What happens when passion meets persistence in affiliate marketing? 

George Sullivan turned repeated program rejections into fuel for building The Sole Supplier—a content-first publisher that now drives millions in sales across Europe's biggest fashion retailers. In this candid conversation with host Lee-Ann Johnstone, George reveals the brutal early days of building an affiliate business, the moment everything changed, and why the industry's future belongs to publishers who can make people feel something.

This episode is essential listening for affiliate managers who want to understand what life looks like on the other side of the partnership—and for aspiring publishers who need proof that starting with nothing but conviction can lead somewhere extraordinary.

Talking points include: 

• The psychological impact of program rejections on early-stage publishers (and how managers can turn gatekeeping into guidance)
• Why putting a human face to your brand remains the most powerful growth lever in an AI-saturated landscape
• The shift from siloed marketing departments to integrated teams—and what it means for partnership budgets

Listen to find out more about: 

• Why George believes purely transactional affiliate models face existential risk from AI—and where the sustainable opportunity lies
• The specific moment when The Sole Supplier's revenue scaled beyond George's recruitment salary (and why he still waited to quit)
• How treating affiliate managers as friends rather than vendors creates compounding advantages over time

Key segments of this podcast and where you can tune in to go direct: 

[03:03] The backstory: from ten failed jobs to founding The Sole Supplier at 22

[13:28] The post-COVID shift that killed top-of-funnel budgets—and why brands are reversing course now

[26:10] The five things every affiliate manager needs to hear about building genuine partnerships

Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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In this essential episode, we sit down with Florin Simovici, CEO of TrafficManager and author of the industry's most comprehensive guide to building and managing affiliate programs. With 15 years of experience across multiple verticals—from iGaming to e-commerce—Florin shares the hard-won lessons that separate scaling programs from struggling ones.

Florin pulls back the curtain on what actually drives sustainable growth, revealing why most networks fail before they even begin and how the industry's smartest operators are positioning themselves for the seismic shifts ahead. 

Whether you're managing your first program or your fiftieth, this episode will challenge your assumptions and equip you with actionable strategies to thrive in an increasingly competitive market.

Talking points include: 

• Why 80% of your revenue comes from just 20% of your affiliates—and how to structure your team accordingly
• The critical onboarding mistakes that doom new networks from day one
• How AI is fundamentally reshaping affiliate marketing (and why you need to start preparing now)

Listen to find out more about: 

• How to identify and protect the core affiliates who drive your network's growth
• The automation tools that free affiliate managers from repetitive tasks so they can focus on relationships
• The emerging "waves" in affiliate marketing—and how to position yourself to ride them rather than get swept away

Key segments of this podcast and where you can tune in to go direct: 

[00:52] Background on TrafficManager and Florin's journey from affiliate to network owner to SaaS provider

[02:00] The story behind writing a 519-page book on affiliate program management (without AI assistance)

[30:52] Final advice for affiliates: Give up the ego and communicate your needs

Want to dive deeper into Florin's proven strategies? His comprehensive guide covers everything from post-back integration to fraud prevention to affiliate relationship management. Purchase How to Build and Manage an Affiliate Program or Network here.

Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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What if everything you've been taught about promotional content is backwards?

In this explosive Season 23 opener, host Lee-Ann Johnstone welcomes Saurabh Singh, co-founder and CEO of Flickstree and Zanopy AI, who drops a truth bomb that's making affiliate managers and content creators rethink their entire strategy: for every promotional post you publish, you should be creating six educational ones. Yes, you read that right—six to one. This isn't armchair theory. Saurabh has studied hundreds of thousands of successful brands worldwide, built an AI platform that's produced 47,000 videos this year, and personally grew an Instagram account from zero to 40,000 engaged followers in under 12 months using this exact formula.

If you're an affiliate manager battling with partners over content guidelines, a creator watching your conversion rates flatline, or a brand drowning in a sea of AI-generated noise wondering why nothing's sticking, this episode hands you a data-backed blueprint that flips conventional wisdom on its head.

The kicker? Most brands are doing the complete opposite—and wondering why their audience keeps scrolling past. Lee-Ann and Saurabh break down why content has become the only way to build trust in digital commerce, which content hooks make people stop mid-scroll, and how AI tools are levelling the playing field for marketers who can't afford £300-per-video agencies. Buckle up—this one's a game-changer.

Talking points include: 

• The 1:6 Formula: Why posting six educational pieces for every one promotional post outperforms traditional sales-focused content.
• Trust Through Content: How content has become the only reliable way to build customer trust in an era where buyers never see you face-to-face.
• AI as Amplifier: Using artificial intelligence to scale content creation without sacrificing authenticity or breaking the budget.

Listen to find out more about: 

• How to structure landing pages that increase conversion rates by keeping visitors engaged for 8-10 minutes before sending them to brand pages.
• Why building your own community protects against algorithm changes and platform account suspensions.
• The specific content types that consistently go viral across industries (and which promotional content belongs in Stories, not main feeds).

Key segments of this podcast and where you can tune in to go direct: 

[05:27] Breaking down the secret 1:6 content formula with real-world examples.

[09:20] Content hooks that stop scrolling: myths, facts, secrets, and step-by-step guides.

[26:19] Rapid-fire insights: Will AI outperform human content? 

Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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After eleven episodes dissecting partnership dynamics from every conceivable angle, this season finale doesn't just recap — it crystallises the precise tactical moves separating forgettable affiliate relationships from decade-spanning strategic alliances.

Industry veterans have shared frameworks that actually work in the trenches, not theoretical models that collapse under real-world pressure. Their insights reveal how data transparency reshapes power dynamics, why treating affiliates as vendors guarantees eventual churn, and the micro-moments that compound into sustainable competitive advantage.

Who should listen to this episode?

This wrap-up serves affiliate managers tired of surface-level networking advice and operators questioning why their partnership retention resembles a leaky bucket.

If you've built programs that plateau after initial wins, or wonder why competitors maintain relationships you can't seem to sustain, these consolidated lessons expose what's missing from your approach. Program directors evaluating their 2026 strategy will find tactical adjustments that don't require massive budget increases — just sharper execution on overlooked fundamentals that compound over time.

Talking points include: 

• Data as the New Trust Currency: Why visibility into metrics, transparent tracking systems, and real-time reporting have evolved from nice-to-have features into non-negotiable foundations for building sustainable affiliate partnerships that withstand market volatility.
• From Vendor to Strategic Partner: The mindset shift required to transform transactional affiliate relationships into co-marketing alliances where both parties actively contribute to strategic planning rather than executing predefined promotional calendars.
• The Retention Blueprint: How leading operators moved beyond acquisition metrics to build comprehensive player lifecycle strategies, recognising that understanding traffic source quality determines long-term profitability more than initial conversion rates.

Listen to find out more about: 

• How Leanna Klyne's "five P's" flywheel transforms social media profiles into partner acquisition engines that consistently attract aligned affiliates without cold outreach.
• Why Tero Paivarinta's approach to nurturing smaller, high-growth affiliates delivers better long-term results than chasing established "whale" partners who demand disproportionate attention
• The specific tactical adjustments affiliate managers can implement within existing programs to shift from transactional relationships toward the strategic partnerships that weather market changes and platform policy shifts

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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Building successful affiliate partnerships isn't just about sending cold emails and hoping for responses. In this episode, Lee-Ann sits down with Leanna Klyne, Affiverse's Head of Agency and an 18-year veteran of affiliate marketing, to reveal the exact five-step framework their agency uses to build lasting partnerships that actually convert. 

This isn't theory—it's the battle-tested system they use daily to connect brands with high-performing affiliates, and they're sharing it all, from LinkedIn profile optimisation to why your first email line is make-or-break.

Talking points include:

• The five P's flywheel: Profile, Pitch, Publish, Productise, and Partnerships—and why each stage builds on the last.
• Why 120+ daily emails mean your cold outreach needs to hook affiliates in the first line or get deleted.
• How to segment onboarding experiences by affiliate type and generation (Gen Alpha, Gen Z, and Millennials don't communicate the same way).

Listen to find out more about: 

• The exact tools Affiverse uses in their agency (hint: reach out on LinkedIn for the "MoFo tools list")
• Why Leanna keeps partners in her database for years, and how one four-year-old relationship just delivered results on a new program
• The Nike approach to becoming an industry voice: just do it, and post consistently

Key segments of this podcast and where you can tune in to go direct: 

[13:25] The cold email problem: breaking through 120+ daily emails and why your first line is everything

[19:48] How to become a trusted industry voice through authentic publishing and thought leadership

[38:33] The one action to start today if you want to attract affiliates instead of chasing them

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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Get ready for an insightful conversation about the evolution of affiliate marketing from the operator perspective to the affiliate side. Tero Paivarinta, Business Development Lead at humbl.ai joins host Lee-Ann Johnstone to share his fascinating journey from iGaming customer support in 2006 to becoming a key figure in affiliate relationship management. With nearly two decades of industry experience, Tero reveals how data transparency is revolutionising partnerships and why authentic relationships remain the cornerstone of successful affiliate programs.

Talking points include:

• How humbl.ai's data platform is cutting through industry misinformation by providing accurate SEO and PPC insights 
• Why building personal relationships with affiliates goes far beyond business transactions
• The shift from chasing big-name affiliates to identifying and nurturing smaller, high-growth partners

Listen to find out more about: 

• How to identify high-growth small affiliates using month-on-month data analysis
• Why paying affiliates early can accelerate partnership growth and loyalty
• Tero's upcoming platform developments that will further revolutionise affiliate marketing insights

Key segments of this podcast and where you can tune in to go direct: 

[02:17] Tero's iGaming journey from 2006 and first glimpse into affiliate marketing

[23:00] Finding quality affiliates: why the ones who find you aren't always the best

[28:08] A round-up of top tips shared

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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From self-proclaimed "software engineer introvert" to confident industry connector, Julia Draghici, Co-Founder & CEO of CPV Lab and CPV ONE, has mastered the art of turning authentic relationships into business growth. 

In this candid conversation with host Lee-Ann Johnstone, Julia reveals how she transformed from someone who believed "building good software and having good customer support would be enough" into a partnership-driven entrepreneur whose business thrives on genuine connections. Through her journey from nervously walking conference floors to building lasting friendships that generate multiple client referrals, Julia demonstrates that the most powerful marketing tool isn't technology—it's the human ability to help first, ask later, and treat partnerships like marriages rather than transactions.

Talking points include: 

• How Julia overcame her introverted nature at industry conferences using simple conversation starters like "what do you do?" to build meaningful business relationships.
• The philosophy of "give first, ask later" and why small gestures like LinkedIn shares, mentions, and introductions create more lasting impact than big sponsorships.
• Why treating partnerships like marriages—with long-term commitment and mutual investment—generates sustainable competitive advantages in performance marketing.

Listen to find out more about: 

• The specific red flags Julia watches for in potential partnerships and why asking "what do I get out of it?" in early conversations signals poor partnership potential.
• How CPV Lab's customer support reveals why humans still matter in an AI-driven world, with "I want to talk with an agent" being their most frequent chatbot query.
• The emerging partnership opportunities between content creators and affiliate managers that represent new collaboration models in performance marketing.

Key segments of this podcast and where you can tune in to go direct: 

[08:44] Julia's first conference networking experience and overcoming introvert challenges

[15:45] The Joey Babineau partnership case study and building lasting business friendships

[26:52] Rapid-fire relationship advice including partnership red flags and trust-building strategies

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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This week, Lee-Ann Johnstone welcomes Alanas Ivšinas, iGaming Affiliate Marketing Expert, to the Affiliate Marketing Podcast for an insightful deep-dive into what truly makes partnerships thrive in one of the most competitive sectors of affiliate marketing. 

With over a decade of experience working across both sides of the table - from affiliate networks to major operators like GG Media Group - Alanas brings a rare perspective on deal-making, negotiation psychology, and the art of building lasting commercial relationships. 

Whether you're struggling with partner retention, looking to structure better deals, or want to understand how industry veterans navigate complex negotiations, this episode delivers actionable wisdom from someone who's seen it all. Essential listening for affiliate managers, network professionals, and anyone serious about elevating their partnership game.

Talking points include: 

• The psychology of win-win deal-making and why most partnerships fail before they start.
• Real world case studies of deals gone wrong and the expensive lessons learned.
• How Google updates and AI are reshaping affiliate relationship strategies.

Listen to find out more about: 

• Why the "thin line between bluff and lie" can make or break your reputation in affiliate marketing.
• The specific deal structure that cost one major partnership hundreds of thousands in negative ROI.
• How industry veterans are adapting their partnership strategies for an AI-dominated search landscape.

Key segments of this podcast and where you can tune in to go direct: 

[05:40] The essential elements that separate successful partnerships from costly failures.

[10:20] A detailed breakdown of a streaming deal gone wrong and the expensive lessons learned

[21:52] Industry trends including Google updates, AI impact, and what's coming next for affiliate partnerships.

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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This week, Lee-Ann Johnstone sits down with Paul Puolakka, CMO of Mr. Gamble, who brings a rare dual perspective to affiliate marketing having worked extensively on both the operator and affiliate sides. Fresh from burnout in telecoms to becoming one of iGaming's most respected voices, Paul shares unfiltered insights on what separates thriving partnerships from those that crash and burn. 

This isn't your typical "build trust and communicate" advice—Paul digs into the tactical realities of partnership management, from handling payment delays to spotting red flags before they destroy relationships. 

Whether you're an affiliate manager struggling to retain top partners or an affiliate wondering why your best partnerships keep falling apart, this episode delivers the hard-won wisdom you need to build partnerships that actually last.

Talking points include:

• Why ownership and transparency beat over-promising every time—and how to implement this practically.
• The critical metrics affiliates track that operators often ignore (and why this knowledge gap kills partnerships).
• Why face-to-face meetings remain irreplaceable in an increasingly digital industry.

Listen to find out more about:

• How to spot the early warning signs that a promising partnership is about to collapse.
• Why affiliate managers need to understand their entire conversion funnel, not just their own department.
• The three key factors that make affiliates choose to stick with operators long-term.

Key segments of this podcast and where you can tune in to go direct: 

[05:04] The trust-breakers: What instantly destroys affiliate partnerships and why shaving commissions is relationship suicide.

[18:04] The click paradox: Why operators obsess over FTDs but ignore what happens after affiliates deliver quality traffic.

[24:06] The founder factor: How small operators with hands-on leadership often outperform larger corporate machines.

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

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From the "wild west" days of online sports betting to today's heavily regulated landscape, few have witnessed the industry's transformation like Dimitry Voelkle. Host of the Affiliate Marketing Podcast, Lee-Ann Johnstone is joined by Dimitry, Founder of Zelda Consulting and one of the original architects behind Tipico, Germany's first major sportsbook. 

In this fascinating episode, Dimitry shares hard-won insights on building trust-based partnerships that survive decades of industry upheaval, revealing why the fundamentals of relationship building matter now more than ever.

Talking points include:

• How to build lasting trust with partners when starting with nothing - including Dimitry's bold approach to securing enterprise deals.
• Why treating failure as "death by a thousand cuts" creates stronger partnerships than avoiding mistakes altogether.
• The evolution from unregulated "wild west" betting to today's compliance-heavy environment and what it means for affiliate relationships.

Listen to find out more about:

• The four pillars of partnership trust and how to implement them systematically in your affiliate program, from creating feedback loops to thinking beyond short-term commercial gains.
• Why affiliate managers "own" relationships and what this means for operator retention strategies, including how to protect your business when key relationship holders leave your company.
• How the shift from 20-person industry events to 8,000-attendee conferences changes relationship dynamics and why the personal touch becomes even more valuable in crowded markets.

Key segments of this podcast and where you can tune in to go direct: 

[05:40] The “wild west” origins of online sports betting and what operators could offer in the early 2000s before regulation changed everything

[24:00] Handling million-dollar mistakes: When decimal point errors go wrong and trust gets tested in high-pressure situations.

[33:20] Why partnership skills become more crucial as competition intensifies.

Our thanks go to Mate Affiliates as this season's sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.

Send me a text with your questions