Is 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.
About the speaker

Robert Glazer

Acceleration Partners

 - Acceleration Partners

Robert is Founder and Chairman of the Board at Acceleration Partners

Show Notes

  • 03:12
    Scaling partnership marketing
    Partnership marketing is becoming more scalable as a result of software. The three phases include recruiting, activation, and ongoing coaching.
  • 05:36
    Outsourcing affiliate publisher recruitment
    Tools exist that provide assistance with finding publishers. Recruitment can also be outsourced to an agency with a publisher database and access to recruiting software.
  • 07:30
    Global programs and platforms
    Its 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.
  • 09:06
    Economies of scale for large enterprises
    Theres the economy of having one program across multiple brands. But, theres also scale in terms of technology, communication, marketing campaigns, etc.
  • 10:34
    Building a scalable partnership marketing program in
    Its 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.
  • 12:49
    In
    Start 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

  • "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

  • "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

  • "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

  • "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

  • "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

  • "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

About the speaker

Robert Glazer

Acceleration Partners

 - Acceleration Partners

Robert is Founder and Chairman of the Board at Acceleration Partners

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