In this introductory episode of Season 21 of the Affiliate Marketing Podcast, host Lee-Ann Johnstone is joined by Michael Cole, SVP of Marketing for Everflow. They discuss the importance of tracking and attribution, the challenges brands face in recognising the full value of affiliate partnerships, and the need for a broader understanding of customer journeys beyond immediate transactions. The season will provide you with insights, case studies, and practical strategies for affiliate managers to enhance their programs and demonstrate their value to stakeholders.
We are delighted to welcome Everflow.io as our sponsor, this season – let’s kick off Season 21 with Lee-Ann in conversation with Michael!
Talking points include:
- Tracking and attribution are crucial for understanding the full value of affiliate marketing.
- Affiliate marketing should not be viewed as just a one-time transaction.
- Challenges faced by perceptions of the industry.
Beyond the Click: Why Affiliate Marketing Delivers Long-Term Value
“What we really want to talk about is all the extra value coming from affiliate marketing that is kind of being swept under the rug or just not being appreciated,” explains Michael in this season opener. The conversation highlights how traditional affiliate tracking misses crucial data points by focusing solely on immediate conversions. When brands fail to track engagement metrics and post-purchase behaviour, they’re seeing only a fragment of the true value affiliates bring.
This season will dive deep into how proper attribution reveals that affiliates often drive 30-70% more revenue than initially credited when you examine the complete customer journey.
Breaking Down Silos: The Challenge of Telling Your Affiliate Story
One of the most compelling discussions in this episode addresses the difficulties affiliate managers face in communicating their value internally. “It’s really hard when you’re an affiliate marketer if you’re very siloed within your company, and you’re speaking a different language than everyone else,” notes Michael. This disconnection creates a situation where affiliate success gets undermined by competing narratives from other marketing departments. Lee-Ann reinforces this point, highlighting the critical “flip from going to a senior role to a head of acquisition role,” where telling a comprehensive data story becomes essential for career advancement and program recognition.
Tactical Value: Empowering Affiliates with Meaningful Insights
The episode concludes with a powerful example of how data can transform affiliate relationships. Michael shares a case study where a financial services company provided affiliates with detailed performance data across multiple stages of a complex customer journey. “They also would educate their affiliates on what didn’t work… please just focus on the ones that drive value and turn off those ones.” This approach created what Michael calls “a virtuous cycle,” where affiliates save time and increase earnings by focusing their efforts. This practical example perfectly sets up the season’s promise to deliver tactical, implementable strategies rather than just theoretical discussions.
Listen to find out more about:
- Understanding Everflow’s role in Affiliate Marketing.
- Affiliate managers need to tell a bigger story about their contributions to the company.
- Educating affiliates on what works and what doesn’t can enhance program success.
Key segments of this podcast and where you can tune in to go direct:
[01:45] Introduction to Affiliate Marketing Season 21
[06:46] The Importance of Tracking and Attribution
[12:12] Challenges in Affiliate Marketing Perception
Get Your Questions Answered!
Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.
#AffiliateWINS: Your Victory Lap Starts Now!
Time to flip the script: less calling out, more calling UP. Share your affiliate marketing triumphs, champion your outstanding partners, and spread the wisdom that’s working. Let’s make #AffiliateWINS the hashtag that dominates feeds everywhere!
Ready to brag? Share success stories like these:
- “Just closed our best Q1 ever with the partner who’s been in it with us since day one. Loyalty pays dividends. #AffiliateWINS”
- “Our affiliate just turned a shoestring budget into 5x ROAS using nothing but authentic UGC and love. Small spend, massive returns. #AffiliateWINS”
- “Here’s to the quiet achievers steadily driving volume without the spotlight. You’re the backbone of this industry. #AffiliateWINS”
Each week on the Affiliate Marketing Podcast, we’re showcasing why affiliate isn’t just a moment—it’s EVERY moment in your business. Share your #AffiliateWINS as we unveil an incredible lineup of guests and features, brought to you by our season sponsors at Everflow.io.
Join the movement! Tell YOUR #AffiliateWINS story and help us rewrite the narrative on why affiliate marketing should be celebrated and integrated at every stage of your business growth journey! Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.
Want to learn more about elevating your affiliate program? Subscribe to the Affiliate Marketing Podcast for weekly insights from industry leaders.
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