Affiliates for a B2B SaaS: agencies, consultants and communities
We sort the people B2B software companies court into three groups. Agencies and consultants recommend tools to their clients. Communities share one audience, such as a Slack group or a trade body. Creators review software in posts and videos.
Eight public pages from seven software companies, read on 28 October 2026, show a pattern. Programs come in two kinds. An affiliate door is one where a person shares a link and earns a commission, a cut of what the customer pays. A partner door is one where a firm resells or sets up the tool for clients and earns a margin, the gap between what it pays and what it charges, or a fee. Pipedrive runs both doors, and HubSpot's affiliate page points agencies to a separate partner program. The other five companies show one page each.
Who do B2B software companies court?
The table lists only what each page says. "Not stated" means the page is silent, not that no rule exists. We picked well-known tools whose pages opened on 28 October 2026. A cookie window is how long after a click a sale still counts for the person who sent it. Programs change, so check the page before you copy a term.
| Program | Who the page courts | What it says it pays | How long | Cookie window | Tiers |
|---|---|---|---|---|---|
| HubSpot affiliates | Software reviewers, content publishers, course creators, B2B marketplaces, app builders. Sends agencies and consultants to a separate Solutions Partner Program | 30% recurring. Elite is custom | Up to 1 year | 180 days | Starter, Sprocket, Elite, by sign-ups a month |
| Semrush affiliates | Publishers, educators, video creators, social media and communities, partners who build on its API, investors and accelerators. The FAQ also names agencies and consultants | A flat sum per sale by product, such as $300 for Semrush One at Basic and $450 at Platinum. $10 per trial. Quarterly content bonus of $200 to $1,500 | Not stated | 120 days | Basic, Silver, Gold, Platinum, by sales a quarter |
| Pipedrive affiliates | Publishers, creators, influencers, independent consultants, investors and incubators, trade groups and associations | 20% revenue share, a percentage of what the customer pays. 30% for Growth, custom for Power | First 12 months of each customer (Power: not stated) | 90 days | Rising, Growth (2 to 5 sales a month for 6 months), Power (6 or more) |
| Pipedrive solution providers | Firms that resell Pipedrive with their own consulting, setup and customization | A discount on list price or commission. Levels shown only as $, $$ and $$$. All tiers need a business plan made with a Partner Sales Manager | Not stated | Not stated | Authorized (1 certified sales and 1 certified support person), Gold, Platinum, by certified staff |
| Notion affiliates | Writers, founders, educators, newsletter authors, creators, community leaders, template makers | Up to $50 per activated sign-up (a new workspace that upgrades) plus 20% of year-one revenue. Not accepting new affiliates when we read it | Year one | Not stated. Referral must upgrade within 180 days of the click | Not stated |
| monday.com partners | Three tracks: Solution (refer, sell, implement), Service and Tech partners | "Generous commissions", no rates given | Not stated | Not stated | Silver, Gold, Platinum, named in the FAQ |
| Zapier solution partners | Automation consultants and experts | No rate on the page | Not stated | Not stated | Not stated |
| Airtable referral addendum | Not an invitation: a legal terms page that names no group | 10% of the first year of the contract value, the total the customer agrees to pay | First measuring period, one year or less | Not stated. An approved lead expires after 3 months | Not stated |
HubSpot and Semrush also appear in what SaaS programs say they pay. This table asks a different question: who each one invites, and through which door.
Four patterns in the eight pages
They are our reading of eight pages, not a market average.
Agencies sit behind a second door at two companies. HubSpot sends agencies and consultants to a separate program. Pipedrive runs one track for link sharers and one for firms that resell. monday.com and Zapier show only a partner page for firms that deliver work. The affiliate page and the partner page are different offers with different terms.
Communities get named, but with no special deal. Semrush lists social media and communities. Notion lists community leaders. Pipedrive lists trade groups and associations. The pages we read show no separate rate for communities.
Creators get the widest invitation. HubSpot, Semrush, Pipedrive and Notion all name creators, publishers or reviewers. That is the open door for anyone with an audience.
Pay comes in at least four shapes. HubSpot and Pipedrive pay a share of each payment for up to 12 months. Semrush pays a flat sum per sale. Notion pays a set sum per activated sign-up plus a share of year-one revenue. Airtable's terms pay 10% of the first year of the contract. Where a page states a cookie window, it runs from 90 to 180 days.
Tiers open with results. Pipedrive's Growth tier asks for 2 to 5 sales a month for six months. Partner tiers open with training instead: Pipedrive's Authorized tier asks for one certified sales person and one certified support person.
Why do these groups fit B2B?
We think a business buyer often asks someone they trust before buying a tool. That person is often a consultant who runs their systems or a peer in a group. A review site reaches a buyer who is already searching. A consultant reaches a buyer before the search starts.
This is our reasoning, not a figure from the pages. The pages do show the same instinct: most invite people who already talk to buyers.
Which door should you open first?
Our advice is to open the affiliate door first and add a partner door only when firms ask for it.
- Affiliate door. Same tracked link and commission for everyone. It needs a tool to track sales and pay. Affiliate or referral program compares the two models.
- Partner door. Needs training, a margin (see above) and a person to manage firms. Pipedrive's page ties its tiers to a business plan made with a partner sales manager. That is real work for a small team.
Here is a made-up sum. Say your tool costs $100 a month. You pay 30% for 12 months. Each customer who stays all year costs you $360 in commission. A consultant who brings five clients earns $1,800 from you. Check that the sum still works after refunds and your costs. The commission guide has the checks, and terms for cookie, clawback and payout covers the small print. A clawback is money you take back after you have paid it.
How do you find them?
Start with the people already writing about your rivals.
- Search for "[your category] consultant" and "[your category] agency". Read their sites for the tools they recommend.
- Find the Slack groups, forums and newsletters your buyers read. Read the rules first, then ask the owner before you post.
- Open the review pages for your category. Note who writes them and how to reach them.
- Write a short first email that names the deal. What to offer affiliates shows how to word it.
How to find affiliates for your SaaS walks through the full list. Affiliate marketing for SaaS covers the basics.
Where RecruitAffiliates.ai fits
RecruitAffiliates.ai finds the people and sends the first email. It doesn't track sales or pay anyone. You still need an affiliate tool, an app that tracks sales and works out what you owe.
You enter your website. It finds the websites, blogs, review sites, newsletters, podcasts and YouTube channels already covering tools like yours. Each comes with the page that shows it, so you can judge the fit. It looks for each person's email and marks a verified email when the check passes.
AI drafts a personal first email. You approve it, and it sends from your own inbox. Replies land in that inbox.
Launch is $79 a month for one brand, with a 7-day free trial and no card.
Frequently asked questions
Do B2B SaaS companies run affiliate programs?
Yes. HubSpot, Semrush, Pipedrive and Notion each publish one, as the table shows. Notion's page says it is closed to new affiliates. Pipedrive runs a separate program for agencies and consultants, and HubSpot's affiliate page points them to one.
Should I pay agencies the same as creators?
Not necessarily. An agency does more work for the client, so a margin or fee may fit better than a link commission. Pipedrive, for one, runs a separate track. Start with one rate and see who asks for more.
How long should a B2B commission last?
Among the pages we read that state a length, HubSpot says up to a year, Pipedrive says 12 months and Notion counts year one. Pick a length you can afford if every customer stays.
Can a community be an affiliate?
Yes. Semrush, Notion and Pipedrive all name communities or groups, though Notion's page says it is closed to new affiliates. Agree how the owner will tell members about the link, and ask for a clear disclosure.
Do I need a partner program as well?
Not at the start. Open the affiliate door and watch who applies. Add a partner door once several firms ask to resell or set up your tool.
Sources
All checked on 28 October 2026. None of the pages carries a date.