In an increasingly fragmented and saturated digital ecosystem, B2B brands face a paradox. On the one hand, opportunities have never been so plentiful; on the other, the concentration of investment on a few giants (Google and Meta) limits the real reach of campaigns, while driving up costs.
Between the end of third-party cookies, the tightening of the RGPD and the rise of AdBlockers, purely advertising strategies are showing their limits. To maintain growth, marketing departments must diversify their acquisition sources and turn to performance-based models. It is in this context that B2B affiliation is an essential lever: it multiplies points of contact via prescribing partners, while guaranteeing perfect ROI control.
However, integrating affiliation and adapting to the massive arrival of Generative Artificial Intelligence (GEO) requires method. Effinity proposes to move from a logic of “isolated levers” to a global methodology based on 5 universes. Here’s how to redefine your strategy so you don’t miss any opportunities.
Why is the traditional marketing mix changing?
The classic budget allocation model is showing its limitations. Historically, the vast majority of advertising spend has been concentrated on “Search” and “Social” (Google/Meta), even though these platforms represent only a fraction of the time spent online by Internet users.
This imbalance creates major “holes in the racket”:
- The inaccessible audience: between refusal of consent (cookies) and ad blockers, a significant proportion of your target audience never sees your ads.
- The complexity of the B2B path: 57% of the B2B purchasing process takes place autonomously, before any commercial contact.
- The answer engine revolution: prospects no longer just use keywords, they ask AIs complex questions (ChatGPT, Perplexity, Google AI Overviews).
To meet these challenges, it is imperative to adopt a holistic vision that covers all digital touchpoints.
The 5 universes methodology: covering the entire customer journey
This approach makes it possible to identify and activate all available levers, not in isolation, but according to how they affect the user.
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Targeting approach
This approach aims to reach specific profiles, regardless of the site they’re browsing. It’s based on the ability to identify your ideal “Persona”.
- Key levers: targeted emailing, programmatic Display, Native Ads, DOOH (digital signage), and automated prospecting.
- The challenge: exploit First Party Data to bypass the end of third-party cookies and send a personalized message to the right decision-maker at the right time.
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The contextual approach
Here, the aim is not to follow the user, but to position the brand where the relevant information is. It’s a natural “Brand Safety” strategy.
- Strategy: be present on media sites, specialized blogs or thematic newsletters dealing with subjects in line with your solution.
- Benefit: you capture the attention of a prospect who is already monitoring or learning about your sector.
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The SEO approach: from SEO to GEO (impact of AI)
This is the world undergoing the most profound transformation. While traditional SEO (keyword positioning) remains vital, it must now evolve towards GEO (Generative Engine Optimization).
Search engines become “answer engines”. The aim is no longer just to get a click, but to be the source cited by the AI when a user asks a question.
How can you adapt your SEO to the age of AI?
- Optimization for direct answers: structure your content to clearly answer the questions (Who? What? How?). AI favors factual, quantified and well-structured content.
- Authority (E-E-A-T): algorithms favor content signed by recognized experts. Your content must demonstrate undeniable technical expertise to be picked up by the language models.
- Presence on trusted third-party sites: AIs “feed” on high-authority sites (comparators, buying guides, press articles). Being mentioned on these sites increases your chances of appearing in AI-generated summaries.
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The community approach
B2B is all about trust. This approach places your brand at the heart of peer-to-peer exchanges.
- Key levers: B2B influence (opinion leaders on LinkedIn), B2B content creators, specialized forums, private groups.
- Strategy: get trusted third parties talking about your brand. Peer recommendations often carry more weight than corporate advertising.
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The brand-to-brand approach
Still under-exploited, “Brand-to-Brand” consists in creating strategic alliances with other non-competing companies sharing the same target.
- The principle: propose your offer via a partner’s channels (and vice versa) in a win-win situation.
- Advantage: you immediately benefit from the partner brand’s trust capital, and gain access to a qualified audience at a lower cost.
Harmonize acquisition to maximize ROI
The mistake would be to treat these 5 universes in silos. Effinity’s methodology is based on synchronization: a Brand-to-Brand action can feed your Targeting, just as your Content strategy (SEO/GEO) can feed your Community approach.
By diversifying your points of contact via these 5 universes, you’re no longer dependent on a single algorithm, and you can ensure a lasting presence throughout the decision-making process, from discovery to signature.
Would you like to audit your current marketing mix and identify your growth opportunities? Our experts are at your disposal to deploy this tailor-made methodology.
