---
title: "Playbook: Podcast guests, partnerships and co-marketing"
description: "Book podcast guests, get booked on podcasts, and find integration, co-marketing and referral partners with LinkedIn outreach templates."
url: https://prosyo.com/docs/playbooks/podcast-and-partnership-outreach/
section: "Playbooks"
updated: 2026-11-06
---

# 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

| Play | Who to target | What you offer |
|---|---|---|
| **Podcast guests** (your show) | Operators with a story your ICP wants to hear | Exposure to your audience + a finished clip |
| **Get booked on podcasts** | Hosts of shows your ICP listens to | A great guest with a specific story |
| **Integration partners** | Partnership or product leads at complementary tools | Joint customers, a co-marketing launch |
| **Co-hosted webinar** | Marketers at non-competing companies with the same ICP | Shared audience, split work |
| **Referral partners** | Agencies and consultants serving your ICP | Referral fee or reciprocal referrals |

## Build the list

- **Podcast guests:** people who post often on your topic. [Import engagers](https://prosyo.com/docs/prospects/import-linkedin.md#import-people-who-engaged-a-post) 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.

Create a custom field `angle` in **Settings → Custom fields** for the specific reason each person fits, for example *"your post on PLG pricing"*, and fill it when you import a CSV or in each person's side panel.

## 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.
- **Turn off remaining steps when they 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`: select them in **Prospects** and click **Tag**.
- Connect [HubSpot](https://prosyo.com/docs/integrations/hubspot.md), [Pipedrive](https://prosyo.com/docs/integrations/pipedrive.md) or a [webhook](https://prosyo.com/docs/integrations/webhooks.md) to track partnerships in your CRM.

## Metrics to watch

| Metric | Typical |
|---|---|
| Acceptance | 35%+ (relevant, personal invites) |
| Positive reply rate | 15%+ |

## 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](https://prosyo.com/docs/playbooks/post-engagement.md) · [Consultants playbook](https://prosyo.com/docs/playbooks/consultants-and-coaches.md) · [Lists and tags](https://prosyo.com/docs/prospects/lists-tags-custom-fields.md) · [HubSpot](https://prosyo.com/docs/integrations/hubspot.md)