Co-marketing
In short
Co-marketing is a partnership in which two or more companies plan and run a marketing activity together, such as a webinar, report, or event, so each gains access to the other’s audience. The companies share effort, cost, and leads.
It works best between companies with similar buyers and non-competing products. It differs from co-selling, where partners work shared deals, and from affiliate marketing, where one party pays the other per referral.
Common co-marketing formats
- Joint webinars: Each partner brings a speaker and invites its list.
- Co-authored reports or guides: Two perspectives make the piece more useful and give both brands a reason to share it.
- Shared events: Dinners, workshops, or booths split between partners.
- Integration launches: Two products that work together announce it with a joint page and campaign.
- Newsletter or podcast swaps: Appearing in each other’s channels.
How to run a co-marketing campaign
- Pick a partner with the same buyer: Look for companies selling to the same ICP with a complementary, not competing, product.
- Agree on goals: Decide whether the aim is leads, pipeline, or awareness, and how results will be counted.
- Split the work in writing: List who creates, who promotes, and who follows up, and by when.
- Agree on lead sharing: Define how leads are shared and what consent each person gave. Check privacy rules with your legal team.
- Review together: Compare results and decide whether to repeat.
Example
Say two companies sell to revenue teams, one in data and one in sales engagement. They co-host a workshop on outbound planning. Each emails its own list, and attendees from both sides receive a follow-up recap. The value comes from reaching a relevant audience each company would not reach alone.
Common mistakes
- Mismatched audiences: Reaching the wrong people gives a lot of sign-ups and no pipeline.
- Uneven effort: If one side does most of the work, the partnership fades.
- No follow-up plan: Leads from a joint event go cold when nobody owns them.
Co-marketing FAQs
What is co-marketing?
Co-marketing is when two or more companies jointly plan and run a marketing activity, such as a webinar, report, or event, to reach each other’s audiences. The partners share the work, costs, and sometimes the leads that result.
What are examples of co-marketing?
Examples of co-marketing include joint webinars, co-authored research reports, shared events, integration launch campaigns, and newsletter or podcast swaps. The best examples pair non-competing companies that sell to the same type of buyer.
What is the difference between co-marketing and co-selling?
Co-marketing focuses on joint demand generation, such as shared content and events. Co-selling means partners work specific deals together, introducing contacts and joining calls. Many partnerships start with co-marketing and move to co-selling later.
How do you find a good co-marketing partner?
Look for companies that serve the same ICP with a complementary, non-competing product and a similar audience size. Check their content quality and customer overlap, and start with a small joint activity before committing to a larger program.
