B2B Affiliate Marketing Tool Kit

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An experienced panel gives you the tools to be successful in B2B affiliate marketing, covering topics like in-house programs vs. networks, call tracking, search strategies, and social media.

Experience level: Advanced
Target audience: Affiliates/Publishers
Niche/vertical: B2B Affiliate Marketing

Brian Waldman, VP Marketing & Strategy, Merchant Warehouse (Moderator)
Adam Glazer, Managing Director, Partner Commerce (Twitter @adamglazer)
Don Schamber, V.P. of Marketing, SMART Agents Marketing

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  • B2B Affiliate Marketing Tool Kit

    1. 1. B2B Affiliate Marketing Tool Kit<br />Brian Waldman, VP Marketing & Strategy, Merchant Warehouse<br />Adam Glazer, Managing Director, Partner Commerce (Twitter @adamglazer)<br />Don Schamber, V.P. of Marketing, SMART Agents Marketing<br />
    2. 2. Introduction & Intent<br />Who are we? Why are we here?<br />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<br />We have heard all the reasons why companies, affiliates and networks don’t get involved<br />Out intent is to provide an interactive and engaging dialogue – take a few chances <br />No more “we can’t”<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />2<br />
    3. 3. The Case for B2B<br />US business-to-business (B2B) advertising and marketing spending estimated at $129 billion<br />B2B interactive marketing spending will climb to nearly $4.8 billion in 2014<br />Far less competition in the B2B affiliate space (for the most part)<br />Ability to build deep and more reliable business relationships/partnerships<br />More long-term pay-out on investment and effort<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />3<br />
    4. 4. Barriers for Merchants<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />4<br />
    5. 5. Barriers for Merchants<br />Is affiliate marketing right for my business?<br />What products and/or services do you sell?<br />What is the sales experience like?<br />Who are your customers and how do they find out about you?<br />Do you have a way to track and pay affiliates?<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />5<br />
    6. 6. Barriers for Merchants<br />What are my options?<br />InHouse – some challenges but possible<br />Networks – B2C vs B2B<br />Traditional<br />CPA networks<br />B2B networks<br />Off-Line and InStore<br />Fixed and Variable Costs<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />6<br />
    7. 7. Barriers for Merchants<br />Tracking & Technical Knowledge Barriers.<br />Do you manage your own website and Internet marketing?<br />Yes? - You should have the tools you need – similar to what you are already doing<br />Ability to create custom tracking parameters<br />Customized website elements<br />Metrics to report on accurately<br />No? – Chance to rely on existing networks or partners<br />They will help<br />Suggest payouts and pricing<br />Provide tracking and reporting<br />Recruit affiliates<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />7<br />
    8. 8. Barriers for Merchants<br />How do I create attractive, compelling offers when my conversion or sale is non standard?<br />A few years ago:<br />Business Credit Cards<br />Insurance offers<br />Web-Hosting<br />Considerations for creating an offer:<br />Margins, GM, CM, LTV<br />ROI Positive on 1st Sale<br />Commission pay-out<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />8<br />
    9. 9. Barriers for Merchants<br />Ways around only paying for sales or conversions.<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />9<br />
    10. 10. Barriers for Networks<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />10<br />
    11. 11. Barriers for Networks<br />How do I find affiliates?<br />A few years ago:<br />Very few tools<br />Mostly through advertising and search<br />Tools today (Free vs Paid):<br />Examples of Free<br />Compete<br />Hitwise<br />Syntryx<br />Quancast<br />Others<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />11<br />
    12. 12. Barriers for Networks<br />How can I tailor my tracking to the needs of advertisers?<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />12<br />
    13. 13. Barriers for Networks<br />What are compelling B2B offers?<br />Some examples:<br />FedEx Office<br />InterCall<br />Yola<br />BlogDash<br />Others<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />13<br />
    14. 14. Barriers for Affiliates<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />14<br />
    15. 15. Barriers for Affiliates<br />How to market to an elusive audience?<br />Standard stuff still applies<br />SEM, SEO, Email, Banners, Co-reg<br />Content<br />Blogging, Whitepapers, Video<br />Audience based media targeting<br />3rd Party Data, Retargeting, Contextual<br />Social Networking<br />Answers sites, Start a group<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />15<br />
    16. 16. Barriers for Affiliates<br />Complex and less tangible commissions.<br />Complex models:<br />Multiple steps/clicks; CPC<br />Non-commissionable first steps; Name/Email<br />The Wait: Long conversion process<br />After the Form submit, White Paper Download, etc.<br />The Conversion: Worth the wait!<br />Generally larger pay-outs<br />Residuals: Ongoing and future pay-outs<br />Create compelling commissions:<br />Some examples<br />Hybrids<br />Fixed fee vs. variable commissions<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />16<br />
    17. 17. Barriers for Affiliates<br />Can I trust the reporting?<br />Can piggyback pixel, but ultimately comes down to trust<br />Things Advertiser can do to build trust:<br />More transparency<br />Detailed reporting<br />Right to audit<br />Build the relationship on a more personal level<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />17<br />
    18. 18. Barriers for Affiliates<br />But I need to get paid now!<br />Ask for more money<br />Ask if Advertiser will invest in program to share some of the risk (e.g. provide content)<br />Ask if Advertiser will do draw down<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />18<br />
    19. 19. Barriers for Affiliates<br />How do I identify B2B opportunities?<br />Tools today (Free vs. Paid):<br />Examples of Free<br />Compete, Hitwise, Syntryx, Quancast,<br />Others: BlueKai, Bizo, DexKnows, Squidoo, ZoomInfo, Pronto, eHow, Switchboard, MerchantCircle, etc.<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />19<br />
    20. 20. Barriers for Affiliates<br />What works for driving b2b conversions?<br />Add value and pre-sell the traffic as much as you can<br />Understand the audience and study the corporate messaging<br />Industry expertise, education<br />Reviews<br />Awards<br />Relevant and meaningful offers<br />Find non-traditional channels<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />20<br />
    21. 21. Thank You!<br />Questions and Discussions<br />Brian Waldman, VP Marketing & Strategy, Merchant Warehouse<br />Adam Glazer, Managing Director, Partner Commerce (Twitter @adamglazer)<br />Don Schamber, V.P. of Marketing, SMART Agents Marketing<br />B2B Affiliate Marketing Tool Kit - Session 2c<br />21<br />
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