What are some of the most tried, tested and proven co-marketing activities to propose to tech pârtners for the objective of lead gen?

To generate leads through co-marketing, start with your focus on activities that have proven to drive engagement and ROI for you and your partner already. At Intercom that is webinars, virtual events, and in-person gatherings like conferences or workshops tend to work best. These formats allow for rich content sharing, direct interaction, and follow-up opportunities. Limit the number of partners involved in any one activity to avoid complexity and ensure alignment. For larger events, consider cost-sharing on booth space or co-hosting smaller, private events like dinners. Joint case studies can reinforce success stories but are often less effective for immediate lead generation compared to live events. While content campaigns (like blogs or whitepapers) can build awareness, they typically don’t drive as many leads, so prioritize live engagements if lead gen is your primary objective.

Co-Hosted Webinars have worked really well for us.

This is a much debated topic, which varies by industry. But what we have seen in our SMB B2B market is that collaboration at conferences/expos/trade shows have the biggest short term impact for lead gen. The next best would be cross selling blitz calling between the two partner's customer bases. Make sure to have a short clean partnership value prop, and have both partner and company sales teams on the calls together prospecting. Webinars are not very impactful, for anyone, customer, partner, company.

One of the easiest ways to co-market with a tech partner is by jointly creating a single asset (PDF, video etc) and having that asset live behind a gated form that has a double opt-in to receive communications from you and the tech partner (aka new leads!).