How B2B Lead Gen Uses Partner Co-Marketing to Build Pipeline

In this episode of Lead Generation with Fexingo, Lucas and Luna dive into partner co-marketing as a powerful but underused B2B lead gen strategy. They break down the difference between co-marketing and affiliate deals, and walk through a real example: a mid-market SaaS company that ran a co-branded webinar series with a complementary data analytics platform. The result? They added 340 qualified leads to the pipeline in 90 days, with a cost per lead 40% lower than paid search. Lucas explains the three essential components of a co-marketing agreement — shared audience, aligned intent, and joint content — and why most partnerships fail because they skip the lead handoff protocol. Luna pushes back on the coordination overhead, and Lucas shares a simple template for a co-marketing SLA that takes the friction out. If you've ever wondered how to get your partner ecosystem to actually generate pipeline instead of just logos on a slide, this episode is for you. #B2BLeadGen #CoMarketing #PartnerMarketing #PipelineBuilding #DemandGen #B2BMarketing #WebinarStrategy #LeadGeneration #SaaSMarketing #MarketingStrategy #PartnershipMarketing #CoBrandedContent #MarketingROI #B2BSales #GrowthMarketing #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo