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  • Writer's pictureThinkCap Advisors

B2B SaaS Marketing Strategies: Partnerships, Co-Branding, and White-Labeling

As the SaaS industry continues to evolve, so do the go-to-market (GTM) strategies supporting market penetration and the development of new revenue streams. SaaS companies often utilize various GTM and marketing strategies to acquire new customers, including digital and account-based marketing. These direct-to-customer strategies allow customers to evaluate and purchase products directly from the brand. However, another business model gaining traction in the SaaS world is partnerships through co-branding and white-labeling.

The Power of Partnerships

Partnerships can be game-changers for B2B SaaS companies looking to expand their reach and tap into new markets. By collaborating with other businesses, SaaS companies can combine their strengths, share resources, and access new customer bases. Partnerships enable SaaS companies to quickly enter new markets by leveraging the existing presence of their partners, saving time and reducing the costs associated with market entry. For example, partnering with a company with a strong foothold in a specific industry allows a SaaS company to reach a ready audience without starting from scratch.

Through partnerships, companies can leverage each other’s strengths. One company may excel in product development, while the other has a robust sales and marketing infrastructure. Together, they can offer a more comprehensive solution, enhancing their competitive edge and providing greater value.

What Is Co-Branding?

Co-branding is a SaaS marketing strategy where two brands collaborate to create a joint offering or product. For example, consider a SaaS product that provides case laws and articles for the legal industry. This product has two primary pillars: the technology platform and the content related to case laws and articles. In this scenario, one company can build and manage the platform, while the other provides the content. Both companies can leverage their sales and marketing capabilities for customer acquisition and co-brand the product.

Advantages of Co-Branding

  • Credibility and Trust: When reputable brands come together for co-branding, the product inherits credibility and trust of both brands, leading to higher customer confidence and easier customer acquisition and retention.

  • Access to a Wider Audience: Co-branding allows companies to access each other's customer base, resulting in greater market penetration and higher sales volumes. By working together, co-branding partners can reach a broader audience and drive growth.

  • Accelerating Innovation: Pooling resources and expertise through co-branding can lead to faster innovation and product development. This collaboration enables the creation of more sophisticated solutions, giving companies a significant competitive advantage.

B2B SaaS Marketing:  Advantages of Co-Branding

What Is White-Labeling

White-labeling involves offering your software as a service under your partner's brand, seamlessly integrated and customized to meet their customer needs. Classic examples of white-labeling include CPaaS companies like Twilio and SendGrid. Although they operate as independent brands, they power multiple SaaS platforms, enabling them to be communication-ready. In such use cases, the CPaaS platforms are white-labeled, with the end customer paying only for the SaaS product.

Advantages of White-Labeling

  • Entering New Markets: White-labeling allows SaaS companies to enter new markets without building brand awareness from scratch. By leveraging the partner’s established brand, a SaaS company can quickly gain traction and accelerate growth in new markets. This approach is particularly beneficial for start-ups, as it enables them to demonstrate their product's strength while simultaneously earning market confidence.

  • Creating a Win-Win Situation: White-labeling creates a mutually beneficial scenario for the SaaS provider and the partner. The partner can offer a more comprehensive solution to their customers, while the SaaS provider benefits from increased usage and revenue. This symbiotic relationship can lead to long-term business growth and stability.

  • Recurring Revenue Streams: One of the key benefits of white-labeling is the potential for recurring revenue streams. As the partner's customers continue to use and pay for the white-labeled software, the SaaS provider enjoys a steady income.

B2B SaaS Marketing: Advantages of Whitelabeling

How to Identify Potential Partners

As providers of SaaS marketing services, we can attest that building successful partnerships requires significant research, thought, time, and effort, despite how compelling the concept may sound. Here are some key points to consider:

  • Complementary Strengths: Look for companies that complement your strengths and have a strong presence in the markets you want to enter. A partnership should enhance both companies' offerings.

  • Clear Customer Value: Ensure that the partnership or co-branded offering provides clear and compelling value to customers. Your customers should be able to identify with the partner company, and the collaboration should positively impact their buying decisions. Customers today are self-reliant and conduct their research before making a purchase. The partner brand should act as a catalyst rather than a barrier to sales.

  • Aligned Target Markets: Ensure both partners focus on the same target market. For instance, if you are targeting the enterprise market segment, but the partner’s product is designed for the mid-market and cannot support high transaction volumes or scale effectively, the relationship is likely to falter. Conduct thorough due diligence by studying your partner’s key customers and buyer personas to confirm alignment.

  • Monitor and Optimize: Continuously monitor the performance of your partnerships, co-branded products, and white-labeled solutions. Use data and feedback to optimize and improve.


Having worked as SaaS marketing consultants on multiple assignments, we can confidently say that partnerships, whether through co-branding or white-labeling, can benefit all companies, including market leaders. Start-ups, in particular, have much to gain from these collaborations. However, building a robust partner ecosystem is not easy. It requires significant time, energy, and expertise, often necessitating professionals who specialize in developing partner networks. Engaging a SaaS marketing consulting services firm can be an excellent idea. Such firms can help build and execute effective marketing strategies for your partnerships, co-branded products, and white-labeled solutions, ensuring you maximize the benefits of these collaborations.



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