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 sho
Install
The skill file stays in the publisher's repository.
Paste the copied command in a terminal. It installs this SKILL.md into that agent.
npx skills add coreyhaines31/marketingskills --skill co-marketing -a cursor -y
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.
name: co-marketing
description: "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."
metadata:
version: 2.0.3
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
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
How do I install co-marketing?
Download skills/co-marketing/SKILL.md from the publisher, or copy the path and open the repository. PlugMCP lists the skill and does not host the file.
Where does co-marketing live?
The publisher keeps it at https://github.com/coreyhaines31/marketingskills.
Which agents can use co-marketing?
Claude, Cursor, and Codex can read a SKILL.md you add from the publisher's repository.