This week on the Affiliate Marketing Podcast, Lee-Ann interviews Marthe Berlin, the Regional Vice President of Publisher Development at Impact.com. They discuss Marthe’s journey in affiliate marketing and the importance of program segmentation. They also talk about the challenges of scaling affiliate programs and share tips for successful outreach and partnership building.
Talking points include:
- The future of affiliate partnerships
- The need for a fuller funnel approach
- Building meaningful relationships with partners
Listen in here to this week’s episode of the Affiliate Marketing Podcast…
Consider your timing
Lee-Ann points out, “I think it’s important to mention that, yes, you need to be segmenting your program. Yes, you need to be working with multivariate partners, because they are finding customers in different parts of the user journey and the purchase journey. But it’s also about when and how you need to be contemplating when you actually invite these publishers in and when you look at when they make the most sense for you.
“What do you think as a brand, a good fit for an affiliate is? What should you look at to say, is this the right affiliate for me, right now?”
Marthe replies, “We often find that publishers can be quite selective with who they want to work with. So, I think maybe as a brand, flipping that on its head and thinking about it from the publisher perspective really, really helps.
“Secondly, the other part I would add to that is actually basically what you just said, but think about exactly what kind of business challenge or what kind of, I guess, problem you’re looking to solve by bringing on that specific partner.”
Secrets of Success
“What are some of the success metrics that you’re having with outreach to partners?” Lee-Ann asks, “Because I know everybody’s going to want to ask you, okay, how do you find affiliates? How do you bring them on board? What’s the secret sauce? So what are some of the things that you do to actually bring partners into the marketplace and establish those relationships with them?”
Marthe advises, “So my team actually has fairly ambitious recruitment goals. We review them on a six-monthly basis and we have a number that we are looking to hit every year in terms of bringing on new partners, which is a really important KPI for the Publicity Development team. So consistently growing that marketplace. We don’t necessarily just stop at bringing these partners on board.
“We also have fairly ambitious, what we would call, activation goals. So, we are also targeted on supporting the new partners that we bring on, on becoming revenue active for our brands, which means that we always work with the partners that we recruit to connect them with the right brands and get them to become revenue active as soon as they can.
“I guess in terms of how we find these new partners. For us, it’s very much working together with internal and external teams to understand where we should focus. We were in a slightly more straightforward position when we first started recruiting publishers because we had some quite obvious gaps to fill, especially in some of our newer markets. So, it was fairly easy for us to know who to target and how to approach those conversations.”
Why Now?
Lee-Ann asks Marthe, “Why is it so important for brands to consider their segmentation right now? And what are the biggest trends that you’re seeing in the way that programs are developing their mix?”
Marthe says, “I think one of the things we are seeing more and more of is brands really looking for partners outside of what you would consider your traditional affiliate models. So a lot of brands come to us asking specifically around audience fit and looking for partners that either fit their established audiences and knowing who they want to target, knowing who their products or services work very well with.”
Visit the PXA Academy for lots of resources relating to partner segmentation – simply click here.
Listen to find out more about:
- Focus on finding the five that bring results
- Scaling affiliate programs: Challenges and tips
- Strategic approaches to affiliate recruitment
Key segments of this podcast and where you can tune in to go direct:
[08:05] Importance of Program Segmentation
[11:44] Challenges and Tips for Scaling Programs
[29:26] Scoping Partners
Coming up on next week’s episode of The Affiliate Marketing Podcast: Chris Pettit, CEO & Co-Founder of Revving
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