Co-Marketing Agreement Template

CO-MARKETING AGREEMENT TEMPLATE FAQ

What is a co-marketing agreement?

A co-marketing agreement is a contract between two businesses that plan to run joint marketing activities—such as webinars, email campaigns, content collaborations, events, or bundled promotions. It clarifies who does what, how costs are handled, what each party can say publicly, and how leads and data are managed.

When should you use a co-marketing agreement?

Use it before launching any shared campaign where both brands are involved, especially if you will exchange leads, use each other’s trademarks, spend money on ads, or publish co-branded content. It prevents delays and disputes by locking in scope, approvals, and timelines upfront.

What should be included in a co-marketing agreement?

It should include the campaign scope, deliverables, timeline, approval workflow, brand and trademark rules, who pays which costs, lead ownership and follow-up rules, data privacy requirements, confidentiality, and what happens if a party wants to pause or exit the campaign.

How do approvals and brand control usually work?

Most agreements require written approval before anything public goes live (landing pages, emails, ads, press releases, and social posts). The agreement should also define brand guidelines, prohibited claims, response times for approvals, and who has final say if the parties disagree.

How should lead sharing and data privacy be handled?

The safest approach is to define what data will be shared, the lawful basis/consent approach, how leads are delivered, how each party may contact them, and how long data can be kept. If you’re marketing to people in regulated regions, the agreement should also require compliance with applicable privacy laws and each party’s privacy policy.

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