Partnerships & loops

Integrations and co-marketing

Build for a bigger product your buyers already use, and appear in its directory or newsletter.

Cost
Free

Free to use. No paid tier is needed to list or post.

Verdict
slow burn

Slow burn: partners share directory space and newsletters.

Difficulty
Hard

Gatekept or reviewed, or needs an existing audience or reviews first.

Effort
High

About 10 or more hours a month, mostly during launches or a regular posting habit.

First result
2 to 6 months

A rough range for one person working on it part-time.

Payoff
Compounds

keeps growing while you keep at it.

Best for

Tools that plug into a bigger product.

Not for

Products no partner needs.

Pros

  • Borrow a bigger product's audience
  • Lasting listing

Cons

  • Large build effort
  • Partners may not promote you

The full guide

Last verified 2026-10-30

Links checked 2026-10-30 · No website to check: this channel works by word of mouth or offline

01What it is and who is there

Building an integration with a bigger product your buyers already use can get you into its directory, its newsletter or a joint post. Co-marketing means both companies promote something together, such as a webinar or guide. The audience is the partner's users, who are already close to your buyers.

02Cost and what you actually pay for

The integration costs development time. Co-marketing is usually free, traded for effort on both sides. Partner programs may have requirements; check each one.

03Is it right for you?

It fits tools that plug into a bigger product, such as a CRM, payment tool or editor. It fits poorly for products no partner needs. Bigger partners rarely promote small products until you have users.

04Before you start

  • A list of products your users already use daily.
  • A working integration, or a clear plan for one.
  • A short pitch for the partner: what their users get.

05Step-by-step: how to distribute here

  1. Build the integration and get a few users on it.
  2. Apply to the partner's marketplace or directory.
  3. Contact the partner's partnerships or marketing team with usage numbers.
  4. Propose a specific joint asset: a guide, webinar or newsletter feature.
  5. Promote it to both audiences.

06What to post or submit

Partner pitch:

Hi [name], [product] integrates with [partner] to [result]. [Number] of your users already use it. Would you be open to [specific joint asset]? We'd handle [our part].

07Common mistakes and do-nots

  • Do not pitch before the integration works.
  • Do not ask for promotion without offering anything.
  • Do not misuse the partner's brand.

08How to measure it

  • Track installs from the partner directory.
  • Track sign-ups from joint assets.
  • A realistic test: three to six months.

09Time budget

  • Before: 20 or more hours for the integration.
  • Ongoing: 2 to 4 hours a month.

10Pair it with

11Sources

  • No external source. Practice-based guide.

Sources

No external source. This channel is a practice-based tactic; the guide says where rules apply.