The Co-Marketing Proposal Video That Opens Partnership Conversations
Co-marketing proposals get ignored at inbox scale. Most are either too vague ('let's do something together') or too one-sided. A short, direct video that names the specific audience overlap, proposes a concrete first collaboration, and makes the value exchange crystal clear gives a marketing leader an easy yes — because you've already done the thinking for both sides.
When to use this script
Use this script when approaching a complementary company for a joint webinar, content collaboration, co-branded research, newsletter swap, or event partnership. It works best when you have a clear thesis about audience overlap and have done enough research to propose a specific first move.
What does the Co-Marketing Proposal script look like?
Hey {{prospect_name}}, I'll cut straight to it — I think {{company_name}} and {{sender_company}} have an audience overlap that neither of us is taking advantage of, and I want to fix that.
Here's the deal: we're both selling to {{shared_icp}} — but we're not competing for the same budget. {{sender_company}} focuses on {{our_focus}}; {{company_name}} is known for {{their_focus}}. Our combined email lists reach roughly {{combined_audience}} decision-makers, and our content engagement rates suggest audiences on both sides would genuinely benefit from a collaboration. What I'm proposing is a joint {{collaboration_type}} on the topic of {{topic}} — I bring {{our_contribution}} and you bring {{their_contribution}}. I've done this with {{reference_partner}} and it generated {{metric}} for both sides.
{{prospect_name}}, this doesn't have to be a big lift to start — a 30-minute call to see if the audience fit is real, and we go from there. I've blocked some time and I'm dropping a link below. I'd love to build something together.
How can I make the Co-Marketing Proposal script work better?
Quantify the Audience Overlap
The most persuasive co-marketing pitch includes a specific estimate of shared audience size or ICP alignment. Even a rough estimate — 'we both reach VP of Sales at Series B SaaS companies' — makes the value of the collaboration tangible.
Propose a Specific First Step, Not an Open-Ended Idea
Vague proposals get vague responses. Naming a specific format — 'a 45-minute joint webinar on X' or 'a co-authored report on Y' — lets the prospect evaluate a real proposal rather than a concept.
Make the Value Exchange Symmetric
Show what you bring and what you're asking from them in equal terms. A one-sided proposal feels exploitative; a balanced one feels like a genuine partnership. Name your contribution first before stating what you need from them.
What are the variations of the Co-Marketing Proposal script?
The Content Swap Version
For newsletter or content distribution partnerships with low coordination overhead.
The Research Collaboration Version
For companies that can jointly produce original research with shared distribution.
The Event Partnership Version
For conference, virtual summit, or field marketing collaborations.
What performance can I expect from this script?
Frequently asked questions
How do I identify the right companies to approach for co-marketing?
Look for companies that sell to the same ICP but solve a different problem — they are your natural allies. Check their content themes, event topics, and the LinkedIn feeds of their marketing leaders to confirm alignment before reaching out.
Should I lead with what I want or what I'm offering?
Always lead with what you're offering and the mutual benefit. Frame the proposal as 'here's what this creates for both of us' before any mention of what you need from them. Self-interest, even legitimate, kills partnership proposals when it leads.
What if the company I'm approaching is significantly larger than mine?
Frame the asymmetry as a strength: 'Our audience is smaller but highly targeted — 80% are {{specific_role}} at {{company_size}} companies, which maps precisely to your ICP.' Quality of audience often matters more than size to a sophisticated marketing leader.
How do I handle a co-marketing proposal that stalls after initial interest?
Send a quick video with a single concrete first step: 'I know we discussed this a few weeks ago — the simplest way to test the fit is {{micro_collaboration}}. It takes two hours of our time and we'll know if a bigger partnership makes sense.' Reduce the commitment required to move forward.
What metrics should I use to evaluate a co-marketing partnership?
Measure net new leads generated, MQLs sourced from the collaboration, and influenced pipeline from registrants over 90 days. For content swaps, track new subscriber growth and email click-through rates from each partner's audience segment.
More templates
Build a Partner Pipeline That Generates Leads on Autopilot
Outvid lets your business development team send personalized co-marketing proposal videos to every target partner at once — each one framing the audience overlap, the specific ask, and the mutual upside.