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New B2B in Affiliate Marketing Council Establishes Mission and Goals

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New B2B in Affiliate Marketing Council Establishes Mission and Goals

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The newly-formed PMA B2B Council has officially set its mission and goals. The council, chaired by Adam Glazer, Partner Commerce, meets on the 2nd Tuesday of each month at 2:30 ET and is currently accepting new members.

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:

  1. 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.
  2. 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.
  3. 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.

Council Members: Adam Glazer (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).

If you are a PMA member interested in joining the council, reach out to Dori for more information on how to get added.

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Tricia Meyer

Tricia Meyer is an attorney and affiliate marketer. She is the founder and owner of Helping Moms Connect as well as the current Executive Director of the Performance Marketing Association. She is the co-owner and primary white wine drinker of the Wine Club Group.
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