#222: How This Startup Beat Big Brands - B2B2C Marketing Strategy - Alex Bedwani from PetsOnMe

If you're competing against companies with massive marketing budgets, paid ads alone won’t win.In this episode of The B2B Playbook, we sit down with Alex Bedwani, founder of PetsOnMe, to unpack how he built growth using a B2B2C marketing strategy instead of competing head-to-head in B2C channels.In industries like insurance, the biggest brands dominate paid channels. They can outspend you on ads, outbid you on keywords, and convert better because people already trust them.So Alex took a different path.Instead of competing directly, he built partnerships with associations and corporations to distribute pet insurance to their employees and members.We break down exactly how the B2B2C strategy works, how to land partnerships, and how to activate them so they actually generate revenue.Tune in and learn:+ Why competing head-on in B2C markets is often a losing game+ How to use partnerships as a distribution channel+ The activation tactics that turn partnerships into real revenueIf you're a founder or marketer trying to grow in a competitive category, this episode will change how you think about distribution.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Small Brands Lose in Paid Acquisition00:35 Competing Against Big Insurance Brands02:00 Why Alex Started PetsOnMe03:30 The Hidden Monopoly in Pet Insurance05:30 Why B2C Marketing Was Impossible to Win07:00 The Real Cost Advantage Big Brands Have09:00 The Pivot: Discovering the B2B2C Marketing Strategy10:00 What B2B2C Looks Like in Practice12:50 Turning Pet Insurance Into an Employee Benefit15:00 Finding the Right Corporate Partners17:00 Why Signing the Partnership Is Only 10% of the Work19:00 The Key to Getting HR Managers Interested20:50 The Fitness First Example of B2B2C Growth22:00 How to Stay Top of Mind With Corporate Partners24:00 The 3-Way Win That Makes B2B2C Work26:00 The Due Diligence Corporates Will Do On You28:00 Activating Members After the Partnership Is Signed29:00 Creative Activation: The Cutest Dog Competition31:00 Why Data Is Harder in B2B2C Partnerships33:00 Using Events and Talks to Drive Signups35:00 Why Face-to-Face Still Converts Best36:30 Personalised Marketing That Converts39:00 Managing 70+ Partnerships Without Chaos40:00 When to Kill a Partnership Quickly42:00 The Most Important Rule in B2B2C Partnerships-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E222 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #demandgeneration #b2b2c #partnerships