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Joint Marketing Agreement Template
Define joint campaign goals, responsibilities, and brand use rules with this Joint Marketing Agreement Template.
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Joint Marketing Agreement Template
This Joint Marketing Agreement (the “Agreement”) is entered into as of [Effective Date] by and between:
Party A: [Party A Legal Name], with an address at [Address] (“Party A”).
Party B: [Party B Legal Name], with an address at [Address] (“Party B”).
☐ Additional Parties (Optional): [Names] (each, a “Party” and together, the “Parties”).
1. Purpose and Campaign Overview
1.1 Purpose. The Parties will collaborate on a joint marketing initiative (the “Campaign”) described in this Agreement.
1.2 Campaign Name. [Campaign name].
1.3 Campaign Goals. [Lead gen, awareness, event registrations, sales enablement, etc.].
1.4 Target Audience. [Audience].
1.5 Campaign Channels. [Email, social, webinar, paid ads, events, landing pages, etc.].
1.6 Campaign Term. Start: [Start Date]. End: [End Date] (or until terminated under Section 12).
2. Deliverables and Responsibilities
2.1 Party A Deliverables. Party A will provide: [Deliverables].
2.2 Party B Deliverables. Party B will provide: [Deliverables].
2.3 Timeline. Key milestones and deadlines: [Dates].
2.4 Project Management. Points of contact:
Party A: [Name/Email]
Party B: [Name/Email]
3. Budget and Cost Sharing (Optional)
3.1 Budget. Estimated Campaign budget: $[Amount].
3.2 Cost Allocation. Costs will be paid:
☐ Each Party pays its own costs
☐ Split []% / []%
☐ Party A pays: [Items]; Party B pays: [Items]
3.3 Pre-Approval. Any expense over $[__] requires written approval from both Parties.
4. Brand Use and Approvals
4.1 Trademark License. Each Party grants the other a limited, non-exclusive license to use its name and logos solely for the Campaign.
4.2 Approval Required. Any use of a Party’s brand must be approved in writing before publication.
4.3 Brand Guidelines. Each Party will provide brand guidelines and the other Party will comply.
5. Content Ownership
5.1 Ownership. Each Party owns the content it creates.
5.2 Campaign License. Each Party grants the other a limited license to use Campaign content during the Campaign for Campaign purposes.
5.3 Post-Campaign Use (Optional). Post-campaign use allowed: ☐ Yes ☐ No. If yes: [Terms/time limits].
6. Lead Sharing and Data Use
6.1 Lead Definition. Leads include: [Registrations, form fills, attendees, etc.].
6.2 Data Shared. Shared data may include: [Name, email, company, title, etc.].
6.3 Permitted Use. Each Party may use shared leads only to: [Follow-up about Campaign / marketing with consent / sales outreach], consistent with consent and law.
6.4 Privacy Compliance. Each Party will comply with applicable privacy laws and maintain appropriate security safeguards.
6.5 Opt-Outs. Each Party must honor opt-outs and suppression lists as required by law and its policies.
7. Performance Reporting
7.1 Reporting. The Parties will share performance metrics: [Weekly/biweekly], including: [Registrations, CPL, attendance, conversions].
7.2 Access. Analytics tools: [Links/tools].
8. Confidentiality
8.1 Confidential Information. Campaign plans, budgets, and lead data are confidential.
8.2 Permitted Disclosure. Disclosure is allowed to advisors or as required by law.
9. Representations and Compliance
9.1 Authority. Each Party has authority to enter into this Agreement.
9.2 No Misleading Claims. Each Party will ensure marketing claims are accurate.
9.3 No Spam. Each Party will follow email and marketing laws and platform policies.
9.4 No Partnership. This Agreement does not create a legal partnership or joint venture.
10. Disclaimers and Liability
10.1 No Guarantee. No Party guarantees Campaign results.
10.2 Limitation. To the extent permitted by law, neither Party is liable for indirect damages.
10.3 Liability Cap (Optional). Liability cap: $[__] (or costs paid under Section 3).
11. Termination
11.1 Termination for Convenience. Either Party may terminate with [] days’ written notice.
11.2 Termination for Cause. Either Party may terminate for material breach not cured within [] days after notice.
11.3 Effect of Termination. Upon termination, Parties will stop using each other’s brands and return or delete shared confidential information, unless retention is required by law.
12. Miscellaneous
12.1 Governing Law. This Agreement is governed by the laws of [State/Country].
12.2 Notices. Notices must be sent to the addresses above.
12.3 Entire Agreement. This Agreement is the entire agreement regarding the Campaign.
12.4 Amendments. Amendments must be in writing and signed by both Parties.
12.5 Severability. If any provision is unenforceable, the rest remains effective.
12.6 Electronic Signatures. Electronic signatures are effective.
Signatures
By signing below, the Parties agree to this Joint Marketing Agreement as of the Effective Date.
Party A: [Party A Legal Name]
Authorized Signatory: [Name]
Title/Role: [Title]
Date: [Date]
Signature: ___________________________
Party B: [Party B Legal Name]
Authorized Signatory: [Name]
Title/Role: [Title]
Date: [Date]
Signature: ___________________________
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Joint Marketing Agreement Template
Click below for detailed info on the template.
For quick answers, scroll below to see the FAQ.
Click below for detailed info on the template.
For quick answers, scroll below to see the FAQ.
JOINT MARKETING AGREEMENT TEMPLATE FAQ
What is a joint marketing agreement?
A Joint Marketing Agreement is a contract where two or more parties agree to collaborate on marketing activities — such as co-branded campaigns, webinars, events, lead generation, or content. It sets campaign goals, roles, budgets, and rules for using each other’s brand and sharing leads.
When should you use a joint marketing agreement?
Use it when both parties are investing time or money into a shared campaign and you want clear expectations. It is common for partner marketing, co-branded product launches, influencer-style B2B partnerships, webinars, email campaigns, and event sponsorship collaborations.
How do you handle brand approvals and messaging?
Most agreements require each party to approve any use of its name, logo, or trademarks before publication. This template includes an approvals section so neither party can publish co-branded content without sign-off.
Who owns the content created in a joint campaign?
It depends. Sometimes each party owns what it creates, while granting the other a limited license to use it for the campaign. Sometimes content is jointly owned. This template provides a practical approach: creator-owned with a campaign license.
How should lead sharing and privacy be handled?
Lead sharing must comply with privacy laws and your marketing consent process. The agreement should define what data is shared, permitted uses, retention, and security. This template includes a lead/data section with compliance language.
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