B2B marketing can feel like a grind. You’re constantly trying to get in front of the right people, build trust, and prove your brand is worth their time (and budget). But here’s the good news: you don’t have to do it all alone.
Partnering with other B2B brands is one of the fastest, easiest ways to get noticed, earn credibility, and connect with high-quality leads. We’re talking joint webinars, co-written whitepapers, email list swaps, social shoutouts.
When done right, these brand collaborations aren’t just about getting double the exposure. They help you build real authority, tap into warm audiences, and create content that feels fresh and valuable. And guess what? Most B2B marketers aren’t doing this nearly enough.
So let’s break down how these partnerships actually work, why they’re so effective, and a few ideas you can steal for your next campaign.
Why Brand Collaborations Actually Work (and Work Well)
Here’s the thing: B2B buyers are smart. They’re doing research, reading reviews, and looking for signs that you know what you’re talking about. And the best shortcut to earning that trust? A nod from another brand they already like or respect.
That’s the magic of a collab. You borrow a little of their authority, they borrow a little of yours, and together, you both get in front of a bigger (and more engaged) audience.
With a good brand collaboration, you get:
- Way more reach than going solo
- A big boost in credibility
- Stronger content thanks to multiple perspectives
You don’t need to start from scratch. Just take what you’re already doing, like webinars or blog posts, and level them up by bringing in a like-minded partner.
1. Joint Webinars: Two Brands, One Killer Event
Joint webinars are kind of the holy grail of B2B collabs. They’re interactive, informative, and super efficient. Instead of you pitching your product for 30 minutes, you get to have an actual conversation with another expert. And your audiences get double the insight.
Why they’re awesome:
- Built-in trust: If your audience trusts your partner, they’re more likely to trust you.
- Double the promo power: You each promote to your own email lists and social channels, so you get way more eyeballs.
- Real engagement: Live Q&As and polls make it feel less like a sales pitch and more like a valuable conversation.
What makes a joint webinar great:
- The topic solves a shared customer problem.
- You and your partner have different (but complementary) takes.
- There’s a clear CTA for both of you—so nobody feels like the sidekick.
Bonus tip:
Don’t let the value die after the live event. Chop up the recording for social posts, write a blog summary, and gate the full replay to collect leads.
Example:
Check out our webinar, co-hosted by Inverta, on The Funnel is Broken: Rebuild your B2B Marketing Foundation in 90 Minutes.
2. Co-Written Whitepapers: Serious Credibility, Zero Fluff
If webinars are the live show, whitepapers are the long game. These deep-dive, downloadable pieces are perfect for educating mid-funnel leads, and showing them you know your stuff.
Now imagine how much better that content gets when you write it with another smart brand.
Why co-branded whitepapers work:
- More depth: Two brands means more insights, more data, and a more well-rounded take.
- Evergreen value: A strong whitepaper can live on your site, in your email flows, and even get handed out at events.
- More downloads: People are more likely to grab a whitepaper if they recognize one of the brands.
Tips for nailing a co-written whitepaper:
- Don’t make it a sales brochure. Focus on solving a real problem.
- Make sure both brands’ voices are represented equally.
- Keep the design clean, on-brand, and balanced between the two of you.
Example:
Let’s say you’re a sales platform. Teaming up with a coaching company to write “The Future of B2B Sales Enablement” instantly makes both brands more legit — and gives sales leaders a reason to trust your insights.
3. Cross-Promos: The Low-Lift Win
Not every partnership needs to be a huge production. Sometimes, a simple cross-promo can get your brand in front of the right people with minimal effort.
This could look like:
- Swapping email newsletter blurbs
- Sharing each other’s content on LinkedIn
- Co-hosting a giveaway
- Tagging each other in relevant posts
- Creating a joint listicle or roundup
Why it’s worth doing:
- Fast and easy: No need for a huge campaign, just coordinate your messaging.
- Warm intros: If your partner recommends you, it’s way more powerful than you saying it yourself.
- Perfect for awareness: Great for top-of-funnel engagement and brand recognition.
Just make sure:
- Your audiences overlap (even loosely)
- You trust the partner, and their tone aligns with yours
- There’s value for both sides
A payroll software company could easily promote a remote hiring platform and vice versa. Different tools, same audience.
Choosing the Right Collab Partner
Good brand collaborations are like good friendships. It’s mutual, balanced, and based on shared values.
Before jumping into a partnership, ask:
- Do we serve similar audiences?
- Are our brands complementary (not competing)?
- Do we both value quality content?
- Will we both promote it equally?
- Do I actually want to be associated with this company?
Avoid partnerships that feel one-sided or rushed. Take the time to vet your partners and set expectations upfront.
How to Know If Your Collab Worked
You’re not just doing this for fun, you want results. So what should you be tracking?
Key metrics to look at:
- Number of leads (and lead quality) from the campaign
- Email open/click rates on any joint emails
- Webinar signups and attendance
- Whitepaper downloads
- Social reach and engagement
- Backlinks and mentions
- Sales influence (e.g. new MQLs or pipeline impact)
It helps to agree ahead of time on what “success” means, and who’s in charge of reporting it.
Wrapping It Up: Brand Collaborations Are the B2B Power Move
At the end of the day, B2B marketing doesn’t have to be lonely. Partnering with another brand can be the thing that takes your campaign from “meh” to memorable.
Brand collaborations help you show up in new inboxes, start smarter conversations, and create content that actually resonates. They’re a goldmine for email marketing campaigns, a sneaky-smart way to support your influencer marketing efforts (think guest appearances or expert interviews), and they bring in higher-quality MQLs who already trust your brand by the time they click.
So, whether you’re hosting a joint webinar, co-writing your next big whitepaper, or just shouting each other out on social, remember: you don’t have to build authority and visibility all by yourself.
Look around. That perfect partner brand? They’re probably just one DM away.
