How to Create an Affiliate Marketing Program (That Your Partners Will Love!)

Add an affiliate program to your business

Many B2B companies rely on successful partnerships, and an effective affiliate marketing program is critical to long-term, sustainable success. An affiliate program can be used to offer partners incentives to recommend and sell the company’s products and services.

Basically, it’s a smart approach to expand a company’s sales and marketing reach to new customers through complementary partners. 

Growing businesses, in particular, can benefit from affiliate marketing to quickly gain market presence. However, affiliate marketing is not for the faint of heart. It requires a lot of internal strategies, planning, and collaboration across your affiliate ecosystem.

Are you looking to grow your B2B business or evaluate and improve your current affiliate marketing programs?

scaleo affiliate software

Here are some tips for developing an effective affiliate marketing program that your affiliates will appreciate:

  1. Create a Partner Profile 
  2. Promote Your Partners
  3. Generate Interest in Your Partners
  4. Public Awareness and Promotion
  5. Evaluation and measurement
  6. Maintain a Continuous Feedback Loop

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Develop a Partner Profile

What would the ideal partner look like? Consider factors such as:

  • Location
  • Size
  • Workflow capacity
  • Sales reach
  • Company values and branding

Before starting the search for extraordinary partner candidates, it is good to figure out these desirable attributes.

Once found and hired, this partner profile is critical for understanding your partner ecosystem’s marketing needs and capabilities. This information is essential to ensuring that you build marketing campaigns that your partners will actually use and like.

Market to Your Partners

Once you’ve established your affiliate program and found the right partners, it’s time to market your campaigns to them. As with marketing to a prospective client, the goal is to demonstrate the utility and relevancy of your initiatives as soon as possible.

Provide your affiliate partners with clear and simple information about what you have to offer. To entice partners, produce a concise, engaging presentation that explains all of the campaign’s essential details. Distributors and retailers are more likely to be interested in communicating with customers clearly and straightforwardly.

Create a Demand for Partners

By providing resources and training and significant insight and information, partners will be able to launch their campaigns simply. The easier it is for affiliate partners to support and empower the products or services they want to work with, the more they will be able to do so.

Once your campaigns are in place, tactics for increasing program awareness must be devised. This can be accomplished in a number of ways, including:

  • Local networking
  • Hosting webinars.
  • Company events
  • Email marketing
  • Partner website portals
  • Conferences
  • Direct mail
  • Phone or in-person follow-up

Weekly blogging on themes relevant to possible affiliate partners, such as social media, eBooks, or surveys, is another option.

It is crucial to send out your message. By supporting the program, you may communicate your company’s aims as a mutually beneficial collaboration and set the framework for their success. Add value by implementing a referral program that encourages client referrals by requesting references, testimonials, or online reviews. Reward participation with presents and thank you notes distributed through your social media, blog, email newsletters, and other public channels.

Measure & Evaluate

Assess the success of your partner program in relation to the initial benchmark goals established during the planning process. These KPIs could include completed successful co-marketing activities or sales from the affiliate partner program. This data can demonstrate the program’s worth and drive the initiative’s future growth and enhancements.

Affiliate partner programs are a significant, strategic way for a firm to increase its marketing and sales efforts in order to reach potential clients. If properly established and cultivated, they can improve inbound lead flow for years to come.

Ongoing Feedback Loop

Checking in with your partners, caring about their well-being, and addressing any concerns as soon as possible helps you have a successful, long-term relationship. When you incorporate your partners’ input to improve their marketing, you help build history and trust in the partnership. 

Keeping an open and active line of communication with partners will ensure they stay engaged and remain interested in the product or service at the forefront.

A successful affiliate marketing program becomes a win-win situation for all parties involved. A positive program is ensured by teaming up with the right affiliates, communicating the benefits of the link, and providing marketing support. 


Building an effective affiliate marketing network can be difficult, especially from an internal perspective. A professional marketing firm can help make the process a success by taking a fresh look at existing strategies. Outside advice can help new programs avoid common mistakes.

This will give you the expertise to create and run an affiliate marketing program. If you need help launching your affiliate marketing program, contact our marketing specialists for a free consultation and a free live demo.

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Elizabeth Sramek
Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in Prague and sharing professional affiliate marketing tips. She's been in the online marketing business since 2006 and gladly shares all her insights and ideas on this blog.
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