How to execute co-marketing campaigns and joint webinars with complementary non-competitor brands?

Align on audience overlap, define joint KPIs, and orchestrate the campaign through shared automation platforms.

1. Identify complementary brands – use LinkedIn Sales Navigator filters (Industry, Company Size) to find non‑competitors with ≥30% audience overlap in your CRM. Export IDs via the GET /v2/companies endpoint.
2. Agree on joint metrics – set a shared MQL threshold (e.g., lead score ≥ 70) and a revenue‑share model of 60/40 based on attributed pipeline.
3. Create a unified funnel – map the combined funnel in a tool like HubSpot Marketing Hub (Enterprise). Use the pipelineId = 12345 for co‑branded leads.
4. Sync leads in real‑time – configure a Zapier Zap:

trigger:
  type: webhook
  url: https://hooks.zapier.com/hooks/catch/123456/abcde/
action:
  type: hubspot
  endpoint: /crm/v3/objects/contacts
  method: POST
  body:
    properties:
      email: {{payload.email}}
      source: "Co‑Webinar"
      score: 80

5. Co‑create assets – build a joint landing page in Unbounce, embed both brands' UTM parameters (utm_source=brandA, utm_medium=webinar). Set utm_campaign={{campaign_name}}.
6. Run the webinar – use Zoom Video Webinar API (POST /users/me/webinars) with registration_type=2 (auto‑approve). Enable HubSpot registration sync via registration_url.
7. Attribute and report – in Google BigQuery, run:

SELECT
  campaign,
  SUM(CASE WHEN source='brandA' THEN revenue ELSE 0 END) AS brandA_rev,
  SUM(CASE WHEN source='brandB' THEN revenue ELSE 0 END) AS brandB_rev
FROM `project.dataset.attribution`
WHERE date BETWEEN '2026-01-01' AND CURRENT_DATE()
GROUP BY campaign;

Tool comparison (markdown table)
| Feature | HubSpot | Marketo | Pardot |
|---|---|---|---|
| Real‑time lead sync | ✅ Zapier, native API | ✅ LaunchPoint | ✅ Salesforce native |
| Joint KPI dashboard | Custom reports + Attribution UI | Advanced Revenue Cycle Analytics (Enterprise) | Campaign Influence (limited) |
| Cost per contact (USD) | $0.015 | $0.018 | $0.012 |