How Should We Use Co-Op Marketing Money Provided By Our Leading Manufacturer?

I recently started working for an integrator that has co-op marketing money available from our leading manufacturer. Being new to this industry, I'm not sure which option(s) to pursue. We have choices from case studies, purchase lead list, webinars, print/online campaigns, public relations, etc. I'm curious to hear from anyone that has experience with co-op marketing and what has or hasn't worked for them.

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