Key Elements to Successful Co-Marketing Lead Generation Campaigns

Many channel support programs on the market today really just involve providing free software, marketing collateral and sometimes low qualified leads. Few are really focused on helping partners to sell joint solutions effectively. Even fewer are focused on developing long-term co-marketing success with a demonstrable return on investment (ROI).

1. Introduction b2b lead generation company 
Co-marketing is a practice that allows two or more companies to work together to drive sales opportunities that benefit all of the partners involved. A successful co-marketing campaign allows different companies to leverage the strengths of each partner to succeed in ways that each individual company cannot do alone.

One such example is IBM and Oracle, two large yet different IT companies with complementary products and services, who have been alliance partners for a variety of campaigns since 1986. The results of the collaboration between these companies are hardware platforms and application systems that work together to provide companies with reliable IT services. Personnel are trained on both IBM hardware and Oracle applications to efficiently operate and maintain mission critical systems for companies around the world. Sometimes the joint offering is promoted via direct sales staff from both companies, and sometimes through mid-market partners.

Co-marketing goes beyond marketing and channel support: it is a program that requires full participation and commitment from all parties involved to result in success.

2. Creating Co-Marketing Alliances
An effective alliance of partners is the primary concern in ensuring a successful co-marketing campaign. Each partner contributes to the relationship in a different way, and in some cases, three or more partners are needed to provide a robust, successful campaign.

2.1 Types of Co-Marketing Alliances
Every co-marketing partnership is different, but there are a few primary types of co-marketing alliances in the IT sector:

• One Large + One Small – In this scenario, a large company, such as IBM, may partner with a mid-market company that focuses on a specific niche market. IBM can take an existing IT product, tailor it to that specific niche industry, and the mid-market partner can leverage its own customer base plus the name recognition of IBM to market this tailored product.