Grow Your B2B SaaS

S5E16 - How to set up & grow a SaaS affiliate program with Adam Glazer

Jan 7, 2025

In this discussion, Adam Glazer, President of Partner Commerce and expert in B2B affiliate marketing, elaborates on the mechanics of setting up effective affiliate programs. He demystifies affiliate marketing, emphasizing its performance-driven nature. Adam highlights when SaaS companies should consider launching affiliate programs and shares common pitfalls to avoid. The conversation also dives into strategies for recruiting and supporting affiliates, and outlines best practices for scaling these programs to maximize growth. Tune in for valuable insights!

38:29

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Episode guests

Adam Glazer

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Affiliate marketing is a performance-driven partnership model that allows SaaS companies to scale effectively by rewarding affiliates only for successful sales or leads.

Successful affiliate programs require active management and support for affiliates, ensuring they have the resources and training to optimize their performance.

Deep dives

Understanding Affiliate Marketing

Affiliate marketing is fundamentally a referral-based partnership system where affiliates drive traffic or leads to advertisers and earn rewards for successful transactions. It offers a performance-based model, meaning advertisers only pay when specific outcomes are achieved, reducing financial risks compared to traditional paid media. This system is particularly advantageous for companies looking to scale, as it allows for limitless reach by continually adding new partners. The process involves clearly defining an ideal customer persona (ICP) and matching it with an ideal partner persona (IPP) to streamline recruitment and maximize effectiveness.

Intro

2min

Maximizing SaaS Growth with Affiliate Programs

9min

Building a Successful SaaS Affiliate Program: Strategies and Best Practices

5min

Strategies for Recruiting SaaS Affiliates

18min

Strategies for Scaling a B2B SaaS Business

2min

Establishing and Growing a B2B SaaS Affiliate Program

3min

What exactly is affiliate marketing, and how can you successfully set up and scale a SaaS affiliate program? In this exciting episode of the Grow Your B2B SaaS Podcast, host Joran Hofman sits down with Adam Glazer, the President of Partner Commerce, to explore the strategies for launching and growing a thriving affiliate program. Adam, a true expert in the field, explains that affiliate marketing is a referral-based partnership model where an affiliate, or publisher, drives traffic or leads to an advertiser or merchant. In return, the advertiser compensates the affiliate for the traffic or sales generated through their referrals. Adam emphasizes that the key to affiliate marketing is its performance-based nature affiliates earn commissions only when they successfully drive a sale or lead, making it a highly effective and results-driven approach. Tune in to learn how you can leverage this powerful marketing strategy to accelerate your SaaS growth!

Key Timestamps

(0:00) - Introduction to affiliate marketing misconceptions
(0:49) - Episode overview and guest introduction
(1:22) - Defining affiliate marketing
(2:06) - Why SaaS companies should set up an affiliate program
(5:03) - When should a SaaS company set up an affiliate program?
(8:16) - Ideal circumstances for affiliate marketing success
(10:37) - Common mistakes in setting up an affiliate program
(11:09) - Importance of supporting affiliates
(11:30) - How to start setting up an affiliate program
(15:52) - Recruiting affiliates
(19:14) - Onboarding affiliates
(21:38) - Payment models and rewarding affiliates
(25:35) - Best practices for setting up a successful affiliate program
(30:57) - Challenges in growing an affiliate program
(34:06) - Advice for SaaS founders growing to 10K MRR
(34:53) - Growing towards 10 million ARR
(37:03) - Contact information for Adam Glazer

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Grow Your B2B SaaS

S5E16 - How to set up & grow a SaaS affiliate program with Adam Glazer

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Understanding Affiliate Marketing

Timing and Conditions for Affiliate Programs

Active Management and Mistakes in Affiliate Programs

Structuring Rewards for Affiliates

Remember Everything You Learn from Podcasts