Is affiliate marketing valid for B2B services ?

**markyboy944** · 16-02-06

Hi All.

We run a hosted CRM service from the web, and have an adwords campaign which does ok.

I got to thinking about affiliate marketing, and wondered whether it is relevant / appropriate for what we do (i.e. could it generate leads for a business to business on-line service, or is affiliate marketing only really valuable as a business to consumer thing) ?

Typically , we would take an enquiry (which is where I think the affiliate bit might come in), and then use discussions / meetings to see whether our product is relevant for the potential customer.

If it was, then they sign an agreement, and the sale is usually worth 4 figures ?

Any thoughts welcome .

Thanks - Mark

mhardman@zaptext.com

**zaggernaut** · 09-07-08

Its not in mainstream affiliate arena yet but I see no reason why it would not work for B2B.
I have been denied by some large affiliate networks simply because we are essentially a B2B.

This is understandable, as most networks have affiliates in the consumer industry and its relatively easier to recruit B2C or C2C affiliates than for B2B. But I think it sends wrong signals to people like yourself who are left pondering whether affiliate marketings is right for B2b.

I reckon you can recruit affiliates from your industry and generate leads, working on CPA set up. And if the commission is high, there would be people dedicating their blogs or mini-sites to sell your stuff. After all its the money that drives the affiliates. All you need is explore your industry related cyber- places to identify potential affiliates and then propose them the incentives. Normally this is done by a network, but alas not many 'reputed' networks are willing to take such risks 'yet'.

Ya, unless you are willing to pay a hefty set-up fee to minimise their risks!!

**Alfie** · 10-07-08

We act as an affiliate in several b2b relationships, although non are via a network as they just don't seem to cater for B2B.

So the answer is "yes" affiliates could definitely help your business if the right program was offered!

All the best,

Alf

**benfriedman** · 10-07-08

We run the Alliance and Leicester Commercial Bank affiliate programme. It helps businesses open business bank accounts and switch to better accounts.

The programme does really well and is growing all the time. B2B programmes can definitely work if they are run effectively.

For more information PM me or check out our sign up page at our Sign Up Page.

Hope this helps

Ben

**zaggernaut** · 10-07-08

We run the Alliance and Leicester Commercial Bank affiliate programme. It helps businesses open business bank accounts and switch to better accounts.

A bank account's lead generation is a hardcore finance vertical. Although technically its B2B and would require affiliates with B2B relevant content, its hardly a typical B2B program.
Most networks I have come across are too timid in what they can do with a program. They tend to reduce risks at both merchant and affiliate level.
A B2B sales involves higher number of interactions than a B2C or C2C normally does. It requires better product/service knowledge on part of the salesperson/affiliate, and it requires better relationship between affiliate and merchant.
Dell's business account affiliate program is a great example.
A lot of networks dn't have resources, and, understanding of training and treatment of affiliates for B2B sales, or , shall I say preselling.

**Bruce Clayton** · 10-07-08

A positive but slightly qualified - YES!

We run a number of B2B affiliate programmes with varying levels of performance - the unifying theme is that of a great deal of hard work and slow but steady progress.

RDI Distance Learning
Businessfuelcards.co.uk
Reportbuyer.com

The affiliate mainstream is not set up (for reasons practical an attitudinal) to cater for the B2B marketplace unless as intimated above you have a big-brand or a close analogy to the B2C marketplace - meaning the gap is at it's narrowest.

There are a handful of B2B affiliates out there, a few mainstreamers who are able to promote B2B effectively and B2B Merchants who are increasingly learning how to position their products in a way that better compliments the delivery mechanisms employed by affiliates.

There is no clear answer or magic bullet, however progress is being made with a number of network and agency driven initiatives that will hopefully continue to advance the B2B cause still further.

What is required is the continued adoption of a more open minded approach by ALL participants in the affiliate marketing business to tackle the some of the kneejerk assumptions as well as problems that have held back the wider growth in B2B programmes.

As always I welcome the opportunity to discuss all aspects of the B2B debate with anybody who has an interest in the process.

My email is bruce@existem-am.com

**Hero** · 10-07-08

we run several B2B programs, Viking business as an example, and integrating more targeting SME enterprises & the public sector - this is definitely a sector growing for affiliate marketing and results are already there. It all comes down to correct information & communication to your affiliates on how they should promote you and who they're targeting precisely.

**OWin** · 11-07-08

Hi Mark,

Can I recommend you check out the npower Business programme with Affiliate Window?

The target market is the 1.3 million UK SMEs, which sounds broad enough to be suitable to what you do

The commission is also very competitive - £50 for a single fuel application, £100 for dual.

Drop me a line or find more information here: https://www.awin1.com/signup.php?merchant=1994

Owen

**Darren_Moreniche** · 11-07-08

B2B can work, we get many leads for a design company - Soula.com , through MoreNiche.

**Bruce Clayton** · 11-07-08

Originally Posted by Darren_Moreniche

B2B can work, we get many leads for a design company - Soula.com , through MoreNiche.

I would have to contend that "working" should be seen in a couple of contexts. Firstly there is rarely a programme that starts without some form of expectation of performance and in my experience that is almost always conditioned by case studies of B2C campaigns and as such B2B results seem tame in comparison.

Secondly - leads are ok, provided they meet the quality threshold that the merchant expects. I have yet to see to see a B2B leads based programme that hasn't in some way required revision along the way if it hasn't had amazingly strict validation criteria or a massively qualified questionnaire in place in order to ensure that they achieve what they want - which causes understandible obstacles to delivering big numbers.

As I say, I see results, I see that things are developing, but I would have to say that B2B remains someway from the bigtime in terms of delivering for merchants, networks and affiliates alike.

**zaggernaut** · 13-07-08

HI Guys,
I think the thread starter, Mark, was last active on this thread in Feb 06. I have sort of re-ignited the topic, so I am still keen to engage in B2B affiliate marketing debate.
I have read with interest the replies from the guys from ROEYE, Existem,Affiliate Window and Webgains.
Firstly, my point about risk-management, when it comes to B2B affiliate program, shifts towards the merchant, i.e. merchant has to be able to cut down the larger share of risk. Hence, when we wanted to roll out our affiliate program for our B2B site, Affiliate Window wanted 5k set up fee, towards 'integration, training, and risk management' side of the program.
Shareasale didn't see that there is much they can do within our industry, and TD thought we do not have enough potential to grow with them. You can rea between the lines, why its easier to say no rather that take unforeseen risk.