Profitable channel for brands of all sizes
- B2C, B2B
- Affiliate Marketing
- Marketing Agency
- Marketing Strategy, Growth Marketing, Entrepreneurship
Robert Glazer
Acceleration Partners
- Part 1Diversify your marketing portfolio with partnerships
- Part 2Is partnership marketing scalable?
- Part 3 Profitable channel for brands of all sizes
Show Notes
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02:34Making a partnership marketing profitable for publishersYour LTV will help you figure out how much you can afford to offer. Go in with a good offer and leave some room between the rack rate and premium rate. Bonuses can also be offered.
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05:27Benchmarking affiliate partner commission percentagesLook at in-house marketing results and people doing similar programs. Keep in mind that peoples willingness to join your program is determined by the rate youre offering them.
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08:18Maintaining relationships with publishersProvide them with the content, media, and necessary links you want to be published. Maintain trust with publishers by ensuring mistakes and tracking errors are accounted for and corrected quickly.
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10:41Smaller brands and partnership marketingStart with a small group of partners and focus on doing things really well. Get an understanding of what works and doesnt. Only manually approve partners to maintain control of the program.
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11:43What readers can expect from Moving to OutcomesTopics that will be covered include, reasons for the shift in marketing, the state of the auction marketplace, and the need for diversification of marketing portfolios.
Quotes
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"If 12% is the absolute max you can go, I might go out with 10% or 11%. Because, premium publishers like to see above average rates." -Robert Glazer, Founder & COB, Acceleration Partners
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"If you go out with 4% even though you can pay 10%, no one will be willing to put your stuff on their shelf. You need to get on people's shelves and you're there at their risk." -Robert Glazer, Founder & COB, Acceleration Partners
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"When a person is in your program, think about them, not as a customer, but as a partner. And how you can provide them with different ways that they can talk about your product." -Robert Glazer, Founder & COB, Acceleration Partners
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"This is a market where the rate determines whether people take a risk on you. So, if that whole space is 2% competitively, you might not want to go too far above it." -Robert Glazer, Founder & COB, Acceleration Partners
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"There are some great consumer brands that partners wont work with because their partnership team wasnt responsible and trustworthy when there was a mistake or tracking was down." -Robert Glazer, Founder & COB, Acceleration Partners
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"The most important thing a smaller brand can do is just focus on a small group of partners and do a good job with them. Don't try to go for volume and don't auto-approve your program." -Robert Glazer, Founder & COB, Acceleration Partners
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"If you have four or five partners, and they're producing $1000 a month. And you're getting them what they need in an hour a week, that's good leverage." -Robert Glazer, Founder & COB, Acceleration Partners
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"If people don't diversify, they're going to find that when the music stops, they wont have a lot of digital channels that are producing a positive ROI anymore." -Robert Glazer, Founder & COB, Acceleration Partners
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"If we have all of this data and things we're measuring, why are we paying for upstream metrics and not just paying for the outcome that we want?" -Robert Glazer, Founder & COB, Acceleration Partners
- Part 1Diversify your marketing portfolio with partnerships
- Part 2Is partnership marketing scalable?
- Part 3 Profitable 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.
Play Podcast -
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.
