B2B Daily Deals Site Launches with Business Publisher

Business-to-business daily deals platform RapidBuyr launched today, aided by a close partnership with Advance Publications-owned regional business publisher American City Business Journals. RapidBuyr hopes ACBJ’s existing SMB audience and advertiser base will provide it with instant scale, exposing it to both buyers and sellers of daily deals.

Initially, RapidBuyr will establish 40 co-branded sites with ACBJ, one for each of the markets in which the publisher currently operates. ACBJ’s sales force will attempt to sell deal offers to its existing advertisers in those markets, and will also promote the offers to its audiences with the pair sharing the resulting revenue.

“This is the largest effort to date in terms of footprint for a B2B daily deals business,” RapidBuyr CEO Tom Aley told ClickZ. Despite existing B2B platforms already operating in some markets, Aley suggested his company’s partnership with ACBJ gave it an instant advantage in terms of both scale and reach. “We can quickly be in 40 markets without having to have those people on our staff,” he said. “In order to win in this space today, you really have to partner as opposed to going it alone.”

rapidbuyrAlongside offers from local businesses, Aley said, RapidBuyr will also feature a national daily deal, which will be sold by its own 30-odd sales force. ACBJ, meanwhile, currently employs around 400 sales people across 40 locations, including major cities such as Boston, Atlanta, and San Francisco. RapidBuyr’s staff will work with ACBJ’s to advise on which deals are likely to prove most lucrative for all parties.

As well as promotion of its deals by ACBJ, RapidBuyr plans to build subscribers through its own marketing efforts on Facebook, Twitter, and LinkedIn, a search engine marketing campaign, and online display advertising. It also plans to syndicate its deals through additional publisher partners, which will receive a share of any sales they drive to the platform in an affiliate-like arrangement.

Daily deals sites such as Groupon and LivingSocial already have significant scale in the consumer arena, and the former has already begun experimenting with B2B offers. Aley suggests, though, that selling to business marketers is different than selling to B2C players. “It’s one thing sending a college grad into a massage parlor to sell a deal, but B2B is a different sell,” he said, implying the existing local knowledge and experience of ACBJ’s sales teams will better equip it to sell to that type of business.

For RapidBuyr’s national daily deal, Aley said the Concord, MA-based company plans to target major business brands such as Lenovo, HP, and Microsoft. Currently, a 50 percent off deal for online data backup service MozyPro is live on the site. For local offers, Aley suggested brands such as Starbucks and Zipcar might find value for promoting their business offerings, alongside other independent local businesses.

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