Affiliate programs are a proven way to drive user acquisition in SaaS. The traditional approach is simple: offer a generous commission and watch the sales roll in. But what happens when you can’t compete on payout alone?
Many SaaS companies, especially in early growth stages, can’t offer the 30–50% recurring commissions that some big-name programs do. The good news is, affiliates aren’t motivated solely by money. They also value tools, relationships, exclusive opportunities, and a sense of partnership that makes promoting your product both profitable and enjoyable.
If you structure your program right, you can create a loyal base of affiliates who advocate for your SaaS even without market-leading commission rates. Here are nine ways to make it happen.
1. Give affiliates a superior product experience
Affiliates are far more likely to promote a product they truly understand and believe in. If their only interaction with your SaaS is through a marketing one-pager, you’re asking them to sell blind.
Provide them with a free account or extended trial that includes all premium features, even if they’re usually behind a paywall. This does two things: it lets affiliates experience the product’s full value for themselves, and it equips them with first-hand stories they can share with their audiences.
Example: A small SaaS in the project management space gave all affiliates lifetime premium accounts. Affiliates began creating “how I organize my workflow with [Product]” content that resonated more authentically than generic promotion.
2. Supply high-converting creative assets
One reason affiliates hesitate to promote lesser-known SaaS products is the extra work involved in creating marketing materials from scratch. If you can provide ready-to-use assets that perform well, you remove that friction.
Instead of only offering a banner or logo, build a library of assets: product demo videos, explainer GIFs, social media post templates, and high-resolution screenshots. For affiliates who want to customize, provide editable versions in common formats.
In addition, share data on which creatives perform best. This not only helps affiliates choose what to use, but also signals that you’re actively invested in their success.
3. Create exclusive partner content
Exclusivity builds loyalty. Offer affiliates content they can’t get anywhere else — and that their audience will find valuable. This could be early access to new features, unique case studies, or special training that positions them as experts on your product.
For example, run an “insider webinar” for affiliates before launching a major feature. They’ll get to ask questions, gather insights, and prepare content so they can be among the first to talk about it publicly. This makes them feel like part of an inner circle rather than just another marketer in your program.
4. Offer performance-based perks beyond commissions
Commissions are one way to reward performance, but you can also offer perks that cost less to you yet feel highly valuable to affiliates, reducing the total cost of ownership of your program.
Examples include:
- Upgraded product access or licenses they can use or give away.
- Featured placement on your website’s partner directory.
- Priority access to co-marketing campaigns.
One SaaS company offered its top three affiliates per quarter a guest spot on its official blog and newsletter, with links to their own sites. The exposure often drove more value than an extra payout would have.
ReferralCandy lets SaaS teams run referral, affiliate, and influencer marketing in one place, with trackable links and flexible rewards that keep partners motivated even without huge commissions.
5. Build personal relationships with affiliates
When affiliates feel like valued partners rather than anonymous account numbers, they’re more motivated to stay active. Take time to engage with them individually — congratulate them on milestones, answer questions quickly, and offer tailored advice.
This can be as simple as quarterly check-ins by email or video call, or as involved as inviting top affiliates to an annual virtual summit. The key is to show that you notice and appreciate their efforts, even if they aren’t your top earners.
Example: A SaaS in the marketing automation space assigned each affiliate a dedicated partner manager who provided feedback on their campaigns and helped brainstorm new ones. Even affiliates earning modest commissions stayed engaged because of the personal support.
6. Share insider data and success stories
Affiliates want to know what works. If you share data-driven insights — like which channels are driving the highest trial-to-paid conversions — they can adapt their efforts accordingly.
Go beyond generic tips. Share anonymized examples of campaigns that performed exceptionally well, breaking down why they worked. Affiliates learn from these examples, apply the lessons to their own content, and see better results without needing a higher commission to stay motivated.
Example: After sending affiliates a breakdown of “top converting blog topics” based on analytics, one SaaS saw a 25% increase in affiliate-driven trial signups within a month.
7. Introduce gamified challenges
Gamification adds a layer of friendly competition to your program. Short-term challenges with specific goals can energize affiliates who might otherwise become passive.
You might run a “30-day content sprint” where affiliates aim to publish a set number of blog posts, videos, or social posts. Winners could receive prizes like free event tickets, exclusive merch, or a feature in your marketing channels.
The focus is on recognition and community as much as the reward itself. Affiliates who engage in challenges often become more consistent promoters long-term.
8. Support co-branded initiatives
Co-branding gives affiliates more credibility and helps them stand out to their audiences. If you have the capacity, work with affiliates to create joint resources — such as co-branded ebooks, webinars, or email sequences — that align with their marketing style.
This approach works particularly well with niche affiliates who have deep trust with a specific audience segment. By putting both your brand and theirs on the same asset, you signal to their followers that the affiliate is officially endorsed by you.
Example: A SaaS analytics platform partnered with a data-focused YouTuber to produce a co-branded “Beginner’s Guide to Business Dashboards” PDF. The affiliate’s audience downloaded it in large numbers, and trial signups from that campaign had a 40% higher activation rate.
9. Recognize affiliates publicly
Public recognition boosts motivation and builds your program’s reputation. Highlight affiliate achievements in your newsletters, social media, or community spaces. Share their stories, quote their feedback, and thank them by name.
Recognition isn’t just about top performers — featuring affiliates who made creative use of your tools or grew significantly in a short period inspires others to step up.
For example, a SaaS company created a monthly “Affiliate Spotlight” post on LinkedIn, tagging the featured partner and linking to their content. Affiliates saw increased traffic to their own sites, making them more invested in the relationship.
Final thoughts
You don’t need the highest commission rates in your niche to attract and retain strong SaaS affiliates. By giving them better tools, deeper product knowledge, meaningful relationships, and public recognition, you can create a program that’s worth their time — and delivers for you — on more than just a financial level.
Affiliates are business partners, and like any relationship, their motivation thrives on trust, communication, and mutual benefit. If you can provide those consistently, they’ll keep promoting you even when higher-paying offers cross their desks.