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By Oleksandr Rohovnin

Whether you’re trying to acquire B2B customers in finance, insurance, real estate, or other high-ticket, complex niches, you don’t have too many options on the table. Aside from relying on organic traffic channels and paid ads, you can buy leads from a lead generator, an affiliate network, or, for bigger and well-established companies, you can launch your own affiliate program.

Any of these options can be viable under certain circumstances. For example, a larger company may not even consider the affiliate network vs. affiliate program debate, but may do both. Purchasing leads from an affiliate network does have undeniable advantages. You get access to dozens of traffic sources, while your network ensures the quality of the leads and calls they deliver.

That said, for large-scale companies, you may want to make sure your affiliate network is sharp across the board, from attribution to tracking to pricing to other factors that determine whether the lead or phone call in question converts into a paying customer on your side. Without a doubt, it’s not just about your sales skills but also how well the lead matches your ICP and how fast and well-timed the delivery is, among many other factors.

So there’s no way around it: You have to research what software your affiliate network uses, including what insights they can share with you so you can continuously zero in on your best affiliate offers, campaigns, partners, and sources. Or, even better, you can run your own affiliate software, but that’s for bigger companies.

It’s no secret that B2B leads are dozens, if not hundreds, of times harder to get, with the complexity increasing as the cost of your product increases. For example, if you’re selling enterprise-grade B2B software that costs dozens of thousands of dollars annually, there will be only so many customers in this market, potentially only a few dozen large-scale companies you can realistically onboard.

So from the perspective of a company buying B2B leads, especially if you’re selling an expensive product, every lead that comes in should be pre-qualified to match your ICP to a T, not just some basic demographics or firmographics.

For example, a lead that ticks every checkbox except that they are a retail consumer who doesn’t represent a company is certainly a mismatched lead that you don’t want to buy. On the other hand, you’d probably like to get your hands on the companies that are using your competitors’ software and try to convince them they’d be better off if they switched to your system.

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