Brand-to-brand partnerships constitute the coming together of two brands in a specific campaign with one of the below objectives:
- To monetise your existing audience and push your users towards another brand to convert
- To leverage another brand’s audience in order to promote yourself and attract new customers
- To combine both – monetisation and new customer acquisition.
At Silverbean, we’ve developed a progression model which highlights the strategic journey a brand will typically go on when maturing an affiliate and partner marketing programme.
Traditional affiliate recruitment is typically the basic starting point for most brands, developing into working with content and influencer partners on a CPA basis, then fixed fee placements. Brand partnerships – and brand-to-brand partnerships – sit at the market leader and world-class global end of the scale.
Over the last 24 months, team Silverbean has worked on many brand to brand campaigns. We’ve taken the learnings from working with industry-leading clients, and adapted them to create a process for us to work from internally – and also to share with the wider industry. For us, the goal is not to push brands towards a certain way of working, but to educate the industry on a process that works incredibly well.
More and more brands are now looking to delve into brand to brand marketing and drive the incredible results we’re seeing market leaders achieve.