Partner advocacy refers to the active promotion and endorsement of a company’s brand, products or services by its channel, reseller or strategic partners. In B2B, especially within SaaS ecosystems, it’s a key indicator of strong partner relationships and program health.

Rather than simply reselling, partner advocates voluntarily share positive experiences, recommend solutions and amplify messaging through their own channels — including social media, events, thought leadership content and direct customer interactions.

In B2B SaaS, fostering advocacy often involves enablement resources, partner marketing support, certification programs, recognition incentives and opportunities for co-marketing or executive alignment. A partner who feels valued, supported and aligned with your success is far more likely to become a consistent brand ambassador.

Effective partner advocacy drives stronger market presence, greater trust with prospects and broader reach through credible third-party voices. In competitive markets where peer influence matters, it can help shorten sales cycles and improve partner performance.

When nurtured intentionally, partner advocacy becomes a scalable, high-impact growth driver for partner-led organizations.