Playbook: Podcast guests, partnerships and co-marketing

Use outreach to build relationships that compound: podcast guests, integration partners, co-hosted webinars and referral partners.

Best for: founders, marketers, agencies, creators · Plan: any · Setup time: about 30 minutes

Why it works#

• Nobody feels "sold to". You're offering exposure, collaboration or value.
• Every yes creates content, backlinks and audience that keep bringing leads for months.
• Guests and partners become your best referral sources.

Pick your play#

Build the list#

• Podcast guests: people who post often on your topic. Import engagers from top posts in your niche.
• Hosts: search LinkedIn for "host of" + your niche keyword.
• Partners: Sales Navigator → titles like "Partnerships", "Alliances", "Head of Partnerships" at companies in your integration category.

Use a custom field angle for the specific reason each person fits, for example "your post on PLG pricing".

Copy#

Invite a podcast guest#

Connection request

Hi {{first_name|there}}, loved {{custom.angle|your recent posts}}. I host [podcast], a show for {{title|leaders}}s. Would be great to connect.

Message

Thanks for connecting! I'd love to have you on [podcast] to talk about {{custom.angle|what you've been sharing}}.

30 minutes, remote, and we send you edited clips to share. Recent guests: [2 names].

Interested? Happy to send a couple of dates.

Pitch yourself as a guest#

Hi {{first_name|there}}, I've been listening to [show], and the episode with [guest] was great.

I [one-line credibility] and could share [specific story/framework] that I think your listeners would get a lot from. Three possible angles:
1. [angle]
2. [angle]
3. [angle]

Would any fit an upcoming episode?

Integration or co-marketing partner#

Hi {{first_name|there}}, a lot of our customers also use {{company_name|your product}}, and they keep asking how the two fit together.

Would you be open to exploring an integration or a joint guide for our shared users? Happy to do most of the legwork.

Referral partner#

Hi {{first_name|there}}, we serve the same clients: [ICP]. You handle [their service], we handle [yours].

We refer out [their service] work regularly. Open to a quick call to see if a referral partnership makes sense both ways?

Settings#

• Cautious limits. Quality matters more than volume for relationship plays.
• Stop on reply: on
• Longer delays (5–7 days) between follow-ups
• Maximum 2 follow-ups

After a yes#

• Move them to Interested, then Meeting.
• Tag them partner, guest or host with the Tag action.
• Connect HubSpot or a webhook to track partnerships in your CRM.

Metrics to watch#

Common mistakes#

• Mass-messaging hosts with a generic pitch. Hosts can tell. Reference a real episode.
• Asking partners for referrals before giving value. Offer something first.
• No follow-through. Send a recap and next steps after every call.

Tools used in this playbook#

Post engagement · Consultants playbook · Lists and tags · HubSpot