Launching a B2B affiliate program for your SaaS company can unlock powerful growth opportunities, driving qualified leads and boosting customer acquisition with minimal risk. However, the success of your program depends on a well-structured strategy and the ability to manage key aspects like affiliate recruitment, tracking, and performance optimization.

In this article, we provide a comprehensive 10-step checklist that covers everything from defining clear goals to ensuring brand consistency. By following these guidelines, you’ll be equipped to create a high-performing affiliate program that scales your business and builds long-term partnerships with value-aligned affiliates.

Here’s a 10-point checklist for running a B2B affiliate program for a SaaS company:

Define Clear Goals and KPIs

Identify what you aim to achieve (e.g., lead generation, customer acquisition, revenue growth) and set measurable KPIs such as conversion rates, affiliate-generated revenue, or the number of new signups.

Select the Right Affiliate Platform/Software

Choose an affiliate management tool that integrates smoothly with your SaaS platform, supports tracking, automates payouts, and offers detailed reporting. Popular options include PartnerStack, Everflow, and Kiflo. Check our resources section for more info

Create an Attractive Affiliate Offer

Develop a competitive commission structure or recurring revenue model that aligns with the lifetime value (LTV) of your SaaS customers. Ensure it’s compelling enough for affiliates to prioritize promoting your product.

Develop Comprehensive Affiliate Resources

Provide affiliates with a marketing kit that includes promotional banners, email templates, social media copy, and detailed product information. The easier you make it for affiliates to promote your product, the more successful they will be.

Set Up Tracking and Attribution

Ensure accurate tracking with cookie-based or referral link tracking mechanisms. Multi-touch attribution models can also help fairly distribute rewards for longer sales cycles common in B2B.

Recruit Quality Affiliates

Target affiliates with relevant audiences, such as industry influencers, niche bloggers, or complementary B2B solution providers. Prioritize affiliates with a deep understanding of your niche and whose audience matches your target customers.

Onboard and Educate Affiliates

Provide initial training and continuous education to ensure affiliates fully understand your SaaS product, unique selling points (USPs), and how to best communicate your value proposition.

Offer Ongoing Support and Communication

Maintain consistent communication via email newsletters, webinars, and a dedicated affiliate manager. Regular updates on product enhancements, new features, and best practices keep affiliates engaged and motivated.

Monitor Performance and Optimize

Track affiliate performance regularly. Identify top performers and reward them with tiered incentives or bonuses. For underperforming affiliates, offer additional resources or guidance to help improve their results.

Ensure Compliance and Brand Consistency

Set clear guidelines around brand messaging, promotional methods, and use of creative assets. Regularly review affiliate activities to ensure compliance with your brand standards and prevent unethical marketing practices.