As already mentioned, B2C companies are known to be the main industry benefiting from the power of affiliate marketing, however, this isn’t necessarily the case! Although B2C affiliate marketing is doing great things, it’s important to recognize the value it brings to B2B companies as well. 

We believe that B2B affiliate marketing doesn’t get the attention it should because it’s first of all more untapped, but also because it tends to be the more difficult route to go down. Important to note, that difficulty does not mean to not do it, in fact, the potential earning opportunities with B2B can be way larger, and in turn, be better than B2C anyway! 

Here are some key differentiators between the two: 


Type of purchase // 

In the B2C realm, those making the purchasing decisions are typically individual consumers shopping for personal and household items. These transactions typically involve lower price tags and cater to a wide range of products and services, from clothing and electronics to everyday essentials.

In contrast, B2B consumers typically are businesses and organizations, or individuals who are making decisions on behalf of those stakeholders. These decisions often entail significantly larger investments, commonly referred to as high-ticket purchases. 

Level of personalization // 

B2C consumers typically don’t require a highly personalized and hands-on experience. While personalization remains important, it often involves catering to individual preferences and providing a seamless shopping experience. B2C customers seek convenience, hassle-free transactions, and content that resonates with their immediate needs and desires. 

On the other hand, businesses seeking B2B solutions often require a highly personalized experience. They want to understand precisely how a product or service will meet their specific needs and contribute to their success. B2B decision-makers expect hands-on experiences throughout the entire sales funnel. This necessitates a more extensive lead nurturing process, involving personal engagement, tailored content, and in-depth discussions. Patience is a virtue in B2B affiliate marketing, as decision-makers often require time to evaluate options, seek feedback, and gain the confidence needed to commit to a purchase.

Decision-making process //

In the B2C sphere, purchasing decisions are often characterized by emotional impulses and shorter sales cycles. Consumers, driven by personal desires or immediate needs, are more inclined to make quick purchasing decisions. B2C affiliates tend to leverage persuasive content, user reviews, and limited-time offers to capitalize on these emotional triggers. The focus here is on capturing attention, creating desire, and prompting action swiftly.

Conversely, B2B purchase decisions follow a more methodical and data-driven path. Businesses typically engage in comprehensive research, comparing various solutions, and assessing long-term benefits and ROI implications. B2B affiliates play a crucial role in this process by providing in-depth information, case studies, and data-backed insights to guide businesses' decision-making. The sales cycles in B2B are often more protracted, involving multiple stakeholders and a meticulous evaluation of options.

Stakeholders //  

In the B2C landscape, the primary focus is on individual consumers. Typically, there is one primary buyer—the end consumer. Decisions revolve around personal preferences, desires, and needs. 

In sharp contrast, B2B transactions involve multiple stakeholders, often representing a business entity. These stakeholders can include decision-makers, department heads, procurement officers, and sometimes end-users within the organization. The decision-making process in B2B is collaborative and entails a thorough evaluation of the product or service's compatibility with the business's operational requirements, budget constraints, and long-term goals.

Target Audience // 

B2C marketing often casts a wide net, addressing a broad audience of individual consumers. This audience seeks solutions to personal needs and wants, ranging from everyday products and services to lifestyle enhancements.

On the other side, B2B marketing typically targets a more niche audience within the business landscape. This audience is driven by the necessity to solve unique and specific business challenges. The focus here is on providing tailored solutions that address the intricacies of a particular industry, sector, or business function.

Pricing and lifetime value //

In B2C, pricing structures typically revolve around lower ticket items that cater to quick, one-time purchases. Consumers often seek immediate gratification, making relatively smaller financial commitments. The lifetime value of a B2C customer may vary, but it tends to be relatively shorter, with occasional repeat purchases or sporadic engagement with the brand.

In contrast, B2B revolves around high-ticket items and services. These purchases often entail substantial financial investments for businesses, reflecting a long-term commitment to address specific operational needs. The lifetime value of a B2B customer tends to be more extensive, as they engage in ongoing relationships and subscriptions, resulting in recurring revenue streams for the brand.

This is why working to develop the right relationships with experienced partners is essential as they understand the complex sales cycle involved. Longer-term relationships with B2B services and their clients mean that the lifetime value (LTV) is often larger and plays a bigger role than in B2C; that means potentially bigger earning opportunities for affiliates!