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

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

2. 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” B2B Affiliate Marketing Tool Kit - Session 2c 2

3. 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 B2B Affiliate Marketing Tool Kit - Session 2c 3

4. Barriers for Merchants B2B Affiliate Marketing Tool Kit - Session 2c 4

5. 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? B2B Affiliate Marketing Tool Kit - Session 2c 5

6. 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 B2B Affiliate Marketing Tool Kit - Session 2c 6

7. 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 B2B Affiliate Marketing Tool Kit - Session 2c 7

8. 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 B2B Affiliate Marketing Tool Kit - Session 2c 8

9. Barriers for Merchants Ways around only paying for sales or conversions. B2B Affiliate Marketing Tool Kit - Session 2c 9

10. Barriers for Networks B2B Affiliate Marketing Tool Kit - Session 2c 10

11. 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 B2B Affiliate Marketing Tool Kit - Session 2c 11

12. Barriers for Networks How can I tailor my tracking to the needs of advertisers? B2B Affiliate Marketing Tool Kit - Session 2c 12

13. Barriers for Networks What are compelling B2B offers? Some examples: FedEx Office InterCall Yola BlogDash Others B2B Affiliate Marketing Tool Kit - Session 2c 13

14. Barriers for Affiliates B2B Affiliate Marketing Tool Kit - Session 2c 14

15. 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 B2B Affiliate Marketing Tool Kit - Session 2c 15

16. 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 B2B Affiliate Marketing Tool Kit - Session 2c 16

17. 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 B2B Affiliate Marketing Tool Kit - Session 2c 17

18. 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 B2B Affiliate Marketing Tool Kit - Session 2c 18

19. 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. B2B Affiliate Marketing Tool Kit - Session 2c 19

20. 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 B2B Affiliate Marketing Tool Kit - Session 2c 20

21. 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 B2B Affiliate Marketing Tool Kit - Session 2c 21