If you are marketing a SaaS product you should totally consider two types of marketing
- Channel partners
- Affiliate sales
There’s a difference although they can overlap.
A channel partner is a business who has a similar customer base but is selling something different but complementary to yours. They are motivated to sell your SaaS because it enhances their product or service.
Affiliate sales are from businesses who have a similar customer base but is in need of an upsell, a new income stream, or a “way in” to a new customer. And so they promote your SaaS alongside their own business. Frequently these are firms with a good audience or mailing list which they want to monetise.