Partnerships Glossary

User-generated sales content refers to sales-enabling materials — such as testimonials, photos, reviews, case studies, how-to videos or social media posts — created and shared by customers, partners or community members rather than the brand itself. User-generated sales content is a subset of user-generated content (UGC), which is commonly associated with marketing. Unlike general UGC, however, this content is used specifically to support sales conversations and influence buying decisions.

This type of content is effective because it provides social proof and authentic perspectives from real users. It helps potential buyers understand how a product works in real-world scenarios and why others chose it. Unlike brand-created sales assets, user-generated sales content is typically more candid, relatable and trust-building — especially in competitive or high-consideration categories like SaaS, where peer validation can significantly impact the decision-making process.

Brands can encourage the creation of user-generated sales content by building active communities, offering incentives or recognition, and making it easy for users to share their stories. Sales teams can then repurpose this content during demos, onboarding or follow-up communications to reinforce credibility and reduce friction in the buyer journey.

Evangelist marketing is a strategy that relies on passionate customers, partners or employees to actively promote a brand through genuine enthusiasm and word of mouth. These "evangelists" advocate for a product or service not because they’re paid to, but because they truly believe in its value and want others to experience it. Unlike traditional marketing, which often emphasizes persuasion and paid media, evangelist marketing depends on authenticity and organic community-building.

The term draws inspiration from religious evangelism — spreading a belief system with conviction and passion. In a business context, evangelist marketing focuses on cultivating a loyal base of advocates who naturally amplify your message across social platforms, forums and real-world conversations.

Brands that succeed with evangelist marketing typically offer exceptional customer experiences, maintain a clear mission or set of values and create opportunities for users to engage — such as referral programs, ambassador initiatives or customer spotlights. A strong product-market fit is essential: when users are delighted by a product that solves real problems, evangelism tends to emerge independently.

While tech companies often hire developer advocates or empower super users to drive this type of marketing, the approach is equally powerful for consumer brands with devoted fans.

Partner-led marketing is a collaborative approach to marketing in which external partners — such as affiliates, resellers, referral partners, agencies or influencers — actively promote a brand’s products or services. This strategy is commonly used, and can be particularly effective, in B2B ecosystems where trusted recommendations and industry-specific expertise have a significant impact on buyer purchasing decisions. 

Instead of solely relying on internal marketing efforts, businesses can embrace a partner-led marketing strategy to leverage their partners’ existing relationships, credibility and market access in order to expand reach and influence potential buyers. 

Brands typically support this type of partner-led marketing approach by providing partners with co-branded materials, product training, messaging guidelines and campaign resources. Partners then use these materials to engage their own audiences, often tailoring content to suit their specific market segments while staying aligned with brand messaging.

Partner-led marketing enables companies to extend their visibility into new markets, drive demand generation and strengthen partner relationships by empowering them with a more active and collaborative role in business growth and go-to-market execution.