Strategic partnerships—when executed properly—are among the most powerful tools for B2B companies to scale and drive revenue growth in today’s competitive landscape. How should B2B companies approach potential affiliate and influencer partners? How can they craft the right messaging and a mutually beneficial offer?

That’s why we’re talking to marketing expert Aya Saad (CEO, Vivian Agency) about how B2B companies can effectively utilize affiliate and influencer programs to propel growth. During our conversation, Aya highlighted what she believes the “untapped opportunities” are for B2B, and outline some of the key do’s and don’ts for successful affiliate and influencer marketing. She also offers some practical advice on how to get buy-in from senior management and talked about the key performance metrics that B2B marketers should focus on.