While affiliate marketing has been around since the early nineties, we are now seeing more and more companies getting smart about their affiliate program management. What exactly does this mean? Brands are taking affiliate marketing seriously as a means of customer acquisition. They are investing more in this strategy; they are spending more time and resources to understand best practices; and most importantly, they are shifting how they manage their campaigns.

When it comes to increasing leads, how can brands ensure their B2B affiliate marketing program is driving pipeline growth? Here are three ways to leverage affiliates in your overall marketing strategy.

Before starting Ambassador in 2009, I founded a company in the affiliate marketing space. I quickly discovered companies were generating millions and millions of dollars through their affiliate channels. It was eye-opening, and since then, I've known that affiliate marketing is a must-have for every business.

My first taste of an affiliate marketing program came with law school and online poker. While not the most common cocktail when it comes to word-of-mouth marketing strategies, I saw the network effect firsthand. I was referring friends to play poker online and making a small amount in affiliate fees. As I continued to share my affiliate links, that small amount doubled, tripled, and eventually grew to be enough to pay off my law school loans, shift my career path, and kick off my journey as an ...

You may have heard the term “relationship marketing” being tossed around recently. Relationship marketing refers to everything you do to develop strong, lifelong relationships with your customers. From influencer programs to referral campaigns to affiliate marketing, relationship marketing builds brand awareness and positions your brand as your customers best option. The most important part of relationship marketing is facilitating two-way conversations with your customers.

If you follow marketing thought leaders or read best practice blogs, you’ve seen the evolving roster of trending ways to spread the word about your business. Beneath every trendy marketing buzzword lies a metric milestone that your company wants to surpass or a barrier that you need to break. But somewhere between the viral headlines and virtual tips, successful companies are digging deep to engage customers and drive revenue.