Agency Partner Spotlight: Partner Commerce

Our Agency Partner Spotlight series interviews experts from our killer network of agency partners and highlights their impact in the field of partner marketing.

This month, we caught up with Adam Glazer, Founder and President of Partner Commerce.

I’m a performance marketing leader with 20+ years of experience helping global brands grow through affiliate, paid media, and digital strategy. As the Founder and President of Partner Commerce, I lead a team focused on building high-performing B2B affiliate programs for some of the world’s largest brands.

Throughout my career, my focus has been on combining performance, data, and technology to deliver measurable business results. Whether scaling startups or supporting enterprise clients, I believe in building with clarity, forecasting with precision, and executing with intent.

Q: How did you get started in the world of affiliate/partner marketing? 

Before founding Partner Commerce, I co-founded and ran Converseon, where we built digital marketing programs for Hilton, Xerox, British Telecom, and The Vanguard Group. Earlier in my career, I led online marketing divisions at agencies like Young & Rubicam and Euro RSCG, supporting brands like TheStreet.com and Britannica with innovative acquisition strategies.

Q: Why should a brand consider working with a partner marketing agency? 

A good partner marketing agency acts as an extension of your in-house team. Instead of working in a silo, a strong agency integrates with your workflows, aligns on goals, and collaborates closely to build strategies that feel like a natural part of your brand. 

For companies with limited internal resources or rapidly growing programs, this support can mean the difference between just managing partners and driving real results. Agencies also bring a fresh, informed perspective and the ability to spot opportunities your team might miss, without adding more overhead or complexity.

Beyond execution, a partner marketing agency brings deep channel expertise and a structured approach to growth. From recruiting high-value affiliates to handling platform integrations, compliance, and performance optimization, the right team does the heavy lifting while keeping you fully involved. 

The real value is in the relationship itself: shared ownership of outcomes, proactive communication, and the ability to scale more efficiently together. When it works well, it feels like a true partnership.

Q: What is Partner Commerce? 

Partner Commerce is a B2B affiliate marketing agency, trusted by the world’s largest brands. We specialize in providing a strategic perspective and full-service management to B2B affiliate programs. 

Q: What makes Partner Commerce so innovative? What sets you apart from the competition? 

Partner Commerce is the only affiliate agency that is solely focused on B2B Affiliate Marketing. 

Due to this, we have a fine-tuned approach to growing our clients’ programs and understand the nuances between traditional affiliate and a term we’ve coined ‘Modern Partnerships’ — an ecosystem-led partner strategy that focuses on agencies, consultants, and the strategic partners that are key for success in B2B. Many agencies try to repurpose DTC solutions for B2B companies, which can result in performance falling below expectations and a failure to solve the unique challenges that come with B2B affiliate programs.

In addition, our team is exclusively made up of senior affiliate marketers, whose unique experience in different B2B partner motions helps provide a well-rounded strategy for our programs, from recruitment to account management. With boots on the ground in 9 countries, our global presence allows us to scale in all major markets, as well as have a perspective as subject matter experts in these regions. 

We have received significant industry recognition such as the ‘Best Boutique Agency’ at the USPAs, ‘Top 30 Global Partner Agency’ by Hello Partner and ‘Certified Partner of the Year’ by PartnerStack.  Lastly, we have emerged as thought leaders in B2B affiliate with our leadership having joined webinars, panels and podcasts with some of the top industry leaders.

Q: What types of brands do you work with? 

We primarily work with B2B SaaS brands such as Klayvio, HubSpot, ClickUp, Notion, Uber for Business and more. We’ve worked with brands across all of the major B2B verticals, including productivity, project management, sales enablement, fintech, IT/communications and more. 

Our breadth of experience allows us to approach your program with a strategy specially tailored towards your target audience and acquisition goals. 

Q: How does Partner Commerce typically work with Everflow clients? 

Partner Commerce supports a variety of engagement types, although we find the most common is full program management. This includes taking an existing program to the next level or launching a new program from inception. 

We handle every aspect of your program, from go-to-market strategy and partner recruitment to performance management and daily operations. We do offer custom engagements in the event your team needs bolstering in one specific area, such as recruitment, or to expand into a previously untouched geographic region. 

Your engagement with Partner Commerce comes with a full team at your disposal: Account Director, Strategic Lead, Account Manager, Account Coordinator and one or more Partner Development Managers. While our teams collaborate, they are also subject matter experts in their own areas, so that each member of your assigned cohort is hyper-focused on a specific aspect of your affiliate program, ensuring that your program gets the attention to detail it requires in all areas.

Q: What is one unexpected opportunity for B2B brands to scale up their partner marketing efforts? 

One unexpected opportunity for B2B brands to scale partner marketing is through nontraditional influencers, especially those on LinkedIn or inside niche Slack, Reddit and Discord communities. These are not celebrities or lifestyle creators. They are operators, consultants, and advisors with small but highly engaged followings in your exact target market. Most are not part of formal affiliate programs, but they already influence decision-makers through content, peer conversations, and quiet recommendations. Depending on the circumstances, it is possible to engage these individuals on a performance basis in lieu of a flat fee.

Bringing them into your program and giving them the tools to share your product in a way that feels natural can unlock scalable trust. This might include exclusive templates, early access to features, or flexible incentives. These partnerships work best when they feel personal rather than transactional. And because these voices often go unnoticed by competitors, there is less noise and more opportunity. For brands that invest in real relationships, this can be a consistent and high-quality path to growth.