- TACTIC #1: Reduce/Reorient your product marketing. ACTIONS: Persona-Driven architecture to your website. Clear benefits per product or service (reducing jargon). Reduce analysis paralysis and paradox of choice.
- TACTIC #2: Take a serious look at your pricing. „When purchasing online, B2B buyers rate pricing as the most useful information, followed by technical information and specifications. Product demonstrations are least valued.“ -EMARKETER.COM, B2B END -USER BUYERS ARE HUMAN, TOO
- TACTIC #3: Recharge & streamline your CTA Data-backed personalization. Shorten forms and optimize lead-to-buy process. Syncronize/Streamline your call to action. ACTIONS:
- B2B E-COMMERCE BUYER FACTORS: of B2B buying decisions, include at least 2 decision makers. 70% 50% of B2B companies say personalization is the #1 factor in deciding to move forward with one company over another. According, to „Wholesale Ecommerce Explained: 1 Site, 3X Sales with Automation and Personalization for B2B Online Wholesalers“, by BigCommerce.
- ONLY TWO WAYS TO GROW A PROGRAM. Recruiting new partners. Growing performance from current partners.
- TACTIC #4: Market your program like a product ACTIONS:. Organic rankings: industry term + ”partner programs”. Guest blogging and podcasts. Co-webinars and live events.
- TACTIC #5: Cold Outbound Affiliate Outreach. ACTIONS: Prospecting: • Prioritize one channel at a time (organic, video, etc.) Recruiting: • Pitch Product vs. Affiliate Program • PFP – Personalized Followup Procedure.
- TACTIC #6: Seek non-traditional affiliates (agencies, integrations, etc.) ACTIONS: Whether by channel: email, closed communities, etc. Affiliate-as-a-service companies that perform services and get compensated via performance.
- TACTIC #7: 1-30 day affiliate onboarding improvements. ACTIONS: Affiliate information page improvements. • Livechat • Shorten length of forms (if on non-network)/SSO Personalized emails & touchpoints. Segmenting & Measuring.
- Affiliate Segmentation Example: Affiliate signs up – Segment: Review. After 14 days, Is there less than 10 clicks on affiliate link from affiliate? YES. Send email asking if there is any help needed to put a review together. NO
- TACTIC #8 Double down on your winners & commission rates. Video chat with top partners – once a month. ACTIONS: Run analysis on commission structure per affiliate, at least once a quarter.
- TACTIC #9: MDFs or Co-marketing with certain Publishers. Take a risk on new channels and new ways your partners might want to promote. ACTIONS: Investing in case studies, video testimonials, and other content opportunties with your partners.
- TACTIC #10: Run attractive performance incentives. Beat your best performance bonuses. ACTIONS: Be creative! Sometimes more commissions is not what ALL affiliates seek.