I’ve managed partner programs for D2C brands like Drizly, Mizuno, and Ancient Nutrition, as well as B2B companies like Dun & Bradstreet and HungerRush. One thing I’ve learned is that affiliate and referral strategies do not work the same across those two models.
If you try to run a B2B program like it’s just a slower version of a D2C one, you’re going to struggle. The rules are different. The timeline is different. The partner types and compensation structures are different too.
How D2C programs operate
D2C affiliate programs are all about speed, volume, and performance.
You can recruit content affiliates, influencers, and coupon partners. Many are comfortable working on a pure CPA model, and some will promote your offer the same week they join your program. It’s quick to test and quick to optimize.
You can also support partners with seeding, placements, and curated offers to accelerate results. If your conversion funnel is strong and your tracking is clean, D2C affiliate programs can scale fast.
What makes B2B different
B2B programs require a different mindset. Partners need more education and usually have longer sales cycles to work through. These are not impulse-buy conversions. They’re business decisions that often involve multiple stakeholders.
As a result, many B2B partners won’t work on CPA alone. You might need to offer flat fees or hybrid models. You’ll likely work with partners who create longer-form content, host webinars, or produce product comparisons that target niche decision-makers.
In B2B, it’s also common to include referral programs, strategic alliances, or even partner-reseller agreements under the affiliate umbrella. You need more than just links and discount codes. You need alignment, education, and often budget to make it work.
Don’t copy someone else’s playbook
It’s easy to look at what works for other brands and try to replicate it. But if you’re a B2B company copying a D2C affiliate model, you’re going to be frustrated. And if you’re a D2C brand trying to copy the structure of a B2B program, you’ll probably move too slow.
If you’re going to invest in affiliate or partner marketing, make sure you’re building a strategy that fits your model. That includes:
- Choosing the right platforms
- Creating offers partners will actually promote
- Defining success in a way that matches your sales process
Final thought
The channel works best when how your customers buy and how your partners operate are aligned.