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Sanjit Atwal UK Network Director TradeDoubler The Rise of  B2B  in  Affiliate
| the Rise of B2B  In Affiliate| Market Overview Publisher Considerations Dell SMB Email Case Study Business Class Travel ...
| the Rise of B2B  In Affiliate| A few stats… In August 2010, TradeDoubler delivered over  £5m  of order value for B2B or ...
| the Rise of B2B  In Affiliate| A few stats… In August 2010, TradeDoubler delivered over  £350k  of publisher commission ...
Market Overview | the Rise of B2B  In Affiliate| “ There are around  4 million small and medium enterprises  in the UK….. ...
Market Overview | the Rise of B2B  In Affiliate| … They are  hugely important to the health of the nation  in the number o...
Market Overview | the Rise of B2B  In Affiliate| … In fact they make up a  half of all the jobs in the UK  and account for...
Where is B2B right now...? | the Rise of B2B  In Affiliate| % increase in B2B advertiser  order value in affiliate (August...
Annual growth in US online B2B market is forecast at 8% in 2010 and is set to reach 14% by 2012 | the Rise of B2B  In Affi...
| the Rise of B2B  In Affiliate| Publisher Considerations
| the Rise of B2B  In Affiliate| Less Volume Higher EPC Less competition (for now….) Traditionally less affiliate focus fr...
| the Rise of B2B  In Affiliate| Dell Small Medium Business |  Case Study
| the Rise of B2B  In Affiliate| Dell Small Medium Business |  Case Study <ul><li>Shift in focus from Dell affiliate team ...
| the Rise of B2B  In Affiliate| Dell Small Medium Business |  Case Study SMB sales since ‘split’… 212% increase in sales ...
| the Rise of B2B  In Affiliate| EPC comparison – Dell Consumer vs. Business <ul><li>SMB peak corresponds to DHS low point...
“ In today’s mobile society, it is becoming quite unusual for someone to hold the same (work) position for more than five ...
| the Rise of B2B  In Affiliate| Email Case Study <ul><li>Quality of email  </li></ul><ul><li>database key </li></ul><ul><...
| the Rise of B2B  In Affiliate| Email Case Study <ul><li>How many computers do you want? </li></ul><ul><li>Opportunity to...
| the Rise of B2B  In Affiliate| Email Case Study <ul><li>How many computers do you have? </li></ul><ul><li>Opportunity to...
| the Rise of B2B  In Affiliate| Email Case Study + 2000 qualified Small Medium Business leads + 300 qualified leads for S...
| the Rise of B2B  In Affiliate| Business Class Travel
| the Rise of B2B  In Affiliate| Business Class Travel <ul><li>Comparing top Business-Class airlines to consumer oriented ...
| the Rise of B2B  In Affiliate| Office  Supplies
| the Rise of B2B  In Affiliate| Office/Work Supplies <ul><li>Merchants hit by a previously unseen dip in April </li></ul>...
| the Rise of B2B  In Affiliate| Computer & Electronics
| the Rise of B2B  In Affiliate| Computer & Electronics <ul><li>2009 Conversion rates overall higher than 2010 </li></ul><...
| the Rise of B2B  In Affiliate| Summary B2B engagement in affiliate is on the rise and will prove a commercially signific...
| the Rise of B2B  In Affiliate| Questions?
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The Rise of B2B - Lessons from Dell - Sanjit Atwal

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Transcript of "The Rise of B2B - Lessons from Dell - Sanjit Atwal"

  1. 1. Sanjit Atwal UK Network Director TradeDoubler The Rise of B2B in Affiliate
  2. 2. | the Rise of B2B In Affiliate| Market Overview Publisher Considerations Dell SMB Email Case Study Business Class Travel Office Supplies Computer & Electronics
  3. 3. | the Rise of B2B In Affiliate| A few stats… In August 2010, TradeDoubler delivered over £5m of order value for B2B or business-class advertisers
  4. 4. | the Rise of B2B In Affiliate| A few stats… In August 2010, TradeDoubler delivered over £350k of publisher commission over B2B or Business Class programmes
  5. 5. Market Overview | the Rise of B2B In Affiliate| “ There are around 4 million small and medium enterprises in the UK….. That’s more than the population of Ireland!
  6. 6. Market Overview | the Rise of B2B In Affiliate| … They are hugely important to the health of the nation in the number of people they employ and their contribution to the economy….
  7. 7. Market Overview | the Rise of B2B In Affiliate| … In fact they make up a half of all the jobs in the UK and account for half of our GDP….”
  8. 8. Where is B2B right now...? | the Rise of B2B In Affiliate| % increase in B2B advertiser order value in affiliate (August 2009- August 2010) 142% % increase in online ad spend by top 50 B2B advertisers 2008 - 2009 25.1% Overall B2B ad spend down…. 2.8%
  9. 9. Annual growth in US online B2B market is forecast at 8% in 2010 and is set to reach 14% by 2012 | the Rise of B2B In Affiliate| B2B ad spend on social media and lead generation sites is forecast to grow at an annualized rate of 21% and 17% respectively to 2013 Online accounted for 7% of the B2B marketing mix in 2008. This is set to reach 12% by 2013
  10. 10. | the Rise of B2B In Affiliate| Publisher Considerations
  11. 11. | the Rise of B2B In Affiliate| Less Volume Higher EPC Less competition (for now….) Traditionally less affiliate focus from advertisers Advertiser engagement growing Untapped strategies
  12. 12. | the Rise of B2B In Affiliate| Dell Small Medium Business | Case Study
  13. 13. | the Rise of B2B In Affiliate| Dell Small Medium Business | Case Study <ul><li>Shift in focus from Dell affiliate team </li></ul><ul><li>Programme ‘split-out’ from consumer and given own KPI’s </li></ul><ul><li>Required all publishers to carry both consumer & business links </li></ul><ul><li>Change happened simultaneously over 12 markets </li></ul>
  14. 14. | the Rise of B2B In Affiliate| Dell Small Medium Business | Case Study SMB sales since ‘split’… 212% increase in sales volume
  15. 15. | the Rise of B2B In Affiliate| EPC comparison – Dell Consumer vs. Business <ul><li>SMB peak corresponds to DHS low point </li></ul><ul><li>Cross-over of user inevitable but overall customer quality not compromised </li></ul><ul><li>Higher EPC allows recruitment of high-value publishers </li></ul>Dell Small Medium Business | Case Study
  16. 16. “ In today’s mobile society, it is becoming quite unusual for someone to hold the same (work) position for more than five years so it follows that the database of target customers is need of constant weeding and correction.“ Advertising Amongst SMEs By Paul Hague and Matt Powell of B2B International Ltd Key Drivers | the Rise of B2B In Affiliate|
  17. 17. | the Rise of B2B In Affiliate| Email Case Study <ul><li>Quality of email </li></ul><ul><li>database key </li></ul><ul><li>Qualified that 24% of leads were looking for immediate purchase </li></ul>
  18. 18. | the Rise of B2B In Affiliate| Email Case Study <ul><li>How many computers do you want? </li></ul><ul><li>Opportunity to target high-value 3% with special offers </li></ul>
  19. 19. | the Rise of B2B In Affiliate| Email Case Study <ul><li>How many computers do you have? </li></ul><ul><li>Opportunity to up-sell qualified for sales team </li></ul>
  20. 20. | the Rise of B2B In Affiliate| Email Case Study + 2000 qualified Small Medium Business leads + 300 qualified leads for Small Business Servers Campaign now forecasted to deliver over 900 leads per quarter Results….
  21. 21. | the Rise of B2B In Affiliate| Business Class Travel
  22. 22. | the Rise of B2B In Affiliate| Business Class Travel <ul><li>Comparing top Business-Class airlines to consumer oriented airlines we see different seasonal peaks in customer conversion </li></ul><ul><li>April shows a higher comparative conversion rate in Business-class </li></ul>
  23. 23. | the Rise of B2B In Affiliate| Office Supplies
  24. 24. | the Rise of B2B In Affiliate| Office/Work Supplies <ul><li>Merchants hit by a previously unseen dip in April </li></ul><ul><li>Higher overall year on year trend </li></ul><ul><li>Many merchants have updated sites to enhance conversion and consumer journey </li></ul>
  25. 25. | the Rise of B2B In Affiliate| Computer & Electronics
  26. 26. | the Rise of B2B In Affiliate| Computer & Electronics <ul><li>2009 Conversion rates overall higher than 2010 </li></ul><ul><li>2010 saw a strong March </li></ul><ul><li>2010 continuing to press and now overtaking 2009 CR </li></ul>“ For B2B software, Q4 is typically the highest quarter in terms of revenue”, Mark Wilson, VP Corporate Marketing, Sybase
  27. 27. | the Rise of B2B In Affiliate| Summary B2B engagement in affiliate is on the rise and will prove a commercially significant part of publishers businesses over the next 12 months
  28. 28. | the Rise of B2B In Affiliate| Questions?
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