B2B’s Move Toward Digital Is Here, and Affiliate Fits Right In

Despite apprehension, CMOs would do well to start building diverse affiliate programs now

B2B affiliate marketing is a relatively new phenomenon. It has experienced significant growth as brands, partners and networks adapt to the distinctive needs of businesses targeting other businesses. Challenges—such as subscription models, high-price-point products, no discounting, extended sales cycles and multiple conversion events—have expedited the need to reconsider how affiliate can be effective for B2B SaaS brands. With a history of diverse partnerships, these brands recognize collaboration’s importance—yet, until recently, affiliate was mainly seen as an option for only larger B2B brands, ones who could control their cost per action through one standard commission rate, plus some basic assets that could sell themselves.

The shift to remote work due to Covid-19 boosted confidence in making high-value purchases online.



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