What IBM Co-Marketing Means for Maximo Service Providers

My POV

As a Maximo service provider, one of the biggest challenges we face isn’t just building great solutions, it’s getting in front of the right audience and generating demand that turns into real opportunities. That’s where the IBM Co-Marketing Program comes into play. It’s part of IBM’s broader marketing ecosystem designed to help partners like us promote services and solutions built on IBM technology, and it’s something every Maximo partner should understand and consider leveraging.

What Exactly Is IBM Co-Marketing?

At its core, IBM Co-Marketing is a funding and resource program that helps offset marketing costs when you run campaigns that promote your services, especially those built on or aligned with IBM products like Maximo. IBM provides financial support and marketing assets to help you create demand, increase visibility, and ultimately generate leads.

The rationale is simple: by co-investing with partners, IBM amplifies reach and empowers partners to accelerate growth in key areas of the business.

Who Can Use It?

The program is open to IBM Business Partners, including:

• Resellers promoting IBM products or solutions that embed IBM tech
• Build partners — especially relevant if your solution is built with IBM components
• Distributors, for partner recruitment and awareness activities

For Maximo service providers, this means your consulting, implementation, integration, or managed services offerings can be promoted alongside the Maximo brand using co-marketing support, as long as the activity aligns with IBM’s guidelines.

What Marketing Activities Are Eligible?

IBM divides co-marketing into several demand generation activities, such as:

• Digital marketing campaigns (email, social ads, landing pages)
• Virtual and in-person events and customer seminars
• Trade shows and field marketing
• Advertising and direct outreach like telemarketing

These activities can be co-funded  which means IBM will reimburse a portion of your expenses when you submit the proper proof of performance.

It’s not limited to one channel. Whether you want to support a webinar on predictive maintenance with Maximo, run a paid LinkedIn campaign about your managed services, or participate in a focused industry event, there are ways to bring IBM marketing dollars into play.

Why It Matters for Maximo Service Providers

Here’s why I think this is a strategically valuable program for Maximo partners:

• Reduce risk / lower cost to market: You’re not carrying 100% of the marketing cost — IBM helps shoulder some of that burden.
• Leverage IBM brand equity: Co-branding with IBM can increase credibility with enterprise buyers who already trust the Maximo and IBM brand.
• Access ready-made campaign assets: Whether it’s email templates or campaign best practices, you don’t have to build everything from scratch.
• Focus on demand generation: Instead of guessing how to structure campaigns, you can use proven frameworks that drive leads, engagement, and awareness.

From a practical perspective, I see this as a lever that smart service providers should use to stand out in a crowded marketplace, particularly in areas like digital transformation with Maximo, AI-enabled asset management, or industry-specific solution accelerators.

Some Practical Tips Before You Dive In

• Review the Co-Marketing Terms & Conditions — participation means agreeing to IBM’s policies and eligible expenses.
• Plan campaigns with measurable goals — co-marketing works best when you can demonstrate proof of performance.
• Align the campaign to your go-to-market strategy — be intentional about where you invest and why.

Disclaimer: Just My POV

This summary reflects my perspective and interpretation of the IBM Co-Marketing program and how I believe it can help Maximo service providers. It’s not a replacement for professional guidance or the official program documentation. For specific questions, eligibility details, incentive amounts, or tactical advice, I recommend reaching out to your IBM Partner Manager or your IBM co-marketing program contact.

Want help navigating IBM Co-Marketing for your Maximo services?

If you’re a Maximo service provider looking to better understand how IBM Co-Marketing works, or how to structure campaigns that actually drive demand, I’m happy to help. From campaign planning and messaging to execution strategy, I work with partners to turn co-marketing into real opportunities.

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