Building a Successful B2B Reseller Program | Donald Mullinax from ArtPix 3D

Kevin Shirley: Pathmonk is the AI for website conversions. With increasing online competition, over 98 percent of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences like case studies, intro videos, and much more.

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Hey everybody, welcome back to the Pathmonk Presents podcast. Today, I’m really excited to speak to our guest. We’ve got Donald over at ArtPix 3D. Donald, how are you doing today?

Donald Mullinax: Doing well. How about yourself?

Kevin: Doing great, thanks for asking. Looking forward to Thanksgiving right around the corner—getting ready to fill up my belly.

Donald: Exactly, can’t wait.

Kevin: Today, I’m really excited to talk about ArtPix 3D and what you guys are doing, especially from a growth and digital marketing perspective. We love to focus on marketing, growth, and all things digital. But before we dive too deep, let’s start with some background. Tell us about your company and what it’s all about.

Donald: Absolutely. First of all, I’m very pleased to be working at ArtPix. I took the position in 2023, and I’m really happy with how things are going.

ArtPix is known for 3D crystals, but we also create personalized gifts and are constantly innovating in that space—pillows, bamboo blocks, acrylic blocks, wine stoppers, USB crystals, you name it. We’re focused on expanding our product range and staying ahead of trends.

As a company, we stand for integrity and loyalty, both with our partners and customers. Our goal is to create an exceptional customer journey on our website, bringing innovation to the forefront and ensuring a seamless experience.

Kevin: Great background. Thanks. And especially good timing with Black Friday, Cyber Monday, and Christmas right around the corner.

Donald: Absolutely.

Kevin: If anyone out there listening needs a gift, check out ArtPix3D.com.

Donald: That’s right.

Kevin: To dive in deeper, let’s talk about your audience. Who typically comes to the ArtPix 3D website? What kind of problems are you solving for them, and what can they expect from their experience with you?

Donald: We serve a broad range of customers, and we take an omnichannel approach to sales. Our direct-to-consumer (DTC) customers come through our website, where we’ve built an intuitive platform that makes ordering simple. They can see 3D previews and customize their products easily.

Our customers range from people looking to memorialize a loved one, to those buying gifts for special occasions, or even just purchasing a decorative piece for their home.

We also have a bulk order channel, where wholesalers can order large quantities at a premium discount. Additionally, we offer a corporate gifting and awards program—companies looking for 100+ custom awards with their logo, for example, can order directly through us.

Lastly, I head up the B2B side, where we’ve launched a free reseller program. We’ve built a SaaS platform for resellers to log into, eliminating common barriers like upfront costs, inventory requirements, and minimum sales quotas. Our partners love it, and we offer free shipping, free engraving, and an innovative tiered discount system. Any business with an EIN, W9, and resale certificate can sign up and start selling.

Kevin: Awesome. Definitely going beyond the typical B2C model—I didn’t realize you had a SaaS platform and partnership opportunities as well.

Donald: Oh yeah.

Kevin: Staying on the topic of marketing and growth, let’s talk about acquisition. What channels have you been focusing on lately? What’s driving the most traffic?

Donald: We utilize all the main channels—social, paid social, organic social, Google, Bing, SEO, PPC, and more. On the B2B side, we’ve also started direct mail campaigns, sending our products to targeted businesses in industries like gift shops, pet shops, and funeral homes to generate consistent revenue.

Social media, particularly Meta, is our strongest performer in terms of paid traffic and conversions. I was brought in to build the lead generation engine for B2B, and we kept it simple—landing pages, targeted campaigns, and refining our strategy. Paid social has been the best-performing channel for us, both in B2B and DTC.

Kevin: Interesting. So Meta is the standout for you?

Donald: Yep. That’s where we’ve seen the most leads and conversions. Google is effective too, but it’s more expensive and requires a more complex strategy.

Kevin: Speaking of driving traffic, let’s talk about your website. What role does it play in your acquisition and conversion strategy?

Donald: A huge role. We’ve built a personalized 3D preview system so customers can see exactly what their product will look like before purchasing. The site is designed to be intuitive—it suggests light bases, add-ons, and makes the ordering process seamless.

Customer journey is something we constantly refine. It’s not just about having a good experience—it’s about continuously improving it.

Kevin: That’s key. We focus a lot on customer journey at PathMonk too, so we might have more to talk about after this call.

Donald: Absolutely.

Kevin: Are there any tools or strategies you recommend for optimizing website conversions?

Donald: Keep it simple. Have a solid tech stack, but don’t get stuck doing the same thing just because it worked once. I used to work at Red Ventures, and one thing our owner always said was, Everything is written in pencil. That mindset has stuck with me.

Be open to new ideas, collaborate with your team, listen to vendors, and always be willing to adapt. Even if it contradicts your own initial plan, making the right decision for the business should always come first.

Kevin: Wise words. That adaptability is crucial.

Donald: Absolutely.

Kevin: Let’s shift gears and talk about you as a marketing leader. What does a typical day look like for you?

Donald: My day is packed with cross-team collaboration—marketing emails, cold outreach, B2B development, partnerships, and product innovation. My calendar is booked out months in advance, but my focus is always on outreach and building relationships.

Kevin: What do you look for in those collaborations?

Donald: Different teams have different perspectives, and understanding their processes helps me do my job better. Cross-team discussions provide insights that help shape marketing strategies in ways I wouldn’t think of alone.

Kevin: That’s so important. When teams work in silos, they develop tunnel vision. Having cross-functional meetings is key to staying agile.

Donald: Agreed. I hold individual meetings as well as full department meetings every week.

Kevin: Love that. Now, let’s wrap up with a rapid-fire round. Short answers only. Ready?

Donald: Let’s go.

Kevin: Last book you read?

Donald: The Thief of Always by Clive Barker.

Kevin: If there were no technology boundaries, what’s one thing you’d fix in marketing today?

Donald: Being able to identify who visited your site, not just their company. It would eliminate cold calls and make outreach more relevant.

Kevin: If you could automate one repetitive task, what would it be?

Donald: A perfect AI cold-calling system—but it would need personality. People buy from people they like.

Kevin: One piece of advice to your younger self?

Donald: Hang in there. Tough times come and go, but persistence pays off.

Kevin: That’s a great note to end on. Donald, thank you so much for joining today. Anyone looking for unique personalized gifts, go check out ArtPix3D.com.

Donald: Absolutely. Thank you! Lots of great things on the site—go check it out.