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Earlier this week at the Umbraco Business Summit – the official launch of Codegarden 2025, I had the pleasure of joining Nina Gade, Umbraco’s Marketing Director, for a conversation facilitated by Mats Persson, Umbraco’s CEO.
Together, we explored what a truly collaborative agency–platform relationship looks like, not just in theory, but in practice.
We’ve long been proud to call ourselves an Umbraco Platinum Partner. But this session was about much more than technical delivery or award logos. It was about how joint marketing strategy, shared insight, and co-created content can drive real business value for both sides and set a new standard for the entire partner network.
We’ve made it a priority to be more than just a delivery partner. We aim to be a strategic marketing collaborator, actively contributing to Umbraco’s growth goals while aligning closely with our own.
We’ve leaned into this relationship – co-creating content, planning campaigns across territories, and sharing ICP-level insight that strengthens both brands. That level of involvement takes time and trust, but the results speak for themselves. We’re proud to help set the pace for what meaningful agency-platform partnerships can look like.
A key message from our session: great collaboration doesn’t need a big budget.
We may be a growing agency, but like many others, we’re strategic with how and where we invest. What’s worked with Umbraco is that every joint initiative, from evergreen content and webinars to territory-focused campaigns, has been designed to be scalable and accessible. These aren’t exclusive to big players; they’re achievable for any agency that’s willing to get closer to the platform and align on purpose.
This year marked a real shift in how we collaborate.
For the first time, Umbraco provided partners with a clear view of their marketing priorities, geographies, narratives, and customer focus areas. That visibility gave us the confidence to align early, build relevant messaging, and plan with precision.
We’re both big believers in evergreen content, and this year we're doubling down on it.
Together, we’ve developed campaigns and resources that speak directly to our shared ICPs, from nonprofits and membership bodies to large associations and enterprise teams. We focus on solving real-world problems, digital maturity, CRM integration, legacy migration – and because we develop this content collaboratively, it resonates more deeply and lasts longer.
Our ongoing expansion into the US has been hugely supported by our relationship with Umbraco. It’s given us access, credibility, and alignment across teams.
Initiatives like our Sitecore-to-Umbraco migration series, upcoming roundtables in Washington, D.C., and transatlantic content campaigns are all made possible through tight collaboration with Umbraco’s US team.
From contributing to Umbraco’s product direction via advisory boards, to sharing the stage at Codegarden, and being shortlisted for a 2025 Umbraco Award – our team is proud to be embedded in every layer of the partnership.
We’re not just building with Umbraco – we’re building for the platform, and alongside the people behind it.
This year has marked a new era in how we work with agency partners. Cantarus have set the bar - not just in delivery, but in how to collaborate strategically, share insight, and co-create marketing that matters.
What came through clearly in this week’s session is that this isn’t a one-way relationship. It’s built on mutual respect, shared ambition, and constant communication.
We’re proud to be leading the way in joint marketing collaboration within Umbraco’s partner network – and even more excited about what comes next.
Learn more about our Umbraco partnership or get in touch below to see how Cantarus' expertise as an Umbraco Platinum Partner can elevate your web project.