I love Fathom. I’ve been a fan since the pandemic and genuinely believe they have one of the best SaaS products in the market. I’m also an active referral partner and have earned plenty of points for driving business their way.

But here’s the thing: the first email I received from them after joining their partner program was… disappointing.

It came from their new Head of Enablement and Partner Marketing. A friendly introduction. A nice announcement about a product roadmap webinar. But it could have gone to anyone. No mention of my activity. No acknowledgment of my referrals. No reason for me, as a partner, to feel special or engaged.

Instead of feeling excited, I felt like I was just part of a mass mailing list. And that’s the exact opposite of what SaaS partnerships should feel like.

What Partners Really Want

Partnerships in SaaS are a two-way street. Partners bring credibility, leads, and sometimes revenue you’d never reach on your own. In return, they want recognition, enablement, and opportunities to grow with your product.

When a partner is already engaged—sending referrals, logging deals, talking about you to clients—they’re not looking for another generic “join our webinar” email.

They’re looking for:

• Personalization: Show that you know what they’ve done for your brand.
• Opportunities: Give them ways to grow revenue or unlock perks for being active.
• Enablement that matters: Training, tools, or content that directly helps them close business—not just internal roadmap updates.

Think about it: a partner who has sent in multiple referrals doesn’t want to start their first meaningful interaction with your team by watching a roadmap webinar. They want a reason to feel invested in the partnership. They want to see the upside for their business.

Where Partner Marketing Often Goes Wrong

SaaS companies love to celebrate product updates, roadmap sessions, and new feature launches. And sure, that’s exciting for internal teams and maybe for a few power users.

But when it comes to partnerships, that approach is often a miss.

Here’s why:

1. It’s inward-focused. Product roadmap webinars are about you, not your partners.
2. It ignores partner context. Agencies and resellers care about how they can drive revenue or better serve clients. A roadmap webinar is a long way from that.
3. It feels like a broadcast. Without personalization or incentives, partners feel like they’re on the same list as any random prospect.

The result? Missed engagement. Partners quietly drift away or simply ignore the message.

Here's a better example

How to Do It Right

If SaaS companies want to unlock real partner-led growth, the first step is to think like a partner.

Instead of leading with “what’s new for us,” lead with “what’s in it for you.”

Here are three ways to make your partner marketing stand out:

1. Start with recognition.
   • Mention the partner’s referrals, points, or contribution right up front.
   • A line like “You’ve referred 5 new accounts this year—thank you!” instantly builds goodwill.
2. Offer relevant engagement, not generic invites.
   • Instead of pushing a roadmap webinar, consider launching a partner survey, a quick quiz to unlock exclusive perks, or a “tier upgrade” opportunity.
   • Tailor the first touch to the partner’s business needs, not your product timeline.
3. Enable partners to win deals.
   • Provide content they can share, co-branded collateral, or even priority access to partner tools.
   • Every touchpoint should make it easier for them to generate revenue or look like a hero to their clients.

Partnerships Are Relationships

A partnership program is not a newsletter list. It’s a network of people who are actively—or potentially—invested in your growth. Treating them like a faceless audience is a missed opportunity.

Every partner interaction should feel like it was designed for them. Recognition, rewards, and relevant enablement turn a passive partner into an active advocate.

The Hard Truth for SaaS Teams

Here’s the reality: if your partner outreach doesn’t help your partner close more deals, grow their business, or feel valued, it’s just noise.

That first email sets the tone for the relationship. Make it personal. Make it useful. Make it feel like a partnership.

If Fathom—or any SaaS company—had started with a personal “thank you” for my referrals, invited me to unlock new perks, or offered an easy way to co-market together, I would have felt instantly engaged. Instead, I got a roadmap invite.

Partnerships are too valuable to leave on autopilot. SaaS teams need to start thinking like partners if they want to turn programs into real revenue.

If you want, I can now rewrite this into a LinkedIn-ready version under 300 words to target SaaS partnership leaders. Do you want me to do that next?