Is partnership marketing scalable?
- B2C, B2B
- Affiliate Marketing
- Marketing Agency
- Marketing Strategy, Growth Marketing, Entrepreneurship
Robert Glazer
Acceleration Partners
- Part 1Diversify your marketing portfolio with partnerships
- Part 2 Is partnership marketing scalable?
- Part 3Profitable channel for brands of all sizes
Show Notes
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03:12Scaling partnership marketingPartnership marketing is becoming more scalable as a result of software. The three phases include recruiting, activation, and ongoing coaching.
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05:36Outsourcing affiliate publisher recruitmentTools exist that provide assistance with finding publishers. Recruitment can also be outsourced to an agency with a publisher database and access to recruiting software.
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07:30Global programs and platformsIts essential to pick a platform that is global so that expansion into multiple locations doesnt require multiple platforms. Also, find a team that knows how to run a global program.
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09:06Economies of scale for large enterprisesTheres the economy of having one program across multiple brands. But, theres also scale in terms of technology, communication, marketing campaigns, etc.
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10:34Building a scalable partnership marketing program inIts difficult to find the skills needed to manage a program in one person. For success, in-house teams must know the technology, platforms, understand recruiting, engagement, and analytics.
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12:49InStart off with one dedicated person instead of handing it off to someone in SEO or PPC. Ideally, that person should come into the role having prior experience and knowledge.
Quotes
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"The perfect partner manager in your program is a fifth of five different people. Someone who understands data analytics, who's creative, and has business development aspects." -Robert Glazer, Founder & COB, Acceleration Partners
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"I can go on PPC and wipe you out tomorrow with 2 million dollars and bidding higher. I can't do that with 2 million dollars on search." -Robert Glazer, Founder & COB, Acceleration Partners
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"We have 50,000 publishers in our CRM that we've worked with around different programs. And we'll tag them as to what types of campaigns and programs they like." -Robert Glazer, Founder & COB, Acceleration Partners
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"Sometimes a manager and company has a hard time saying, I need $100,000 a year for my affiliate program that I'm starting. This is why people tend to rely on help recruiting." -Robert Glazer, Founder & COB, Acceleration Partners
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"A survey of how many people in the affiliate marketing role are in it for the first time, compared to people running Facebook and PPC budgets, would look dramatically different." -Robert Glazer, Founder & COB, Acceleration Partners
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"If I'm Gap, I want the partner to realize that Gap, Old Navy, and Athleta are all the same brand because Im gonna show up as a much bigger partner to them." -Robert Glazer, Founder & COB, Acceleration Partners
- Part 1Diversify your marketing portfolio with partnerships
- Part 2 Is partnership marketing scalable?
- Part 3Profitable channel for brands of all sizes
Up Next:
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Part 1Diversify your marketing portfolio with partnerships
Robert Glazer, Founder and Chairman of the Board at Acceleration Partners, discusses partnership marketing. When things get tough, the trend is to retreat to paying for outcomes. As marketing budgets continue to get tighter and digital auction prices soar, marketers will need to make some drastic changes to their portfolios. Today, Robert talks about diversifying your marketing portfolio with partnerships.
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Part 2Is partnership marketing scalable?
Robert Glazer, Founder and Chairman of the Board at Acceleration Partners, discusses partnership marketing. When partnership marketing management tasks are handed off to SEOs and PPC persons, they don’t get enough attention. For companies looking to scale these programs successfully, a dedicated individual or team is recommended. Today, Robert talks about how to make partnership marketing scalable.
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Part 3Profitable channel for brands of all sizes
Robert Glazer, Founder and Chairman of the Board at Acceleration Partners, discusses partnership marketing. The performance-based nature of affiliate and partner programs make them inherently low-risk. With the technology available today, businesses at any level can easily set up a profitable affiliate program. Today, Robert talks about making partnership marketing profitable for brands of all sizes.
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