How B2B Lead Gen Uses Partner Co-Marketing for Pipeline

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How B2B Lead Gen Uses Partner Co-Marketing for Pipeline

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In this episode, Lucas and Luna explore how B2B lead gen teams use partner co-marketing to build pipeline — a tactic that's gained traction as third-party cookies fade. Lucas breaks down a concrete example: a cloud security company and a compliance platform that co-hosted a joint webinar with separate nurture tracks. The result? A 34% lift in SQLs for both sides. But the real challenge is attribution. Lucas explains how a 'partner-tagged form fields' system works, and why most co-marketing fails because partners don't align on lead scoring. Luna pushes back on whether smaller teams can pull this off without a dedicated partner manager. Tune in for a tactical, no-fluff look at co-marketing as a pipeline engine. #B2BLeadGen #CoMarketing #PipelineBuilding #PartnerMarketing #DemandGen #B2BMarketing #LeadGeneration #JointWebinar #MarketingAttribution #PartnerEcosystem #CloudSecurity #CompliancePlatform #SQL #NurtureSequence #MarketingStrategy #B2BPodcast #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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