thing together" isn't a result

Based On

Partnership / co-marketing practice (audience-overlap fit, balanced value exchange, joint campaign + lead-sharing, partner-first pitch).