Partner co-marketing is one of the most effective ways for Australian small businesses to reach new audiences without doubling their marketing budget. By aligning with a non-competing business that shares your target audience, you can leverage their credibility and database to drive high-quality B2B leads.
In this guide, we’ll walk you through the process of building a co-marketing program from the ground up, ensuring both parties see a clear return on investment (ROI).
Why Co-Marketing Matters for Australian B2B Businesses
In the Australian market, relationships and trust are everything. When a trusted partner recommends your services through a joint webinar, eBook, or event, you bypass the initial 'scepticism' phase of the sales cycle. Co-marketing allows you to pool resources, share costs, and access a pre-qualified audience that would otherwise cost thousands to reach via paid advertising.---
Prerequisites
Before you start reaching out to potential partners, ensure you have the following:- A clear understanding of your Ideal Customer Profile (ICP).
- A professional website and active LinkedIn profile.
- A basic CRM or email marketing tool (e.g., HubSpot, Mailchimp) to track leads.
- An active ABN and a professional reputation in your industry.
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Step 1: Define Your Co-Marketing Goals
Before looking for a partner, you must know what success looks like. Are you looking for 50 new email subscribers, 10 discovery calls, or simply brand awareness within a specific industry (e.g., Brisbane-based manufacturing)? Write these goals down. Having clear KPIs makes you a much more attractive partner because it shows you are results-oriented.Step 2: Identify Potential Partners
Look for businesses that are 'adjacent' to yours. If you are an IT support company, a perfect partner might be a commercial fit-out firm or an accounting practice. They serve the same B2B clients but offer different services.- Screening Tip: Check their LinkedIn following and engagement. You want a partner with a similar or slightly larger reach than yours to ensure the trade is fair.
Step 3: Create a 'Value Proposition' Pitch
Don't just ask to 'collab'. Create a one-page pitch that explains why this partnership benefits them. Highlight your audience size, your niche expertise, and the specific campaign idea you have in mind.Screenshot Description: You should see a clean, branded PDF or Google Slide titled "Partnership Proposal: [Your Company] x [Their Company]" with 3-4 bullet points on mutual benefits.
Step 4: Reach Out to the Decision Maker
In Australian B2B, the best point of contact is usually the Marketing Manager or the Founder. Send a personalised LinkedIn message or email. Avoid automated templates; mention a specific piece of content they recently shared to show you've done your homework.Step 5: Choose Your Campaign Format
Decide on the 'vehicle' for your co-marketing. Common B2B formats include:- Joint Webinars: Great for demonstrating expertise.
- Co-Authored Whitepapers: Excellent for lead generation.
- Guest Blogging/Newsletters: Good for SEO and brand awareness.
- In-Person Networking Events: Highly effective for local Brisbane or regional Queensland businesses.
Step 6: Draft a Co-Marketing Agreement
You don't necessarily need a 50-page legal document, but you do need a written agreement (even via email) that outlines:- Who is responsible for what (content creation, landing pages, etc.).
- How lead data will be shared (ensure compliance with the Australian Privacy Act).
- The timeline for promotion.
- Budget split (if any).
Step 7: Content Creation and Brand Alignment
Collaborate on the content. If you're writing an eBook, split the chapters. Ensure both brand logos are visible and that the 'voice' of the content feels cohesive. Use tools like Canva to create a shared folder for marketing assets so both teams can access social media tiles and email banners.Step 8: Set Up Tracking and Attribution
You must be able to prove where leads came from. Use UTM parameters on all links. If you are hosting a joint webinar, ensure the registration form asks for consent for both companies to contact the lead.Warning: Never share your entire database with a partner. Only share the leads generated specifically from the joint campaign who have opted in.
Step 9: Launch the Promotion Phase
Synchronise your clocks. Both partners should promote the campaign across:- Email newsletters.
- LinkedIn (personal and company pages).
- Website banners.
- Direct outreach to top-tier prospects.
Step 10: Execute the Campaign
Whether it’s hitting 'live' on a webinar or publishing a report, ensure both teams are present and engaged. If it's a live event, have a moderator to manage the Q&A and keep the energy high.Step 11: Lead Nurture and Follow-Up
This is where most Australian businesses fail. Have a follow-up email sequence ready to go the moment the campaign ends. Mention the partnership in the email: "Thanks for attending our joint session with [Partner Name]..."Step 12: Review and Report
Two weeks after the campaign, jump on a 15-minute call with your partner. Review the KPIs set in Step 1. Did you hit the lead targets? What was the feedback? This is the time to decide if you should run another campaign or pivot to a different partner.---
Pro Tips for Success
- The 50/50 Rule: Ensure the effort is split equally. If one partner does all the work, the relationship will sour quickly.
- Local Relevance: If targeting Brisbane businesses, mention local landmarks or industry events (like the Ekka or local business awards) to build immediate rapport.
- Test Small: Start with a joint blog post or a social media shout-out before committing to a large-scale event.
Common Mistakes to Avoid
- Partnering with Competitors: It sounds obvious, but ensure their services don't overlap too much with yours, or you'll end up fighting over the same lead.
- Ignoring Privacy Laws: In Australia, the Privacy Act is strict. Always include a clear tick-box for marketing consent on joint forms.
- No Clear Call to Action (CTA): Don't just provide information; tell the audience exactly what to do next.
Troubleshooting
- Partner isn't promoting the campaign: Schedule a 'sync' meeting halfway through the promotion period to check in on their progress and offer help with assets.
- Low Lead Quality: Review your targeting. Was the topic too broad? Next time, narrow the focus to a specific pain point.
- Technical Glitches: Always do a 'tech run' 24 hours before any live digital event.
Next Steps
Now that you have the framework, identify three non-competing businesses in your network that serve your ideal clients. Reach out to them this week using the pitch strategy in Step 3.If you need help identifying the right partners or managing the technical side of your co-marketing campaigns, the team at Local Marketing Group is here to help. Contact us today to discuss your B2B growth strategy.