# Iblai Marketing Co Marketing

> 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.

- Skill: `iblai/iblai-marketing-co-marketing` (Agent Skill)
- Install (CLI): `npx skillmds@latest add iblai/iblai-marketing-co-marketing`
- Raw SKILL.md: https://api.skillmd.com/api/skills/iblai/iblai-marketing-co-marketing/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: iblai (https://skillmd.com/u/iblai)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/iblai/iblai-marketing-co-marketing

---


# /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

---

## 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

---

## 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 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?"

---

## 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

---

## 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

---

## 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

---

## 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

---

## 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?

---

## Tool Integrations

See the [tools registry](../../tools/REGISTRY.md). Key tools:

| 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

- **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