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The Ultimate Checklist for Launching a Partner Marketing Campaign


partner marketing

If you're building a B2B partner network, you already know that partnerships are one of the fastest ways to scale. But to unlock their full potential, you need to activate them with smart, intentional partner marketing.


Whether you're co-marketing with a strategic ally or promoting your program to attract and support partners, this checklist will guide you through both sides of the equation.


Partner marketing has two critical functions:


  • Marketing with partners: Collaborating on joint campaigns to promote a product or solution to end customers

  • Marketing for partners: Promoting your partner program, attracting new partners, and enabling existing ones with the tools they need to succeed


When you combine both, you not only drive leads and revenue, but you strengthen your entire partner ecosystem.


Let’s make B2B partnerships simple and effective!


What is Partner Marketing?


Partner marketing is a growth strategy that uses collaboration between companies to increase brand reach, generate demand, and drive mutual success. It includes two key approaches:


1. Marketing with Partners


This is when you co-create campaigns with other companies to target shared customer segments. Examples include:


  • Co-branded webinars

  • Joint content like ebooks or guides

  • Partner bundles or solution integrations

  • Shared events or social campaigns

The goal is to drive pipeline and awareness through shared promotion, trust, and reach.

2. Marketing for Partners


This is your internal marketing effort to grow and enable your partner program. It includes:


  • Attracting new partners by promoting your program

  • Educating prospects about partner benefits

  • Supporting active partners with resources and campaign assets

  • Co-promoting partners to help them grow

Both types of partner marketing are essential. One fuels go-to-market momentum. The other builds a thriving, self-sustaining partner network.

PART ONE: Partner Marketing with Partners


Checklist for Joint Campaigns to Reach Customers


1. Align on Shared Objectives



Define your mutual goals early. Are you aiming to:


  • Generate qualified leads

  • Increase product adoption

  • Drive signups for a shared solution

  • Educate the market

  • Launch into a new region or vertical




2. Define the Ideal Customer


Agree on a shared ideal customer profile (ICP). Outline:

  • Industry, role, company size

  • Core challenges and pain points

  • Why your combined solution matters

Tailored messaging starts with audience clarity.



3. Choose a Campaign Format



Pick a format that fits your joint goals and available resources. Popular examples:


  • Co-branded webinars

  • Joint blog posts or case studies

  • Email campaigns or newsletter swaps

  • Limited-time bundles or special offers

  • Partner-led virtual events


Keep it simple and repeatable, especially for your first campaign.



4. Plan and Create Content



Map out content assets and who owns what:

  • Landing pages

  • Emails

  • Social media copy and graphics

  • Presentation slides or videos

  • Follow-up sales content

Make sure all messaging reflects both brands equally.


co-marketing


5. Assign Roles and Deadlines



Avoid confusion by agreeing on:

  • Content creation responsibilities

  • Promotion schedules

  • Campaign timeline

  • Who handles reporting

Assign a point person from each side.


6. Promote Across All Channels


Maximize exposure by promoting the campaign through both partners’ channels:

  • Email lists

  • Social media

  • Websites and blogs

  • Partner newsletters

  • Paid ads or community groups

Even simple posts can double your visibility.


7. Define Lead Sharing and Follow-Up



Agree upfront on how you’ll handle leads:

  • Who qualifies them

  • How they’ll be shared

  • Follow-up process

  • Attribution and reporting

89% of companies say co-selling is more efficient than reselling but only if the follow-up is clear.

8. Measure Performance and Debrief

Track results based on your original goals:

  • Leads generated

  • Engagement rates

  • Conversions or pipeline created

  • Revenue influenced

  • New customers or accounts touched

Run a joint retrospective to learn and improve for next time.


 


PART TWO: Partner Marketing for Partners


Checklist for Attracting and Supporting Partners


1. Promote Your Partner Program


To attract the right partners, you need to communicate your program's value clearly. Focus on:


  • Creating a partner program page that highlights benefits

  • Explaining how you help partners grow, not just how to earn commissions

  • Including testimonials or success stories

  • Making it easy to join, schedule a call, or download the program overview


Use marketing channels like:

  • Email campaigns

  • Blog content

  • Social media

  • LinkedIn posts

  • Webinars or partner info sessions

Remember, even the best partner programs won’t grow if no one knows about them.

2. Create Easy-to-Use Partner Resources

Once partners join, help them succeed by giving them tools they can actually use. These might include:

  • Product one-pagers and sales decks

  • Messaging guides and FAQs

  • Program overview and onboarding checklist

  • Visual assets for social sharing

  • Email templates or sample campaigns

Make everything accessible through a partner portal or shared folder.

3. Offer Joint Promotion Opportunities

Give your partners visibility by:

  • Featuring them in blog posts or newsletters

  • Co-hosting events or webinars

  • Announcing new partnerships on social media

  • Highlighting success stories or customer wins

45% of companies say partnerships help them enter new markets, and showcasing your partners helps build credibility on both sides.



4. Provide Marketing Development Funds (MDF) Where Possible



If your budget allows, support your top partners by offering funds for joint campaigns. Consider:


  • Tying MDF to partner tiers or performance

  • Approving campaign proposals for regional efforts

  • Co-investing in events, ads, or custom content


This shows commitment and keeps partners engaged.


5. Stay Responsive and Flexible



No two partners are the same. Some may need more help with marketing, while others want creative freedom. Be open to:

  • Tailored support requests

  • Custom campaign ideas

  • Feedback on what’s working and what’s not

90% of successful partnerships are based on trust and flexibility is a big part of building that trust.

Partner Marketing Builds a Scalable Growth Engine



To summarize:


  • Partner marketing with partners helps you reach new customers, generate leads, and grow pipeline together

  • Partner marketing for partners attracts new collaborators, enables active ones, and strengthens your partner ecosystem

Companies that do both effectively don’t just grow faster, they grow together. Consider these stats:

  • High-growth brands are 3x more likely to use marketing partnerships

  • 58% of revenue for top-performing companies comes from partners

  • 45% of companies say partnerships improve brand awareness

If you want your partner program to thrive, you need to invest in marketing on both fronts.

Let’s make B2B partnerships simple and let’s grow together!



Want More?



Here are a few guides to help you activate and scale your partner strategy:

Happy partnering!

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