In my experience, most SaaS startups are all about "gettin' them logos!" The more "logos" (other well-known companies that use their product) they can pile up and tout on their website, the better. And so they'll make significant deals to get a well-known name signed.

And I'm not saying this is wrong or a bad approach, by the way. It certainly lends credibility if, say, Google is using my SaaS product.