How B2B Marketers Use Partner Co-Marketing to Drive Pipeline - B2B Marketing with Fexingo

Topics in this episode

Content syndication B2B demand generation partner co-marketing joint webinar account-based co-selling

Episode notes

In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the power of partner co-marketing for enterprise demand generation. They break down how a cybersecurity startup, SecureStream, used a joint webinar series with a larger infrastructure partner to generate $2.3 million in influenced pipeline within six months. Lucas explains the three-tier partner co-marketing framework - content swaps, joint events, and account-based co-selling - and why co-marketing can halve customer acquisition costs compared to outbound alone. Luna challenges the assumption that smaller companies can't attract big partners, and shares how SecureStream leveraged a specific data breach case study to prove their value. They also discuss measuring partner-influenced pipeline, avoiding common pitfalls like brand dilution, and why the best co-marketing relationships start with a single shared account. If these marketing conversations have sparked something you've actually used, consider supporting the show at buy me a coffee dot com slash fexingo.

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