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Head of Agency and SME Sales- Americas

Oct 16, 2025
LV Theater 8

Affiliate marketing has long been associated with B2C brands, but forward-thinking B2B companies are discovering it as a scalable, performance-driven growth channel. In this session, we’ll explore how affiliate marketing can help B2B organizations reach new audiences, generate qualified leads, and create measurable revenue—without the inefficiencies of traditional advertising.

Attendees will learn how to design, launch, and manage a B2B affiliate program that delivers tangible business results. We’ll examine real-world examples of companies successfully leveraging affiliate partnerships to expand reach and accelerate sales cycles, and we’ll break down the strategies, tools, and KPIs that make these programs work.

Five things to keep in mind when starting a B2B affiliate program:

Quality over volume: Prioritize partners who can deliver targeted, qualified leads—not just traffic.

Educate your partners: B2B products often require more explanation—equip affiliates with content, training, and messaging that resonates.

Adapt your attribution model: Longer sales cycles require flexible tracking windows and multi-touch attribution.

Align incentives with business goals: Consider lead quality, deal size, or lifetime value when structuring payouts.

Integrate with your sales process: Ensure affiliate-sourced leads flow smoothly into your CRM and get the right follow-up from your team.
 

Speakers
Ryan Fitzgerald, Head of Agency and SME Sales - Americas - Awin, Inc.