From Influencer Trends to Affiliate Programs: The Future of Business Marketing

Affiliate and influencer marketing are no longer just for consumer brands—they're transforming B2B marketing with performance-based models that prioritize trust and authenticity over mass reach. Traditional marketing approaches are converging with new digital strategies as B2B companies recognize the power of micro-influencers and genuine content partnerships.

• COVID-19 accelerated digital transformation across industries, pushing B2B marketing into new territory
• Performance-based affiliate marketing allows companies to pay for actual results rather than potential reach
• B2B companies focus on micro-influencers (10,000-50,000 followers) rather than mega-influencers
• Industry experts with engaged niche audiences generate higher trust and conversion rates
• Expert content like tutorials, webinars, and case studies integrate affiliate links organically
• AI-driven tools help optimize campaigns while respecting increasingly important privacy concerns
• Short-form video content is gaining traction even in traditionally long-form B2B marketing
• Authenticity is essential—start with 3-5 trusted influencers who align with your brand values
• Track performance with clear metrics and continuously nurture affiliate relationships
• Quality partnerships consistently outperform quantity in the B2B space

Stay tuned for the next episode, where we'll explore AI innovations in sales and creative barter marketing strategies shaping the future of B2B.

Chapters

• 0:00 Welcome to Trading Post Podcast
• 19:17 ] Technology and Content Strategies
• 21:41 ] Closing Thoughts and Next Episode

Transcript

Speaker 1: 0:02

Hello and welcome to the Trading Post podcast, where we unlock the secrets of business-to-business trade, dive into powerful networking strategies and share my exciting journey of using a podcast to market my business instead of relying on SEO. I'm your host, trader Stu. Hello everyone and welcome back to the Trading Post with your host, trader Stu, trade Tuesday. Here we are. If you were in the Metro Detroit area yesterday, you would know that it was a true pain to get home. I think we got 3.3 inches in 42 minutes or something like that is what I heard on the radio. 42 minutes or something like that is what I heard on the radio, and I don't think that was the official, but the DJs were saying you know, the people, the geeks that are, the weather folk that have the rain gauges, took measurements and reported that. And it was crazy, dude, my car was basically up to the rims in water and then to get home I had to turn around one time because the fire department blocked off a road, because three cars were hydro-locked and stalled out in the middle of the water and the road and the main road, and then another one, a subdivision. I didn't know how deep the water was and I want to risk it and total my car. It's paid off and I got PLPD on it, so I'm not going to risk it. For you know, wading water for an unknown depth of water and then another one was another main road and I probably could have made it. But I was going into it and it was just getting deeper and deeper and deeper and I was getting up to the bottom of the car and I could feel it and I don't want to, like I already told a truck out one time for water, getting into the car and into the truck, and so I don't want to do that with this car and get the carpeting all wet and get mold and mildew problems in it. So I turned around, took me an hour and a half to get home and that was. It was a rough one. Everything was underwater and I mean there was flash flood warnings, but I get that. But what's wild is that it wasn't even the river. The Clinton River didn't even overflow really as bad as it has before in the past. It was all. The drains for some reason were not draining quickly enough and in my case up in Rochester the drains were going the other way. So the one that I park on is up on a hill actually, and it was erupting like a fountain the parking lot drain, so I had to take a video of it. I've seen that before, but it was in lower areas, not like up on a hill. It was wild anyway. So I didn't see many chemtrails in the sky yesterday. It's funny, my mom just asked me. I didn't see many chemtrails in the sky yesterday. It's funny. My mom just asked me hey, have you seen much chemtrails in the area lately? I haven't, and I did not. And sure enough that next day, the next morning, it rained like crazy. So there must have been some kind of cloud seeding in the area.

Speaker 1: 2:59

I truly think that we're next in the area here for a next flood. I actually went and bought flood insurance. I would suggest you do that. I'm in FEMA flood zone, one which is basically I shouldn't have to worry about it. But lo and behold, yesterday our street did flood, so it doesn't take much more for that water to come up our way up the street a bit more and then flood out our basement or whatever. So for I think it was 700 bucks a year. I have peace of mind knowing that at least I'll get a quarter million dollars for my house. It's not going to take care of everything with today's costs, but it's better than being just out of luck and you know, anyway I digress. I'm probably on some kind of list now, I'm sure, because I mentioned cloud seeding and whatever. I guess we all are. It doesn't matter anymore. But at any rate, I wanted to get into a couple of things today about B2B and B2C. So business to business and business to consumer, and how.

Speaker 1: 3:59

Affiliate and influencer marketing in 2025 for business to business as a continuous, basically a narrative for going into B2C, you know, like the try-ons and my shopping trips and my haul, things like that nature, so let's just get right into it. So the topic that's reshaping the way business to business companies or B2B companies approach marketing and sales. By the way, real quick, sponsored by Michigan Restaurant Festival, I got my 20 tickets, so I'll be giving those away soon and I got those in the mail Pretty exciting. And, of course, metro Trading Association. So anyway, affiliate and influencer marketing was once seen as a playground for consumer brands. It's now making serious waves in the business and business world. As we move further in the 2025, those lines between traditional marketing, influencer partnerships are blurring, opening the exciting new doors for business growth. Over the next 20 minutes or so, we'll explore why affiliate marketing is expanding into B2B.

Speaker 1: 5:05

Like I was saying, affiliate marketing is like the B2C right. So how influencer models are evolving, fits in the space and the role of technology plays and, finally, how you can build an authentic and successful affiliate partnerships for your business. And that's the big thing too, because affiliate partnerships are what people buy from people, right, and in the end. So ai is moving into the tariff, yes, but I think in the end we're a few more years down the line at least where you can capitalize on leveraging ai to hopefully boost you up and maybe get in the windfall of it before it just takes everything out, because I truly think that, well, it's already putting engineers out of business and it took, I think, me.

Speaker 1: 5:51

I might have been in the player of how a company I came from might be trying to utilize AI to use for technical services. Basically, you know, with the job I did every year, I had my top 10 most common tech issues right, and so once you got those nailed, you can talk to anybody about it and you know, look like a genius of how you fixed it, but really all you're doing is repeating the last call that you had, because you know what the next call probably will be. So once you train an AI program about the top 100 most common issues or whatever you know, you got 10 years right there of tech services that you don't need a human to pay for anymore. So, anyway, one thing I always did get complimented of is at least I was an English speaking person when they called tech, because they thought I'd be like in Indonesia or India or something like that and they were ready for a language barrier. But here I am, you know, living in Metro Detroit and helping out, so anyway.

Speaker 1: 6:58

So why is affiliate marketing expanding into B2B? So let's unpack that in marketing of itself. The affiliate marketing expanding into B2B so let's unpack that itself in marketing. And of itself, the affiliate marketing. Many of us recognize that mostly from consumer brands or anyways, where bloggers and influencers promote products for commissions. But the B2B companies, which is affiliate marketing, is becoming a powerful tool for lead generation and customer acquisition. The COVID-19 pandemic accelerated digital transformation across industries and, with more buying decisions happening online, b2b companies had to find innovative ways to reach their prospects. And that's the other thing.

Speaker 1: 7:40

You know, I saw there's a channel I watch not really watch, but it's on my feed and it's a guy that lives in Vegas and I guess he loves Vegas and he has a whole channel dedicated to downtown Las Vegas and he's talking about how nobody's there, no more, and he shows videos and there's nobody in the background. Nobody's in the background on the strip, even on Fremont Street. It's desolate. It looks like a zombie wasteland. It's wild.

Speaker 1: 8:06

I've been to Vegas at least a half dozen times and it was always packed. When I was there. There was always people watching the Bellagio Fountains or what's, the Treasure Island, the pirate fighting, and then the MGM had the volcano and Fremont Street forget about it. You can hardly walk down there, you know. And this guy is showing these videos and there's nobody around. It's wild. And he's talking about how the restaurants are closing and where is everybody at, where everyone go, and he's blaming it on the fees, the resort fees of. They boosted them from 85 bucks to fit from 55 or something like that.

Speaker 1: 8:43

And I don't think so. I think that if you're committed to a trip to las vegas a cruise ship or whatever you're already got money earmarked and thirty dollars difference in a fee isn't gonna make or break you. What's really happening here, I think, is online gambling. Why would I go pay and travel, you know, halfway across the country for putting 50 on black or whatever? Right, I don't. You just don't got to do that anymore. They need a different draw. They buried themselves and are probably making way more money with online gambling than they were, I know, when I was. This is back in 2001, maybe 2002, 2003.

Speaker 1: 9:29

I was online gambling back when it became legal for the first time and it was sponsored. The servers, the loopholes of servers, were in Vegas, so it was legal. I got a lot of wind down and a lot of craps that I played online. I would play for hours from the comfort of my home and my own booze, right, and I had to drive nowhere and I had to stay in hotels and deal with people, and it was just something to go do on a weekend if I didn't want to go out to the nightclubs and spend a bunch of money and get into a bunch of trouble weekend, if I didn't want to go out to the nightclubs and spend a bunch of money and get into a bunch of trouble. So they've dug their own hole, or have they, you know. So that's the thing. I think they're making way more money now because now they're getting a global impact on online gambling and sports betting than the whatever the hotel can fill, basically. Anyways, that's my take on it, and I don't know.

Speaker 1: 10:21

I remember when the internet casinos were happening they're all over Flint and these guys would buy out these old, run-down, dilapidated strip malls and put in these slot machines in there, and they weren't winning money. You were winning gift cards, and that was the loophole. You weren't winning cash. It's not cash, you're not winning cash. We were giving gift cards away, you know, and so that was the loophole for that, but that got taken out. I don't know if that got taken out due to legalities or if just that it didn't work. It wasn't an attractive offer for people to go in and get gift cards instead.

Speaker 1: 10:56

I don't know what happened with that, but back when I was working for ADT Security, I was putting a lot of video cameras and a lot of alarm systems in those places. That was good money, dude. I was making so much money back in. When was that? 08? No, yeah, 08, 09, 010, something like that, or 010. 10. I was working for that small business, adt Security. And let me tell you what, dude. I was back in Flint, michigan, and that was during that recession and people were stealing copper pipes and breaking into businesses and there were the internet casino gambling things happening and the head shops just started to get not, it was hydroponic stores were getting going. It was a good time, dude. Let me tell you what, and I would do all the pot growers' homes and their businesses, their basements. It was wild dude. I saw a lot of cool things. Anyway, I digress.

Speaker 1: 11:52

Companies like Oracle and Asana, for example, implemented affiliate programs that reward partners for driving qualified leads, software trials and demos. What makes affiliate marketing so attractive in B2B is its performance-based nature. Unlike traditional advertising, which requires a big upfront investment, affiliate marketing allows companies to pay for actual results, meaning leads or conversions, so budgets stretch further. It also amplifies reach by tapping into trusted networks outside the usual sales and marketing funnel. Combining affiliate programs with traditional outreach and paid ads creates a multifaceted approach that can drive measurable ROI. So let's talk about the influencers then. Influencer marketing has long been associated with lifestyle and consumer brands, but the B2B space is embracing it with a twist. Been associated with lifestyle and consumer brands, but the b2b space is embracing it with a twist. Instead of mega celebrities, successful b2b companies focus on micro influencers, subject matter experts, consultants and industry thought leaders who have similar but highly engaged audiences.

Speaker 1: 12:53

I would be considered a I guess, a micro influencer. Hopefully, you know, because I don't have a huge following, I don't have 20 25 million subscribers like Blippi does. He's a major influencer and so it'd be like Beast and you know all those guys millions of followers. Micro influencers is the new thing that companies are looking to sponsor because they have a niche market. I think micro influencer let me look that up. What that means means how many is considered a micro influencer. Is it followers, maybe considered a micro influencer? I'm just actually ai-ing this real quick. What does it say? It's generally oh wow, I thought it was less than 1,000 followers, but really in 25, I'm not even a micro-influencer, I'm far from it. So you've got to have between 10,000 to 50,000 followers is considered a micro-influencer In the B2B context, though more broadly, range can extend to 100,000 followers, depending on the platform and niche, because despite their modest follower count, they maintain a highly engaged niche audience and are viewed as authentic and trustworthy voices, for example, in B2B influencer, marketing and micro-influencers are valued for their close connections with specific industries and their ability to influence purchase decisions credibly.

Speaker 1: 14:16

Their engagement rates are significantly higher than those of macro or mega influencers. Jesus, what's the difference between those? Often around three to 8% on platforms like Instagram. Okay, so a lot of Instagram folk are considered micro. So for a B2B podcast or B2B marketing efforts, target influencers with 10 to 50,000 followers is ideal for building authentic and effective affiliate partnerships in 25. And that's because you can tell by having someone with, like, I guess, less than 50,000, they're probably not paying for the click farms. Like then China. They have all those cell phones that auto follow, auto click and auto comment, and it's that's how you get millions of comments or whatever, and likes for a stupid video. That makes no sense at all as to why I would get that much traction. It's because it was sponsored, probably by china. You know what's? Let me do this real quick difference between macro and mega, the difference between macro and mega, the difference between macro and mega. That caught my eye. I have to know. So here we go.

Speaker 1: 15:31

A macro influencer has 100,000 to 1 million followers. They often have a broad reach and recognizable presence in their field or niche. They're ideal for brands looking for scale, company or campaigns that reach a wide audience. Macro influencers offer a balance of authenticity and professional content, but their engagement rates are usually lower. So those of smaller influencers because their audiences are more generally and less tightly connected. The mega influencers are people with over 1 million followers. They include celebrities, well-known internet personalities or viral sensations. Mega influencers offer massive visibility and are best suited for brands hoping to achieve large-scale brand awareness or impact across multiple demographics. However, their engagement rate per follower tends to be lowest and the collaborations often come with much higher fees. While mega influencers can amplify brand exposure quickly, they usually lack the personal connection and niche influence that smaller creators provide.

Speaker 1: 16:33

Okay, so it's like macro or micro, macro, mega. It depends on what you want and what you're trying to achieve. That's cool. I didn't know that. See, we just learned something new together. It's funny. Last week I learned something new as well while I was talking. So it's kind of like learn by doing, and really I mean it's cool because otherwise I would have never gotten into that. For some reason, I just don't never even considered it, or not, that I didn't care, just whatever. The question never came up right. So here we are. Let's do this.

Speaker 1: 17:06

Here, the influencers matter because authenticity and trust are paramount in B2B buying decisions. Buyers want to hear from people who understand their challenges and can offer real insights, not just sales pitches. Brands partnering with experts can create affiliate programs that feel like a cold promotion and more like a genuine recommendation. Content quality and niche authority have become essential. These influencers typically produce deep dive content like tutorials, webinars and case studies and software reviews that resonate with B2B buyers. This approach not only helps positions a brand as a trusted solution provider, but also incorporates affiliate links seamlessly into educational content, which is a win-win. By 2025, we're seeing a convergence where traditional influencer tactics merge with affiliate models. This creates a dynamic ecosystem where expertise driven content can generate leads and sales while building genuine relationships with customers.

Speaker 1: 18:03

So yeah, micro influencer I mean, even though I'm not one yet technically in the realm of followers or downloads. The reason why Michigan Renaissance Festival wanted to sponsor me is because I'm local, right, so they're hitting a local target area. A lot of companies other than big corporate brands or, you know, maybe publicly traded brands, don't care about mega influencer area, because a plumber, let's just say, or even Michigan Renaissance Festival doesn't care about anyone outside of, maybe, ohio. They'll bring people in from ohio, but maybe outside of the great lakes region, right? So who cares about folks in new mexico? It doesn't. I mean, they'll never drive all the way to michigan to go to the michigan ren fest, they just won't. So why pay for that? So they're hitting up these smaller you know, small newspapers, podcasters, things, things like that, and then they'll put ads in there. Makes sense, and all they have to do is exchange tickets for mentions. Genius, why not? I mean, they're making more money by bringing people in the gate anyway, by selling more turkey legs and beer, right? So more people in the gate, the better Content and quality plays a pivotal role in making all this possible.

Speaker 1: 19:17

In technology, ai-driven automation tools, for instance, help optimize affiliate campaigns in real time by analyzing data and adjusting strategies to improve performance. Predictive analytics guide where to focus marketing efforts for best returns. Marketing efforts for best returns. At the same time, privacy regulations and the decline of third-party cookies force marketers to adopt advanced tracking and attribution technologies. These ensure that affiliates are fairly compensated while respecting their user privacy. This is especially important in B2B, where purchase cycles are longer and involve multiple stakeholders. And then another trend is the use of short-form video platforms like TikTok and YouTube Shorts for affiliate content. While traditionally, b2b marketing relied heavily on long-form content, snippets of engaging, quick insights help brands grab attention and direct prospects to more detailed resources. First-party data suggests that, also gaining traction, b2b companies are investing in ways to collect and use their own customer data, building loyalty and personalized experiences without relying on invasive tech tracking. By integrating these technologies, b2b marketers can create more efficient, measurable and compliant affiliate programs that adapt to the modern buyer's expectations.

Speaker 1: 20:33

If you're thinking about launching or refining your own affiliate program in 25, authenticity has to be at the core. Start small by identifying three to five trusted influencers or content creators in your niche. Look for people who value signs of their brand, who are already engaged with the kind of audience you want to reach. Building relationships with these partners is crucial. Engage with their content offerer, support and collaborate on campaigns, ideas that feel natural rather than forced.

Speaker 1: 20:59

Avoid the temptation to cast too wide of a net or use a one-size-fits-all recruitment standard strategy. Those usually lead to generic content that doesn't convert. Track performance closely with clear metrics and commission structures. Use this data to optimize your program. Encourage different types of content, like depth and product reviews and educational webinars, are client success stories, and continuously nurture your affiliates.

Speaker 1: 21:25

Remember, successful B2B affiliate marketing is about quality over quantity, genuine connections and delivering real value to both your partners and customers. So, in closing, to sum it up, affiliate and influencer marketing and B2B is no longer niche strategy. It's becoming mainstream growth driver, powered by trust, authentic voices and smart technology. If you're not exploring how these partnerships can enhance your sales funnel, 2025 is the year to take the plunge. Thank you for joining me today. I hope this gives you fresh ideas on how to build your own affiliate program and tap into the influential voices in your industry. Stay tuned for the next episode, where we'll explore AI, innovations and sales and some creative barter marketing strategies shaping the future of B2B. Until then, whatever you do out there, be good or be good at it.