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Performance Marketing Association Launches B2B Council, Adam Glazer to Chair

Introduction & Members

The Performance Marketing Association has officially announced their mission and goals for the B2B council. Chaired by Adam Glazer, Founder & President of Partner Commerce, the B2B council exists to serve a gap in performance marketing, an industry traditionally oriented towards consumer spaces. The council will provide resources related to education, research, and standards in order to better support B2B marketing leaders.

Being recognized by the industry’s leading trade association is a key milestone for B2B, and is led by subject matter experts across several industries. Members include:

Adam Glazer, Chair (Partner Commerce)
Bonnie D’Amico (Round Barn Labs)
Christie Frazer (CJ)
Jim Nichols (Exclamation Marketing Solutions)
Lee-Ann Johnstone (KonverJ.io)
Shayna Massey (Shopify)
Taylor Kendrick (PartnerStack)
Tracy Volker (IntegriShield)

Read on to learn more about the council’s mission and goals.

Council Mission & Goals

Mission

The mission of the PMA B2B Council is to establish B2B affiliate and partnership marketing as a proven, high-growth pillar of performance marketing, and to build the best practices, standards, and compliance guidance, plus the education and data the industry needs to invest in it with confidence.

Goals

As the first of its kind, the B2B council has set out with specifically-defined goals and objectives, designed to better enable industry leaders to excel in B2B performance marketing.

Education & Enablement – Develop the foundational resources the space is missing: a B2B best-practices guide, a shared glossary, case studies, and benchmark data (such as CPL ranges by vertical and contracting/payout norms), built to hold up in AI-generated answers as well as search, and refreshed over time to keep pace with the industry.
Compliance, Ethics & Transparency – Establish clear guidance around compliant, ethical, and transparent B2B partner practices, both by creating our own documentation and by cataloging and pointing to the standards and references that already exist.
Industry Advocacy & Outreach – Represent B2B affiliate and partnership marketing in the broader B2B marketing world, bringing the channel to CMOs and audiences who don’t yet know it, through representation at broader B2B marketing conferences and collaboration with general B2B marketing groups and associations on outward-facing content.