{"id":7088,"date":"2020-01-23T12:00:14","date_gmt":"2020-01-23T11:00:14","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=7088"},"modified":"2025-01-21T10:25:07","modified_gmt":"2025-01-21T09:25:07","slug":"partner-program-find-pitch-partners","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/partner-program-find-pitch-partners\/","title":{"rendered":"SaaS Partner Program &#8211; How to Find and Pitch to Partners?"},"content":{"rendered":"<p>Getting new partners for your <span id=\"urn:enhancement-d16e8b46\" class=\"textannotation disambiguated wl-thing\">SaaS<\/span> Partner Program might be challenging. Getting new partners that fall within your Ideal Partner Profile might be even more difficult.<\/p>\n<p>With the right tools in the box, though, you might find it as easy as can be.<\/p>\n<p>Follow this clear 3-step path to get more partners and an increasing stream of new leads.<\/p>\n<p>Let\u2019s start, shall we?<\/p>\n<h2>Step #1 Revise your IPP criteria<\/h2>\n<p>First things first: take a closer look at your Ideal Partner Profile (IPP). An IPP is a list of qualities your partner should have to be an ideal fit for your <span id=\"urn:enhancement-74090033\" class=\"textannotation disambiguated wl-thing\">SaaS<\/span> affiliate program.<\/p>\n<p>Got it? Great. Now strip it to the bare minimum. Perhaps your prospective partner doesn\u2019t really have to be in the same industry as you? Or perhaps you could target consultants in a niche you haven\u2019t thought of before because your fields of expertise seemed too far off?<\/p>\n<p>There\u2019s a bunch of ways in which you could be looking for possible partners. For example, you could:<\/p>\n<ul>\n<li>think about who struggles with the problem that your service helps to solve. Now, who do those people listen to? What channels are they using? Who is the expert in the field?<\/li>\n<li>choose a different approach and try to get in partnerships with people who earn their bread and butter on affiliate programs. You\u2019ll have to provide them with some onboarding and training to teach them about your service, but you can be sure they\u2019ve got the nitty-gritty of referring down to the T.<\/li>\n<li>you may also partner with consultants &#8211; they\u2019ll recommend your solution to their clients once they see an opening for that type of service.<\/li>\n<li>you could also approach your customers &#8211; this is the obvious one &#8211; but also previous customers who churned. Your service might not be right for them, but that doesn\u2019t mean they don\u2019t know anyone who could benefit from it.<\/li>\n<li>or you might get in touch with freelancers who review services in your <span id=\"urn:enhancement-f3bc1b72\" class=\"textannotation disambiguated wl-thing\">business<\/span> niche.<\/li>\n<\/ul>\n<p>The key here is to try to think out of the box: chances are you\u2019ll find a number of possible partnerships once you start looking out of the most popular areas.<\/p>\n<h2>Step #2 Look for partners<\/h2>\n<p>To help you with this, I\u2019ve come up with 3 criteria that I think could be the basic ones. Feel free to start from those and build your own list.<\/p>\n<p>When looking for partners, check if they:<\/p>\n<p><strong>1. have an audience<\/strong><\/p>\n<p>Your partners have to have an audience they can pitch your service to.<\/p>\n<p>The audience might come in all shapes and sizes: it might be your prospective partner\u2019s clients or <span id=\"urn:enhancement-e48bde42\" class=\"textannotation disambiguated wl-thing\">business<\/span> partners, or a social media or a blog audience. Having an audience who follows and values their opinion means it will be easier for them to recommend your service.<\/p>\n<p><strong>2. have access to your target customers<\/strong><\/p>\n<p>You should make sure that a potential partner\u2019s audience falls within your ICP.<\/p>\n<p>A customer who falls under your ICP (Ideal Customer Profile) criteria is more likely to subscribe to your service and benefit from it, which in turn means they will stay with you for longer, bringing value both for you and your partner.<\/p>\n<p><strong>3. know your service or are willing to learn about it<\/strong><\/p>\n<p>It\u2019s great when partners have a deep understanding of your service. When they know it inside out they can:<\/p>\n<p><strong>A.<\/strong> pick the leads that are right for your company &#8211; the ones that will stay with you for the long term<br \/>\n<strong>B.<\/strong> \u201csell\u201d your service more easily &#8211; they\u2019ll know exactly which features could be a selling point for their audience and thus, how to present your service<\/p>\n<p>It isn\u2019t necessary, but it might also be helpful when\u2026<\/p>\n<p><strong>4. they\u2019re in the same industry as you<\/strong><\/p>\n<p>By that, I don\u2019t only mean your <span id=\"urn:enhancement-cf3a9171\" class=\"textannotation disambiguated wl-thing\">business<\/span> niche. For example, at <a href=\"https:\/\/woodpecker.co\/landings\/partner-program\/\">Woodpecker\u2019s Partner Program<\/a> we could be targeting the cold mailing niche since this is what we do &#8211; but also <span id=\"urn:enhancement-45b83a38\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> companies, as those are the ones we conduct <span id=\"urn:enhancement-186b7d48\" class=\"textannotation disambiguated wl-thing\">business<\/span> with.<\/p>\n<p>That\u2019s just a start. You can add any criteria that you feel are crucial for your <span id=\"urn:enhancement-36420799\" class=\"textannotation disambiguated wl-thing\">business<\/span>.<\/p>\n<p>Now, since you know exactly who you\u2019re looking for, let\u2019s move on to creating an enticing Partner Value Proposition.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-516962015\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-516962015\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n<h2>Step #3 Customize your Partner Value Proposition<\/h2>\n<p>Partner Value Proposition is the foundation on which you forge your partnerships. It\u2019s the part when you tell your prospective partner why you reached out to them and present them the specific value they might get if they agree to your partnership.<\/p>\n<p>But it doesn\u2019t suffice to just create one Value Proposition for each and every prospective partner that you\u2019re trying to approach. To get the best results, you need to personalize them.<\/p>\n<p>How do you decide what groups to divide them in? Here\u2019s where putting yourself in your partner\u2019s shoes comes in handy again. Base your segmentation on their needs and the specific benefits they might get from partnering with you. For example, apart from the obvious value &#8211; which is money &#8211; affiliating with you might also help your partner to present themselves as an expert in the eyes of their clients.<\/p>\n<h3>How to write a customized Partner Value Proposition?<\/h3>\n<p>When you\u2019re writing a personalized Value Proposition, try to put emphasis on these 3 elements:<\/p>\n<p><strong>1. focus on your prospective partner\u2019s needs<\/strong><\/p>\n<p>First things first &#8211; start with learning what needs your prospective partner has.<\/p>\n<p>The better you know your potential partner, the better you know how to build the pitch to touch upon their needs. What do they do? What is their business model like? Who is their audience? Think of any questions that could be useful in your case.<\/p>\n<p>When you get answers to those questions, it\u2019s going to be easier for you to present your offer in a way that\u2019ll make them agree to your partnership. Why should they become your partner? What value can you provide them with?<\/p>\n<p>When looking for new partners, you\u2019re not competing with other companies, but for your prospective partner\u2019s time. This is why you need to make your pitch clear on why your partnership would be a good fit for them.<\/p>\n<p><strong>2. show them why your service is easy to sell<\/strong><\/p>\n<p>Present your service\u2019s features so as to highlight why it would be easy to sell.<\/p>\n<p>What value does it bring? What pain points does it help to solve?<\/p>\n<p>A good tip here could also be to keep some specific use cases on hand. This way you\u2019ll be able to provide your partner with real-life examples of issues your product helped to overcome, and of who might find it helpful.<\/p>\n<p><strong>3. present benefits<\/strong><\/p>\n<p>Think about what a potential partner can get from joining your affiliate program.<\/p>\n<p>The commission factor certainly is an important incentive, but try to think out of the box and offer your partners unique benefits. What could those be? That\u2019s up to you.<\/p>\n<p>Leave some room for negotiation as well. Allow your potential partners to slightly reshape your offer. For example, they might propose you increase the percentage commission they\u2019d be getting after bringing in a certain amount of customers. If such an approach is in line with your company\u2019s strategy, consider doing so &#8211; it might result in a boost of people joining your program.<\/p>\n<p>Tip: when you\u2019re reaching out to prospective partners, try to steer away from using words that might alarm SPAM filters, such as \u2018commission\u2019, \u2018dollar\u2019 or \u2018%\u2019.<\/p>\n<h3>Start conversations using email automation<\/h3>\n<p>I always recommend using a high-touch approach as possible, but if you find you can\u2019t spare the time to contact partners one-by-one, you might think about using automation.<\/p>\n<p>After you\u2019ve collected your prospective partners\u2019 data (you might have done it with a prospecting tool), import it into Woodpecker. Then I\u2019d advise you to tag and segment them into different groups of your choice. You might divide them according to where you\u2019ve found them, what their area of expertise is, whether they are familiar with the type of service you\u2019re selling, etc. Any other type of specific information you can get would work great here.<\/p>\n<p>When you\u2019re creating the email copy, remember to keep it relevant. Write it with your Partner Value Proposition in mind, but &#8211; just a reminder &#8211; don\u2019t use one general PVP. Tailor it for each partner. Use snippets to get one-of-a-kind emails.<\/p>\n<p>Be transparent about what you offer, and provide them with a clear incentive to hop on board with you.<\/p>\n<p>It\u2019s also worth mentioning to keep the message short and concise. Tell them why you think it would be beneficial for them if they agreed to the partnership. Consider adding a link to make joining your program as easy as possible.<\/p>\n<p>So, for example, if you run a CRM software company, your opening email might look like this:<\/p>\n<p><span style=\"font-weight: 400;\"><article class=\"email-template\">\n    <div class=\"email-template-top-bar email-template__bar\">\n      <span class=\"email-template-top-bar__button\"><\/span>\n      <span class=\"email-template-top-bar__button\"><\/span>\n      <span class=\"email-template-top-bar__button\"><\/span>\n    <\/div>\n        <div class=\"email-template__content\">\n      <p>Hello, {{First_Name}},<\/p>\n<p>I&#8217;ve seen your {{Content_Type}} in which you reviewed CRMs and I&#8217;m just reaching out to see if you&#8217;d be interested in joining our Partner Program. You could recommend our platform to {{Prospect&#8217;s_Audience}}. I really think they could find it useful.<\/p>\n<p>Drop me a line if you&#8217;re interested or would like to learn more about our platform.<\/p>\n\n    <\/div>\n<\/article><\/span><\/p>\n<p>For more tricks on how to write reply-worthy cold emails <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/guide\/\">see this post<\/a>.<\/p>\n<p>Don\u2019t forget about follow-up messages. Why are they so important? Professionals are usually busy and sometimes let some of the messages they get slip through without an answer. If you send a follow-up message, your message is more likely to be noticed.<\/p>\n<p>Set a sequence of follow-ups that will automatically stop being sent when your potential partner replies to one of your emails.<\/p>\n<h2>Over to you<\/h2>\n<p>You can expand your Partner Program, and the most beneficial way to do it is with a personalized approach. It\u2019s important to mold your offer to each prospective partner. Why? In this case, you won\u2019t kill many birds with one stone. A tailored pitch is what will make them more likely to join your Partner Program.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-1010504440\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-1010504440\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Getting new partners for your SaaS Partner Program might be challenging. Getting new partners that fall within your Ideal Partner Profile might be even more difficult. With the right tools in the box, though, you might find it as easy as can be. Follow this clear 3-step path to get more partners and an increasing stream of new leads. Let\u2019s start, shall we?<\/p>\n","protected":false},"author":17,"featured_media":7487,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[2],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Find and Pitch to Partners for Your SaaS Partner Program?<\/title>\n<meta name=\"description\" content=\"Follow this clear 3-step path to find and pitch to more partners and get an increasing stream of new leads. Let&#039;s start, shall we?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodpecker.co\/blog\/partner-program-find-pitch-partners\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Find and Pitch to Partners for Your SaaS Partner Program?\" \/>\n<meta property=\"og:description\" content=\"Follow this clear 3-step path to find and pitch to more partners and get an increasing stream of new leads. 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