The AMATO journal
Working notes on building B2B affiliate and partnership programmes properly — the thinking behind the practice.
B2B vs B2C Affiliate Marketing: Why Most Companies Get It Wrong
Affiliate marketing has long been recognised as an effective channel for customer acquisition, yet many organisations assume the same strategies that drive success in consumer markets will naturally translate into business-to-business environments. While the mechanics of affiliate programmes may appear similar, the way businesses evaluate, purchase and build trust is fundamentally different.
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Best practiceBuilding a Partnership Programme That Actually Scales
Many companies launch partnership programmes with high expectations, only to discover months later that most partners remain inactive. The issue is rarely a …
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InsightChoosing the Right Partners Instead of More Partners
Many partnership programmes measure success by the number of signed partners. While rapid recruitment may look impressive on paper, long-term growth is rarel…
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ArticleAttribution in Long B2B Sales Cycles
Measuring the success of a partnership programme is rarely straightforward in B2B environments. Unlike consumer purchases, enterprise buying journeys often s…
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InsightThe Future of B2B Partnership Marketing
Partnership marketing continues to evolve as businesses adapt to changing buyer behaviour, emerging technologies and increasingly complex customer journeys. …
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