Co-Marketing

Overview

Co-marketing is the fastest way to access a new audience with built-in trust. When a partner promotes you to their list, you borrow their credibility. This skill covers campaign design, asset creation, promotion coordination, and pipeline splitting.

Authoritative Foundations

• Bob Moore — Ecosystem-Led Growth — Pick co-marketing partners by account overlap and shared customers, and build campaigns around mutual target accounts.
• Crossbeam — Account mapping — Compare CRMs with partners using approved data-sharing rules to find overlapping customers and prospects before planning the campaign.
• Jay McBain (Canalys) — Partner ecosystem influence — Buyers consult many partners and peers before purchase; co-marketing should place your brand where those influences already are.

When to Use