Best Practices for Vetting Customer Brands in Co-Marketing

·Dec 04, 2025 10:08 PM·

For vetting of customer brand, reputation and risk analysis before engaging in co-marketing activities- what do folks typically do in terms of process? In terms of vetting the customer as well as their brand/business?

3 comments

· Sorted by Oldest

Amy
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Do they have a pulse? 😀 📈
😂5
Vera
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Fair question, i think the first question is "will this opportunity and this brand help us with our goals", before you think about risk analysis. I don't encounter this too often in my own work, B2B SaaS isnt that risky.
Ciana Abdollahian
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I usually take leadership’s (marketing, pr/comms, legal) guidance on this. Maybe you could collaborate with them on guidelines of the types of customers to avoid co-marketing with and maybe create an approval chain for customers you’re unsure of whether or not they meet the guidelines. Legal definitely had a POV on this at the last company i worked at!!

Amy
·
·
Do they have a pulse? 😀 📈
😂5
Vera
·
·
Fair question, i think the first question is "will this opportunity and this brand help us with our goals", before you think about risk analysis. I don't encounter this too often in my own work, B2B SaaS isnt that risky.
Ciana Abdollahian
·
·
I usually take leadership’s (marketing, pr/comms, legal) guidance on this. Maybe you could collaborate with them on guidelines of the types of customers to avoid co-marketing with and maybe create an approval chain for customers you’re unsure of whether or not they meet the guidelines. Legal definitely had a POV on this at the last company i worked at!!