What are the most effective examples of co-marketing you've done or have seen recently? (What channels, resource types, etc.?)

We recently did a co-marketing campaign with an accounting influencer Jason Staats that drove a substantial amount of engagement and lead generation for new Ramp accounting partners: https://x.com/JStaatsCPA/status/1818696683959558308. I think this was successful because Jason deeply understands the accounting profession, he's built up a substantial following of accountants (that are our target market) and his style aligns well with the Ramp brand. This led to a message that resonated well and resulted in impact for our efforts.

The funniest, most attention-grabbing co-marketing campaign I’ve seen this year has to be Vidyard doing a Janet Jackson Rhythm Nation video knockoff to celebrate them joining the Salesloft ecosystem a couple of months back. I hope it got a ton of impressions on LinkedIn for them, it was hilarious and informative at the same time, and it's stuck with me since! Closer to home, I love the annual Customer Service Trends report our marketing team produces at Intercom. We’re into our third or fourth year of producing it now, and we partner with a couple of key tech partners, as well as a community partner, to produce an incredibly well rounded range of insights and benchmarks. It’s a full integrated campaign for us, with the report at the centre of it, plus email and webinar activities as well. Webinars have consistently performed well for us since we started to run a partner webinar program in 2020. I mentioned Mark earlier in this AMA and this feels like a good time to mention his killer guide at https://partnermarketingguide.com - which has a ton more insights on how we've scaled co-marketing at Intercom.

One of HubSpot's top downloaded assets was a project I launched with them while at Aircall! It's a sales planning template. During our campaign period, we generated over 12k leads, globally. They host the asset on their site and see hundreds of organic downloads monthly. Check it out here: https://offers.hubspot.com/sales-plan-template I actually would love to see some innovation and freshness when it comes to comarketing! I've done all of the typical stuff (webinars, ebooks, content, discounts, bundles etc) and would love to see more B2B brands come together in more B2C style collaborations. Think about how Nike or Spotify collaborates with other partners and brands.

We have an Expert Tip series that's been great! I provide my partner managers a Google form with 1-2 questions on a designated content topic (check out our current BFCM Expert Tips blog on Okendo.io :) ) for them to send out to their selection of partners. Once we write the piece based on the partner's answers, we created a social asset that includes the author's agency logo, name, headshot, and quote in the piece. We ask them to promote the blog with us, and since we've provided everything they need and added a personal touch with their individual information on it, it's hard for them to say no! We find we have a "social takeover" whenever we release one of these pieces, which is really exciting to see.

Partner marketing can be an incredibly effective way to reach new customers and grow your business. By collaborating with another company to market your products or services together, you can create a joint marketing campaign that will expose your brand to a whole new audience. There are many different ways to execute partner marketing, and the most effective campaigns are those that partner with a company that has a similar customer base. For example, Pendo.io is a product analytics company for product teams & product managers, that has a strong partnership with Google, which provides Google Analytics for marketers. We use our joint reach and target audiences to cross-collaborate and cross-promote. Another important factor to consider when partner marketing is the resources that each company is willing to contribute. If one partner is putting in more effort than the other, it can lead to tension and resentment. It's important to be fair and equally invest in the partnership if you want it to be successful. There are many effective co-marketing examples that vary based on company, industry, and target audience, but here are a few that have worked for me across companies and industries: 1. Joint press release 2. Joint social media campaign and interactions 3. Joint email drip nurture campaign 4. Joint webinar (especially with a mutual customer) 5. Joint YouTube video, demo, etc. 6. Joint e-book, whitepaper, infographic, or free asset of some type Co-marketing can be an incredibly effective way to reach new customers and grow your business. By collaborating with another company to market your products or services together, you can create a joint marketing campaign that will expose your brand to a whole new audience.