Webinar Replay: The Consumerization of B2B
FollowThe PMA recently hosted a webinar entitled “The Consumerization of B2B: Winning with Affiliate & Influencer Marketing.” Unlike most of our content, this particular panel was made up of members of various PMA Councils, including Measurements & Insights, Influencer, and Retailers & Merchants. The diversity of council representation demonstrated the way that B2B is now touching many areas of our industry.
The webinar video is also now available for replay (Linkedin and YouTube).
We are thankful to our sponsor for this webinar — Round Barn Labs.
Key Takeaways:
- Top-of-Funnel Value: Thought leaders and creators who provide initial brand introductions are often under-attributed in traditional models. To keep these “openers” motivated, brands should consider flexible compensation plans that reward lead generation or provide flat-fee sponsorships.
- The Power of Perpetuity: One of the strongest levers in B2B is the ability for affiliates to earn commissions in perpetuity or for the lifetime of a customer. This recurring model aligns incentives toward driving high-quality, “sticky” customers who will remain with a service for years.
- Authentic Trust Brokers: Modern B2B buyers, especially Gen Z and Millennials, often make their decisions based on trusted, authentic content before ever speaking to a salesperson. Successful programs leverage “real talk” from influencers on platforms like YouTube, LinkedIn, and Reddit rather than relying on polished corporate white papers.
- Niche Communities over Vanity Metrics: In B2B, the quality of engagement within a specific niche is more valuable than a high follower count. Smaller, micro-influencers who care about their audience at a deep level often achieve higher closing rates than broad-reach partners.
- Strategic Use of Coupons: While some experts advise against coupons in B2B to avoid a “race to the bottom,” they can be used sparingly as a closing tool to justify a purchase. To prevent code scraping and leakage, some brands now use landing pages where discounts are automatically applied rather than displaying public codes.
- Diversified Recruitment: Recruitment should start by identifying the specific “Ideal Customer Persona” (ICP) and following the media they consume. Managers should use AI tools for research but maintain a human element to build genuine relationships in niche communities.
- Flexible Compliance: Balancing brand safety with authenticity requires providing partners with concise “do and don’t” guidelines rather than rigid scripts. Using compliance monitoring tools can help ensure that diverse partners stay within regulatory bounds without stifling their unique voices.
Panelists:
- Stephanie Robbins, Right Side Up
- Tye DeGrange, Round Barn Labs
- Dustin Howes, Affiliate Marketing Concierge
- Stacy Carlson, Automattic
- Tricia Meyer, PMA (Moderator)
Thank you to everyone who participated–our panelists and our viewers who interacted live.
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Tricia Meyer is an attorney and affiliate marketer. She is the founder and owner of Helping Moms Connect as well as the current Executive Director of the Performance Marketing Association. She is the co-owner and primary white wine drinker of the Wine Club Group.
Latest posts by Tricia Meyer (see all)
- PMA Council Spotlight: Coupons and Deals - March 19, 2026
- Webinar Replay: The Consumerization of B2B - March 16, 2026
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