For co-marketing partnerships focused on promoting to each other's user base (via emails, blog posts, etc.), how have you found success in crafting the user journey online? Is this something you've dealt with?

I think this really depends on how either organization operates. Is it a freemium model? Sales led? Product led growth? I think it's typically best to partner with organizations who share a similar user / sign-up journey so you can align on a similar entry point / journey. It makes it easier to plan, compare success, and creates a better customer experience. You'll also want to ensure all roads end with the joint offering (ex. install the integration for technology partners) on both sides so you're all pushing towards the same outcome and can weigh the success. I've dealt with this quite a bit and mostly on the ISV side where the joint offering is an integrated technology solution.

What I would advise here is to have a solid link-tracking strategy. Whether they’re ebooks, case studies, blog posts or virtual event sign-ups, you want to make sure that each partner is provided a separate link. This will ensure that the leads they drove can be attributed to their efforts and can be shared with them. Gating content behind a form ensures that you can follow up with the folks who are interested in the material. However, an important call-out is to ensure you include “partners” in your ask about collecting and sharing personal data.

Yes--this just goes back to good ol' regular marketing. Think about your prospect's buyer journey and what types of marketing campaigns or tactics make the most sense for the top-of-funnel, middle-of-funnel and bottom-of-funnel stages of the buyer journey. What does the buyer journey look like specifically for your business? Now, when considering partners, you may have a lot of different options for looping in a partner for a ToFu webinar on industry best practices. But, if you're lower in the funnel in the consideration/sale phase of your buyer's journey, they may be looking for bundled offers, discounts or other solutions for their needs. The way you present a partner here would be much different from the top of the funnel.