What is Co-Marketing?

Glossary of commonly used and discussed terms in Partner Programs


Co-Marketing refers to the practice of two or more companies working together to jointly promote and market a product or service. This can include companies working together to create and execute marketing campaigns, promotions, and events. Co-Marketing can be a mutually beneficial relationship for both companies involved as it can help them reach new audiences and generate more leads and sales.

Co-Marketing can take many forms, such as:

  • Two or more companies working together to create a joint marketing campaign, such as a shared email campaign, webinar, or event.
  • A company partnering with another company to offer a joint promotion, such as a discount or bundle deal.
  • A company partnering with a complementary company to jointly promote a new product or service.

Co-Marketing allows companies to share the costs and resources involved in marketing efforts, while also leveraging each other’s expertise and customer base to reach new audiences and generate more leads and sales.

The key to successful co-marketing is to have a clear understanding of the products and services offered by both companies, as well as the target market and customer needs. Communication, collaboration, and trust are also crucial for the success of Co-Marketing. It is important to align on the objectives and goals, to define the target audience, and to create a strategy that will be mutually beneficial for both companies.

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Torchlite checked all the boxes. We were looking for a PRM that enabled us to engage and collaborate with partners in a meaningful way, and Torchlite makes that all possible.

Anthony KapitanskiHead of Partnerships at Chili Piper

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