Influencer and creator partnerships have become a powerful tool for driving real revenue. However, making these programs successful requires strategy, deep relationships, and a clear understanding of key success factors.

In this episode, Fiona Turko (Creator Partnership Lead at Gamma) joins Tyler Calder (CMO at PartnerStack) to explore influencer and creator marketing in B2B. With experience at companies like Zapier and Jobber, Fiona shares her approach to identifying high-value partners, building long-term relationships, and structuring programs that go beyond transactional deals.

You’ll learn:

• The difference between creators, influencers, and ambassadors
• How to structure compensation models that motivate creators
• Why nurturing relationships is critical for a successful creator program

Jump into the conversation:
(00:00) Introducing Fiona Turko
(02:10) Fiona's journey from agency to startups
(05:05) B2C vs B2B in influencer programs
(08:25) Defining creator, influencer, and ambassador
(11:10) Building influencer loyalty at Jobber
(13:30) The importance of nurturing partner relationships
(17:40) Tools for managing influencer and creator programs
(20:45) Always-on vs campaign-based influencer strategies
(23:00) Metrics for measuring influencer success
(26:30) How to handle low-performing partners
(29:40) The role of AI in creator partnerships
(32:15) Onboarding creators efficiently
(34:40) Managing video creation and revisions
(36:50) LinkedIn as an emerging creator platform
(39:00) Hosting in-person events for creator engagement
(42:10) Building long-term creator partnerships

(47:30) The importance of authenticity in influencer marketing

Resources:
Connect with Fiona on LinkedIn: https://www.linkedin.com/in/laurenfionaturko
Gamma website: https://gamma.app/

Affiliate marketing has traditionally been seen as a purely transactional plug-and-play channel in B2B. In reality, it can help shape the discovery process and offer robust data that marketers can’t track anywhere else.

In this episode, Charlie Calabrese (President and CEO at All Inclusive Marketing) chats with Tyler Calder (CMO at PartnerStack) about the real but often misunderstood power behind affiliate marketing. With over two decades of experience in affiliate, Charlie offers a nuanced perspective on what drives successful partner programs. He breaks down what B2B marketers are missing about affiliate, how partners can stay aligned and transparent and the changes that affiliate publishers are seeing in the age of AI.

You’ll learn:

• Why it’s time for B2B marketers to explore affiliate
• Why affiliates deliver more than just the last click
• What partner leaders need to make relationships run smoothly

Jump into the conversation:

(0:00) Introducing Charlie Calabrese

(4:46) How analytics and creativity come together in marketing

(8:11) Seeing affiliate as more than a plug-and-play channel

(11:53) Where affiliate sits in the marketing and sales funnels

(14:34) Opportunities for affiliate in B2B

(18:09) What affiliate agencies are looking for in partners

(19:57) Operationalizing transparency in partnerships

(22:58) The importance of having a joint plan with partners

(25:49) How AI is changing buyer behavior

(27:18) Similarities and differences between AI and SEO

Resources:

Connect with Charlie on LinkedIn: https://www.linkedin.com/in/charliec/ 

Email Charlie here: [email protected]

All Inclusive Marketing website: https://www.allinclusivemarketing.com/ 

Partnerships require more than just a willingness to collaborate. Partner programs that thrive are built on consistent effort, data-driven insights and strong internal alignment across teams.

In this episode, Jason Yarborough (Co-Founder of Arcadia and Head of Partnerships at Knak) joins Tyler Calder (CMO at PartnerStack) to discuss the shift from being partner-curious to partner-committed. Jason has extensive experience in leading partnerships at companies like Drift, Terminus and PFL, and he explains how to create an ecosystem that supports partners from the very start.

He breaks down his Three I’s framework for transforming partner programs into strategic drivers of revenue, urging partner leaders to be prepared before they approach a new prospect and leverage existing relationships to unlock new ones.

You’ll learn:

• How to build a partner program that drives long-term success
• The key factors that separate partner-curious from partner-committed teams
• How early-stage brands can start fruitful partnerships

Jump into the conversation:

(0:00) Introducing Jason Yarborough

(2:45) Why generalists excel in partnership leadership

(4:40) What being partner-curious means

(8:27) Getting leadership buy-in to build a partner program

(10:40) How early-stage brands can start building partnerships

(14:14) The Three I’s framework: Intel

(15:20) The Three I’s framework: Intros

(21:06) Operationalizing partner requests at Drift

(22:58) The Three I’s framework: Influence

(25:14) Ranking partner influence and understanding its impact on deals

(28:17) Differentiating co-sell and co-marketing influence for better outcomes

(30:07) The story behind Arcadia

Resources:

Jason Yarborough’s LinkedIn: https://www.linkedin.com/in/yarby/ 

Knak website: https://knak.com/ 

Arcadia website: https://bearcadia.com/ 

Search is changing as B2B buyers increasingly turn to answer engines such as ChatGPT, Perplexity, and Gemini. Visibility is now about how your brand shows up when AI reaches your buyers first.

In this episode, Guy Yalif (Chief Evangelist at Webflow) joins Tyler Calder (CMO at PartnerStack) to unpack the rise of answer engine optimization (AEO) and why it’s becoming a company-level priority. Guy shares how AEO builds on strong SEO foundations, how AI can reshape brand narratives, and how partnerships and affiliates are playing a growing role in AI visibility. He also offers actionable steps for GTM leaders to stay ahead.

You’ll learn:

• Why AEO is the next evolution of SEO, not a replacement
• How to make good content that answer engines will index
• What teams should measure to understand AEO impact

Jump into the conversation:
 (0:00) Introducing Guy Yalif
 (8:23) The brand risk created by answer engines
 (10:10) Defining AEO, GEO, and AI visibility
 (13:06) How content shifts from keywords to questions
 (16:28) Why freshness and structure matter more than ever
 (18:38) The technical foundations of AEO, from schema to site speed
 (22:20) Authority, earned mentions, and off-site influence
 (25:05) What GTM leaders can do to unlock AI visibility
 (30:11) How to measure AEO success and LLM-driven traffic

 (34:09) AEO is the evolution of SEO

Resources:

Guy Yalif’s LinkedIn: http://linkedin.com/in/gyalif

Webflow website: https://webflow.com/

Partner programs are entering a new era. AI is reshaping go-to-market motions, PRM is shifting toward Partner Revenue Management, and B2B influence is expanding beyond traditional channels. The playbooks that defined the last decade won’t carry teams through 2026.

In this episode, Bryn Jones (CEO at PartnerStack) and Mike Head (CRO at PartnerStack) join Tyler Calder (CMO at PartnerStack) to share their predictions for the year ahead. They dig into how AI will automate parts of the buyer journey, how influencers and content will shape AI visibility, and why teams need to experiment faster as GTM motions blend across PLG, direct, and partner-led strategies.

You’ll learn:

• How AI will reshape GTM workflows and partner discovery
• Why PRM is evolving into Partner Revenue Management
• What partner teams should prioritize as different functions converge

Jump into the conversation:

(0:00) Introducing Bryn Jones and Mike Head

(5:04) Where AI agents can support GTM without replacing roles

(8:28) How organizations should test automation

(11:04) The future of tech sales cycles

(14:42) How AI will reshape partner discovery and co-sell motions

(17:25) PRM’s shift toward Partner Revenue Management

(24:14) How partnerships influence AI visibility and content ranking

(28:30) Shifting compensation models for influencers

(33:23) New growth strategies and trajectories

(37:39) Emerging categories in B2B influencers

(42:34) Shifting from playbooks to first principles

(46:28) Growing GTM motions

(49:02) Building a partner program from scratch in 2026

(52:05) Hot takes and bold predictions

Resources:

Bryn Jones’ LinkedIn: https://www.linkedin.com/in/bryn-jones/

Mike Head’s LinkedIn: https://www.linkedin.com/in/headmike/

PartnerStack website: https://partnerstack.com/

Partnerships can’t rely on hope, handshakes, or high-level alignment. To prove real impact, partner teams need the same discipline, data, and operational rigor found in RevOps.

In this episode, Rob Moyer (Founder of BlueThread.io) chats with Tyler Calder (CMO at PartnerStack) to break down what it means to co-sell with precision. Rob draws on his experience scaling successful partner programs at Microsoft, TD Synnex, and Gong to show how partner teams can orchestrate better collaboration, run tighter processes, and demonstrate exactly where partners create value. He also walks through his six-step framework for executing co-sell motions with clarity and confidence.

You’ll learn:

• Why co-selling works best when partnerships adopt RevOps discipline
• How to map accounts and score opportunities with real math, not guesswork
• What data partner leaders must track to prove value to the C-suite

Jump into the conversation:

(0:00) Introducing Rob Moyer

(4:19) What RevOps means inside a partner program

(6:13) Lessons from a failed first wave of partners at Gong

(7:27) Breaking down orchestration across partner types

(12:24) How to map and validate high-propensity accounts

(15:08) Using math to prioritize the right partners

(17:26) The prioritization exercise and why partner leaders struggle with it

(21:57) What excellent joint planning actually looks like

(24:50) The number that matters in co-sell motions

(27:23) Why regular pipeline meetings matter

(31:34) Raising your org’s channel IQ through field enablement

(38:06) Why tracking attribution matters to the C-suite

(39:46) Signs that your program is under-resourced

(42:20) The future of partner-led growth

Resources:

Rob Moyer’s LinkedIn: https://www.linkedin.com/in/robermo/

BlueThread website: https://www.bluethread.io/ 

Moving fast is a necessity in partnerships, not a luxury. When your headcount is small, expectations are high, and the revenue clock is ticking, there’s pressure for your program to succeed.

In this episode, Cory Snyder (Head of Sales & Partnerships at Outbound Funnel) joins Tyler Calder (CMO at PartnerStack) to share strategies for scaling partner programs faster. Backed by experience overseeing partnerships in companies like Sendoso and Teamwork.com, Cory has built a partner playbook that balances practical planning with ideal impact. He explains how leading and lagging indicators, partner knowledge, and internal sales alignment come together to create data-driven momentum.

You’ll learn:

• Why a fast launch matters more than a perfect one
• How to scale without overcomplicating recruitment
• Why moving quickly doesn’t sacrifice quality

Jump into the conversation:

(0:00) Introducing Cory Snyder

(2:51) Why sales and partnerships should build together

(7:27) How Cory’s sales background shaped his partner mindset

(10:37) The secret to moving partner programs faster

(18:34) Talking partnership margins with leadership

(24:31) Balancing precision and speed in driving partnerships

(28:43) How data informs partner fit and good relationships

(31:53) Optimizing partner recruitment and onboarding

(35:42) How to activate partners when they work with your competitors

(38:37) The future of partnerships, from AI to rev ops

Resources:

Cory Snyder’s LinkedIn: https://www.linkedin.com/in/corysnyder

Outbound Funnel website: https://outboundfunnel.com/

Scaling a partner program takes more than creating incentives and attracting diverse partner types. It relies on strong alignment across the org and day-to-day support from partner ops.

In this episode, Antonio Caridad (Senior Director of Channel Revenue Operations at LogicMonitor) joins Tyler Calder (CMO at PartnerStack) to discuss the integral role of partner operations in modern go-to-market strategies. With experience spanning partner ecosystems and driving operations and strategy, he highlights how partner ops works with cross-functional teams to unlock wins. Antonio also shares how partner program structures are evolving as partnerships become increasingly important in shaping buyer behavior.

You’ll learn:

• The signs that your company needs a dedicated partner ops specialist
• How Ops keeps your partner program running smoothly
• Why partners no longer want to be defined by partner type

Jump into the conversation:
(0:00) Introducing Antonio Caridad
(2:42) How partner ops turns strategy into reality
(4:48) Three signs that your company needs dedicated partner ops support
(7:15) The data that helps you measure partner impact
(10:42) Improving partner experience with ops
(15:23) Convincing leadership to invest more in partnerships
(18:20) How a partner leader can demonstrate their impact on rev ops
(22:39) Building your partner program beyond incentives
(31:08) Why partner program structures are evolving

Resources:

Antonio Caridad's LinkedIn: https://www.linkedin.com/in/antoniocaridad

LogicMonitor website: https://www.logicmonitor.com/

B2B marketers often overlook affiliate partnerships. Without a clear understanding of the value of affiliates, they miss out on different channels for sustainable growth.

In this episode, Ben Meyer (VP of Digital Marketing Services at Cleverbridge) sits down with Tyler Calder (CMO at PartnerStack) to break down effective affiliate strategies in the e-commerce space. Ben draws on nearly 15 years of experience in customer service and digital marketing to show how companies can leverage well-structured referral and affiliate programs, from unlocking new territories to turning customers into “micro sales teams”. He also highlights effective but underutilized affiliate strategies in the age of AI.

You’ll learn:

• How affiliates can help you test and expand to new territories
• What B2B marketing can learn from B2C
• Why you need to nurture relationships with your affiliates

Jump into the conversation:
(0:00) Introducing Ben Meyer

(2:50) Digital marketing insights from customer service

(7:21) An early affiliate marketing model for e-commerce

(10:35) How to introduce new customers to affiliate marketing

(14:04) Using affiliates to expand into new geographies

(17:32) Differentiating affiliates, referrals, and influencers

(20:45) B2C strategies for the B2B marketer

(23:37) The importance of building relationships with affiliates

(25:40) How affiliates can support the entire buyer journey

(28:26) AI’s impact on affiliate marketing

(32:57) The future of affiliates in B2B

Resources:

Ben Meyer's LinkedIn: https://www.linkedin.com/in/ben-meyer-77049b2b/

Cleverbridge website: http://grow.cleverbridge.com/

Affiliate marketing has often been misunderstood in the B2B space. Outdated perceptions and poor execution have kept it from becoming the performance channel it has the potential to be.

In this episode, Tye DeGrange (Founder and CEO of Round Barn Labs) joins Tyler Calder (CMO at PartnerStack) to break down how affiliate and influencer strategy work today. With years of experience across eBay and startups alike, Tye shares how trust, creative testing, and partner-first thinking are helping brands scale through content creators and communities. He also discusses the role AI now plays in affiliate visibility and what B2B companies should be doing to stay ahead.

You’ll learn:

• How affiliate is reshaping B2B go-to-market strategies
• The content pillars you need to unlock for success
• Where AI is influencing partner discovery and content performance

Jump into the conversation:
(0:00) Introducing Tye DeGrange

(3:12) The Cowboy Code and what it teaches about leadership

(4:48) How Round Barn Labs defined its focus

(8:39) Breaking the bad rap of affiliate marketing

(12:20) Traits of high-performing partner ecosystems

(14:50) Why affiliate and influencer are converging

(21:11) Four content pillars for improving AI visibility

(25:50) How to run your own visibility audit

(29:43) Why sentiment and search signals matter in B2B

(33:22) AI-generated content vs. human-powered trust

(37:54) Why creators will lead AI experimentation and growth

Check out Tye’s talk “The Cowboy Code of Marketing: Building Trust in B2B” at PartnerStack’s STACK’D Connect 2025: https://www.youtube.com/watch?v=VpOXLVkzqdA