Marketing is teamwork, and you have a much bigger team than you think. Collaboration applies not only within your company but also beyond the company boundaries. When I talk about "network", I don't necessarily mean a vast contact list on LinkedIn. Instead, I target each company's purely organic business network: Customers, suppliers, partners, and other stakeholders.
Your strength: Even if you are a small company yourself, in most cases, you work with a select range of small, medium, and even large companies. All of these companies are potential members of your marketing team.
Honestly, I learned about this gamechanger the hard way. Despite all the quick wins, our reach to relevant target groups quickly came up against its natural limits. So I asked myself the simple question: Who benefits when we do good marketing? I'm sure that you and your company also have stakeholders who benefit from your marketing success. It's worth talking to these people.
Importantly, sustainable marketing collaborations are, of course, a give and take. But what can you bring to the table? Well, quite a lot! First of all, there are many good ideas and incredible commitment to put these ideas into practice. You'll be surprised at the doors this fact alone will open. After that, transparency is critical: you don't bring big budgets or reach the collaboration. But you do get things like execution power or a second perspective, which can sometimes be the deciding aspect of turning good content into great content.
When collaboration works, cross-company content pieces or campaigns can be your tool to take your marketing to the next level.