Driving Growth With B2B Affiliate Partnerships: Key Insights From Adam Glazer

In a recent Fireside Chat, Michael Cole, the Senior Vice President of Marketing at Everflow, and Adam Glazer, the President and Founder of Partner Commerce, shed light on the potential of affiliate marketing in the B2B space. The exchange was comprehensive and insightful, covering a range of aspects including the type of affiliates, common pitfalls, and compensation strategies in affiliate programs.

Unlike other paid media forms, affiliate marketing stands out due to the trust and advocacy it leans into from third parties, which Glazer states is particularly beneficial. Contrary to paid media, it does not hit a saturation point. Affiliates can actually bolster response rates to other direct marketing efforts.

Glazer pointed out several types of affiliates that can promote B2B affiliate programs, such as business media partners, niche content publishers, software comparison and review sites, networks, media buyers, and even strategic partnerships between brands. Influencers and agencies, however, provide a high degree of brand advocacy, making them particularly effective contributors.

When asked about the businesses that can reap maximum benefits from affiliate marketing, Glazer stated that SMBs with a broad target audience, especially in the SaaS sector, are perfect candidates. His focus lies in growing Partner Commerce’s business, nurturing talent, and propelling branding and content marketing efforts.

While affiliate marketing offers numerous benefits, hurdles exist as well, including brand safety and tracking & attribution complexities in B2B SaaS. Additionally, a strategic shift from acquiring new customers to retaining them poses challenges. Key mistakes such as under-resourcing the account, lack of flexibility in commission structures, and improper channel planning can be avoided by adopting data-driven strategies and creating appealing incentives.

The conversation also touched on the compensatory strategies in affiliate programs. The speakers recommended a two-pronged approach that involves a competitive public-facing offer and a private, more lucrative offer for top-performing affiliates. By understanding unit economics, keeping tabs on competitors, and considering negotiation scopes, one can tailor partnership plans to align with the organization's growth objectives.

This Fireside Chat expounded the vast potential of B2B affiliate partnerships, asserting why businesses should contemplate this lucrative option. For those planning to explore these opportunities further, Cole and Glazer are more than willing to share their expertise.