In B2B SaaS, partners are no longer a side project. They’re a growth channel. But partnerships only scale when you have the right systems behind them.
That’s where partner marketing software comes in.
If you’re still managing partner content, listings, campaigns, and onboarding across spreadsheets and ad-hoc Slack threads, you’re capped. The right stack turns that chaos into a repeatable motion that actually moves pipeline.
Here’s a simple breakdown of the types of partner marketing software that matter in 2026, why they matter to executives, and a few tools you should know.
Partner marketplace software
The partner marketplace is quickly becoming the centerpiece of the SaaS ecosystem strategy.
It gives you a public, SEO-friendly home for your entire ecosystem, plus an in-app experience that helps customers discover integrations, boosters, and add-ons without leaving your product.
This is the category where most SaaS teams are under-invested, and where the biggest upside sits: integration adoption, partner visibility, and PLG conversion.
Tools to know:
- Partner Fleet – Public and in-app partner marketplace, integration listings, AI listing builder, translations, automatic taxonomy, developer portal, partner-editable content, and marketplace analytics.
- PRM options - PRMs can sometimes offer add-on partner directories. While they may not be super feature rich, you might already have availability to use them.
Why this category matters:
Your marketplace is how you show up as a platform, not just a product. It’s the fastest way to make integrations visible, improve attach rates, and give partners a real place to collaborate.
PRMs (partner relationship managment) that enable partners with resources
PRMs aren’t new, but the better ones are finally getting more partner-friendly. The best PRMs become a home base for partners, not a filing cabinet your team forgets to update.
These tools give partners what they need to co-market and co-sell: content, deal reg, updates, and alignment.
Tools to know:
- PartnerStack – More affiliate-focused, but strong for B2B self-serve motions.
- Channelscaler (prev. Allbound) – Clean UI, good for mid-market teams that want structured enablement.
- Impartner – Full-scale channel operations with heavy functionality.
Why this category matters:
If partners can’t easily find assets, campaigns stall. A good PRM cuts down on one-to-one support and makes partners self-sufficient.
Partner co-marketing software
As partner marketing gets more sophisticated, teams need workflows built for co-branded campaigns, approvals, and analytics. This category is still early, but gaining momentum fast.
Tools to know:
- Crossbeam – Co-selling and audiences for warm overlap targeting.
- Workspan – Scalable co-selling and co-marketing motions with hyperscalers, shared place to manage joint campaigns, pipeline, and go-to-market activities
Why this category matters:
Most partner marketers burn out on coordination. These tools reduce the back-and-forth and make co-marketing repeatable.
Partner content and collateral automation
These tools help you create co-branded assets, listing content, one-pagers, landing pages, and updates without chasing design or engineering.
Tools to know:
- Partner Fleet’s AI Listing Builder – Auto-creates and updates partner listings on your marketplace.
- Canva – Co-branded templates your partners can duplicate.
- Webflow + Airtable – Ops-friendly stacks for partner content hubs.
- Storylane – Demo automation for partner-led storytelling.
Why this category matters:
If content bottlenecks slow you down, partners disengage. Automation keeps everything fresh without burning your team.
LMS or partner training platforms
A trained partner is a revenue partner. LMS platforms for partner training give you certifications, courses, and structured onboarding so partners know how to talk about (and sell) your product.
Tools to know:
- LearnUpon – Enterprise LMS used by many partner teams.
- WorkRamp – Clean UI, strong for GTM teams and partners.
- Skilljar – Good for product-led training and certifications.
- Northpass – Flexible, partner-friendly option.
Why this category matters:
Most partner programs stall because partners never learn the product well enough to pitch it. Training solves that gap.
Developer ecosystem tooling
Partners can only co-market integrations they can build and maintain. Developer experience is now a core part of partner marketing.
Tools to know:
- Partner Fleet Developer Portal – Consolidates API docs, tutorials, and partner-built integrations in one place.
- ReadMe – Developer documentation with guides and API explorer.
- Stoplight – API design and documentation.
- Zapier/Workato – No-code ways for partners to build integrations.
Why this category matters:
Integration adoption equals stickier customers and stronger co-marketing narratives. Developer experience makes that possible.
Bringing it all together
Partner marketing software isn’t about adding more tools. It’s about creating a system where partners can see your value, access what they need, and collaborate with you without friction.
The right stack:
- Centralizes partner content
- Reduces engineering and design bottlenecks
- Makes integrations visible
- Improves partner enablement
- Increases co-marketing output
- Drives more ecosystem revenue
If your partner motion feels heavy, this is where to look first.
