B2B marketers often overlook affiliate partnerships. Without a clear understanding of the value of affiliates, they miss out on different channels for sustainable growth.

In this episode, Ben Meyer (VP of Digital Marketing Services at Cleverbridge) sits down with Tyler Calder (CMO at PartnerStack) to break down effective affiliate strategies in the e-commerce space. Ben draws on nearly 15 years of experience in customer service and digital marketing to show how companies can leverage well-structured referral and affiliate programs, from unlocking new territories to turning customers into “micro sales teams”. He also highlights effective but underutilized affiliate strategies in the age of AI.

You’ll learn:

• How affiliates can help you test and expand to new territories
• What B2B marketing can learn from B2C
• Why you need to nurture relationships with your affiliates

Jump into the conversation:
(0:00) Introducing Ben Meyer

(2:50) Digital marketing insights from customer service

(7:21) An early affiliate marketing model for e-commerce

(10:35) How to introduce new customers to affiliate marketing

(14:04) Using affiliates to expand into new geographies

(17:32) Differentiating affiliates, referrals, and influencers

(20:45) B2C strategies for the B2B marketer

(23:37) The importance of building relationships with affiliates

(25:40) How affiliates can support the entire buyer journey

(28:26) AI’s impact on affiliate marketing

(32:57) The future of affiliates in B2B

Resources:

Ben Meyer's LinkedIn: https://www.linkedin.com/in/ben-meyer-77049b2b/

Cleverbridge website: http://grow.cleverbridge.com/