Affiliate marketing has always been considered more of a Business to Consumer (B2C)
affair. But the Business to Business (B2B) industry has recently started to embrace the
effectiveness of affiliate marketing in promoting their products and services. B2B is defined
as businesses that deal primarily with businesses rather than end consumers. The classic
example of a B2B partnership is between a wholesaler and a retailer. B2B sales funnel longer
than B2C, which is why businesses have to choose their affiliates correctly to get the desired
results. Today, let us find out what affiliate marketing is, how it can benefit the B2B industry,
and what are the best B2B affiliate marketing practices.
What is Affiliate Marketing?
Affiliate marketing is a partnership in which a marketer gets paid for promoting the products
or services from an online retailer. The marketer gets a commission on every sale they bring
on their clients’ websites or every lead they generate, depending on their arrangement with
Can businesses benefit from B2B Affiliate Marketing?
Can affiliate marketing work the same wonders for B2B as B2C? The short answer is yes.
Increasing revenue, converting leads into customers, and increasing website traffic are the
three main priorities for marketing. Businesses can address all three of these priorities using
1. Leads and Sales Generation: Asking your affiliates to place advertisements on their
websites may help in many ways. First, you might convert more leads into clients as your
lead count grows. Additionally, customers who browse the websites of your business
partners might be interested in your company’s goods or services. Through those
advertisements, you also increase traffic.
2. Increased Revenue: Collaborating with other companies will help you generate more
revenue. They not only help you attract more customers interested in your brand but also
help you attract clients who are inclined to do business with you again. Continue to
satisfy their demands, and they will become dependable clients.
3. Large Clientele: Your company can address the issues other marketers consider most
important by utilizing affiliate marketing. You'll not only create more leads, but you can
also convert them into loyal clients.
How to plan your B2B Affiliate Marketing Strategy?
You must prepare in advance to develop a successful B2B affiliate program. Discussing with
your management, talking to your business partners about affiliate marketing and planning
your marketing management strategy will be the first few steps you should follow.
1. Informed Management: Ensure your team is informed about the affiliate program.
Inform people of the changes that will occur as a result of the program and what needs to
be done. By doing so, you will prevent misunderstandings and ensure that everyone is
aware of the changes.
2. Business Partners: The affiliate program needs to be discussed with your business
partners. Ask them about the program, their commission percentage, and whether they
want to sign up. You know you can launch an affiliate marketing program if you have
enough companies interested and they are aware of your plan.
3. New Partnerships: Don”t restrict yourself to current company partners. Once your
affiliate programme runs, we advise you to seek new partners, veteran affiliates, and
media partners. Look over your plan for managing your affiliate marketing. Check
whether team members are qualified to operate your affiliate program and any necessary
automated processes. Determine your company's needs because they will differ
depending on your business.
4. Good Prospects: Your sales may rise due to increased brand recognition among a new
audience. Between 15 and 30 per cent of advertisers' total sales come from affiliate
programs. Customers may visit your website directly as they become more familiar with
your brand. 38% of marketers consider affiliate networks one of the most effective
methods for acquiring new clients.
Best Practices for B2B Affiliate Marketing?
1. Finding the right affiliates: This first step is the most time-consuming aspect of
managing an affiliate program. It would be best if you relied on something other than
affiliates finding your program to affiliate with you. Since it is a B2B business, your
affiliates need to be handpicked and professional. It would help if you were actively
pursuing them since you're only interested in particular partners who are seasoned experts
in their field. B2B customers have fewer potential clients but a higher lifetime value.
2. Sufficient Incentive for your Associates: Consider the incentives you can provide to
your affiliates when you set up your affiliate program. Why should these folks promote
your goods rather than those of your rivals? Fewer than 10% of affiliates often account
for 90% of all conversions and sales in affiliate networks. The top affiliates are, therefore,
busy and challenging to contact. Your offer needs to be distinctive in some way from
those of your rivals.
3. Lead generation through Affiliate Marketing: Every company looks for top-notch
leads. More effective lead-generation techniques include paid advertising, email
newsletters, and social media efforts. The advantage of affiliate marketing is that you can
increase your company's lead generation by working with other partners. These affiliates
have an additional incentive to provide promising leads because they only get paid once
the desired action has been accomplished. To succeed in this, you must make it simple for
these leads to convert. You are responsible for ensuring that the leads you pay your
affiliates for will readily convert into paying clients. This necessitates a user-friendly
affiliate page with easy access to the registration process.
4. Sufficient Resources for the Affiliate Program: A smart place to start your affiliate
program is by setting up a unique landing page for your affiliate network, but there is
much more to it than that. You must take your resources into account if your firm is
small. You must still consider opportunity costs even if you have plenty of resources
available. Consider whether affiliate marketing has enough potential to warrant your
investment of time and money. For an affiliate program to be successful, it must actively
recruit affiliates and maintain constant communication with them. In addition, there is
reporting, tracking, and general administration of the program. These all add up to a
considerable amount of time. You may need more resources to get things running
B2C affiliate networks can help you quickly make many sales. However, there is so much
more benefit in B2B affiliate marketing. Keeping this in mind, let's quickly go over the steps
necessary to launch a profitable B2B affiliate marketing program: Choose the right affiliates,
incentivize them, and generate leads by providing sufficient resources for your affiliate