Scaling a B2B SaaS Technology to grow their Affiliate Marketing Program in new markets (EMEA Regional Focus)

CLIENT OVERVIEW

Our client, a B2B SaaS technology offering remote work solutions sought to expand its affiliate marketing reach within the EMEA region. The goal was to drive high-quality traffic, optimise partner relationships, and increase sales from the EMEA Region.

OBJECTIVE

New Market Penetration
Establish a robust presence in the EMEA region by partnering with regionally relevant affiliates.

Performance Optimisation
Improve profit margin from referred customers through CPA and CPC deal cost reductions.

Improve Partner Activation and Traffic Growth
Reactivate and engage high-value partners to ensure sustained growth in account creation.

STRATEGY AND EXECUTION

Focussed Partner Outreach and New Affiliate Onboarding
We identified 500+ new potential partners and onboarded 48 new activations across Q3 and Q4, including key performance such as TopCashback (DE), NerdWallet (UK), and MoneySuperMarket (UK) where gaps where identified in relevant traffic sources. Collaborations with EMEA-focused networks like Awin and re-targeting partners also helped increase customer acquisition within the first six months.

Optimising Existing Affiliate Partnerships
By segmenting partners by promotion type and location, we personalized communications and optimised ad placements. Competitor analysis enabled adjustments to commissions, SEO, and traffic sources, with UTM and backlink optimisations improving tracking accuracy.

Investigated and implemented Program Cost-Efficiencies
CPA and CPC were reduced by 55% and 64% YoY as we re-negotiated top performing deals to reflect performance bonuses for quality traffic. Enhanced reporting by traffic type and partner-specific tracking boosted both transparency and engagement from partners in the program.

Brand Awareness and Events Engagement
Leveraged events to meet in person with top publishers to increase brand visibility with top EMEA sites like Daily Telegraph and Le Figaro, targeting business and HR

RESULTS

• A 55% decrease in CPA and a 64% reduction in CPC costs by optimising partner placements and focusing on high-converting affiliates.
• Re-activated 24 high performing affiliates
• Added 48 high-quality partners across various sectors, resulting in a diverse and effective affiliate segmented portfolio.
• Improved transparency and data-driven decision-making through advanced tracking and partner segmentation.