In this episode, host Lee-Ann Johnstone interviews Mark Jacobs, Director of Affiliate Success at Ideal Living. Mark explains how what started as an accidental career move has evolved into a decade-long masterclass in building authentic partnerships in one of the most challenging verticals: health and wellness.
From monthly training sessions that affiliates actually attend, to building genuine friendships with partners that extend beyond business, Mark shares the counterintuitive strategies that have transformed transactional relationships into revenue-driving partnerships.
If you’ve ever wondered why some affiliate programs inspire fierce loyalty while others churn through partners like a revolving door, this conversation will fundamentally change how you think about partnership marketing.
Talking points include:
- Health and wellness products require transparency and validation.
- Understanding the customer journey is essential for effective marketing.
- Better data leads to better decision-making.
The Partnership Revolution: From Transactions to Transformations
In an industry where “set it and forget it” has long been the mantra, Mark Jacobs is proving that the future of affiliate marketing lies not in automation, but in authentic human connection.
Rather than expanding partner networks aggressively, his team focuses on intensive partner development through monthly training sessions, customised support resources, and genuine product advocacy. This strategy has yielded remarkable engagement metrics, including over 100 responses to recent partner surveys—a participation rate that most programs can only dream of achieving.
The shift represents more than tactical adjustments; it signals a maturation of affiliate marketing from a purely transactional channel to a strategic partnership ecosystem. Partners are no longer viewed simply as conversion conduits but as brand extensions worthy of investment and development.
Scaling Support: The Architecture of Authentic Engagement
Perhaps most instructive is how Mark’s team structures their eight-person affiliate operation. The division between operational management and relationship cultivation reflects a sophisticated understanding of program scalability. While marketing operations staff handle technical integrations, payment processing, and promotional mechanics, dedicated social selling managers focus exclusively on partner development, training delivery, and relationship nurturing.
This structural approach addresses a critical challenge facing growing affiliate programs: maintaining personal touch while achieving scale. By separating relationship management from operational tasks, teams can deliver both technical efficiency and human connection—elements that traditional affiliate management often treats as mutually exclusive.
💡 Learn the “coffee project” approach that transformed a health and wellness brand’s affiliate strategy from transactional recruitment to authentic partnerships—without competing solely on commission rates.
The AI Disruption: Authenticity as Competitive Advantage
Mark identifies AI-enabled fraud as one of the most significant emerging challenges, noting how easily bad actors can now generate convincing content and websites within minutes rather than weeks.
This technological shift paradoxically increases the premium on human authenticity. Partners who demonstrate genuine product engagement, transparent promotional practices, and consistent audience value become increasingly rare and valuable. Programs that invest in developing these authentic relationships position themselves advantageously as AI makes superficial partnerships easier to fake but harder to sustain.
Mark shares his early-detection strategies and why building authentic relationships now is your best defense against what’s coming
Our thanks go to Everflow as this season’s sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.
Listen to find out more about:
- How the perception of affiliate marketing has evolved over the years.
- Monthly training for affiliates is crucial for success.
- Focusing on loyalty and retention over mere recruitment.
Key segments of this podcast and where you can tune in to go direct:
[08:14] Health and Wellness Affiliate Programs
[21:34] Evaluating Marketing Mix and Budgeting for Success
[26:27] Engagement Over Growth: Fostering Partner Relationships
ELEVATE 2025: Time is running out to join the revolution!
Join us in London on July 15 and 16 for two days of pure performance marketing acceleration.
Check out the agenda, get your ticket AND get your entries in for the BRAND NEW AFFIVERSE RAV AWARDS here.
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#AffiliateWINS: Your Victory Lap Starts Now!
Join the #AffiliateWINS movement! Share your affiliate marketing triumphs and success stories on social media to help spread positivity throughout the industry.
Time to flip the script: less calling out, more calling UP. 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.
Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.
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Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.
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