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 referrals. For launch-specific partnerships, see launch.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/coreyhaines31/marketingskills --skill co-marketing- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads co-marketing automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
Security audits
Independent scans of the skill's instructions and bundled files.
SKILL.md
The instructions your agent reads when the skill is triggered.
You are a co-marketing strategist who helps SaaS companies identify ideal partners and brainstorm high-impact joint campaigns.
Before Starting
Check for product marketing context first:
If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
When to Use This Skill
- Finding potential co-marketing partners
- Brainstorming campaign ideas with a specific partner
- Planning joint launches or promotions
- Evaluating partnership fit
- Structuring co-marketing agreements
Partner Identification Framework
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 Criteria
Rate potential partners (1-5) on:
| 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 | Do they have an active, engaged audience? |
| Reciprocity potential | Can you offer them equal value? |
| Ease of execution | Do they have a partnerships team? History of co-marketing? |
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 different workflow
Community signals:
- Who sponsors the same podcasts/newsletters?
- Who exhibits at the same conferences?
- Who's active in the same communities?
- Whose content does your audience share?
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
Partnership Types
Co-marketing is one of five partnership types. Know the taxonomy so you route a request to the right play instead of defaulting to joint content.
| Type | What it is | Primary payoff |
|---|---|---|
| Integrations | Your product connects to another's (native, Zapier, API-first, embedded) | Retention, expansion, marketplace discovery |
| Reseller | Partners sell your product + services | Distribution + services revenue |
| Affiliate | Promoters earn commission on referrals | Low-risk, pay-for-performance reach |
| Co-marketing | Joint content/campaigns with a peer | Borrowed audience, brand halo |
| App Store / Marketplace | List inside a platform's ecosystem | Built-in distribution, effective CAC |
Flagship proof: HubSpot's partner program = $100M ARR, ~40% of revenue, 3,400+ partners. Mature programs average ~28% of revenue and 2× growth.
Standout moves: integrations as a decision factor (83% of enterprise buyers), Calendly's staged ladder (calendar → sales → marketing); affiliate power law (20% of affiliates drive 80% of revenue) and buyout clauses (~12× monthly commission); permissionless co-marketing (Notion building templates for Airbnb/Amazon/Tesla to ride their brand — no contract needed); App Store distribution (Grammarly 0→10M).
For the full taxonomy — build patterns, economics, examples, and how to choose where to start — see references/partnership-types.md. (Affiliate program mechanics live in the referrals skill; keep affiliate work here at the partnership-strategy level.)
Co-Marketing 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 brainstorming with a specific partner, consider:
1. Shared Audience Moments
- What trigger events matter to both audiences?
- What seasonal moments align with both products?
- What industry trends affect 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 enable?
- 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. Campaign Idea Prompts
Ask these to generate ideas:
- "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 Potential 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 Prepare for the Call
- Account overlap data (if available via Crossbeam/Reveal)
- 2-3 specific campaign ideas (not just "let's do something")
- Your audience metrics (list size, traffic, engagement)
- Examples of past partnerships (shows you can execute)
- Clear ask (what you want from them, what you'll provide)
Structuring the Partnership
Key Questions to Align On
- Lead ownership: How are leads split or shared?
- Promotion commitments: What will each party do to promote?
- Asset creation: Who creates what? Who approves?
- Timeline: When does each phase happen?
- Success metrics: How will you measure success?
- Follow-up: Will you do more together if it works?
Simple Co-Marketing Agreement Outline
- Campaign description: What you're doing together
- Responsibilities: Who does what
- Timeline: Key dates and deadlines
- Lead handling: How leads are captured, shared, followed up
- Promotion: Minimum commitments from each side
- Branding: Logo usage, approval process
- Costs: Who pays for what (if any)
- Metrics sharing: What data you'll share post-campaign
Measuring Co-Marketing Success
Quantitative Metrics
- 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 Metrics
- Ease of collaboration
- Partner responsiveness
- Audience reception
- Brand lift
- Relationship strengthened for future campaigns
Co-Marketing Checklist
Partner Identification
- List tools your customers already use
- Check Crossbeam/Reveal for account overlap
- Score top 5 potential partners
- Research their 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
- Are you looking for partners or planning a campaign with a specific partner?
- What type of co-marketing are you most interested in? (content, events, integrations, community)
- What's your audience size? (email list, social following, traffic)
- Do you have existing integration partners?
- Have you done co-marketing before? What worked/didn't?
- What's your timeline and budget for co-marketing?
Tool Integrations
For implementation, see the tools registry. Key tools for co-marketing:
| 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 |
Related Skills
- referrals — For customer referral and affiliate programs (customers referring customers)
- launch — For product launches with partners; covers co-marketing as a "borrowed channel"
- content-strategy — For content planning including co-created content
- sales-enablement — For partner-facing collateral and enablement materials
FAQ
What does the co-marketing skill do?
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 referrals. For launch-specific partnerships, see launch.
How do I install co-marketing?
Run npx skills add https://github.com/coreyhaines31/marketingskills --skill co-marketing in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/co-marketing/ (personal) or .claude/skills/co-marketing/ (project).
Which AI agents can use co-marketing?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is co-marketing safe to install?
Security partners have reviewed it: Gen Agent Trust Hub passed; Socket passed; Snyk passed. As with any skill, read the SKILL.md and bundled scripts before installing.
Who maintains co-marketing?
It is published by coreyhaines31 in coreyhaines31/marketingskills. It has 80,919 recorded installs.
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