How to Run Effective B2B SaaS Affiliate Programs

B2B SaaS Affiliate Programs


It’s no secret that the world is changing and that more businesses are embracing a digital future. But for many B2B software-as-a-service (SaaS) startups, it can be difficult to stand out in this crowded marketplace. Fortunately, there are plenty of ways to get started with marketing your business online – and one of the most effective methods is by partnering with an affiliate marketer.

Affiliate marketing is more popular than ever. This industry is worth over $12 billion and expanding as we speak – if you’re reading this post then it’s clear that B2B affiliate marketing has become one way for internet entrepreneurs to make money online without breaking their sweat!

Brands also love these easy campaigns because there’s nothing stopping them from running paid advertisements right alongside free ones if desired. More than 80% of brands use some kind of affiliate program nowadays which means plenty has room for more partners.

This article will give you the rundown of everything you need to know about running an effective affiliate program for your B2B SaaS startup.


What is an Affiliate Program?


Now, if you’re not familiar with affiliate marketing, it’s basically a way to make money by referring customers to another company’s product or service. If they purchase something from your link, you get a commission. Easy enough, right?


How Does It Work?


Affiliate marketing works a little differently for B2B startups than it does for other companies. For one thing, the people you’re targeting are usually businesses themselves, not individual consumers.

This means that your affiliates will need to be creative in the way they promote your product. They can’t just rely on personal recommendations – they’ll need to come up with novel content marketing strategies that will reach your target market.

In addition, B2B SaaS startups usually have longer sales cycles than other businesses. This means that your affiliates will need to be patient and work to build trust with their audience over time.

Finally, it’s worth noting that most B2B SaaS startups will need to offer some kind of free trial in order for their affiliates to be effective. This is because businesses are unlikely to make a purchase decision without first trying out the product for themselves.


Why Should SaaS Startups Use Affiliate Programs to Promote Their Products?


Below are the benefits that SaaS startups can reap by running an affiliate marketing program:




SaaS affiliate marketing is a great way to get your SaaS product in front of a new audience without having to spend a lot of money on advertising. As a result, it helps you reduce the customer acquisition cost (CAC). Because no upfront cost is required, it’s also a low-risk way to test out different marketing strategies and see what works best for your business. If you have a tight budget, this can be a lifesaver.


Increased brand awareness


Another great benefit of affiliate marketing is that it helps you increase brand awareness. This is because your affiliates will be promoting your product to their audience, which can help you reach a larger number of potential customers.


Build trust with other businesses


In addition, affiliate programs can help you build relationships with other businesses in your industry. These relationships can lead to joint ventures, cross-promotions, and other opportunities down the road.


Higher-quality leads


Affiliate programs tend to be more effective than other marketing channels, such as PPC or display advertising. In fact, they can be up to 3 times more effective.

With affiliate marketing, you can target a specific audience with your product. This is because you can hand-pick the affiliates that you work with and only approve those who are a good fit for your target market. As a result, you’ll get high-quality leads who are more likely to convert into paying customers.

Affiliate programs often result in higher-quality leads because the people who click on your affiliates’ links are usually further along in the buyer’s journey than people who see your ads. They’re more likely to be interested in your product and ready to make a purchase.


Impact SEO


Affiliate marketing can also have a positive impact on your SEO. This is because your affiliates’ links to your website will help increase your website’s authority and improve your search engine ranking.


Boost audience reach


Affiliates are a great way to grow your business because they have built up audiences of people who will try anything. The more experience an affiliate has in their niche, the better chance they have at getting new customers for you!

In addition, by working with affiliates who have a similar target market to yours, you can tap into their audience and get your product in front of a whole new group of potential customers.

If you want more people to visit your website and buy from it, then partnering with an affiliate who has access to the consumer’s personal preferences is a great way for getting them there. Studies show that 92% of consumers trust recommendations made by people they know well enough already!




Affiliate programs provide detailed tracking data that can help you better understand your customers and what they’re looking for in a SaaS product. This information can be used to improve your product or service and make it more appealing to your target market.

Most B2B SaaS startups don’t have the time or resources to focus on marketing, sales, and customer service while they’re still in the early stages of development. That’s why it’s important to find a trusted partner that can provide the expertise and support needed to help you grow your SaaS business.


What to Look For In Your SaaS Affiliate Partner?


There are a lot of different B2B SaaS affiliate programs out there, so it can be tough to know which one is right for your startup. But here’s our guide on what to look for in a B2B SaaS affiliate partner:


A Good Fit For Your Target Market


The first thing you need to look for is an affiliate program that’s a good fit for your target market. If you’re a B2B SaaS startup that sells to small businesses, then you’ll want to find an affiliate program that targets small businesses.

The same goes for if you’re a B2B SaaS startup that sells to enterprise businesses. You’ll want to find an affiliate program that targets enterprise businesses.

The reason why it’s important to find an affiliate program that’s a good fit for your target market is because you want to make sure that the people who see your affiliate’s links are interested in your product.

If you’re a B2B SaaS startup that sells to small businesses, but you’re using an affiliate program that targets enterprise businesses, then the people who see your affiliate’s links are probably not going to be interested in your product.

And even if they are interested in your product, they’re probably not going to be ready to buy it because they’re not your target market.


A Trusted Partner


The second thing you need to look for is a trusted partner. A trusted affiliate partner is someone who has a good reputation and is known for being reliable.

There are a lot of affiliate programs out there that are run by fly-by-night companies. These are the companies that you want to avoid.

You want to find an affiliate program that’s run by a company that you can trust. A company that has a good reputation and is known for being reliable.


A Company That’s Easy to Work With


The third thing you need to look for is a company that’s easy to work with. You want to find an affiliate program that’s run by a company that’s easy to communicate with and is responsive to your needs.

The last thing you want is to be working with an affiliate program that’s run by a company that’s hard to get a hold of or never responds to your emails.


A Company That Offers Good Support


The fourth thing you need to look for is a company that offers good support. You want to find an affiliate program that’s run by a company that’s willing to help you with any problems you have.

Now that we’ve covered the basics, let’s take a look at some tips for running an effective affiliate program for your B2B SaaS startup.


10 Tips on How to Run an Effective B2B SaaS Affiliate Program for SaaS Startups


1. Define your goals and objectives


The first step in any effective marketing campaign is to define your goals and objectives. What are you looking to achieve with your affiliate program? Do you want to increase brand awareness, generate leads, or drive sales? Once you know what you want to accomplish, you can start to put together a plan to make it happen.


2. Research your target market


Before you launch your affiliate program, it’s important to take some time to research your target market. Who are your ideal customers? What are their pain points? What kind of solutions are they looking for? Answering these questions will help you create a more targeted affiliate program that will be more successful in the long run.


3. Find the right affiliate partners


Not all affiliate partners are created equal. It’s important to take the time to find affiliates that are a good fit for your business and your target market. Look for affiliates with an engaged audience, a high degree of expertise, and a track record of success.

Some of the most popular B2B SaaS affiliate programs include:

  • The Rackspace Partner Program: Rackspace is a leading provider of cloud computing and B2B SaaS solutions. Their partner program offers a variety of benefits, including a generous affiliate commission structure, access to exclusive leads, and dedicated support.
  • The Adobe Partner Connection Program: Adobe’s partner program offers discounts, access to leads, and marketing resources.
  • The HubSpot Partner Program: HubSpot ‘s partner program provides partners with access to leads, marketing resources, and training.
  • The Salesforce Partner Program: Salesforce’s partner program offers a variety of benefits, including discounts, leads, and marketing resources.


4. Create compelling content


One of the most important aspects of any successful marketing campaign is creating compelling content. This is especially true when it comes to affiliate marketing. You need to create content that will grab your audience’s attention and persuade them to click through to your affiliate’s site.

Some of the most popular types of content for B2B SaaS affiliate programs include:

  • Blog posts
  • Videos
  • E-books
  • White papers
  • Infographics


5. Offer a generous commission structure


In order to attract high-quality affiliates, you need to offer a competitive commission structure. The average commission for a B2B SaaS affiliate program is between 20-30%. However, some companies offer higher commissions for high-performing affiliates.

When designing your payment system, it is also important to consider if you want a recurring revenue stream or one-time fees.

If you’re just starting out in affiliate marketing, it might be a good idea to go with the recurring payment model. You’ll get a steady monthly income from your links and don’t need as much content since all that’s going on is updating one page instead of creating new pieces every day as some bloggers do.

When it comes to structuring your marketing budget, there are many factors that you’ll need to consider. One of these is what type or model will work best with the goals for which you want results from your affiliate marketing programs. The following models may be helpful in understanding how costs can vary depending on who sees them:

  • Cost Per Action (CPA) where every action taken by prospects converts into money spent
  • Cost Per Million (CPM) heckles out at essentially 1 cent per million viewers
  • Cost Per Click (CPC) is a model where you only pay when someone clicks on your affiliate link
  • Cost Per Lead (CPL) In this model, affiliates are paid for each lead that they generate, regardless of whether or not a sale is made.
  • Pay Per Sale (PPS) You guessed it! In this model, you only pay your affiliate when they make a sale.


6. Provide high-quality products or services


No matter how generous your commission structure is, it won’t matter if you’re promoting low-quality products or services. In order to succeed with affiliate marketing, you need to offer high-quality products or services that your target market is actually interested in.


7. Have a dedicated affiliate support team


Running a successful affiliate program takes a lot of work. In order to make it easier on yourself, it’s important to have a dedicated affiliate support team. This team should be responsible for approving affiliate applications, maintaining communication with affiliates, and providing affiliates with the resources they need to be successful.


8. Offer a variety of creative assets


Make it easy for your affiliates to promote your products or services by providing them with a variety of creative assets. This could include banner ads, email templates, social media posts, and more.


9. Promote your SaaS affiliate program


Once you’ve launched your SaaS affiliate marketing program, it’s important to promote it. There are a number of ways to do this, including using social media, email marketing, and paid advertising.


10. Measure your results and adjust accordingly


Last but not least, it’s important to measure your results and adjust your strategy accordingly. This will help you improve your affiliate program and make it more successful in the long run.

Measuring your results include keeping track of your affiliate’s performance in order to gauge the success of your program. You can do this by tracking clicks, sales, and leads.

It’s also important to adjust your strategy based on your results. If you’re not seeing the results you want, it might be time to make changes to your affiliate program. This could include changing your commission structure, adding new creative assets, or promoting your program more aggressively.




So there you have it, everything you need to know about affiliate marketing and how it can help your B2B SaaS startup. Affiliate programs are a great way to get more leads and sales without putting in too much extra effort (or money), and they’re popular with both brands and affiliates alike.

If you’re looking to increase your sales and want an easy way to do it, look no further than SaaS affiliate marketing. It’s a billion-dollar industry for a reason – it works! And we hope this article has given you the tools you need to get started. Already have an affiliate program in place? Check out our blog for more SaaS marketing tips that will help take your business to the next level.

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Ken Moo