Your guided tour of the world of growth, performance marketing, customer acquisition, paid media, and affiliate marketing.
We talk with industry experts and ...
#78 Designing Sustainable Affiliate Partnerships | Nancy Harnett, Head of Affiliate Marketing at HubSpot
In this episode, Nancy Harnett, Head of HubSpot’s Affiliate Marketing Program, shares how they transformed their strategy to achieve 2x ROI. By shifting from a broad partnership model to a highly personalized, one-on-one approach, HubSpot was able to build stronger collaborations and drive better performance. She highlights the importance of prioritizing key partners, offering tailored support, and using data-driven testing and rapid iteration to optimize the program. Instead of flat-fee structures, HubSpot focuses on performance-based incentives and treats partnerships as strategic investments, similar to marketing or HR functions. Nancy also discusses the company’s powerful tech stack, including HubSpot CRM, Impact, PartnerStack, and AI tools, while emphasizing the need for compliance, fraud prevention, and a customer-centric approach. She explores underutilized partner opportunities, outlines a realistic one-year timeline for building a successful affiliate program, and shares valuable book recommendations such as Nudge and Atomic Habits.
--------
45:18
#77 Building a Thriving Partner Ecosystem | Sid Nagpal, Customer Marketing Lead at PartnerStack
In this episode, we talk with Sid Nagpal, Director, Customer & Field Marketing at PartnerStack, about the power of community in B2B SaaS marketing. Sid breaks down PartnerStack’s four pillars of customer marketing—expansion, engagement, education, and advocacy—highlighting how their thriving community drives success. He discusses the impact of the Stacked Conference and various meetups, emphasizing how community plays a role in every stage of the customer journey. The conversation also explores PartnerStack’s partner ecosystem platform (PRM) and its integrations with tools like HubSpot, as well as the rise of B2B creator marketing and the importance of in-person connections for building strong customer relationships. Sid shares personal stories, including his visit to Freshworks India, along with his top book and TV recommendations. He also explains why allocating 20 percent of a marketing budget to community-building initiatives is a strategic investment.
--------
30:29
#76 Unlocking B2B SaaS Growth: A Partner-Led Strategy | Jennifer Rhima , Director of Partnerships in Apollo.io
This podcast features Jennifer Rhima, Apollo's Partnerships Lead, discussing strategies for building and scaling B2B SaaS partner programs. She emphasizes enabling partners beyond acquisition, tracking activation metrics, fostering internal collaboration, and leveraging PRM tools like PartnerStack for scalability. Rhima highlights the value of different partner types, the importance of data analysis in measuring partner success, and the challenges of attribution modeling. She also explores the untapped potential of agency partnerships and shares personal book and travel recommendations.
--------
30:37
#75 Unlocking Affiliate Marketing ROI with Media Mix Modeling | Pranav Piyush, CEO | Paramark.com
In this podcast episode, Pranav Piyush joins the conversation to discuss marketing measurement and incrementality, with a focus on affiliate and influencer marketing. The discussion highlights Media Mix Modeling (MMM) and its growing accessibility through open-source tools and lower costs, positioning it as a key attribution method in the coming decade. The episode explains the difference between attribution and incrementality, contrasting the limitations of multi-touch attribution (MTA) with MMM's cause-and-effect approach. Pranav shares insights on how MMM can help brands assess the impact of various marketing channels, including those that are traditionally difficult to track. Listeners will also gain practical advice on implementing MMM, covering data needs, cost factors, common pitfalls, and real-world success stories. The conversation emphasizes the value of actionable insights and the importance of moving beyond basic dashboards to achieve meaningful business growth.
--------
46:22
#74 The Rise of AI Agents in Consumer Shopping: A New Era | Matt Hunter & Philip Qiu
🚀 In this episode of Always Be Testing, host Tye DeGrange sits down with Matt Hunter from impact.com and Philip Qiu from Henry Social to explore the future of AI, blockchain, and Web3 in partner marketing. Matt, a 25-year industry veteran, shares insights on innovations at impact.com, while Philip discusses his transition from VC to affiliate marketing and how Henry Social’s AI agents simplify shopping and booking. They dive into AI’s role in decision-making, blockchain’s potential to reduce fraud, and the future of digital commerce. Don’t miss this insightful conversation—watch now! 🎙️
Your guided tour of the world of growth, performance marketing, customer acquisition, paid media, and affiliate marketing.
We talk with industry experts and discuss experiments and their learnings in growth, marketing, and life.
Time to nerd out, check your biases at the door, and have some fun talking about data-driven growth and lessons learned!
USA