Partnerships Glossary

Co-marketing partnerships are collaborative marketing efforts where two or more companies — often with complementary products, services or audiences — jointly plan, create and promote content or campaigns as part of broader co-marketing strategies aimed at achieving shared business goals. These B2B partnerships enable companies to pool resources, amplify reach and share leads while delivering mutual value to their audiences.

In B2B SaaS, co-marketing partnerships frequently involve producing joint assets such as webinars, ebooks, case studies, whitepapers and email campaigns. Each partner contributes unique expertise, marketing channels and audience access to enhance credibility, generate qualified demand and accelerate pipeline growth.

Successful co-marketing depends on aligned goals, clearly defined roles and coordinated messaging to ensure a seamless, consistent experience for prospects. Partners also track shared metrics including lead volume, engagement and pipeline influence to measure impact, optimize performance and guide ongoing collaboration.

When executed effectively, co-marketing partnerships accelerate brand awareness, improve lead quality, build product trust and expand market reach by leveraging the credibility and networks of both companies.

Influencer campaign metrics are the quantifiable data points used to assess the performance of B2B influencer marketing efforts. These metrics help companies evaluate how effectively a campaign is driving awareness, engagement and business impact through collaboration with trusted industry influencers. Depending on the campaign’s goals, some metrics may serve as key performance indicators (KPIs).

In B2B SaaS, influencer campaign metrics typically go beyond surface-level numbers like impressions or follower counts. Common KPIs include engagement (likes, comments, shares), content performance (click-through rates, time on page, downloads) and lead generation (form fills, demo requests or sourced pipeline). Qualitative indicators — such as message alignment, influencer fit or audience sentiment — can also offer valuable context.

The most relevant metrics depend on the format and channel — whether it’s a LinkedIn post, podcast interview or co-hosted webinar. Tools like UTM links, platform analytics and CRM attribution help connect influencer content to measurable business outcomes.

Tracked consistently, influencer campaign metrics help B2B marketers evaluate performance, report on ROI and improve future influencer initiatives.

A channel content strategy is the plan a company uses to create, deliver and measure the effectiveness of marketing and sales content that supports its channel partners — such as affiliates, resellers, value-added resellers (VARs), managed service providers (MSPs) and systems integrators — in promoting and selling its products.

In B2B SaaS, an effective channel content strategy ensures partners have the messaging, tools and assets they need to confidently drive demand and close deals. It also promotes brand consistency, shortens sales cycles and improves partner performance across regions or verticals.

This strategy includes internal-facing content for partner enablement and external-facing content for partners to use in their own go-to-market efforts. Internal assets may include sales playbooks, product one-pagers, training decks and competitive guides that help partners position the product effectively. External content may include co-branded case studies, email templates, solution briefs and webinar kits that partners can easily customize and deploy.

When well-executed, a channel content strategy strengthens partner relationships, supports co-selling and helps scale marketing impact through trusted third parties.