B2B Affiliate Marketing Tool Kit

B2B Affiliate Marketing Tool KitBrian Waldman, VP Marketing & Strategy, Merchant WarehouseAdam Glazer, Managing Director, Partner Commerce (Twitter @adamglazer)Don Schamber, V.P. of Marketing, SMART Agents Marketing

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Introduction & Intent

Who are we? Why are we here?• We won’t ever make B2B affiliate marketing fun or sexy, but

we do hope we can give you some tools and ideas in a better than average way

• We have heard all the reasons why companies, affiliates and networks don’t get involved

• Out intent is to provide an interactive and engaging dialogue – take a few chances

• No more “we can’t”

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The Case for B2B• US business-to-business (B2B) advertising and marketing

spending estimated at $129 billion• B2B interactive marketing spending will climb to nearly $4.8

billion in 2014• Far less competition in the B2B affiliate space (for the most

part)• Ability to build deep and more reliable business

relationships/partnerships• More long-term pay-out on investment and effort

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Barriers for Merchants

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Barriers for Merchants

Is affiliate marketing right for my business?

• What products and/or services do you sell?• What is the sales experience like?• Who are your customers and how do they find out about you?• Do you have a way to track and pay affiliates?

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Barriers for Merchants

What are my options?

• InHouse – some challenges but possible• Networks – B2C vs B2B• Traditional• CPA networks• B2B networks• Off-Line and InStore

• Fixed and Variable Costs

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Barriers for Merchants

Tracking & Technical Knowledge Barriers.

• Do you manage your own website and Internet marketing?• Yes? - You should have the tools you need – similar to what you

are already doing• Ability to create custom tracking parameters• Customized website elements• Metrics to report on accurately

• No? – Chance to rely on existing networks or partners• They will help• Suggest payouts and pricing• Provide tracking and reporting• Recruit affiliates 7

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Barriers for Merchants

How do I create attractive, compelling offers when my conversion or sale is non standard?

• A few years ago:• Business Credit Cards• Insurance offers• Web-Hosting

• Considerations for creating an offer:• Margins, GM, CM, LTV• ROI Positive on 1st Sale• Commission pay-out

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Barriers for Merchants

Ways around only paying for sales or conversions.

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Barriers for Networks

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Barriers for Networks

How do I find affiliates?

• A few years ago:• Very few tools• Mostly through advertising and search

• Tools today (Free vs Paid):• Examples of Free• Compete• Hitwise• Syntryx• Quancast• Others 11

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Barriers for Networks

How can I tailor my tracking to the needs of advertisers?

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Barriers for Networks

What are compelling B2B offers?

• Some examples:• FedEx Office• InterCall• Yola• BlogDash• Others

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Barriers for Affiliates

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Barriers for Affiliates

How to market to an elusive audience?

• Standard stuff still applies• SEM, SEO, Email, Banners, Co-reg

• Content• Blogging, Whitepapers, Video

• Audience based media targeting• 3rd Party Data, Retargeting, Contextual

• Social Networking• Answers sites, Start a group

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Barriers for Affiliates

Complex and less tangible commissions.

• Complex models:• Multiple steps/clicks; CPC• Non-commissionable first steps; Name/Email• The Wait: Long conversion process• After the Form submit, White Paper Download, etc.

• The Conversion: Worth the wait!• Generally larger pay-outs

• Residuals: Ongoing and future pay-outs• Create compelling commissions:• Some examples• Hybrids• Fixed fee vs. variable commissions

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Barriers for Affiliates

Can I trust the reporting?

• Can piggyback pixel, but ultimately comes down to trust• Things Advertiser can do to build trust:• More transparency• Detailed reporting• Right to audit• Build the relationship on a more personal level

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Barriers for Affiliates

But I need to get paid now!

• Ask for more money• Ask if Advertiser will invest in program to share some of the

risk (e.g. provide content)• Ask if Advertiser will do draw down

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Barriers for Affiliates

How do I identify B2B opportunities?

• Tools today (Free vs. Paid):• Examples of Free• Compete, Hitwise, Syntryx, Quancast,• Others: BlueKai, Bizo, DexKnows, Squidoo, ZoomInfo, Pronto,

eHow, Switchboard, MerchantCircle, etc.

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Barriers for Affiliates

What works for driving b2b conversions?

• Add value and pre-sell the traffic as much as you can• Understand the audience and study the corporate messaging• Industry expertise, education• Reviews• Awards• Relevant and meaningful offers• Find non-traditional channels

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Thank You!

Questions and Discussions

Brian Waldman, VP Marketing & Strategy, Merchant Warehouse

Adam Glazer, Managing Director, Partner Commerce (Twitter @adamglazer)

Don Schamber, V.P. of Marketing, SMART Agents Marketing

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