B2B affiliate marketing is a relatively new phenomenon. The company has experienced significant growth as its brands, partners, and network adapt to the unique needs of businesses targeting other businesses. Challenges such as subscription models, high-priced products, no discounts, extended sales cycles, and multiple conversion events are driving the need to rethink how affiliate marketing works for B2B SaaS brands. I am. With a history of diverse partnerships, these brands recognize the importance of collaboration, yet until recently affiliates primarily controlled cost per action through one standard commission rate and a few underlying assets. It was seen as an option only for larger B2B brands. I could sell myself.
The shift to remote work due to COVID-19 has increased confidence in purchasing big-ticket items online. This has enabled us to expand beyond traditional sales models and improve the competitiveness of the industry as a whole. Meanwhile, B2B buyers' interactions during the purchase journey are increasing, primarily through digital channels. According to a recent McKinsey study, the average number of distinct channels used by B2B customers in their decision-making process is 5, rising to 10 by 2023.
All of this has led B2B brands to explore the potential of affiliate programs, scenarios where partners can effectively coordinate messaging and content across a buyer's digital journey. In the past, CMOs have been concerned about the lack of control in affiliate marketing, the challenges of a one-to-many sales approach, and the lack of the right partners to justify the investment. However, trends indicate a shift as CMOs advocate for increased digital expansion, mirroring strategies that consumer brands have long adopted. As stated in a McKinsey report, “The consumerization of B2B purchasing appears to be nearly complete.”
Research shows that leading B2B companies are embracing e-commerce, significantly expanding their omnichannel footprint and expanding beyond traditional sales team structures. Business buying trends are moving towards online transactions, with two-thirds of buyers in 2022 opting for remote human interaction or digital self-service during the order and reorder stage . Affiliate marketing has emerged as a vital strategy to sustain this growth.
Affiliate strategies are primarily digital, allowing partners to reach new audiences through a variety of channels. Additionally, partners can help strengthen sales teams and provide new outlets to support buyers throughout the buying cycle. By working with a variety of affiliate partners, you can quickly penetrate the market with your products because they have an existing audience and a wide range of digital channels to engage with them.
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