Joint Marketing
Table of Contents
What is Joint Marketing?
Joint marketing is a collaborative strategy where two or more brands co‑create and promote a campaign, sharing resources, audiences, and costs to achieve mutual goals.
Key points
- Formats: Co‑branded webinars, bundled offers, joint white papers, email blasts.
- Audience swap: Each partner gains access to the other’s list/followers.
- Cost efficiency: Split creative, media, and production expenses.
- Alignment: Success depends on complementary products and brand values.
- Measurement: Shared KPIs—leads, pipeline, reach—defined in advance.
Real‑world example Birdeye and a CRM vendor co‑hosted a webinar, pooling ad spend; registrations hit 1,800, CPL fell 40 % vs. solo efforts, and both teams booked pipeline in under 30 days.
Pro tips
- Draft an MOU detailing promotion cadence and data‑sharing rules.
- Use unique UTM codes per partner to track attribution.
- Rotate webinar moderation to spotlight each brand equally.
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