In this episode, Lee-Ann Johnstone interviews Alexander Feist, Head of Affiliate Marketing at Sage, discussing the rapid growth of B2B affiliate marketing. They explore the importance of building strategic partnerships, the challenges of global program execution, and the need for innovative commission structures. Alexander shares insights on creating a community around affiliate programs and offers valuable tips for affiliate managers. The conversation also touches on future trends in B2B affiliate marketing, emphasising the role of technology, content-driven affiliates, and the significance of human interaction in building successful partnerships.
Talking points include:
- B2B affiliate marketing is rapidly gaining recognition and importance
- Affiliates require resources and support to be successful
- Content-driven affiliates are becoming increasingly influential in B2B marketing
B2B Affiliate Marketing Is Rapidly Gaining Recognition
B2B affiliate marketing is experiencing exponential growth, with Alexander highlighting that “B2B is getting a lot of industry attention at the moment.” This surge in popularity was evident at the ASW show, where Sage’s presentation on B2B affiliate marketing drew a full house. The landscape is evolving as B2B brands increasingly seek strategic, long-term partnerships rather than one-off campaigns. Alexander explains that companies like Sage are “focused on building deeper collaborations with key affiliates who want to be a true partner,” moving away from transactional relationships toward more meaningful engagements. This shift coincides perfectly with the rise of content-driven affiliates, including thought leaders, influencers, niche blogs, and video creators who are becoming increasingly influential in B2B decision-making processes. Check out our recent webinar that includes a graph showing the remarkable growth of B2B affiliate marketing programs.
Affiliates Require Resources and Support to Succeed
One of Alexander’s key insights is that successful B2B affiliate programs must provide comprehensive support to their partners. “Affiliates need resources. They don’t just need a link to promote,” he emphasises, highlighting that partners require content and a thorough understanding of products to be effective. Sage has addressed this by creating a program with “great commissions, strong tracking, partner support, human partner support, [and] good agency partners.” This human-led approach is central to the vision of creating “a very premium, very human and very personalised experience for every affiliate joining our program.” While many B2B brands typically offer conservative commission structures, Sage has taken an aggressive approach, offering up to £100 per sign-up for small business accounting products, with even higher commissions for more complex sales. This strategy acknowledges the long-term value of customers and demonstrates confidence in their product’s ability to retain clients.
Content-Driven Affiliates Are Transforming B2B Marketing
The podcast highlights the transformative role that content-driven affiliates are playing in B2B marketing. Unlike traditional e-commerce programs that rely heavily on review sites and comparison platforms, successful B2B affiliate programs need partners who can engage customers at every touchpoint of their journey. Alexander notes that “Everything that is creating the proper content for our audience is exactly where you need to put your focus on.” This trend is moving beyond simple banner ads toward authentic, user-generated content that resonates with specific audiences. For B2B SaaS companies like Sage, working with “trusted voices” such as accountants, business consultants, and content creators who already understand the pain points of small businesses creates natural, meaningful connections. These partners can address region-specific challenges (like the UK’s Making Tax Digital initiative) in ways that genuinely resonate with potential customers, making them invaluable to comprehensive B2B affiliate strategies. This research article further validates the significant growth we’re seeing in B2B affiliate programs.
Listen to find out more about:
- Building deeper collaborations with affiliates is essential for long-term success
- Understanding regional differences is key to executing a successful global affiliate program
- Events and human interaction are vital for building strong affiliate relationships
Key segments of this podcast and where you can tune in to go direct:
[05:05] The Growth of B2B Affiliate Programs
[11:30] Global Strategies for Local Markets
[26:11] Future Trends in B2B Affiliate Marketing
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