Definition
Co-marketing is marketing that a vendor and a partner plan and run together to reach shared buyers. Examples include joint webinars, events, content and email campaigns. Both companies put in effort, money or audience, and both share the leads and the results.
Co-marketing works best when the vendor and partner agree on the target buyer, the offer and who follows up on leads before launch. Without that, leads often sit untouched.
Vendors often fund part of co-marketing with MDF or co-op funds. Some programs require proof of the activity and its results before paying the partner back.
In practice
A vendor and an MSSP host a joint webinar on ransomware readiness for local healthcare clinics, and the MSSP calls every attendee within a week.