affiliate marketing, clickbank,, saas marketing,

SaaS affiliate marketing

If you are marketing a SaaS product you should totally consider two types of marketing

  1. Channel partners
  2. Affiliate sales

There’s a difference although they can overlap.

A channel partner is a business who has a similar customer base but is selling something different but complementary to yours. They are motivated to sell your SaaS because it enhances their product or service.

Affiliate sales are from businesses who have a similar customer base but is in need of an upsell, a new income stream, or a “way in” to a new customer. And so they promote your SaaS alongside their own business. Frequently these are firms with a good audience or mailing list which they want to monetise.

Affiliate services

There are many businesses offering to run the affiliate sales for you – most handle creating unique URLs and tracking conversions for your affiliate partners. They should also handle the payouts to your affiliates.
Here are several for you to research.
And here’s a How to create an affiliate program guide written by an affiliate marketing platform – Clickbank. A tad self-serving but useful as a checklist.
I attended Traffic And Conversion Summit 2021 and Thomas McMahon of Clickbank did a useful talk on how to recruit affiliates and build a landing page for them. My notes include screen grabs of his talk.

Demand Planning on Inventory Management

As a manufacturer or service provider, your sole responsibility is to ensure that your product and service development is aligned with customer needs and desires. As a result, demand planning and optimization should ensure that marketing and sales are in sync with customer expectations and demand. Once you’ve determined what customers want and which products are in high demand, it’ll be much easier to procure materials on time and optimize your production to reduce lead time.

Any business seeking to increase customer satisfaction must invest heavily in software that assists in tracking sales trends and capturing customer needs. Customer surveys are also critical because they enable you to identify customer interactions with your products and brand, allowing you to reengineer and optimize your production and service delivery.

Customer and Sale Metrics Guide Demand Planning

Once you’ve established some metrics for customer satisfaction with products and services, you’ll be able to determine where and how to adjust the products. Additionally, such knowledge will assist you in optimizing your procurement process and product sourcing in a cost-effective and timely manner.

Consider the following scenario where you anticipate a large volume of products based on historical sales patterns. Analyzing sales patterns can assist you in planning optimal stock quantities, inventory levels, and quarters.

Demand Planning on Inventory Optimisation

The most critical aspect of supply chain management is inventory management. When one speaks of inventory management, they refer to the entire process, from the acquisition of raw materials to the sale of intermediate and finished products.

You can purchase inventory and store it optimally through proper optimization. As a result, demand planning facilitates the efficient management of supply chains. Additionally, demand planning can align high-level and high-volume business planning with demand and product forecasting to reduce inventory costs, shorten lead times, improve service levels, and boost profitability.

Effective inventory management enables a business to obtain the optimal quantity and quality of raw materials with the least disruption to future costs and time to avoid product delivery delays. One of the factors that contribute to delivery delays is a shortage of raw materials, which can occur due to poor planning. Delays in the delivery of products and services can give customers a negative impression of a business, resulting in customer attrition. Therefore, it is critical to maintain an optimal inventory level available for sale in unexpected orders.

Demand Planning in Warehousing

Pay-as-you-go is one of the best on-demand warehousing models promoted by digital payment platforms. Electronic commodity marketplaces and Airbnb exemplify on-demand warehousing. Electronic platforms enable service delivery and product distribution to expand and grow without exposing a business to risks associated with fixed costs.

As a result, demand planning in warehousing is effective in platforms such as e-commerce retailers that face high levels of uncertainty. Through on-demand warehousing, retailers can rent small sections of warehouse space across multiple marketplaces, and we can facilitate simple product and service delivery to customers.

The benefit of on-demand warehousing is that customers only pay for the space they use rather than being locked into a long-term lease. However, one of the drawbacks of this dynamic concept is that market conditions determine pricing and no one is guaranteed a specific spot in the warehouse.



Balancing Direct & OTL marketing

This is a write-up of the B2B Marketing Disrupted event 31st March 2022 hosted by the New Zealand Marketing Association.

The second Marketing Disrupted featured both Account Based Marketing and Breakthrough Brands – the balance of the direct and above the line which all B2B marketers know is a true juggling act – but still within our job description!

Account Based Marketing from scratch

Andrea Clatworthy from Fujitsu UK set out a deep dive case study into how she started an ABM programme. Her honest insights into the realities of changing a longstanding business model were refreshing.

Her definition of ABM is right people, right message, right time and Fujitsu also uses the 3 Rs – Relationships, Reputation and Revenue to further refine the scope of the programme.

This is a strategic approach with sales and marketing working together to open doors and increase engagement with stakeholders in specific identified accounts, with a view to increase Relationships improve Reputation and ultimately generate Revenue.

The triangle of ABM in Fujitsu is based on a top layer of One-to-One ABM using key accounts each with an individually customised account plan. Below this is the One-to-Few layer which is a mix of new and existing accounts, clustered by similarity with modest personalisation in the marketing mix. And at the bottom of the triangle is One-to-Many with a focus on new accounts, broad programmes with light personalisation using technology to enable scale.

The first 18 months were critical to the success of Andrea’s transition – she started with the sales account plan which uses a robust 6-step process which everyone now follows. Back-up resources in a portal with how-to guides, policies and guidelines was a key part of the success. Andrea also outlined how to secure buy-in and her 12 week ABM launch plan slide is worth a careful read.

Building a meaningful brand

Deconstructing what lies behind a well-known brand gives marketers insights – seeing the process which led to the outcome can help you work out how to implement it in your own firm.

James Kyd of Xero ran through 6 traits of breakthrough brands. Each trait has a behaviour allied with it. I found this very useful because it allows you to see if your marketing activities are delivering the behaviours you desire. 

Accountants are a key audience for James, he selected them because they’re a growth driver for Xero software sign ups. His over-riding campaign plan tells stories about accountants. And these get told from the outside-in (case study videos) and also inside-out from within the accounting community (surprise gifts).  

The 6 traits are:- Build from a cult following, Commodity as a status symbol, The rise of the B-corp, Un-capitalism, Open source generosity and Remodelling the category.

A key position for Xero is to advocate on behalf of accountants – doing the things they individually cannot. An annual state of the industry research study is not only good for PR it helps accounting firms to benchmark themselves. The other big pillar of the activation is the Xerocon conference and event. James says this will be back as an in-person event this year. It will continue to celebrate the passion accountants bring to their work and to create memorable experiences for participants. These are two ways Xero connects in person with  its customers.

And isn’t it nice that a brand still does in-person events? 


NZ Tech logo

NZ Tech is our new export story

Many of you know I work with New Zealand Trade and Enterprise. I’ve been doing B2B marketing digital implementation coaching projects with businesses who export.

I am delighted to find that Technology is now a sizeable export sector for the NZ economy. The razzamatazz launch was last week, but the reality is in front of me daily.

Local investment

Startups are getting funded – overseas money and home-grown angel groups are active, growing and increasing in sophistication.

early stage company, startup investing, innovation leader, NZ innovation

Both these numbers speak to the aggregate – I see the specifics in my clients. Innovation continues as firms prove the concept locally and quickly look overseas for expansion. I think lockdown and covid has accelerated this trend – many don’t wait for the full MVP  at home nowadays.

Sustainability matters alongside growth

Investors do care about the medium term future – who wants an investment to fall off because of climate change? The ‘clean, green NZ’ banner may not be as universal, but we are still incorporating those principles into the businesses which get launched from a New Zealand base. New Zealand, sustainable competitiveness, capital investment growth


In summary, I’m delighted that these stats are proving what I see on the ground. If you are exporting, or an overseas reader of this blog – take a look at what NZ tech firms can offer your business. You never know, we could end up working together!

delete profile, crm for B2B

Unsubscribing and deleting databases

Have you checked you whether your CRM allows users to completely remove themselves from your records?

I find this a frustrating issue as a marketer.

I want to know that you once had a relationship with us; but I respect your choices (and privacy legislation).

A Pleasant Surprise

When I received a notification that “You haven’t logged i for a while, would you re-verify your email address?”.

I hastened to click through and was delighted to find the option to completely delete my profile from their site.

delete profile, crm for B2B

Does your CRM allow customers to delete their profile?

CRM advantages for Marketers

Despite the irritation this causes me (I have a genuine desire at all times to know the “universe” of possible customers for my business) the outcome has its advantages.

  • I am now focused on real prospects in my CRM database
  • I’m not paying for server space for disinterested customers
  • And the tidying up feels good
  • Plus I can do some profiling for prospects who resemble those who delete themselves

So check for yourself, can customers self-serve and remove their profiles from your site? Have you planned regular database cleaning to keep your CRM up to date?


Resources and additional reading

Should I delete or unsubscribe from the mailing list?

ecommerce, phone black friday deals

The Pros of E-Commerce

Online retailers offer cheaper prices than their brick-and-mortar counterparts because they do not burden overhead costs. They also benefit from lower operational expenses, enabling them to pass savings onto the consumer. Below are some of the benefits of E-Commerce:


E-commerce allows consumers to shop from the comfort of their own homes. There is no need to fight traffic, wait in line, or carry heavy purchases home. Furthermore, online retailers offer a much wider selection of products than traditional stores. Most products and services can be easily purchased online and delivered right to your door.


E-commerce provides consumers with the opportunity to buy many of their favorite items at affordable prices because there are no overhead costs associated with running a physical store. Consumers also avoid paying sales tax on most purchases. You will save gas money since you do not need to drive around town visiting several stores searching for the best deals.

Product Diversity

Consumers can find virtually any product they are looking for online. This includes hard-to-find items and items not typically carried by local stores. In addition, online retailers often have a greater variety of colors and sizes available than traditional stores.

Secure and Safe Transactions

E-commerce transactions are typically very secure. Online retailers use sophisticated security measures to protect their customers’ personal information. Consumers can often feel confident that they are getting a good deal because most online retailers offer a return policy on items they are not satisfied with.

Customer Service

Many online retailers provide excellent customer service. This includes answering customer questions and resolving any complaints promptly. In addition, online retailers often have staff available 24 hours a day to help with customer service issues.

Constant Availability

Products are constantly updated and restocked on e-commerce websites, so consumers can always find the latest products. In addition, online retailers often have sales and coupons which provide additional savings to customers. In contrast, brick and mortar stores typically only offer sales on certain days of the week.

Convenient Return Policies

Many e-Commerce merchants offer very convenient return policies, often with no need to provide a reason for returning an item. This makes shopping online a much less risky proposition. In contrast, traditional stores often require customers to have a receipt to return an item.

Customer Reviews

One of the great advantages of eCommerce is the ability to read customer reviews before making a purchase. This allows consumers to make informed decisions about which products to buy. In addition, many online retailers ask customers to provide feedback on the products they purchase. This has enabled CEO Patrick James to learn what customers like and dislike about their products or services.

Increased Reach

With e-Commerce, businesses can sell to customers all over the world. There is no need to open physical stores in other countries, and you can sell your products online. This increases a business’s potential customer base significantly. E-Commerce is a type of retail retailer that allows buyers to purchase products online through websites or apps. It has revolutionized the retail industry and has increased sales for online retailers.

Delivery Speed

In many cases, e-Commerce purchases can be delivered within a few business days. This is much faster than going to a local store where you must wait several weeks for your order to arrive. Some items may not be available for immediate delivery if they come from a third-party supplier or are customized based on personal preferences.

The convenience of e-commerce makes it attractive to shoppers because it allows people to shop from home. Consumers benefit from the cost savings, variety, and product diversity that e-commerce provides. E-commerce merchants also benefit from lower operational expenses, which enable them to pass savings onto the consumer.


Related articles

privacy act 2020, NZ marketing association, B2B marketing,

Direct Marketing Best Practice Guidelines

Published by the Marketing Association (New Zealand). Download the full Direct Marketing Best Practice Guidelines.

Good advice here for:

  1. Legal collection of personal information (13 Principles)
  2. Storage and security of data
  3. Access and disclosure
  4. Maintenance of data
  5. Removal / suppression of names from databases
  6. Data selection tips (list brokers)
  7. Data warranty register

privacy act 2020, NZ marketing association, B2B marketing,

SEO copywriting, keyword check

Website copy testing for SEO

I hired a copywriter to do the website home page – but how will I know if what they wrote WORKS?

Great question – I got this from a customer who did not hire me… but had the savvy to ask the right question. It looks nice but is the website home page copy doing its job? Bringing inbound traffic, showing up in SEO, right keywords and key phrases.

Testing web copy

After the copy has been published on your website leave it in place for a week so that the search engine spiders can crawl the site and index it fully.
Then do a test to see how you are performing.

Natural Search Copywriting

I will show you how to find out if what they wrote is showing up in natural search with the right keywords.
[Getting Google to show your website when someone searches online is a sign of GREAT copywriting.]
Go to this website, put in your URL and look at the results.  This client has 17 keywords and 0 visitor traffic. (It’s a new website so I’m not concerned about traffic volumes right now).
  1. Are these the right keywords for [your business]?
  2. Check the visitor traffic from New Zealand (it defaults to USA)
  3. What keywords are you showing up for? Do they look sort-of right?
  4. Check the search difficulty (right hand column) the lower the number the easier it is for you to compete for it

What next?

Your copywriters job is complete if the keywords match your business products and services – the type of search phrases you would expect someone to use when looking for a business like yours.

Now hand over to the marketing team – they will work out how to get website visitor numbers UP, how to start conversations with prospective customers and how to get customers to return and buy from you over and over again. [Inbound marketing; outbound marketing; loyalty repeat customer marketing; testimonials.]

Website traffic and Key word count

SEO copywriting, keyword check