Outperform with Acceleration Partners

Brands hire partner marketing agencies for a variety of reasons, but most all want the same thing—solid performance from their partner program. In this Outperform episode we discuss what’s needed for a strong client-agency relationship and what helps a partner marketing agency drive the best performance for a brand.

Show Notes

• What a brand should do or communicate to their agency even before they become a client.
• How this information can result in better performance once they become a client.
• What a brand should clearly communicate after they become a client and why.
• What a partner marketing agency should be doing to offer the most value to their client.
• Real examples of how the how misalignment and miscommunication can negatively affect performance.

Hear more Outperform podcast episodes at https://www.accelerationpartners.com/resource-center/our-podcasts/

In this Outperform episode we discuss what the term “Partner Marketing” means to most brands, why and how the term is changing and what the future holds for this evolving marketing channel. 

• What is happening that’s shifting brands' perspectives on the term Partner Marketing.
• How the wants and needs of both brands and Performance Partners® are changing.
• Bob and Helen’s perspective on whether Partner Marketing is synonymous with Affiliate Marketing.
• How Partner Marketing is likely to evolve in the coming years and what that will look like.
• Challenges that could arise to slow the evolution of performance-based Partner Marketing.

Hear more Outperform podcast episodes at https://www.accelerationpartners.com/resource-center/our-podcasts/.

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.

Hear more Outperform podcast episodes at https://www.accelerationpartners.com/resource-center/our-podcasts/. 

In this episode we discuss loyalty partners and explore what they do, how they add value to brands and what makes these marketing partners unique.

Show Notes

• What loyalty partners are and do.
• The types of brands that tend to work with loyalty partners.
• How leading brands are leveraging the user data provided by loyalty partners.
• Misconceptions around working with loyalty partners.
• What loyalty partners look for when determining whether to partner with a brand.
• Why it’s not a matter of if you work with loyalty partners but how. 

Tune in to more Outperform podcast episodes at https://www.accelerationpartners.com/resource-center/our-podcasts/.

In this episode, we unpack what CPA means in the world of affiliate marketing and why affiliate partnerships typically result in one of the lowest CPA marketing options for brands.

Show Notes:

• Why the cost per action compensation model is a key differentiator in affiliate marketing.
• Why affiliate programs tends to be a natural next step for younger brands that have been primarily leveraging paid social and paid search marketing to acquire clients and build brand recognition.
• What larger, more establish brands tend to want from their cost per action compensation structures.
• How CPA plays into how larger brands are testing campaigns and strategies with new partnerships as well as optimizing their existing partnerships.
• How a brand’s affiliate team worked with their public relations team to align their influencer marketing campaigns within the affiliate model and pay those influencers on a cost per action basis.
• What makes it possible for brands to know when a compensation-worthy action has been taken and refine that to optimize their partnerships.

Hear more Outperform podcast episodes at https://www.accelerationpartners.com/resource-center/our-podcasts/. 

In this episode of Outperform we discuss return on ad spend (ROAS), its role within affiliate marketing and why affiliate’s CPA model tends to equate to a higher ROAS.

Show Notes:

• Why ROAS has become more of a focus for brands in recent years.
• New partnerships brands are entering into via their affiliate program and how that’s impacting return on ad spend.
• Challenges some brands face when trying to increase their return on ad spend – in their general digital marketing and within their affiliate programs.
• Why ROAS is typically higher with affiliate marketing.
• Insights from a leading direct-to-consumer meal delivery company on why they’re moving the majority of their digital marketing budget to affiliate.
• ROAS misconceptions with affiliate marketing.

Hear more affiliate marketing industry insights on our Outperform podcast at https://www.accelerationpartners.com/resource-center/our-podcasts/. 

In this episode of Outperform we discuss customer lifetime value in affiliate marketing and what brands -- especially those with subscription or reoccurring services -- need to do to effectively maximize that performance element in their affiliate programs.

In this episode you'll learn:

• Why customer lifetime value has increased in importance for most brands.
• How understanding customer lifetime value helps brands get a better return on their ad spend.
• Types of partners brands can work with via their affiliate program to extend their customer lifetime value.
• What brands can do with all the customer lifetime value data they’ve acquired to reinforce and promote desired behaviors from the consumer via their affiliate program.

Hear more Outperform podcast episodes at http://www.accelerationpartners.com/resource-center/our-podcasts/.

On this episode of Outperform, Joelle Hargadine, Senior Account Manager at Acceleration Partners, shares her simple and insightful role categorizations for three different types of client contacts and what each role type needs to get the most out of their affiliate program management agency partnership.

Show Notes

• What the three role categorizations are for different types of client contacts.
• The descriptions and characteristics of each of these three role category types.
• What each role category type needs to get the most out of their affiliate agency partnership.
• Why it’s so important for affiliate client contacts to self-identify what role category they fall into and communicate that to their affiliate agency partner.

Hear more Outperform podcast episodes at http://www.accelerationpartners.com/resource-center/our-podcasts/.

On this episode of Outperform, Acceleration Partners’ Senior Director of Performance Partnerships, Alison Chew, shares insider insights about:

• 3 teams within your company that can help attract new, high-value partners in your affiliate program.
• Specific examples of how these teams can do that. 
• How the affiliate marketing model plays in helping you grow, streamline and optimize these partnerships.

Hear more Outperform podcast episodes at http://www.accelerationpartners.com/resource-center/our-podcasts/.

Aron Ain is the chief executive officer of Kronos and author of WorkInspired: How to Build an Organization Where Everyone Loves to Work.  

His book chronicles the Kronos employee engagement journey and imparts lessons Ain has learned for senior leaders, HR professionals, and people managers to turn employee engagement into a strategic weapon.

Aron joined us on Outperform to discuss:

• What having an engaged workforce means and how that plays out day-to-day throughout Kronos.
• What “My Time” is and how it was implemented at Kronos.
• How to expand a happy and engaged work culture as you grow globally.
• What Aron sees as missing or lacking in workplaces today in terms of management and leadership and creating a place people really love to work.
• A management/leadership mistake Aron’s made that he’s learned the most from.