B2B Affiliate Marketing: New Technologies, New Opportunities

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Learn how new technology and better call tracking capabilities could make the B2B space the next hot opportunity for affiliates.

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

Brian Waldman, VP Marketing & Strategy, Merchant Warehouse

Published in: Business
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  • B2B Affiliate Marketing: New Technologies, New Opportunities

    1. 1. Affiliate Summit West 2011 B2B Affiliate Marketing: New Technologies, New Opportunities Presented by – Brian Waldman
    2. 2. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
    3. 3. Our Goals For This Presentation <ul><li>Not screw up – pray it is interesting to you </li></ul><ul><li>Allow all audience members to see the opportunity in B2B and other lead oriented industries </li></ul><ul><li>Help affiliates identify path to success in this space </li></ul><ul><li>Tell our story and hear how others handle similar challenges </li></ul>
    4. 4. Who is Merchant Warehouse? <ul><li>We provide merchant account services (merchant accounts) to businesses </li></ul><ul><li>After 10 years online we needed to do more to get off the Google nipple </li></ul><ul><li>Launched an affiliate channel last year – generating over $140K/month in affiliate compensation </li></ul><ul><li>We are completely new to this – does that help or hurt? </li></ul>
    5. 5. Our Story Is Not Unique <ul><li>Affiliates don’t focus on businesses like ours. Is that a big opportunity for you? </li></ul><ul><li>High-value products and services </li></ul><ul><li>Markets with high PPCs but little affiliate competition </li></ul><ul><li>Non-traditional conversions – calls, click to call, live chat </li></ul><ul><li>Offline sale – high close rate </li></ul>
    6. 6. We Wanted A Perfect Program! <ul><li>Networks couldn’t support our needs </li></ul><ul><li>Traditional affiliate comp models didn’t work </li></ul><ul><li>Straight links preferred </li></ul><ul><li>Need to highly monitor affiliate activity </li></ul><ul><li>Can afford very high payouts! </li></ul>
    7. 7. Summary of Challenges <ul><li>Tracking – How can we credit affiliates with their leads and sales? </li></ul><ul><li>Trust – How can we build trust when sales are offline? </li></ul><ul><li>Recruitment – How do we find and recruit affiliates? </li></ul><ul><li>Systems – How can we handle different leads from different sources? </li></ul>
    8. 8. How We Solved It - Tracking <ul><li>How do we credit affiliates for offline leads and sales? </li></ul><ul><li>Integration with phone & tracking system </li></ul><ul><li>On and offline lead tracking – dynamic phone numbers, forms </li></ul><ul><li>CRM tracking leads through sales process </li></ul><ul><li>Ability to route leads to unique groups </li></ul>
    9. 9. How We Solved It - Trust <ul><li>How do we allow affiliates insight into their activity and show them the potential? </li></ul><ul><li>Various payment choices & option to change – lead, close, residuals </li></ul><ul><li>Portal with updated tracking </li></ul><ul><li>Dedicated links and toll-free numbers </li></ul><ul><li>Long cookie length </li></ul><ul><li>Clear terms and conditions </li></ul>
    10. 10. How We Solved It - Recruitment <ul><li>How do we recruit affiliates when networks aren’t an option? </li></ul><ul><li>Online sign-up and approval with clear program description </li></ul><ul><li>Dedicated sales team </li></ul><ul><li>Attending Affiliate Summit  </li></ul><ul><li>Networking </li></ul><ul><li>Current customer base </li></ul>
    11. 11. How We Solved It - Systems <ul><li>Different affiliates send different types of leads. How can we handle this? </li></ul><ul><li>Phone system identifies source </li></ul><ul><li>Routing leads to different sales groups </li></ul><ul><li>Educating sales teams about different needs </li></ul><ul><li>Reporting infrastructure </li></ul><ul><li>Portal for marketing materials </li></ul>
    12. 12. What Does This Mean for You? <ul><li>Many businesses like ours have affiliate programs but many don’t market or have the level of sophistication. </li></ul><ul><li>If you can identify high opportunity industries and companies can you sell them on the opportunity? </li></ul><ul><li>Can you add a level of sophistication to others programs and carve out your own opportunity? </li></ul>
    13. 13. How to Identify Opportunities? <ul><li>Companies spending a lot on PPC. </li></ul><ul><li>Spaces with unsophisticated SEO </li></ul><ul><li>Companies with strong calls to action on their site and conversion rates. </li></ul><ul><li>Explore phone tracking – get your own toll free numbers and redirect clicks </li></ul><ul><li>Push networks! </li></ul>
    14. 14. What Has Worked For Our Affiliates? <ul><li>Review websites – “Best or Top” theme </li></ul><ul><li>Targeting 2 nd tier keywords </li></ul><ul><li>Endorsements </li></ul><ul><li>Non traditional affiliate activities – email, postal, telemarketing </li></ul><ul><li>Tangential services </li></ul><ul><li>Our best affiliate… </li></ul>
    15. 15. What Works For You? <ul><li>We would like to take the remaining time as open for idea sharing and questions. </li></ul><ul><li>If you would like to learn more about our program or to </li></ul><ul><li>SIGN UP AS AN AFFILIATE!!!! </li></ul><ul><li>please see me after the session or email [email_address] . You can also visit affiliate.merchantwarehouse.com </li></ul>
    16. 16. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.

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