Welcome to a brand new season of the Affiliate Marketing Podcast.
We are delighted to announce that this season is sponsored by impact.com.
Kicking us off in this season, we begin with an inspiring conversation between Lee-Ann and Robert Glazer, founder and Board Chair of Acceleration Partners.
In this episode, Robert discusses his experience in the affiliate marketing industry over the past few decades.
Talking points include:
- The challenges of running a global remote based Agency.
- The evolution of the affiliate marketing industry – then to now
- The future of affiliate marketing in the current burgeoning digital landscape, and so much more!
This episode deep dives into the importance of affiliate relationships, the impact of AI and modern technology, and the role it plays in the Affiliate Marketing industry today.
Listen in here for all of the insights….
This is still a relationship industry
Lee-Ann asks Robert to share the three biggest things that have stood out for him after working in affiliate marketing for so many years – either the things that have remained the same, or those that have changed fundamentally.
Robert replies, “I think what doesn’t change sometimes is most interesting. What hasn’t changed is that this is a relationship industry. People choose to work with programs and people, sometimes based not on the brand, but on the brand reputation of the affiliate program or the partner program.
“There has been a huge change in the technology used. I think when the SaaS revolution started, it forced everyone to up their game and to get better, and to start thinking about what good services look like and what is good technology like?
“I think the third thing is this sort of globalization of the industry and this convergence of lots of different things into a bigger partnership channel.”
The 80/20 rule
Robert says, “If there’s a principle that is more important in affiliate marketing, it’s the 80/20 rule. 80% of your outcomes will come from 20% of your partners. Therefore, 80% of your partners are only responsible for 20% of the outcome.
“The same rule would also tell you that 20% of your partners, which are probably the ones that aren’t high producing, are responsible for 80% of the aggravation. I think what good affiliate managers realize is you need to execute on a few things well that are really working and to lean into those and not try to boil the ocean.”
Life lessons
Lee-Ann asks, “Now, having built a successful global performance marketing agency, what are some of the biggest lessons that you’ve learned in building Acceleration Partners that you’re willing to share with everybody else?”
Robert shares, “What we’ve learned is, one of my favourite quotes – ‘what the wise man does in the beginning and the fool does at the end’. I think you have to be early on things, when you sense something. We sensed that very early. We went very early with the industry and upset a lot of people in performance partnerships when I said, look, network -based management is a conflict of interest.
“You’ve got to focus on people and leadership. I think, as an agency, as a professional service firm, the people are your product. A lot of people work on the organization and let their product go stale. Maybe more often than not, people are really good at the product, but the organization isn’t good around it. I think, ultimately, you need both of those things to succeed.”
Listen to find out more about:
- The challenges and opportunities in performance marketing
- The paradigm of leaving jobs
- Changing old habits and learning to be excellent
- Why agencies are valuable partners to lean in on
- What’s happening in M&A in the Affilkiate
- Adopting a risk-on mindset for future success
Key segments of this podcast and where you can tune in to go direct:
[08:25] The evolution of affiliate marketing and partnership marketing
[09:20] The impact of technology and relationships in affiliate marketing
[26:13] “No generalization works in this industry”
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AND….
If you’re struggling to launch, scale and grow your affiliate program – join us this year in London at the ELEVATE Summit 2024 – Where Lead Generation and Affiliate Marketing will collide
Taking place for the first time as an in-person event on the 16-17 September in London, take your business to the next level – network with industry experts and grow your business at this informative event built specifically for SME’s , Affiliates, Lead Generators and and Performance Marketers.
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