The challenges and opportunity within the B2B affiliate space
While the proverbial B2C affiliate marketing bubble shows no signs of bursting in Australia, the B2B space, in contrast, shows a derelict wasteland of opportunity, presenting a huge opening for established publishers within the channel to expand their offering and tap into what is currently a neglected audience. Callum Wingrave, co-founder of CAm, explains more.
According to ASBFEO, the number of registered businesses In Australia stands at just over 2.6m, with 97% of those classified as small businesses. If you overlay this audience pool against a specific demographic, e.g. students >18 of which 1.6 million enrolled in higher education in 2023, you can see the stark size of a potential subset of Australians currently starved of informative content, deals and benefits derived from affiliate marketers. Naturally the dearth of suitable B2B options is presenting a major challenge to a lot brands, knowing there’s a huge audience that are there to be marketed to, but without anywhere near the level of partnership choice in comparison with the B2C space.
But why have we not seen the B2B space at least mature, even if not at the same rate as D2C and what are the problems brands are facing as a result?
