Affiliate marketing is a performance-based partnership where affiliates (publishers, influencers, review sites) earn commissions for referring customers. Affiliates get a unique link; when their referral converts, they earn a percentage of revenue or a flat fee. In B2B SaaS, review sites like G2 and Capterra operate on affiliate models, as do integration partners and consultants who recommend your product. Affiliate programs are capital-efficient because you only pay on successful referrals.
For example, a SaaS company might offer consultants a 20% first-year revenue share for every client they refer — turning their consultant ecosystem into a distributed sales force with no upfront cost.
We help clients build structured affiliate programs with the right incentive structures — converting partners, consultants, and communities into measurable referral channels.
Related Terms
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We implement Affiliate Marketing strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Influencer Marketing
Influencer marketing is partnering with content creators who have an engaged audience in your target market to reach that audience through authentic content — as opposed to traditional ads.
Creator Economy
The creator economy refers to the ecosystem of independent content creators who monetize their audiences through brand deals, affiliate revenue, subscriptions, and merchandise — operating as media businesses.
User-Generated Content (UGC)
UGC is content created by customers, users, or fans of a product — reviews, social posts, testimonials, case study videos — rather than the brand itself.
Micro-Influencer
A micro-influencer is a creator with a smaller but highly engaged audience — typically 1,000–100,000 followers.
Macro-Influencer
A macro-influencer has a large following — typically 100,000–1M+ — and broad reach across a general or semi-niche audience.
Reach
Reach is the total number of unique accounts that saw a piece of content — distinct from impressions, which count multiple views by the same person.