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Episode Info

Episode Info:

Josh Lapidus, Manager of Paid Media Strategy and Performance Partnerships at Home Depot, joins us on Outperform to discuss how the concept of “partnerships” has evolved over the last few years and how brands like Home Depot are identifying new types of partnerships, testing campaigns with them and how these types of partners tend to differ from “traditional” affiliate relationships.

Show Notes

  • How the affiliate model has evolved over the past few years in terms of partnerships formats and compensation models.
  • Home Depot’s perspective on affiliate marketing vs partner marketing.
  • Why it’s so important for brands to dedicate time and effort to building quality relationships with partners.
  • Tips for cultivating relationships with new types of partnerships, especially when doing so requires resources and support from other in-house teams.
  • Internal and external challenges that can arise when expanding new types of partnerships.
  • Why the potential of partner marketing is so high and what brands can and should be doing now to grow their partnerships and their definition of what--or who-- a partner is.

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