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Episode Info

Episode Info:

In this episode of the Talking Stack, we clear the air on what modern-day performance marketing looks like. Robert Glazer of Acceleration Partners brings clarity on what makes (and doesn’t make) for good performance marketing as seen through the lens of partner marketing as a methodology. We also look at common partner marketing mistakes and ways to optimize ROI from the methodology. Highlights: Its not the what, it’s the how Robert helps us understand partner partnerships not as a channel, but as a methodology. Though affiliate marketing got a bad rap, this version of transparent, rev-share, intent based, tech-enabled performance partnerships can help mature brands connect with the widest based of prospects via authentic brand partners. And they only pay when it works. What’s not to love? Who needs it? B2B, B-to-SMB, D2C, large, mature brands – everybody that wants to set up an organized network to sell or resell their product, and wants a simple, automated way to setup, track, measure, pay and repeat at scale, in perpetuity, can use this methodology. WHats interesting though is Robert’s take on who shouldn’t be doing it. Rookie Performance Marketing Mistakes 1. Not investing in BD or recruiting affiliates – don’t wait for resellers and partners to come to you, investing in building a strong network of partners 2. Don’t communicate with partners as you would with customers - they are your partners/ channel partners- not customers- they need a whole different communication that helps them sell. 3. Lifecycle nurturing of your partners – it’s not just about the signup but helping them to get as productive as possible as soon as possible and for as long as possible ROI Think about it as a subscription model and the LTV in terms of the repeat value you get from customers gained from this channel. This channel is great for both- acquisition and retention, if done right. Robert tells us how to figure out the unit economics of when this model may be worth it for you (and when to wait.)

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