Vertical integration | Affiliate series part 4 of 5

 

Lead generation through affiliate networks involves multiple touchpoints and we are only scraping the surface. We’re not experts in the subject, but our work helped us understand why certain batches of leads are of low quality.

If this is an area that you excel in and feel like sharing your take, send us a message, disagree and correct us where needed to make sure we get this right.

 

Vertical integration uses multiple channels to acquire traffic, which is routed through various offers and finally directed toward a final conversion event. At a glance:

 

1. Traffic is acquired from diverse sources (paid ads, SEO, social media)
2. Traffic is routed through several offers (gated* content, micro‑offers)
3. Advertiser captures value at each stage
4. After being monetized many times, traffic is directed to a final conversion event

*gated content requires users to submit information to gain access

 

For the affiliate network, vertical integration:

 

Maximizes revenue per visitor

Instead of one endpoint/conversion, multiple events monetize the same user through upgrades (tool downloads), micro conversions (newsletter subscriptions), affiliate offers (guides), cross‑sell/upsell sequences before the final offer.

 

Reducing dependence on a single conversion point

High payouts are due for conversions but the gap between those and the non-converted is big. Reliance on a single endpoint is reduced and income streams diversify but this lowers the chances of higher quality.

 

Improving lead qualification

Progressively engaging a user allows segmentation based on behaviour, filtering high‑intent from low‑intent, tailored messaging based on engagement.

This is important because all the right steps are followed to improve conversion and lower acquisition costs but the lead has already been through a funnel. So conversion falls on the value prop and the teams that communicate it.

 

Data enrichment for better retargeting

Each interaction enriches behavioural data, enabling smarter retargeting and personalization.

 

Downsides for the affiliate include complexity, cost, more work to run the funnel, inflated lists, poor user experience and compliance issues. At the same time, metrics show a higher lifetime value per lead, a better qualification process and stronger data/insights on the user’s journey.

From a sales perspective, there are many leads that don’t convert, that are over‑contacted, many times confused and distrustful*.

 

*Today holding impactful conversations, is more important than selling. You feel like something’s missing in conversations with leads and clients? Check our Growth Programs here! 

 

“I didn’t sign up for this” or similar, is a common response that may originate from vertical integration.

We still hold our value proposition higher than the reason someone registers, while at the same time recognizing the complexity added to the mix.

Would love to hear your thoughts on how important the reason someone registers is, compared to our value prop and whether a conversation is still an option.

 

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allFX-Consult is an industry trainer since 2014. Our corporate trainings power teams across the globe, in an effortless and non-disruptive way in an effort to build, rejuvenate, reskill and upskill participants in our space.

Our 1-on-1 sessions with individuals/professionals, aim to capture the real essence of a lead or client, always according to the company’s value proposition. Exploring a conversation (and to go a step further, having an impactful conversation), doesn’t recognize hot and cold leads. Its the mandate we get as soon as we onboard the role of a brand ambassador and representative.

Contact us to arrange discreet, off-the-grid sessions with us to see how this is possible, and change the way you see leads forever.