B2B partnerships are critical for success in the U.S. travel industry, but challenges like market consolidation, operational inefficiencies, and a crowded tech ecosystem make acquiring partners complex. Here’s how targeted campaigns and AI-driven strategies can help:
- Key Challenges: Dominance of major players in airlines and lodging sectors, manual processes, and compliance issues drive costs and inefficiencies.
- Targeted Campaigns: Personalization through data insights and multi-channel outreach (email, LinkedIn, demos) improves engagement and conversion rates.
- AI Tools: Automate lead generation, personalize messaging, and track campaign performance to save time and increase ROI.
- Trends to Watch: Demand for personalized travel, flexible booking policies, and sustainability goals are reshaping partnerships.
- Compliance: Follow U.S. laws like CAN-SPAM and CCPA to avoid fines and build trust.
With tools like Closely, travel companies can streamline outreach, enrich data, and create tailored campaigns to win over partners in a competitive market.
Inside Expedia’s B2B engine, powering 60,000+ travel partnerships (WiT Studio)
U.S. Travel B2B Market Overview
The U.S. travel B2B market thrives on a web of interconnected decision-makers who oversee significant travel budgets. To build successful partnerships, it’s essential to understand these buyers and their purchasing behaviors.
Key Buyers and How They Make Decisions
B2B travel buyers in the U.S. generally fall into three main groups:
- Corporate travel managers: These professionals, often titled Travel Program Manager or Corporate Travel Director, manage corporate travel budgets and policies. They represent a significant portion of the market.
- Travel agencies and Travel Management Companies (TMCs): Acting as intermediaries, these organizations handle bookings for both corporate and leisure clients. Their priorities often include technology integration, competitive commission structures, and reliable service.
- Tour operators and destination management companies: These businesses design and package travel experiences. Their decision-makers, such as product managers and operations directors, focus on factors like inventory availability, competitive pricing, and smooth booking systems.
The decision-making process in this space is far from simple. Research indicates that 79% of B2B purchasing decisions involve several stakeholders [1]. Finance teams review costs, IT departments evaluate system compatibility, and end-users provide feedback. Additionally, these buyers are increasingly research-focused – 45% spend more time researching purchases and consulting multiple sources, while 41% frequently adjust their timelines based on changing needs [1]. Personalized communication is also key, with 72% of buyers responding more positively to tailored outreach [1].
These dynamics are shaping how partnerships are formed and maintained in the travel industry.
Current Trends in U.S. Travel B2B Partnerships
The travel industry is undergoing significant changes, driven by technology, shifting consumer preferences, and broader societal trends.
- Digital transformation: Technology, especially AI, is revolutionizing customer service, operational efficiency, and predictive maintenance [3]. This shift aligns with the growing demand for "connected trips" [3], where partnerships aim to create seamless, end-to-end travel experiences.
- Sustainability: Environmental considerations are taking center stage, with 83% of global travelers emphasizing the importance of sustainable travel [4]. B2B buyers now seek partners who can support their environmental goals and provide clear reporting on carbon emissions.
- Subscription models and flexibility: Subscription-based services are gaining popularity, with 75% of travelers expressing interest in a single service that bundles various travel needs [2]. Flexibility has also become a priority, with buyers favoring partners who offer easy booking modifications, transparent pricing, and flexible policies over traditional loyalty programs [2].
- Personalization through data: The demand for personalized travel experiences is growing, especially among younger travelers. Online travel content consumption has surged by 62%, with the largest increase among those aged 26-32 [2]. This trend underscores the need for digital engagement throughout the customer journey.
In the corporate travel sector, businesses are adapting to new booking behaviors and policy changes. Catherine Logan, regional SVP at the Global Business Travel Association, notes that business travel is shifting toward "more productive, personalized, and responsible travel" that delivers measurable value [5].
Looking ahead, domestic travel is expected to account for 70% of U.S. travel spending by 2030 [4], creating opportunities for regional companies to collaborate with national players. Additionally, the medical tourism sector is emerging as a notable growth area, with projections estimating it will reach $182 billion by 2025 [4].
These trends highlight a dynamic landscape filled with challenges and opportunities for B2B partnerships in the travel industry.
Partner Acquisition Strategies Using Targeted Campaigns
Tackling the challenges of the U.S. travel market, successful partnerships in the travel industry now thrive on AI-driven campaigns. These campaigns leverage data insights and multi-channel strategies to pinpoint, engage, and convert potential partners.
AI-Powered Multi-Channel Outreach
Reaching prospects through multiple touchpoints is the backbone of effective partner acquisition. Businesses using multi-channel outreach achieve conversion rates that are three times higher than single-channel efforts, with engagement rates climbing to nearly 19% when using three or more channels [6].
AI takes this strategy to the next level by automating the identification of leads, scoring their likelihood to convert, and personalizing outreach across platforms like LinkedIn, email, and direct messaging. It employs predictive analytics to fine-tune the entire sales process [6].
For instance, Lumen has implemented Microsoft Copilot to cut sales preparation time from four hours to just 15 minutes per seller, saving an estimated $50 million annually [6]. This efficiency allows sales teams to dedicate more time to relationship-building.
AI tools also streamline research by identifying potential partners, pinpointing decision-makers, and crafting tailored outreach based on behavioral indicators such as website visits, content downloads, and social media activity.
A standout example is SAP’s social selling program. Starting with just 15 sellers, it expanded to over 3,000 in less than two years. These trained teams generated seven times more pipeline, with representatives being 1.3 times more likely to meet quotas and closing 3.6 times more deals [6].
To ensure compliance with U.S. regulations, like the CAN-SPAM Act, companies must include clear unsubscribe options, accurate sender details, and honest subject lines in all automated communications. AI systems can seamlessly integrate these compliance measures while maintaining the personal touch.
This multi-channel approach fosters deeper, more meaningful engagement.
Personalization at Scale
Generic messages rarely resonate with today’s B2B buyers, especially in the travel sector, where partnerships often involve intricate integrations and substantial investments. Nearly 90% of travelers prefer brands that offer personalized recommendations [7], creating a massive opportunity for targeted partner acquisition. The personalized travel market is expected to hit $447.3 billion by 2030 [7], and McKinsey reports that 78% of consumers are more likely to return to companies that tailor their experiences [8].
Personalization begins with robust data analysis. Travel companies can use a variety of sources, such as website activity, social media interactions, CRM data, and industry publications, to develop detailed profiles of potential partners. This allows for segmentation based on criteria like company size, geographic focus, target customer base, and specific services.
AI-powered recommendation engines analyze this data to identify the most promising partnership opportunities and create messaging that aligns with each prospect’s business goals. For example, a corporate travel management company might receive outreach emphasizing cost savings and compliance, while a tour operator might see messaging focused on inventory access and booking integration.
Fareboom.com exemplifies this strategy by working with data science experts to develop a personalization engine that tracks user behavior and delivers tailored booking suggestions [7].
Dynamic segmentation also allows companies to adapt messaging as prospects’ priorities shift. A prospect initially interested in technology integration may later express concerns about pricing, signaling the need for a messaging pivot.
Adidas provides a compelling example of AI-driven personalization, achieving a 259% increase in average order value for new users within a month and a 35.5% boost in conversion rates for returning users [9]. While this example is from the B2C world, the same principles apply to B2B efforts in the travel industry.
Once personalized messaging is in place, tracking and refining campaign performance becomes the next crucial step.
Tracking and Improving Campaign Performance
Continuous monitoring and optimization are essential for effective partner acquisition campaigns. Businesses that adopt comprehensive tracking systems can identify which messages resonate with specific audience segments and adjust their strategies accordingly.
Key metrics for B2B travel campaigns include response rates across channels, meeting acceptance rates, proposal requests, and partnership conversions. Advanced analytics provide deeper insights, such as how prospects engage with follow-up materials or share information with their teams.
A/B testing is a valuable tool for refining campaigns. By experimenting with different subject lines, message formats, calls-to-action, and delivery times, companies can identify what works best. For example, messaging that highlights technical integration benefits can be tested against messaging that focuses on revenue growth.
Aspen Luxury Concierge illustrates the impact of data-driven strategies, achieving a staggering 9,530% increase in organic traffic through targeted keyword research, local SEO, and mobile optimization [10]. While this example focuses on organic traffic, the principles of optimization apply broadly to travel marketing.
Behavioral tracking and intent monitoring further enhance campaign effectiveness. AI systems can detect signals, such as visits to pricing pages or downloads of partnership materials, that indicate a prospect’s readiness for direct engagement.
For example, companies using B2B Rocket reported identifying 25,000 ideal leads within five months, resulting in a $5 million boost to their revenue pipeline [6]. Regular reviews of campaign performance, both overall and by segment, enable businesses to fine-tune their strategies. This ensures that messaging for corporate travel managers, tour operators, and other groups remains impactful.
The most successful travel companies treat partner acquisition as an evolving process, continually using data to refine their communication strategies and build stronger relationships over time.
Data Enrichment for Better Targeting and Results
Raw contact lists and basic company information often fall short when it comes to successful B2B partner acquisition. That’s where data enrichment steps in, transforming simple records into detailed intelligence that enables precise targeting and boosts conversion rates.
The travel industry, in particular, faces unique challenges in building partnerships. For instance, hotel chains may need insights into a tour operator’s booking trends and seasonal patterns, while corporate travel management companies might focus on businesses with specific compliance needs. Without enriched data, these nuanced opportunities could easily go unnoticed.
Data enrichment enhances existing business data by adding details from external sources, correcting inaccuracies, and filling in the blanks [11]. This process lays the groundwork for creating detailed partner profiles.
Building Complete Partner Profiles
Creating comprehensive partner profiles involves layering different types of information to unlock partnership potential. It starts with firmographic data – details like company size, revenue, and industry classification. In the travel sector, this might include metrics such as the number of locations, employee count, or annual travel expenditures.
Adding behavioral insights takes profiles to the next level. This includes tracking website activity, social media engagement, and past partnership behaviors. For example, a hotel management company could pinpoint tour operators researching new destinations by analyzing their digital activity.
Verification plays a key role too. This involves confirming contact information, updating job titles, and identifying decision-makers – critical steps when navigating complex buying committees.
Geographic data is another essential layer. Understanding a company’s operational reach, target markets, and expansion plans can highlight natural synergies. For instance, a cruise line focusing on corporate incentive programs might prioritize companies with international operations and established employee reward systems.
The enrichment process typically involves three steps: verification to ensure accuracy, supplementation to fill in missing details, and integration to combine data from various sources into a unified dataset [12]. Routine data cleansing removes errors and inconsistencies, ensuring a reliable foundation for deeper analysis.
Adding demographic and psychographic data rounds out the profiles by shedding light on customer preferences and market positioning. For example, a luxury resort might identify corporate travel agencies catering to high-net-worth clients by examining customer demographics and service offerings. Setting clear goals, such as finding partners with complementary customer bases or aligned quality standards, helps guide the enrichment process [12].
Once enriched profiles are complete, they can be seamlessly integrated into campaign strategies for more focused targeting. With the help of AI tools, these profiles can be continuously refined and updated in real-time.
Using AI for Data Enrichment
AI takes data enrichment to the next level by automating the collection, verification, and organization of partner intelligence. Modern AI platforms pull information from public databases, social media, company websites, industry directories, and specialized B2B data providers [13]. This multi-source approach ensures that partner profiles are both comprehensive and reliable.
Contact validation is a key feature, ensuring outreach efforts reach the right decision-makers. By verifying email addresses, phone numbers, and job titles, AI reduces bounce rates and boosts campaign success. This is especially important for travel partnerships, where reaching both technical and business stakeholders is often essential.
AI also provides real-time company intelligence, offering insights into business performance, recent developments, and strategic initiatives. For example, AI can flag companies expanding into new markets or launching new services – opportunities ripe for partnership exploration.
Behavioral data enrichment tracks digital footprints, offering a window into prospect interests and buying intent [13]. This might include identifying companies researching travel technologies, attending industry events, or engaging with relevant content.
Adding market context gives an even broader view. AI tools can analyze industry trends, regulatory changes, and competitive landscapes, helping businesses time their outreach for maximum impact.
AI doesn’t stop there – it uses predictive analytics to forecast partnership potential and the best times to reach out [13]. By identifying patterns like business cycles or expansion phases, AI helps businesses approach potential partners when they’re most likely to be receptive.
Another advantage is that AI keeps data accurate by automatically updating records as information changes [13]. This constant validation ensures partner intelligence remains actionable and up-to-date.
Travel companies leveraging AI-driven enrichment can process thousands of partner profiles simultaneously, freeing up business development teams to focus on building relationships and strategic planning. When integrated with CRM systems and marketing platforms, this automation reduces manual data entry and enables highly personalized campaigns based on enriched data [11]. The result? A streamlined workflow that turns enriched data into effective partner acquisition strategies.
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B2B Partner Acquisition with Closely
Closely provides a streamlined solution for companies looking to scale their B2B partner acquisition efforts. For travel businesses, where building meaningful connections is key, this platform combines LinkedIn automation, email outreach, and AI-driven personalization into one cohesive tool designed to simplify and enhance sales processes.
The platform focuses on automating repetitive tasks like prospecting while ensuring the personal touch needed to build strong partnerships. By leveraging AI, Closely identifies the right prospects and automates tailored outreach, removing the need for manual research.
Features Tailored for U.S. Travel Companies
Closely’s LinkedIn automation is a game-changer for travel businesses aiming to connect with decision-makers at hotel chains, tour operators, and corporate travel firms. It automates tasks like profile visits, connection requests, follow-ups, and messaging, all while using proxies and throttling to replicate human behavior and avoid LinkedIn restrictions [14]. Users have reported a 52% increase in LinkedIn engagement and three times more connections with qualified leads [14].
The platform’s AI-powered personalization takes messaging to the next level by analyzing prospect profiles, company insights, and industry trends. This ensures messages address specific challenges and stay relevant, even as market conditions shift. Real-time data integration makes each message dynamic and meaningful.
With multi-channel campaign management, travel businesses can oversee LinkedIn and email outreach in one place. This unified approach is ideal for targeting buying committees with both technical and business stakeholders. A single inbox captures responses from all channels, ensuring no opportunity slips through the cracks.
Closely also offers lead enrichment, automatically updating prospect data with verified emails, phone numbers, job titles, and other key details [14]. This feature continuously refines targeting accuracy as campaigns progress, making outreach more effective.
Additionally, the platform includes advanced safety features for LinkedIn outreach, such as activity throttling and warm-up modes. These tools protect accounts while maintaining steady engagement, which is especially important for travel companies heavily reliant on LinkedIn for partnerships [14].
"Closely is a powerful tool for anyone looking to enhance their sales engagement. The platform is user-friendly and easy to navigate, making it accessible even for those who are not tech-savvy." – Antonio D., Digital Strategist & Coach [14][15]
Pricing Plans for Travel Companies
Closely offers four pricing tiers to suit businesses of various sizes and outreach needs. Each plan includes white-label options and unlimited email accounts, enabling consistent branding across multiple divisions or properties.
| Plan | Monthly Price | LinkedIn Accounts | Credits | Email/Phone/AI Limits |
|---|---|---|---|---|
| Starter | $49 | 1 | 1,000 | 250 emails / 50 phones / 500 AI personalizations |
| Growth | $127 | 3 | 3,000 | 750 emails / 150 phones / 1,500 AI personalizations |
| Essential | $205 | 5 | 5,000 | 1,250 emails / 250 phones / 2,500 AI personalizations |
| Custom | $350 | 10 | Custom | Custom limitations based on credits |
For travel companies just starting their partner acquisition efforts, the Growth plan at $127/month offers enough capacity to run multiple campaigns. Larger organizations, such as hotel chains or corporate travel firms with dedicated sales teams, often find the Essential plan better suited for their needs.
The credit system adds flexibility, allowing businesses to allocate resources based on priorities. For example, during peak seasons, companies might focus on AI-driven personalization, while at other times, they could emphasize building prospect lists through email verification. This adaptability is particularly helpful in the travel industry, where demand often fluctuates.
Simplifying Daily Workflows
Closely’s unified dashboard simplifies every aspect of outreach. From researching prospects to launching campaigns and managing responses, everything happens in one place. This setup can save travel teams up to 10 hours a week on manual tasks [14].
The platform’s CRM integration ensures seamless synchronization of partnership data with existing sales processes. Through native integrations and webhooks, all interactions are tracked, which is essential for managing long sales cycles and complex negotiations.
Campaign performance tracking provides insights into response rates, engagement levels, and conversion metrics. Travel companies can identify the most effective messaging strategies for different types of partnerships and adjust accordingly. On average, users report a 35% boost in response rates and a 45% increase in pipeline opportunities [14].
For larger teams, team management features help coordinate outreach efforts, maintain consistency, and avoid overlapping prospect outreach. This is crucial when targeting the same contacts for various partnerships, such as group bookings or corporate travel services.
Closely also employs AI-powered sales agents that continuously research leads and generate personalized messages based on recent developments. For travel companies, this means outreach messages can include timely updates, like a prospect’s recent expansion, new services, or industry awards. This capability aligns perfectly with the need for precise targeting and relevant messaging.
Compliance and Best Practices for U.S. Campaigns
When running B2B partner acquisition campaigns in the United States, it’s crucial to follow federal and state regulations. This not only helps you avoid hefty fines but also strengthens trust with potential partners, which is essential in building lasting business relationships.
U.S. Compliance Requirements
At the heart of email marketing compliance in the U.S. lies the CAN-SPAM Act. This federal law governs all commercial emails, including B2B outreach campaigns in industries like travel. Violations can result in fines as high as $53,088 per email [16]. To put that into perspective, in 2021, the FTC fined a spam operation $120 million [19].
To stay compliant:
- Include accurate sender information in every email.
- Provide a clear and visible unsubscribe option.
- Add a valid physical address.
- Promptly honor opt-out requests.
- Keep records of emails and opt-outs for at least 12 months [19].
The California Consumer Privacy Act (CCPA) also comes into play in certain B2B scenarios. While primarily aimed at consumer data, it applies to business contacts when personal information is involved. This means travel businesses must:
- Clearly disclose how data is collected and used.
- Implement security measures to protect personal data.
- Respect requests to access, delete, or clarify how data is being handled [18].
For campaigns targeting European partners or customers, the General Data Protection Regulation (GDPR) is relevant. It requires businesses to have a lawful basis for processing personal data and mandates explicit consent for marketing activities [22].
"Complying with regulations while engaging in sales outreach is not just a legal obligation but also a vital aspect of responsible and successful B2B sales outreach. By following the rules, you can avoid legal troubles, build trust with clients, and maintain a competitive edge in the market." – Intent Amplify® [18]
Additionally, the Federal Trade Commission (FTC) Act prohibits deceptive practices in business communications, including misleading advertising in B2B campaigns [17].
Best Practices for Effective Campaigns
Beyond compliance, following best practices ensures your campaigns are both effective and trustworthy.
Be Transparent
Transparency is key. Travel companies should clearly identify themselves and explain the purpose of their outreach. Whether you’re reaching out to hotel chains, tour operators, or corporate travel managers, be upfront about your services and how your partnership can create mutual benefits.
Secure Explicit Consent
While B2B communications allow for more flexibility than consumer marketing, obtaining clear permission to use business contacts’ information is always a smart move. It not only strengthens your legal standing but also boosts response rates. Document consent, especially for ongoing campaigns [21].
Prioritize Data Security
Protecting sensitive information is non-negotiable. Use encryption and access controls to secure your contact databases, particularly when handling partnership details, booking data, or corporate travel arrangements [21].
Train Your Team
Compliance rules, like those under the CAN-SPAM Act and data privacy laws, change over time. Regular training ensures employees are up to date on proper email formatting, consent requirements, and professional handling of opt-out requests [19].
Develop a Clear Privacy Policy
Your privacy policy should clearly outline how your business collects, uses, and shares prospect data. Make it easy for partners to find and understand. Keep it updated to reflect changes in regulations [20].
Conduct Regular Audits
Routine audits can help you spot compliance gaps before they become problems. Review your campaign processes, data handling practices, and team adherence to protocols. This proactive approach demonstrates your commitment to compliance [20].
"The GDPR and other regulations require companies to make sure users clearly understand why their data is being requested, how it will be used, and what their rights are. This is critical to building trust so that users freely consent and engage with companies." – Adelina Peltea, CMO of Usercentrics [23]
Seek Legal Advice
When in doubt, consult with legal professionals. They can help you navigate complex compliance questions and determine how privacy laws apply to your specific B2B activities. Keep in mind that the definition of "consumer" can vary across regulations, sometimes including business contexts [17].
Coordinate Across Channels
Consistency is essential when using multiple platforms like LinkedIn and email for outreach. Each channel has its own rules and best practices. For instance, LinkedIn automation requires careful attention to connection limits and message frequency to avoid penalties.
In the relationship-driven travel industry, professionalism and trust are non-negotiable. By aligning compliance efforts with operational excellence, travel companies can confidently execute campaigns that not only meet legal standards but also foster long-term partnerships.
Conclusion: Growing B2B Partnerships in U.S. Travel
The U.S. travel industry is a dynamic space where building B2B partnerships requires a well-planned approach. With 54% of travelers planning trips three to six months ahead and the average traveler spending 71 days researching before booking [25], the competition for partnerships is intense.
AI is reshaping how travel companies approach partner acquisition. Businesses leveraging AI for marketing have seen a 25% boost in bookings, thanks to better audience segmentation and targeted campaigns [27]. The key lies in reaching the right prospects with personalized messaging, making AI-driven outreach a game-changer.
A combination of multi-channel outreach and data enrichment strengthens the foundation for acquiring new partners. With 36% of B2B marketers allocating their budgets to lead generation [24], having effective tools becomes non-negotiable. Integrated platforms are proving to be essential in delivering measurable results.
"There’s no B2B marketing without partner engagement. It strengthens relationships and communication. Engaged partners are more likely to understand your brand vision and collaborate with you effectively."
Tools like Closely make advanced automation accessible to travel businesses of all sizes. With features such as data enrichment, verified contact searches, and performance tracking, Closely simplifies processes that often slow down partner acquisition. As travel leaders increasingly adopt AI, future partnerships will rely even more on these advanced solutions.
Looking ahead, 71% of travel leaders believe AI will significantly influence the industry within the next two years [27]. Companies that adopt targeted campaigns and AI-powered tools now will be better positioned to seize opportunities – whether by meeting the demand for sustainable travel or appealing to the 63% of travelers open to exploring detour destinations [26].
Success in B2B travel partnerships isn’t just about offering excellent services; it’s about building the right connections through strategic, data-driven campaigns. By combining AI personalization with targeted outreach, travel companies can create a framework for long-term growth in an industry where relationships are everything.
For those ready to scale their partner acquisition efforts, the solution is clear: embrace AI-powered tools like Closely to automate and personalize outreach while maintaining the human connection that drives meaningful partnerships.
FAQs
How can AI-driven strategies help travel businesses acquire B2B partners more effectively?
AI-powered strategies are reshaping how travel businesses find and connect with B2B partners. With tools that enable personalized outreach and predictive analytics, businesses can sift through massive datasets to pinpoint potential partners that truly align with their goals. This means smarter targeting and a higher chance of forming meaningful connections.
On top of that, AI can automate multichannel campaigns, seamlessly managing communication across platforms like email and LinkedIn. This not only saves time but also boosts engagement, making it easier for businesses to stand out in a crowded market. By embracing these tools, travel companies can simplify the partner acquisition process and form partnerships that deliver real value.
What legal and compliance considerations should I be aware of when running B2B campaigns in the U.S. travel industry?
When running B2B campaigns in the U.S. travel industry, staying compliant with federal, state, and data privacy regulations is a must. Federal requirements, like those enforced by the Federal Trade Commission (FTC), mandate that all advertising is truthful, backed by evidence, and free from misleading claims. Meanwhile, the Department of Transportation (DOT) has its own set of rules specifically for marketing travel services.
On the state level, some jurisdictions impose additional requirements. For instance, travel businesses may need to secure licenses, maintain financial bonds, or meet specific financial security standards, especially if they are selling travel services. Beyond that, data privacy laws like the California Consumer Privacy Act (CCPA) require businesses to be transparent about how they collect and use personal data while honoring consumer rights.
To ensure compliance, focus on keeping your campaigns honest, secure any necessary licenses, and adhere to all applicable federal, state, and data privacy laws.
How does data enrichment make targeted campaigns more effective for acquiring B2B partners?
Data enrichment takes targeted campaigns to the next level by offering deeper insights into potential partners. With enriched data, businesses can define more accurate audience segments and develop personalized messages that truly connect with their prospects. The result? Sharper targeting, increased engagement, and improved conversion rates.
When you know details like a prospect’s preferences, behaviors, and business requirements, it’s easier to create campaigns that feel relevant and meaningful. This not only helps your message cut through the noise in a crowded market but also lays the groundwork for stronger and more enduring B2B partnerships.