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

The B2B Playbook · 2026-03-08 · 47 min

Episode notes

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 revenue If you're a founder or marketer trying to grow in a competitive category, this episode will change how you think about distribution. - Links + CTAs -

More from The B2B Playbook

All episodes →

Explore the best B2B Marketing podcasts →

Listen to this episode All The B2B Playbook episodes →