Co-Marketing Strategist

What it does

The Co-Marketing Strategist produces an end-to-end co-marketing plan for SaaS/B2B teams — from partner identification to lead-sharing structure. The core logic has three layers. First, Audience Overlap Analysis: the best partner shares your audience but doesn't compete for the same budget (same buyer persona, different problem; an adjacent category positioned before/after/alongside your tool in the workflow). Second, a 6-criteria Partner Scorecard (1-5): audience fit, audience size, brand alignment, engagement quality, reciprocity potential, and ease of execution — collapsing candidates into a rankable matrix. Third, Campaign-Type Matching: content partnerships (co-authored blog, gated joint ebook, research report, newsletter swap), webinars & events (joint webinar, summit panel, co-hosted workshop), product & integration ("better together" page, joint case study, bundle), and community & social (takeover, giveaway, AMA) — each chosen by effort × lead-sharing model.

The plan closes with a cold-outreach email draft, a call-prep checklist, a simple co-marketing agreement outline (lead ownership, promotion commitments, asset creation, timeline, branding), and both quantitative (leads generated, MQL/SQL conversion, attributed revenue, audience growth) and qualitative (collaboration ease, brand lift, relationship strength) success metrics.

When to use it

• To find co-marketing partners that fit you and score the top 5.
• To build concrete campaign ideas and a lead-sharing plan with a named partner.
• To plan a joint launch, webinar, or integration launch.
• To evaluate partnership fit and make a go/no-go call.
• To assemble a pitch + prep pack before cold outreach.

Method / frameworks

Partner Identification Framework (Audience Overlap + adjacency map), a 6-criteria Partner Scorecard (1-5), a Campaign Type × Effort × Lead-Sharing matrix, "Better Together" value-prop construction, a Cold Outreach template, a Co-Marketing Agreement Outline, and a quantitative/qualitative measurement set. Aligned with ecosystem-led growth practice (account overlap via Crossbeam/Reveal, G2/Capterra category neighbors) and the pipeline contribution of high-intent formats like joint webinars. Source: coreyhaines31/marketingskills (MIT), adapted to the Skill Machine dual-output format.