Victor Moen

Instead, reverse-engineer the buyer journey, identify who already reaches that buyer, score prospects against set criteria, enrich their contact details and reach out on LinkedIn and email. They treat recruitment as a repeatable system with a measured pipeline, not a one-off campaign.

Victor Moen reports contacting more than 1,600 B2B affiliates in one month and generating 143 opportunities. They say the same system produced 274 affiliate opportunities in 90 days, with prospects scored from 1 to 10 and anyone below 7 disqualified before outreach.

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Victor Moen argues that asking a partner to join in the opening message creates too much friction, so sequences run three or four steps and end with a low-friction question, such as what it would take to partner up. Once someone replies, speed matters more than polish; a slow response wastes the interest the sequence created.

Victor Moen reports a 19.6% average reply rate at scale with this approach.

• They cite a Harvard Business Review finding that replying within 60 seconds lifts conversions by 391%; that figure comes from the review’s research, not their own measurement.
• They also relay advice from a mentor who has driven over $100M in affiliate revenue: open partner calls by asking what you can do to help first.

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The payout ceiling should come from the brand’s own numbers, not a competitor’s advertised rate.

• Their formula for allowable cost per acquisition is lifetime value multiplied by one over the target lifetime-value-to-acquisition ratio.
• A tiered commission ladder should keep the average payout within that ceiling.

Victor Moen’s example starts with an $8,000 lifetime value and a 4:1 target, which supports $2,000 in acquisition cost per customer. They then propose tiers of 25% for sales one to ten, 35% for eleven to thirty, and 45% above that.

Victor Moen says they used to offer everyone the same commission, but it didn’t work. That led to their tiered approach, with rates tailored to each partner type.

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Content sites that can’t wait through a long revenue-share cycle may need cost-per-lead, while freemium products with slow conversion may need an early payment tied to free signups to keep partners motivated before revenue arrives. They also argue for paying more for leads from high-value regions and less for those from low-value regions, and for flexibility when the right partner asks for a different structure.

For Attio, Victor Moen proposes tiered revenue share plus a cost per free signup, with revenue share capped at 12 months to avoid open-ended liability. They reserve the cost-per-signup element for trusted content sites because the product is freemium and takes more than 30 days to convert.

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That leaves the most underused and cheapest categories untested. They list eight categories and explain how each should be paid, highlighting card-linked offers that reach business owners inside banking apps at no upfront cost, and performance media buyers who run paid traffic on the brand’s behalf for revenue share.

Victor Moen says they recruited a performance media buyer for one client who drove more than $10,000 in the first three days on revenue share alone, with nothing paid upfront. They estimate that partner will produce over $100K a month.

Victor Moen doesn’t apply the taxonomy uniformly.

• For Attio, they rule out coupon sites because those sites attract deal-hunters rather than teams switching from a legacy CRM.
• Partner type, then, depends on the product’s sales cycle; it isn’t a checklist to fill.

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New partners get a four-email welcome sequence covering onboarding and commission terms, promotion assets, the fastest route to a first sale, and an offer to check in with a partner manager.

• If they haven’t acted, follow-ups come at day 14 and day 30.
• Time-limited bonuses bring back dormant, high-potential partners, while regular audits remove low-quality and fraudulent accounts.
• They keep top performers close through shared channels, meetings and early product access, citing the claim that the top 20% of affiliates produce 80% of revenue.

Victor Moen reports that 38.9% of new partners drove revenue within 30 days for one client. A $250 first-sale bonus prompted 34 inactive partners to produce sales in two weeks, and a welcome sequence activated more than 100 partners in 30 days.

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Each post states the company’s situation, names the gap, then lays out six or seven steps as if delivering the work.

• It demonstrates how they would diagnose a program while serving as outreach to the company in question.
• They present the client work behind the plans through Affilial.com, an agency they describe as running affiliate programs for eight- and nine-figure SaaS brands.

One post says Close generates roughly $50M a year in revenue, with 12% coming from partners, and notes the company wants that share to reach 30%.

• It lays out a six-step path to $10M a year, including a commission ladder, a partner audit and a recruitment drive aimed at CRM reviewers, then closes with an open invitation to the company’s founder.
• A parallel post does the same for Attio.

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It explains what running a B2B affiliate program involves, roughly in the order the decisions need to be made.

The fullest statement of the method: nine steps, from defining ideal partner profiles to periodic program audits and experiments.

• The budget ceiling is the part a brand can act on immediately.
• Victor Moen gives an allowable cost-per-acquisition formula — allowable CAC equals lifetime value multiplied by one over the target LTV-to-CAC ratio — and works an example: an $8,000 lifetime value at a 4:1 target supports $2,000 of acquisition cost per customer.
• The post recommends a cookie window longer than the conversion cycle, at least 90 days; gating the program with an application form; and a four-email welcome sequence covering onboarding, promotion assets, a first-sale playbook and support.
• It reports that 38.9% of new partners drove revenue within 30 days for one client, and cites a Harvard Business Review finding that replying to a lead within 60 seconds lifts conversions by 391%.
• A near-identical version of the playbook was posted separately.

For brands planning a campaign

Run the allowable CAC arithmetic against your own lifetime value before negotiating a commission rate. It sets the ceiling for a partner deal and is the cheapest way to check whether your economics support a campaign aimed at the right partners.

Where the playbook post explains program design, this one is about filling the pipeline.

• Victor Moen describes reaching out to more than 1,600 B2B affiliates in a month and generating 143 opportunities, splitting the list so top prospects get personal outreach on LinkedIn and email while everyone else goes into a sequenced campaign.
• The tools named for the job are Claude and Apify to find partners, Surfe to find contacts and Instantly.ai to send.
• The specific lesson is message discipline: never invite a partner to join the program in the first email, keep sequences to three or four steps, end with a low-friction question rather than an application link, and reply within minutes when someone answers.
• On partner calls, the opening is 'What can I do to help YOU out?', advice attributed to a mentor who has driven over $100M in affiliate revenue.

For brands planning a campaign

Speed of reply and first-message design are the two levers a brand controls directly. Budget for pipeline volume — hundreds of touches — rather than a target number of signed partners, and write the opening message before buying any tooling.

A stage-by-stage account of a recruitment system said to have produced 274 affiliate opportunities in 90 days.

• It starts by reverse-engineering the buyer journey, then finds competitors' partners with Ahrefs, Claude and Profound; creators with Apify, Favikon and Heyreach across YouTube, LinkedIn, X, Skool and Substack; and publishers through PartnerStack or an agency with existing publisher relationships.
• Prospects land in a Clay table and Claude scores them on a 1-to-10 scale, disqualifying anything under 7.
• Surfe finds contact details at a claimed 90%+ email hit rate; Heyreach and Instantly.ai run the outreach; Missive manages replies across inboxes; engaged partners sync to HubSpot and are vetted in PartnerStack.
• The post reports a 19.6% average reply rate at scale and repeats the rule against pitching the program in the first message.

For brands planning a campaign

Names a tool for each stage of a 90-day recruitment plan, plus the scoring threshold that keeps the prospect list from being judged on volume alone. Use the 1-to-10 gate as a starting filter and adjust the cut-off to your own risk tolerance.

The post opens by saying most SaaS programs run on only two kinds of partner: LinkedIn influencers charging around $500 a post, and a handful of agencies that already like the product.

• It then lists eight categories — content and editorial, coupon and deal sites, cashback and loyalty, card-linked offers, comparison and marketplace, creators and communities, consultants and agencies, and cold traffic and arbitrage — with a note on how each should be paid.
• It argues that the two most underused are card-linked offers, which reach business owners inside their banking apps and cost nothing up front, and performance media buyers.
• For one client, a media buyer was recruited who drove over $10,000 in the first three days on revenue share alone, with no upfront payment; the post estimates that partner will produce more than $100K a month.
• It also notes the $50,000+ Victor Moen has generated for brands as an affiliate.

For brands planning a campaign

Recruit across several partner categories rather than deepen the two crowded ones. If your mix is influencers and agencies only, you are competing in the market's most expensive and least differentiated slice.

A hypothetical engagement, but specific throughout.

• Victor Moen calls a flat 30% commission for one year a dead end because partners promote once and disappear, and proposes a tiered ladder instead: 25% for sales one to ten, 35% for eleven to thirty, and 45% above that, sized so the average payout still fits the allowable acquisition cost.
• The post suggests auditing the partner base to tag everyone by type and potential, remove coupon sites and suspicious accounts, and find quiet high performers.
• For activation, it uses a time-limited bonus — drive one sale this month and claim $250 — and says this pushed 34 inactive partners to produce sales in two weeks.
• New recruitment runs through creator lists built in Clay and outreach in Instantly.ai and HeyReach.
• The post credits a four-email welcome flow with activating more than 100 partners for clients in 30 days.

For brands planning a campaign

Reactivating dormant partners is the cheapest first move in a 90-day plan and produces revenue evidence before you spend on new recruitment. Pair it with a commission ladder that gives partners a reason to keep selling past the first sale.

Shows how the same method adapts to a particular product and buyer.

• Victor Moen rules out coupon sites for a CRM selling to go-to-market teams switching from legacy tools because deal-hunters are the wrong audience.
• The post proposes tiered revenue share plus cost per free signup, capping revenue share at 12 months and restricting the cost-per-signup element to trusted content sites because Attio's freemium product takes more than 30 days to convert and content partners cannot wait that long.
• Link tracking goes to Dub.co partly because it matches the brand.
• The recruitment pipeline runs inside Attio's own CRM.
• The launch is treated as an event, with an in-person mastermind with the founders as the grand prize and a badge plus merchandise for any partner driving a single sale, followed by a bi-weekly newsletter and one-to-one contact with top performers.

For brands planning a campaign

Your plan should name the partner types you are excluding and why. An unusual payment model — like paying per free signup — can be justified by a long conversion cycle, but should be restricted to the partner types you trust most.

The set’s only post built around a named client’s outcome rather than a method.

• Victor Moen says that six months earlier, Yaro was running PlusVibe’s affiliate program alone, and it produced less than 10% of total ARR.
• After continued recruiting of top-tier partners, reactivating partners who had gone quiet, and nurturing top performers, monthly revenue was up sixfold in six months.
• The program also contributed a large share of customers acquired that June, normally the company’s slowest season.
• The post quotes the client’s reaction directly and closes with an invitation to work with their agency, Affilial.com, noting three client spots.

For brands planning a campaign

Express the goal in the way results are reported: a baseline share of ARR coming from partners, a target multiple and a time frame — here, under 10% of ARR to sixfold monthly revenue in six months. Ask a prospective partner for that level of commitment before signing.

The alternative is a full outbound recruitment engine: reverse-engineer where the ideal customer spends time; find competitors' active partners and B2B creators using tools such as Ahrefs, Apify, Favikon and HeyReach; score each prospect in a Clay table with Claude on a 1-10 scale; enrich contact details; then run LinkedIn and email sequences. They report a 19.6% average reply rate and 274 affiliate opportunities generated in 90 days from this system, and say outreach to 1,600+ affiliates in a month produced 143 opportunities.

Prospects scoring under 7 are disqualified.

• The first message aims only for a reply, not a program pitch.
• Replies are answered within minutes rather than hours, citing a Harvard Business Review figure of a 391% conversion increase when responding within 60 seconds.

For brands planning a campaign

For a brand scaling affiliates, this is the core engine to test first. A 90-day plan can follow the sequence: build and score a prospect list by partner type, run two-channel outreach, and measure reply rate and qualified opportunities rather than raw contacts.

Examples: Source 1 · Source 2 · Source 3 · Source 4

Victor Moen argues a flat rate is a dead end because partners promote once and disappear.

• They recommend a tiered ladder such as 25% for 1-10 sales, 35% for 11-30 and 45% for 30 or more, with the average payout still fitting inside the allowable CAC.
• The model should also flex by partner type: cost-per-lead for content sites that cannot wait through a long revenue-share cycle, cost-per-free-signup for freemium products with slow conversion, and higher payouts for leads from high-LTV regions.

Allowable CAC formula, a tiered revshare ladder, revshare capped at 12 months where conversion takes longer, and payment-model flexibility negotiated per partner.

For brands planning a campaign

This gives a brand a budget guardrail and a negotiation position before recruiting. Set the maximum payout from unit economics first, then design tiers and exceptions around it instead of copying a competitor's headline commission rate.

Examples: Source 1 · Source 2 · Source 3 · Source 4 · Source 5

Moen argues most companies only know the first two they encounter, paid LinkedIn influencers and friendly agencies, and that card-linked offers and performance media buyers are the most overlooked because they are cheap to test and reach audiences the brand cannot target directly.

The taxonomy is not applied uniformly: in a hypothetical plan for Attio, coupon sites are deliberately excluded because they attract deal-hunters rather than teams switching from a legacy CRM. Partner type is a judgment call tied to the product's sales cycle, not a checklist to fill.

For brands planning a campaign

A brand can use this list as a recruitment checklist and a reason to look beyond influencers and agencies. The Attio example shows that a considered, high-touch product may need fewer partner types, chosen for fit rather than reach.

Examples: Source 1 · Source 2

The recommended onboarding is a four-email welcome: welcome with a time-limited first-sale bonus and commission breakdown; proven content formats plus an asset library; the fastest path to a first sale; and a recap with an offer of one-to-one support from a partner manager.

• Non-active partners get check-ins on day 14 and day 30, while dormant high-potential partners are reactivated with limited-time bonuses.
• Victor Moen reports that 38.9% of new partners drove revenue within 30 days for one client, that a reactivation run moved 34 inactive partners to produce sales in two weeks, and that a welcome sequence activated 100+ partners in 30 days.

For brands planning a campaign

An activation sequence gives a brand a concrete deliverable to brief, rather than vague 'partner support'. Pair it with the outcome metric used here—the share of new partners producing revenue within 30 days—to give the campaign a measurable target.

Examples: Source 1 · Source 2 · Source 3 · Source 4

In one teardown, an automated audit removes coupon sites and suspicious accounts and identifies the top 10% who stopped promoting. Retention of the best partners relies on shared Slack channels, monthly meetings, early product access and gifts, based on the stated claim that the top 20% of affiliates produce 80% of revenue.

For brands planning a campaign

For a brand with an existing program, an audit is a low-cost first step that can produce revenue before any new recruitment spend. Plan the audit and reactivation phase ahead of, or alongside, new partner acquisition.

Examples: Source 1 · Source 2 · Source 3 · Source 4

Posts address Attio and Close with company-level figures, such as Close doing roughly $50M a year in revenue with 12% from partners, state the gap, and walk through six or seven numbered steps.

• Victor Moen presents this work through Affilial.com, describing the business as an agency that runs affiliate programs for eight- and nine-figure SaaS brands.
• They cite credentials including managing 10,000+ affiliates, recruiting hundreds of partners without upfront payment, being an early PartnerStack and Dub.co agency partner, and earning $50,000+ as an affiliate for other brands.

For brands planning a campaign

The teardown format shows how Victor Moen would diagnose a brand's program and serves as a sample of the engagement a brand would buy. Treat outreach as agency-led delivery, with a scoped audit and plan as the entry point rather than in-house consulting.

Examples: Source 1 · Source 2 · Source 3 · Source 4

After recruiting top-tier partners, reactivating quiet ones and nurturing top performers, monthly revenue was up six times in six months.

• The case study includes a client reaction saying the program contributed a large portion of customers acquired that month.
• Other posts claim $10M+ in ARR added from B2B affiliates and over $10M generated in B2B SaaS.

These figures are the creator's own claims, presented without third-party verification. They are useful as a description of what the programs are meant to achieve, not as independently confirmed outcomes.

For brands planning a campaign

Use the PlusVibe numbers as a benchmark to interrogate, and ask for the underlying program data before committing budget. Verify the claims during diligence.

Examples: Source 1 · Source 2 · Source 3 · Source 4 · Source 5

Posts also promote client openings and a sign-up link to affilial.com. Their playbook posts recommend the agency as a source of existing publisher relationships.

Original disclosure

Should I launch an affiliate program for my business, Affilial, using everything I learned from… running affiliate programs for the biggest SaaS brands

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Moen also lists PlusVibe among the outreach tools in the affiliate playbook, placing the product in their stack as well as on the client roster.

Original disclosure

See if you're a fit to work with Affilial.com

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They also recommend PartnerStack for program management in playbook posts, alongside FirstPromoter.

Original disclosure

becoming the first PartnerStack Gold & Dub.co Platinum Agency

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They also recommend Dub.co for setting up an affiliate program's tracking and partner experience.

Original disclosure

becoming the first PartnerStack Gold & Dub.co Platinum Agency

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Conforti's playbook covers the same ground as Victor Moen's: finding affiliates, personalizing outreach, sending recruitment emails that get replies, scheduling welcome calls, building an asset toolkit, using first-sale bonuses and contests to activate partners, and following up with those who go quiet. Both also describe using AI agents to research publishers and personalize outreach.

Conforti draws on roughly 20 years across ecommerce, SaaS, B2B and financial services, framing the work as relationship management within networks such as CJ, impact.com, Awin and Partnerize.

• Moen focuses on B2B SaaS, with posts built around quantified systems, commission math grounded in unit economics and named-company teardowns.
• Conforti, by contrast, emphasizes managers' routines and platform context.

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Gonzalez writes about signals that show whether a partner is worth approving and what happens after a partner's first sale. This overlaps with Moen's recruitment scoring criteria and their focus on activation, audits and reactivation.

Gonzalez writes from the vendor side, running a partner management platform and a performance marketing network.

• Her posts focus on partner qualification signals and retention, often co-written with other practitioners.
• Moen writes as an agency owner selling program management, with material built around recruitment engines and commission design for B2B SaaS.
• Gonzalez's examples span ecommerce, apps and DTC, rather than focusing mainly on SaaS.

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Asad's five stages—target, recruit, equip, track and optimize—align with Victor Moen's sequence: find the right partners, contact them without pitching first, onboard them with an asset kit, then track and support those who perform. Both also identify failed creator onboarding, rather than recruitment numbers, as a common reason programs stall.

Asad works on TikTok Shop affiliate systems for US direct-to-consumer brands, a different channel, creator base and commerce model from B2B SaaS.

• His posts stay closer to operating details, such as what a creator onboarding brief should answer.
• Moen writes more about commission economics, partner-type taxonomies and plans for named software companies.

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His posts describe nearly 20 years of running affiliate programs across ecommerce, SaaS, B2B and financial services, and a step-by-step playbook used at Experience Advertising.

• It covers building a recruiting pipeline instead of relying on ad-hoc outreach; personalized recruitment emails; welcome calls with top affiliates; product seeding to bloggers, reviewers and creators; a complete marketing toolkit; help getting each affiliate to a first promotion; first-sale bonuses and contests; newsletters that generate promotions; compliance and protection from bad actors; and recruiting new partners every month.
• One post focuses entirely on dormant affiliates: why they fall off, personalized re-engagement, a video call for every quality affiliate, and first-sale bonuses and exclusive offers to restart activity.
• When your 90-day problem is reviving partners you already have or running one consistent process across several networks such as CJ, impact.com, Awin, ShareASale, Partnerize, Everflow or ClickGo, Conforti's material addresses the task directly and in more detail than Moen's.

Conforti's posts do not contain the commercial design specific to a B2B SaaS program build: the allowable cost-per-acquisition calculation, the tiered commission ladder, the recommended 90-day cookie window, or the reported outreach and activation benchmarks (19.6% reply rate, 274 opportunities in 90 days, 38.9% of new partners producing revenue within 30 days) that Victor Moen's posts supply.

• Their posts point to full articles rather than reproducing the steps, so the working detail has to be obtained separately.
• Ask about pricing, availability and terms.

Examples: Source 1 · Source 2

The material describes five connected stages — target, recruit, equip, track, optimize — and argues that recruitment alone fails if creators are not equipped, performance is not tracked, or proven creators are not supported.

• The onboarding post sets out what a creator needs before publishing: what the product helps the buyer do, who the best-fit customer is, which claims are verified, how samples, commission and communication work, and the creator's next action.
• It packages this as a short operating brief rather than a long brand presentation, with tracking of acknowledgment, sample status, delivery, first content and follow-up.
• Asad states the service is for US DTC brands building TikTok Shop affiliate systems and offers a free audit by direct message.
• If your brief is creator-led social commerce with samples and content output as the deliverable, this is a closer match than a program built around publishers, review sites and business software buyers.

You give up every B2B SaaS specific in Moen's method: the lifetime-value ceiling on commission, tiered revenue share capped at 12 months, cost per lead for content sites that cannot wait through a long revenue-share cycle, a 90-day cookie window, and recruitment aimed at competitor affiliate programs, software review listicles and business communities on Skool.

• Asad's posts give a framework but no reported program results, named clients or metrics, so there are no benchmarks for a 90-day recruitment and activation plan.
• Business-to-business software partners fall outside the stated scope of the work.

Examples: Source 1 · Source 2

Gonzalez states that they run the partner management software Trackfinity and the performance marketing network Rocahead, and have almost two decades of experience running affiliate programs.

• Their posts frame the problem as program managers approving partners on the wrong signals.
• One lists what matters when qualifying a partner: whether the partner's audience actually buys from the places that convert, whether the partner's content moves people toward a decision, whether the audience's price expectations match the product, and whether the partner has succeeded with similar brands before.
• The second argues that acquisition and retention have to be fixed together: first orders are introductions rather than revenue, order two proves trust and order three produces profit.
• A program that celebrates first touches while doing nothing afterward loses the lifetime value the commissions were priced against.
• If the 90-day problem is deciding which partners to let in and keeping them producing, this is a better-matched body of work than a recruitment campaign plan.

You give up the outbound machinery that Moen's posts describe step by step: mapping the buyer journey to find who influences your buyers, scoring prospects and disqualifying those below a threshold, enriching contact details, running LinkedIn and email sequences that never pitch the program in a first message, and speed-to-lead follow-up.

• Gonzalez's posts are judgment essays on qualification and retention; they contain no tools, reported program metrics, client results or pricing.
• One post recommends a third-party partner-qualification product, and both are collaborations with other practitioners.
• Ask whether Gonzalez can run a B2B SaaS recruitment and activation plan.

Examples: Source 1 · Source 2