Co-marketing strategies refer to collaborative efforts between two or more B2B businesses to promote their products or services to a shared target audience. Through strategic partnerships, companies combine resources, expertise and reach to create mutually beneficial marketing campaigns. By combining resources, SaaS organizations can create a bigger campaign than they would have been able to if going it alone.

This approach, which is different than co-branding, allows partners to leverage each other's brand equity, customer base, and distribution channels, maximizing exposure and potential sales. Co-marketing initiatives often involve activities such as joint advertising, co-branded promotions, cross-promotional content and shared events. By pooling resources and aligning marketing objectives, businesses can enhance brand visibility, expand market reach and capitalize on synergies to drive growth and mutual success.

Related: How co-marketing strategies can build trust and win you that deal.