The Partnership Economy (David A. Yovanno and Todd Crawford)
Explore every episode of The Partnership Economy
| Pub. Date | Title | Duration | |
|---|---|---|---|
| 05 Sep 2023 | Lee-Ann Johnstone, Founder of Affiverse, on the future of AI and the power of building lasting relationships | 00:30:19 | |
In this episode, Todd sits down with Lee-Ann Johnstone, founder of Affiverse and an affiliate marketing expert with two decades of experience. Lee-Ann has witnessed digital marketing transform from a few links into the powerhouse it is today and has held a variety of roles that have allowed her to get a holistic sense of the industry. Todd and Lee-Ann discuss how to decipher the difference between an affiliate and a creator, why you shouldn't ignore cashback partners, and how to navigate the future of affiliate marketing. This podcast episode was produced by Quill. | |||
| 15 Dec 2021 | Richard Lane, UK Lead of eBay Partner Network, on ensuring value and relevancy through partnerships | 00:28:03 | |
In this conversation with Richard Lane, UK Lead for the eBay Partner Network, he talks about partnerships and industry developments. Hear about the top-of-mind thoughts heading into Q4, the concerns around inventory fulfillment, the importance of communication, Gen Z’s impact on the industry, and other interesting industry developments. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:52] About EPN [02:08] What’s top of mind for Richard? [03:48] Communicating with partners [05:37] Evolving partnership compensations and placement fees [08:03] What keeps Richard up at night? [10:01] Inventory fulfilment concerns [12:02] Interesting industry dynamics [15:55] Content commerce and Gen Z [18:50] Buy Now Pay Later [20:49] The developing industry [24:12] Richard’s influential people Richard’s MentorsRob Lane Connect with RichardConnect with impact.comLinkedIn (Impact) LinkedIn (Dave Yovanno) LinkedIn (Todd Crawford) | |||
| 08 Mar 2022 | Aliza Licht, Founder & President of Leave Your Mark, on the explosive rise of the creator economy | 00:32:17 | |
In this conversation with Aliza Licht, Founder and President of Leave Your Mark, LLC, she talks about branding and social media. Today, you’ll hear about the DKNY PR GIRL Twitter personality, the importance of authenticity, brands and creators working together, using different content models, choosing micro-influencers and larger influencers, the future of the industry, and get Aliza’s valuable advice to her younger self. Aliza is a best-selling author, podcaster, social media personality, mentor, keynote and TEDx speaker, and award-winning digital strategist. She was the creator and voice of DKNY PR GIRL, founding member and VP of the American Influencer Council, and has been featured in Time Magazine, The New York Times, and Wall Street Journal, to name a few. She’s been named one of America’s Next Top Coaches by The New York Times, and Business Insider’s Most Innovative Career Coaches. Her book, LEAVE YOUR MARK, is ranked in Book Authority’s list of 100 Best Career Development Books of All Time, and it is also required reading in universities across the US. Aliza holds a BSc in Neurobiology and Physiology from the University of Maryland. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[01:16] Creating one of the first fashion social media personality [05:07] Authenticity [06:56] How should brands work with creators and influencers? [13:23] Affiliate model vs casting content [19:03] Licensed and boosted content [21:00] Does size matter? [25:30] What’s next? [28:25] Aliza’s advice Connect with AlizaConnect with impact.comLinkedIn (Impact) LinkedIn (Dave Yovanno) LinkedIn (Todd Crawford) | |||
| 04 Jun 2024 | Aligning Partnerships Through a Shared Purpose with Dan Armstrong, EVP of Distributed Commerce at Ticketmaster | 00:35:18 | |
In this episode, host Dave Yovanno sits down with Dan Armstrong, the EVP of Distributed Commerce at Ticketmaster. An expert on partnerships and eCommerce strategy, Dan has been driving real innovation in the live ticketing industry for a decade. He’s passionate about the importance of storytelling and uncovering the shared purpose that keeps his team, as well as his partnerships, aligned. Together, Dave and Dan discuss tips to level up within an organization, how to manage a diverse partnership program from affiliates to B2B partners, and where a thriving partnership program sits within a company’s broader marketing mix. Dan also shares the secrets of the live ticketing industry, which can be mystifying to say the least. This podcast episode was produced by Quill. | |||
| 22 Mar 2022 | Anna Samkova, Group General Manager for Digital at The PAS Group Limited, on constantly learning and becoming the center of excellence | 00:36:19 | |
In this conversation with Anna Samkova, Group General Manager for Digital and Marketing at The PAS Group Ltd, she talks about her career in digital and marketing roles. You’ll hear about the evolution of The PAS Group, how they handle marketing budgets, the importance of engaging with vendors, gaining different perspectives, the things that are keeping Anna up at night, and the value of having a good business infrastructure. Originally from Ukraine, Anna moved to Australia almost 30 years ago. Since moving to Australia, Anna has served in various roles at companies including Dodo Services, ABnote Australia, and her current role at The PAS Group Ltd, where she has been working since 2011. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Impact stands in solidarity with Ukraine and supports the initiatives of our incredible clients who have mobilized to assist those in need. For more details head over to our blog where our CEO, David A. Yovanno, shares his thoughts on this unfolding crisis: http://ow.ly/fnyH50Ie401 Episode Outline[00:42] The PAS Group[02:05] Anna’s role[03:37] Evolving The PAS Group over the past 12 years[09:11] Marketing budgets[14:24] Engaging with partner vendors[18:04] Perspectives from podcasts[19:05] What’s top of mind for Anna?[24:41] What keeps Anna up at night?[29:02] Leading companies to success[31:52] Anna’s mentors Inspirational peopleAnna’s kindergarten teacherAnna’s family Connect with AnnaLinkedInWebsite Connect with impact.comWebsiteLinkedIn (Impact)LinkedIn (Dave Yovanno)LinkedIn (Todd Crawford) | |||
| 25 Jan 2022 | Fred Ehle, Former VP and Head of Product Marketing at Jockey, on changes in marketing behavior and brand authenticity | 00:33:35 | |
In this conversation with Fred Ehle, Former VP and head of product marketing, business development, innovation, research, and strategy at Jockey International, Inc., he talks about marketing and industry developments. Hear about the changes in the industry over the past 30 years, influencer marketing, trends in advertising and data analysis, having transformative partnerships, and get Fred’s advice to his younger self. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:42] Captivating buyers today vs 30 years ago [01:37] Consumer decisions then vs now [05:37] Influencers and commercial content [11:31] Digital distribution [16:33] Advertising and data tracking trends [19:57] The marketing mix [22:09] Transformative partnerships [24:37] Fred’s road to his roles [29:59] What keeps Fred up at night? [32:20] Fred’s advice for his younger self Fred’s influential peopleConnect with FredConnect with impact.comLinkedIn (Impact) LinkedIn (Dave Yovanno) LinkedIn (Todd Crawford) | |||
| 13 Dec 2022 | Todd Crawford, Co-Founder and Vice President, Strategic Initiatives, impact.com, on what to consider when developing a partnership strategy | 00:09:13 | |
In this special solo episode, Todd Crawford, Co-Founder and Vice President of Strategic Initiatives at impact.com shares his thoughts on what a modern partnership strategy could look like, and things you should consider when developing your own partnership strategy. The episode is primarily for the C-suite or senior management team looking for more ways to grow their business and generate more shareholder value, but anyone on the front lines of partnerships can benefit from the information shared to kickstart the discussion around partnerships within their organization. After listening, you’ll have a much clearer picture of what a modern partnership strategy should look like, and how best to move forward with it within your organization, no matter your role or seniority level. This podcast episode was produced by Quill. | |||
| 12 Dec 2023 | Jonathan Claydon, CDO at Acceleration Partners, on strategies for successful collaboration in the modern influencer landscape | 00:28:59 | |
Jonathan Claydon is an affiliate and partnerships expert, having worked in the industry for years in a variety of niches. Today he is the Chief Development Officer at Acceleration Partners - the world's largest partner marketing agency. According to Jonathan, there is a shift happening in the industry. Brands are increasingly looking to measure the impact of influencer marketing and understand what impact influencer marketing has on customer acquisition, rather than just measuring brand awareness. He and host Todd Crawford discuss assessing the value of the content holistically by amplifying user-generated content after the campaign launch to maintain momentum and authenticity. They break down this shift, the difference between influencers who move products and those who build awareness, and more. We’ll be taking a short break for the holidays. Stay tuned for the S4 finale coming in January 2024. Happy holidays and New Year from Dave, Todd, and the impact.com team! This podcast episode was produced by Quill. | |||
| 08 Nov 2021 | Michael McNerney, Publisher at Martech Record, on the big shifts in the affiliate industry | 00:30:20 | |
In this conversation, Michael McNerney, Publisher at Martech Record, talks about sales, advertising, and content creation. Hear about the three big sales and advertising shifts, maintaining consumer trust, Michael’s daily worries, some of the interesting industry developments, and how Covid has contributed to an acceleration in paid services. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:59] Introducing Michael and Martech Record [06:36] What’s top of Michael’s mind right now? [10:30] Three big sales and advertising shifts [14:12] Covid, subscriptions, and consumer trust [20:01] What keeps Michael up at night? [23:20] Interesting industry dynamics [26:31] Michael’s influential people Connect with Michael’s InspirationsConnect with MichaelConnect with impact.com | |||
| 07 Feb 2022 | Adam Weiss, Principal Consultant at Weiss Digital Consulting, on keeping up with the industry and the power of content | 00:36:05 | |
In this conversation with Adam Weiss, Principal Consultant at Weiss Digital Consulting, he talks about content publishing, engagement, and innovation. Hear about the different partners in the affiliate space, traffic acquisition, the rate of innovation, adopting new technology, having the important conversations, the importance of networking, some of the interesting developments in the industry, and the value of third-party validation. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:54] About Adam [02:39] What’s top-of-mind? [04:03] The content publisher bucket [07:02] Traffic acquisition [09:28] New publisher technology [10:37] Consumer adoption [15:16] What keeps Adam up at night? [16:58] Engagement and rapid innovation [18:03] Having important conversations [21:16] Networking [24:19] Interesting industry dynamics [27:03] Third-party validation [30:55] Adam’s mentors Adam’s mentorsAdam’s leadership teamConnect with AdamConnect with impact.comLinkedIn (Impact) LinkedIn (Dave Yovanno) LinkedIn (Todd Crawford) | |||
| 06 Dec 2021 | Melissa Feemster, Co-Founder of Team Bespoke, on how to survive the holiday season | 00:25:00 | |
In this conversation with Melissa Feemster, Co-Founder of Team Bespoke, she talks about planning, marketing, and partnerships. Hear about Team Bespoke’s plans moving into the holiday season, some best practices, top-of-mind thoughts, things that keep Melissa up at night, and interesting industry developments. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:41] Introducing Melissa [03:11] Heading into the holidays [07:25] Q4 planning [08:07] Gift guide best practices [09:42] Top-of-mind thoughts [11:12] What keeps Melissa up at night? [15:49] Interesting industry developments [21:55] Melissa’s mentors. Melissa’s MentorsConnect with MelissaConnect with impact.comLinkedIn (Impact) LinkedIn (Dave Yovanno) LinkedIn (Todd Crawford) | |||
| 10 Jan 2022 | Heidi Solchenberger, Sr Manager of Affiliate Marketing & Partnerships at Foot Locker, on personalization and how to reach your target customer | 00:20:18 | |
In this conversation with Heidi Solchenberger, Senior Manager of Affiliate Marketing and Partnerships at Foot Locker, she talks about partnerships and marketing. Hear about the top-of-mind thoughts around partnerships, Foot Locker’s promotion strategies, some of the interesting industry dynamics, and The Data Lab. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:45] About Heidi and Foot Locker [02:41] Internal affiliate roles [03:53] Partnerships [06:07] What keeps Heidi up at night? [07:10] Targeting [09:20] Promo strategies [12:10] Interesting industry dynamics [14:33] New B2B partnerships [15:57] The Data Lab [18:09] Heidi’s mentors Heidi’s MentorsConnect with HeidiConnect with impact.comLinkedIn (Impact) LinkedIn (Dave Yovanno) LinkedIn (Todd Crawford) | |||
| 25 Oct 2022 | Tiara Rea-Palmer, Director of Partnerships at CouponFollow, on Increasing Customer Loyalty Through Coupon Power | 00:31:43 | |
In this episode, Todd sits down with Tiara Rea-Palmer, Director of Partnerships at CouponFollow, a company that helps thousands of brands to grow their business through the power of couponing. As a couponing expert, Tiara brings a fascinating perspective on how couponing often serves as the final lift that encourages consumers to transact. During their discussion, Todd and Tiara dive deep into the importance of coupons, how coupon and cashback sites are perceived in the partnerships space, attribution, and much more. By the end of this episode, you’ll have a new appreciation for the power of coupon sites when it comes to increasing customer loyalty, building trust with consumers and strengthening partnerships with other brands. This podcast episode was produced by Quill. | |||
| 09 Apr 2024 | Proving Value to the C-Suite with Kerry Curran, former Chief Growth Officer at Gen 3 | 00:32:10 | |
Welcome back to the Partnership Economy podcast! We‘re starting Season 5 off strong, welcoming Kerry Curran, the former Chief Growth Officer at Gen3 Marketing, the oldest and largest affiliate specialty agency in the world. Kerry is a veteran of the marketing and partnerships space with over 17 years of experience and insights that she brings to this conversation. Kerry and host Todd Crawford discuss understanding consumer behavior in relation to affiliate channels and how Kerry has seen this shift over her career. They also discuss proving the partnership channel’s value to the C-Suite, understanding how consumers interact with affiliate content, and much more! This podcast episode was produced by Quill. | |||
| 11 Feb 2025 | Season 6 Exclusive Kick-Off: Dave & Todd’s Lessons Learned & What’s Ahead | 00:44:14 | |
It’s time to kick off Season 6! In this episode, Dave and Todd sit down together for the first time ever to rewind and reflect on the standout themes from Season 5, after speaking with nine highly accomplished industry titans. Get ready to hear their biggest takeaways from Season 5 and dive into all the essential learnings from an action-packed season! Dave and Todd recap their most compelling conversations on the rise of the creator economy and the growing significance of B2B partnerships. They dive into which platforms are calling the shots and how brands may be losing the narrative control they once dominated so easily. Tackling some of the hottest issues in the partnership world, Dave and Todd also explore insights on creator compensation models and where brands need a clear road map to succeed. Finally, they reflect on the inspiring career journeys of their Season 5 guests, sharing their own valuable lessons for anyone looking to break into the industry. Want the best of the best from Season 5? Tune in for a recap that covers all the right topics! This podcast episode was produced by Quill. | |||
| 31 May 2022 | Siara Nazir, Head of Digital Marketing at Autodesk, on leveraging B2B partnerships and digitally transforming a brand | 00:27:34 | |
In this conversation with the Head of Marketing at Autodesk, Siara Nazir, she talks about marketing and partnerships. Today, you’ll hear about Autodesk’s digital transformation, some best practices for going through changes, looking at partnerships, getting feature feedback, tracking interactions outside of the ‘add to cart’ workflow, the things that are top-of-mind for Siara, and some interesting industry dynamics. Siara is an award-winning global marketer and media leader, pioneering AI based strategies and solutions. Her work has been featured in Forrester, DM News, and The Partnership Economy by David Yovanno, and she has been invited to speak at The Wall Street Journal’s Inaugural Executive Forum on AI. She was the first to create an AI-powered conversion accelerator that quadrupled orders. Siara holds a BSc in Marketing from California State University, an MBA in Marketing from Arizona State University, and a degree in Disruptive Strategy from Harvard Business School. To secure your ticket for Partnerships Experience 2022, visit www.ipx22.splashthat.com. Join us on June 14th at Pier 60 at Chelsea Piers, NYC for the one event where all players in the partnership economy come together to discover, network, and exchange ideas for business growth. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:45] About Autodesk [02:16] Siara’s role [03:42] The center of excellence at Autodesk [05:56] Best practices for going through changes [10:09] Looking at partnerships [12:56] Education [14:30] Ambassadors [17:46] Feature feedback [18:36] Tracking partnership interactions [21:00] What’s top of mind? [22:48] Interesting industry dynamics [26:06] Siara’s inspirational people Inspirational PeopleConnect with SiaraConnect with impact.comLinkedIn (Impact) LinkedIn (Dave Yovanno) LinkedIn (Todd Crawford) | |||
| 14 Feb 2023 | Madi B Webb, Content Creator, on building a massive social media following and what not to do as a brand working with creators | 00:34:15 | |
In this episode, host Dave Yovanno sits down with Madi B Webb, a highly successful, driven and authentic content creator with millions of followers across platforms like TikTok, Instagram, YouTube and Pinterest. Madi lets us in on her journey as a creator, explaining why she decided to get started and how her career has taken off ever since. She describes some of the obstacles she’s had to overcome along the way, how she’s built up such a massive following, and how other burgeoning content creators can get started working with brands. This podcast episode was produced by Quill. | |||
| 28 Jun 2022 | Julia Linehan, Founder and Managing Director at The Digital Voice PR Agency Ltd. and Head of PR and Impact at Bloom UK on getting back to in-person events, ad fraud, and the upward momentum of partnerships | 00:25:44 | |
There’s little doubt it’s an exciting time to be in the marketing and advertising space. As the world continues to reawaken following the worst of the pandemic, there continues to be a massive increase in events, partnerships, and marketing activities worldwide. In this episode, Todd sits down with a guest who has been active in the digital advertising space for nearly 27 years. Julia Linehan is the Founder and Managing Director of The Digital Voice, an award-winning B2B PR agency specializing in providing PR for Ad and Martech disruptors like White Bullet, Hybrid Theory, and Exit Bee, to name just a few. She’s also the Head of PR and Impact at Bloom UK. Known as “The Voice,” Julia has been nominated for several awards throughout her career, including one of the top 5 Digital Trading Leaders of 2016 at the Drum Digital Trading Awards, and a spot on the 40OverForty List in 2021. During their discussion, Todd and Julia explore several topics including the process of getting back to in-person events, ad fraud and the potential risks to brands, and the upward momentum of partnerships.This podcast episode was produced by Quill. | |||
| 03 Oct 2023 | Sagar Joshi, Director of Partnerships at Site Plug, on unique ad placement channels | 00:21:38 | |
Join host Todd Crawford as he sits down with Sagar Joshi, Director of Partnerships at Site Plug. Site Plug is a bottom-of-the-funnel performance partner that helps brands drive performance with touch bases across a variety of search engines and websites. He’s spent seven years in this role, and learned about the industry across a variety of locations including Europe and India. They discuss unique channels in the content marketing space, the importance of leveraging alternative search engines and improved transparency for brands on where their ads are appearing. This podcast episode was produced by Quill. | |||
| 20 Sep 2022 | Becca Bahrke, the CEO of Illuminate Social, on all things influencer marketing | 00:52:08 | |
In this episode, Dave sits down with Becca Bahrke, the CEO of Illuminate Social, a growing talent management and brand strategy firm, to discuss all things influencer marketing. Becca shares the story of how she began her career in a traditional media agency, which inspired her to learn more about brand partnerships and ultimately pursue a career in talent management. As someone who is passionate about representing and advocating for content creators, Becca knows the value of successful brand partnerships and stays up to date with all the latest influencer trends. Above all else, she believes in leading with empathy and being a role model for other aspiring female leaders. In this episode, Dave and Becca discuss the inner workings of brand partnerships, the best way to form these partnerships—both from a brand point of view and the creator’s perspective—and actionable insights on the best platforms and content formats. Dave also introduces the show’s first Lightning Round segment, so be sure to stay tuned until the end of the episode. This podcast episode was produced by Quill. | |||
| 18 Jun 2024 | The Partnership Economy will be back soon with new episodes | 00:00:34 | |
The Partnership Economy by impact.com is going on a brief hiatus, but we’ll be back soon with new episodes. Stay tuned for more great conversations with the industry’s best and brightest partnership experts. | |||
| 31 Jan 2023 | Scott Brinker, VP of the Platform Ecosystem at HubSpot, on finding partnerships organically, nurturing the tech community, and delivering results that benefit everyone | 00:32:28 | |
In this episode, host Todd Crawford, Co-Founder and Vice President of Strategic Initiatives at impact.com, sits down with Scott Brinker, VP of the Platform Ecosystem at HubSpot. As someone with an extensive background in the SaaS industry, Scott has plenty of wisdom and sage words of advice to share from his long career in the field. In this episode, Scott shares how at HubSpot, his mission is to grow and nurture the community of tech partnerships integrated within the platform by helping to deliver results for mutual customers. Todd and Scott also dive into HubSpot’s tech ecosystem, how the company’s partnership channel has evolved since Scott joined, inbound versus outbound partnerships, and how HubSpot helps partners find each other organically. This podcast episode was produced by Quill. | |||
| 03 Sep 2024 | Q4 is Closer than You Think with Lacie Thompson, Chief Growth Officer of New Engen | 00:34:12 | |
Lacie Thompson is the Chief Growth Officer of New Engen, and in this episode, shares that brands are starting to plan for Q4 earlier than ever in an effort to get access to prime publisher placements and partnerships. Lacie and Todd explore how to approach Q4 planning – using data to your advantage, navigating the changes in Google SERP, and tackling Cyber Week strategically, despite the saturated holiday season. Lacie also shares her insights in working with content publishers and emphasizes the importance of transparency with partners; working with them to ensure you’re aligned on goals and KPIs to make the most of your partnerships heading into Q4 and beyond. This podcast episode was produced by Quill. | |||
| 11 Apr 2023 | Ian McGlumphy, Head of Partnership & Events at Apollo Neuro on marketing a niche product to niche audiences through partnerships | 00:36:27 | |
In this episode, host Dave Yovanno sits down with Ian McGlumphy, Head of Partnership and Events at Apollo Neuro, a company that specializes in wearable stress relief technology. Ian explains how the company is effectively and strategically working with podcasters, creators, commerce content partners, B2B partners, review sites and more to create a diverse partnership program. He also breaks down how partnerships can be used to market a niche product to niche audiences, and some of the ways partnership content can be repurposed across various marketing channels to drive further growth. This podcast episode was produced by Quill. | |||
| 09 Aug 2022 | Angel Djambazov, Co-founder and Business Development at Lab6 Media, on the value of personalized relationships with partners, scaling up, and avoiding a one-size-fits-all approach | 00:33:11 | |
In this episode, Todd sits down with Angel Djambazov, Co-founder and Business Development at Lab6 Media. In addition to being a farmer, book collector, and foodie, Angel has spent his professional career in the field of journalism and digital marketing, working as an editor on several newspapers and as the founding Editor-in-Chief of Wyoming Homes and Living Magazine. An entrepreneur at heart, Angel was also on the founding team and served as the CMO for the startup PopShops.com, which was acquired by Rakuten LinkShare in 2013. During their conversation, Todd and Angel discuss the importance of brands fostering personalized relationships with their partners, especially when it comes to catering to the differences between general affiliates and creators. They explain why this is a critical point for brands who are hoping to scale up in the near future. This podcast episode was produced by Quill. | |||
| 21 May 2024 | Why Consumers Buy Products from People, Not Brands with Jeanette Okwu, Managing Director at Scale Digital and CEO at Beyondinfluence | 00:33:36 | |
In this episode, host Todd Crawford dives into the creator economy with his guest Jeanette Okwu, the founder and CEO of Berlin-based creator marketing agency Beyondinfluence. Jeanette founded the influencer and brand ambassador marketing agency to help her clients break into the next wave of marketing and drive growth. Todd and Jeanette discuss starting an influencer program from scratch, including managing budgets, strategy, and KPIs. They also take a look at the best ways to work with influencers from a creative perspective, and how non-traditional and B2B brands can empower themselves through influencer marketing. This podcast episode was produced by Quill. | |||
| 25 Apr 2023 | Brook Schaaf, CEO and co-founder of FMTC, on how coupons can boost customer engagement in a competitive market | 00:31:36 | |
In this episode, host Todd Crawford sits down with Brook Schaaf, CEO and co-founder of FMTC. To kick off the episode, Brook lets us in on his own personal career journey, beginning with his first role out of college at Zappos.com. During the discussion, Brook shares his perspective on a variety of topics including how his team at FMTC approaches brands about the value of coupons, understanding why consumers abandon their carts, and developing a good coupon strategy while working with publishers and commerce content partners. This podcast episode was produced by Quill. | |||
| 23 Aug 2022 | Brooke Cullison, Senior Acquisition Manager at Liquid IV, on taking your partnerships and customer acquisition to the next level | 00:31:46 | |
In this episode, Dave sits down with Brooke Cullison, Senior Acquisition Manager at Liquid IV, the leading brand in the electrolyte and hydration industry. Over the past eight years, Brooke has worked in multiple industries from digital ad tech to wellness and has touched every digital marketing channel. During the episode, Brooke explains her holistic approach to marketing, and why she’s passionate about using digital channels and partnerships to effectively drive customer acquisition and retention at a low cost. Dave and Brooke also discuss how partnerships can accelerate business growth and how to take the next step in diversifying a partnership program. The episode is full of great advice and actionable tips on how to take your partnerships and customer acquisition to the next level. This podcast episode was produced by Quill. | |||
| 14 Nov 2023 | Inez Miedema, Co-Founder and CEO at Growth HQ on accelerating growth through partner diversification | 00:34:07 | |
Growth HQ is an affiliate and partnerships agency that works with a diverse range of clients, from DTC to fintech. The co-founder and CEO, Inez Miedema, thinks a lot of marketers have preconceived notions about affiliate programs and therefore don’t include them as a top channel. Miedema is pushing back against these notions and wants marketers to understand that affiliate programs should be about much more than coupons and cashback. She and Todd discuss the importance of adding new and diverse partners to your affiliate program, taking affiliate marketing as seriously as you do other top channels, and why creating partnerships shouldn't be one-sided. This podcast episode was produced by Quill. | |||
| 17 Jan 2023 | Patricia Marange, Head of Affiliate Marketing and Performance Partnerships at Group M, on the unlimited potential of affiliate marketing | 00:33:24 | |
In this episode, host Todd Crawford, Co-Founder and Vice President of Strategic Initiatives at impact.com, sits down with Patricia Marange, the Head of Affiliate Marketing and Performance Partnerships at Group M, Mindshare and Neo Media World Agencies, where she oversees a team primarily focused on affiliate partnerships. Recently named one of AdWeek's 50 of 2022, Patricia is passionate about educating clients and colleagues alike about the unlimited potential of the affiliate partnership channel. She spent years advocating for affiliate and now partnerships, and today manages a team that is considered the center of excellence in relation to affiliate marketing at Group M. In this episode, Patricia shares more about her journey discovering the affiliate world and how it's evolved to where it is today. She also explains why she believes affiliate marketing can boost the performance of influencer campaigns, and why this channel's capabilities are essentially limitless. This podcast episode was produced by Quill. | |||
| 19 Oct 2021 | Nilla Ali, SVP Commerce at Buzzfeed, and Bryce Widelitz, Former Sr Director of Commerce at CNN, on the evolution of commerce content | 00:37:40 | |
In this conversation, Nilla Ali, SVP of Commerce at Buzzfeed, and Bryce Widelitz, VP of Publisher Innovation at Impact, talk about content development. Hear about growing teams, how content and monetization have evolved, creating data-led content, connecting with brands, taking advantage of live shopping, and get both guests’ valuable advice on furthering your career.For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline [00:48] Introducing Bryce, what he’s excited about, and what keeps him up at night [02:12] Introducing Nilla, what she’s excited about, and what keeps her up at night [03:42] The evolution of content and monetization [06:06] Information-based content vs commerce content [07:23] Monetization and how editors connect with readers [14:20] Creating commerce-based content [20:44] Consumers’ content demand [24:04] Connecting with brands [29:37] Live shopping [34:15] Nilla’s advice [35:30] Bryce’s advice Connect with Nilla and Bryce Nilla on LinkedIn | Twitter | BuzzFeed Bryce on LinkedIn | Impact.com Connect with impact.com | |||
| 14 Jun 2022 | Robert Glazer, Founder and Board Chair at Acceleration Partners, on the challenges of inflation and becoming a great leader | 00:34:10 | |
To kick off the next season of The Partnership Economy, host Todd Crawford sits down with a special guest who has been active in the partnership economy for nearly 15 years. Robert Glazer is the Founder and Board Chair at Acceleration Partners, the largest independent affiliate and partnership marketing agency in the world, which has received over 30 awards for its workplace culture. Robert also hosts his own podcast called The Elevate Podcast and has over 200,000 subscribers to his newsletter called Friday Forward. During the episode, Todd and Robert discuss some of the challenges of inflation, staffing shortages and the remote working world we find ourselves in. Robert also shares why influencers and content marketers are outperforming paid search, and his expert advice on how to become a great leader. This podcast episode was produced by Quill. | |||
| 20 Aug 2024 | Exploring the Business Side of TikTok with Vana Han, Global Partnerships (SMB) at TikTok | 00:32:53 | |
In this episode, host Dave Yovanno sits down with Vana Han, manager of global partnerships (SMB) at TikTok. As someone who has played a pivotal role in building TikTok’s monetization arm from the ground up, Vana offers unique insight into the strategic business planning behind the mega-successful social media app that we all know and love. TikTok for Business is focused on getting brands and advertisers to use the platform, and Vana’s main focus right now is on growing strategic partnerships at the company. She explains how partnerships with agencies, creators and strategic partners have proved to be most effective, whereas traditional partners don’t quite fit the TikTok model. Vana also shares her greatest takeaways and challenges from working at a company that has experienced rapid growth and isn’t showing any signs of slowing down soon. This podcast episode was produced by Quill. | |||
| 22 Nov 2021 | Steffen Daleng, CMO of Booktopia, on building a brand consumers love | 00:36:49 | |
In this conversation with Steffen Daleng, CMO at Booktopia, he talks about branding, consumer relationships, and partnerships. Hear about the most important moments in Steffen’s career, Booktopia’s partnerships, how their teams are structured, creating a strong brand, the importance of knowing your customers, and some exciting upcoming trends. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:44] About Booktopia [03:20] Creating a strong brand and consumer relationship [04:39] Partnerships at Booktopia [12:16] Booktopia’s teams [15:01] Consumer journeys and conversations [17:38] Driving growth [19:55] Exciting trends [24:10] Steffen’s career leading up to Booktopia [28:27] Steffen’s advice [34:33] What keeps Steffen up at night? Connect with SteffenConnect with impact.com | |||
| 02 Apr 2024 | The Partnership Economy is Back! | 00:02:09 | |
Season 5 of The Partnership Economy is here! We’re diving right back into interviews with leaders from all sides of the ever-evolving partnerships industry and answering the question on every marketer’s mind - how do I reach the modern consumer? Join your hosts, Todd and Dave, on April 9th for Season 5! This podcast episode was produced by Quill. | |||
| 02 May 2022 | Josh Knopman, Director of Growth & Digital Product at Caraway, on perfecting your partner mix and sweating the details | 00:34:44 | |
In this conversation with Director of Growth & Digital Product at Caraway, Josh Knopman, he talks about partnerships and marketing. Today, you’ll hear about Caraway’s interesting founding story, how they’re acquiring customers, identifying and working with various partners, partnerships versus advertising, taking advantage of the advertising snowball effect, some of the challenges of dealing with partnerships, thinking about the compensation model, and get Josh’s valuable advice to his younger self. Josh specializes in customer acquisition, digital products, and data analytics, and nerds out on consumer tech, decision theory, and digitally native brands. He holds a BSc in Marketing and Supply Chain Management from Indiana University - Kelley School of Business.To secure your ticket for Partnerships Experience 2022, visit www.ipx22.splashthat.com. Join us on June 14th at Pier 60 at Chelsea Piers, NYC for the one event where all players in the partnership economy come together to discover, network, and exchange ideas for business growth. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:44] About Caraway[02:54] What are Caraway customers looking for?[04:17] Acquiring customers, revenue, and partnerships[09:04] Identifying and working with partners[13:15] Partnerships vs advertising[16:48] Thinking about partnerships at Caraway[21:38] The advertising snowball effect[23:27] The biggest challenge dealing with partnerships[25:15] The compensation component[29:53] Interesting things that are top of mind[32:11] Josh’s advice to his younger self Connect with JoshLinkedInWebsite Connect with impact.comWebsiteLinkedIn (Impact)LinkedIn (Dave Yovanno)LinkedIn (Todd Crawford) | |||
| 17 May 2022 | Zak Bretherton, AVP of Marketing at PennyMac Loan Services, on the importance of attribution and validation through social proof | 00:30:17 | |
In this conversation with AVP of Marketing at PennyMac Loan Services, LLC, Zak Bretherton, he talks about all things marketing. Today, you’ll hear about how the marketing team is structured, the urgency in today’s market, the things that keep Zak up at night, choosing an attribution model, and some of the interesting industry dynamics.Prior to joining PennyMac, Zak served in numerous marketing roles at companies including ZMB Marketing, SBE Lifestyle Hospitality, Turn Car Subscriptions, Vylla, ClearPath Lending, and OBE Marketing. Zak holds a BSc in Business Management and Marketing from Arizona State University. To secure your ticket for Partnerships Experience 2022, visit www.ipx22.splashthat.com. Join us on June 14th at Pier 60 at Chelsea Piers, NYC for the one event where all players in the partnership economy come together to discover, network, and exchange ideas for business growth. For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers. Episode Outline[00:53] About PennyMac[01:21] The marketing team structure[02:06] What is top-of-mind?[03:33] The source of truth[05:11] The urgency in the market[08:20] Attribution models[17:00] What’s keeping Zak up at night?[20:06] Interesting industry dynamics[25:03] Zak’s inspirational people Inspirational PeopleZak’s dadBen Ashworth Connect with ZakLinkedInWebsite Connect with impact.comWebsiteLinkedIn (Impact)LinkedIn (Dave Yovanno)LinkedIn (Todd Crawford) | |||
| 07 May 2024 | Why Content Partnerships are Still Important in the Age of SEO with Jennifer Bentz, VP of Affiliates, Influencers, and Partnerships at Resident Home | 00:32:30 | |
Jennifer Bentz is VP of Affiliates, Influencers, and Partnerships at Resident Home, a company that owns famous mattress brands like Nectar and DreamCloud. Jenn wasn’t always in the mattress space, and has over two decades of experience across industries, experiencing the evolution of affiliates and partnerships. Jenn and Todd discuss focusing on all stages of the funnel with your affiliate and influencer partnerships, Jenn’s learnings from working in the D2C space, and the role of partnerships on the path to purchase, especially when it comes to products with higher AOV. This podcast episode was produced by Quill. | |||
| 17 Oct 2023 | Jason Fairchild, CEO and Co-Founder of tvScientific, on the future of connected TV advertising | 00:26:53 | |
When Jason Fairchild started tvScientific, he wanted to democratize access to TV advertising. Today, the company does just that by allowing marketers to run paid campaigns on connected TV, allowing organizations to unlock the power of streaming services and Smart TV. He joins host Todd Crawford to discuss why advertising should ultimately always be connected to sales, the importance of what he calls radical transparency in TV advertising, and how to measure attribution on a medium without last-click attribution. Jason discusses why he thinks TV is the new paid search, and the mindset shift marketers need to make in order to reap the benefits of connected TV advertising. This podcast episode was produced by Quill. | |||
| 01 Oct 2024 | Demystifying B2B Partnerships with Adam Glazer, President of Partner Commerce | 00:31:43 | |
In this episode, Adam Glazer, President of Partner Commerce—a leading affiliate and partner marketing agency specializing in B2B brands—joins host Todd Crawford to discuss the key differences between B2C and B2B affiliate marketing. They dive into the unique challenges of tracking the impact of B2B affiliate marketing and explore strategies to overcome them. Adam also shares insights on how B2B organizations can determine if affiliate marketing is the right fit for their business, emphasizing the importance of alignment with business development, sales, and other internal teams. Adam highlights the need for ongoing education to ensure success and maximize results, in addition to the opportunities for higher efficiency using partners. This podcast episode was produced by Quill. | |||
| 28 Feb 2023 | Patrick McKenna, Partner and CEO at DMi Partners, on building successful partnerships with affiliates, commerce content partners and creators | 00:28:52 | |
In this episode, host Dave Yovanno sits down with Patrick McKenna, Partner and CEO at DMi Partners, a digital marketing agency he founded in 2003. Over the past 20 years, Patrick has grown DMi into a leading agency for affiliate and CRM services, working with some of the largest brands in the DTC, retail and CPG categories. Patrick shares some of his impressive industry expertise during the episode, offering his perspective on how the partnership channel has changed over the last two decades. He also explains how the challenge now lies with attribution, incrementality and effectively finding new customers, sharing a helpful breakdown on how to build successful partnerships with affiliates, commerce, content partners and creators. This podcast episode was produced by Quill. | |||
| 29 Nov 2022 | Brad Hoos, CEO of The Outloud Group, on what’s trending in influencer marketing | 00:30:11 | |
To kick off the third season of The Partnership Economy, host Dave Yovanno sits down with Brad Hoos, CEO of The Outloud Group, a successful influencer marketing agency. Brad shares his perspective on what’s unique about working with influencers, especially as a way of acquiring new customers or revenue. He also shares his top tips for brands hoping to find influencers that are a fit for their campaigns and vice versa. Finally, Dave and Brad discuss new and emerging trends in the influencer marketing space, as well as what they have learned from their years of experience working in partnerships. This podcast episode was produced by Quill. | |||
| 12 Jul 2022 | Elisa Charbonnel, Director of Paid Media at Disney Streaming, on how to pivot partnerships in turbulent times | 00:29:21 | |
Dave Yovanno makes his return to the podcast for season two by sitting down with Elisa Charbonnel, the Director of Paid Media at Disney Streaming. Together they discuss how Disney’s streaming platforms exploded in popularity during the pandemic and how smart partnerships helped drive demand. She shares how Disney stayed agile and used creative ways to drive revenue even when many of its business units were negatively impacted by shutdowns. Elisa also shares her thoughts on how due diligence backed by data will become even more important in the partnership economy as big tech continues to disrupt platforms and long-established marketing channels. This podcast episode was produced by Quill. | |||
| 23 Jan 2024 | Tara McNulty, Strategic Partnerships Manager at YouTube Shopping, on the paradigm shift from traditional marketing to partnerships | 00:32:55 | |
After witnessing the digital transformation in the early 2010s through her work in retail, Tara McNulty made a career pivot to focus on the e-commerce and affiliate space. Today, she manages strategic partnerships at YouTube Shopping- a new program from the video giant. Commerce existed on YouTube long before partnerships were standard, with creators doing reviews, unboxings and hauls beginning in the early days of the platform. Today, creators and brands are both empowered to monetize this content and drive significant business revenue. Tara and Dave discuss how YouTube Shopping is helping creators and brands create long-term partnerships that move the needle, the power of YouTube as a search engine, and what Tara sees as the future of commerce on the platform. This podcast episode was produced by Quill. | |||
| 06 Sep 2022 | Kendal Clarke, Chief Commerce Officer at VerticalScope, on building effective teams, affiliate marketing and engaging consumers on the buyer journey | 00:33:17 | |
In this episode, host Todd Crawford sits down with Kendal Clarke, Chief Commerce Officer at VerticalScope. Together, they dive into the work VerticalScope does, its role in the consumer journey, the importance of user generated content and consumer trust—in other words, all things partnership economy. With 10 years of notable experience in corporate development and digital media strategy under her belt, Kendal had plenty of wise words to share during the episode. In her current role as CCO at VerticalScope, she plays a vital part in finding and expanding new revenue streams, as well as handling all things commerce strategy. Kendal’s specialties include a passion for building effective and functional teams, affiliate marketing, negotiation and market strategy, so this episode is full of great insights on all of the above. This podcast episode was produced by Quill. | |||
| 28 Nov 2023 | Erin Dwyer, CMO of Matter of Fact, on the challenges of customer acquisition and building a beauty brand in a saturated space | 00:28:21 | |
Erin Dwyer is the CMO of Matter of Fact, a skincare brand started by former K-Pop star Paul Baek, and a former professional dancer herself. Erin draws on her experience as VP of Digital at Drunk Elephant and OUAI, to build a brand in today’s competitive, noisy landscape. She tells Dave that being consistent with your messaging, no matter where a consumer is hearing about you, is crucial. She also emphasizes the importance of partnerships to acquire new customers in the beauty space, because the modern beauty consumer is savvy and does their research. Dave and Erin dive into her journey so far, and why Erin believes there is no ‘sales funnel’ but rather a ‘sales pinball machine.’ This podcast episode was produced by Quill. | |||
| 17 Sep 2024 | Navigating the New Era of Brand Partnerships with Meta’s Jackie Pimentel, Senior Global Director of Core Ads Product Marketing | 00:34:35 | |
In this episode of the Partnership Economy podcast, Dave Yovanno interviews Jackie Pimentel, Senior Global Director of Core Ads Product Marketing at Meta, about her extensive 14-year career with the company. Jackie shares her journey from an entry-level position to leading a global team, along with tips for advancing your career. The conversation covers her involvement in the launch of Threads, the evolution of Meta’s advertising model, and the critical role partnerships play in building and scaling platforms. Jackie emphasizes the importance of adaptability, humility, and accountability in her career growth and discusses how Meta’s partnership strategies have evolved to engage creators and businesses in meaningful ways. This podcast episode was produced by Quill. | |||
| 31 Oct 2023 | Stephanie Schultz, Head of Partnerships on how Amex has built the power of partnerships into their products | 00:21:10 | |
Stephanie Schultz loves learning about new innovative technologies. It's a large part of the reason she’s stayed so long at American Express, where she is VP and Head of Partnerships. In her position, she gets to work with her team to uncover how new tech can bring better value to their customers and partners. She and host Dave Yovanno discuss getting their start in product, enriching experiences for customers after they’ve been acquired, and strategic partnerships to create differentiated experiences. Stephanie also gives insight into how Amex tests, builds and launches new products. This podcast episode was produced by Quill. | |||
| 22 Aug 2023 | Chloe Wen, Content Creator, on working with brands, building an engaged audience, and maintaining a long-term vision for content | 00:39:01 | |
Welcome back to the Partnership Economy! In season four’s first episode, host Dave Yovanno sits down with Chloe Wen. Chloe is a content creator who has been posting content since 2015. Throughout her journey, Chloe has developed long-term vision for her content and business, embraced new social media platforms, and learned how to effectively work with brands. In this episode, Chloe provides her tips for aspiring content creators and brands who want to tap into the highly engaged audiences of creators like her. She also shares how she cultivates great relationships with the brands she works with, and the importance of having strong affiliate marketing. This podcast episode was produced by Quill. | |||
| 04 Oct 2022 | Wade Tonkin, Director, Global Affiliate Marketing, Fanatics, on secrets of the affiliate world | 00:31:35 | |
In this episode, Todd sits down with Wade Tonkin, the Director of Global Affiliate Marketing at Fanatics. Wade has been managing affiliate and partnership programs for over 20 years with specialties including retail affiliate, program management, affiliate recruiting and affiliate consulting. In his current role, Wade oversees affiliate programs for more than 30 e-commerce sites, including the official shops of the NFL, MLB, NBA and NHL. During the episode, Todd and Wade dive into some exciting topics around media partnerships and the rise of content commerce. Wade also shares his insider perspective of Fanatics affiliate program, his perspective on managing partnerships and much more. This podcast episode was produced by Quill. | |||
| 14 Mar 2023 | Courtney Spritzer, CEO and Co-Founder of Socialfly, on the ABCs of influencer marketing | 00:32:40 | |
In this episode, host Dave Yovanno sits down with Courtney Spritzer, CEO and Co-Founder of Socialfly, a woman-owned and operated social media agency that develops social media plans for brands like Discovery, Conair and Il Makiage. From working in finance to building a thriving agency, Courtney serves as an example of someone who has turned their passion into a successful business model. With a decade of experience in the industry, Courtney shares her thoughts on how social media—and specifically, influencer marketing—has evolved in recent years. She also shares some expert insights into what it takes to start working with creators from the ground-up, including what types of creators brands should be focused on, how to measure results and more. This podcast episode was produced by Quill. | |||
| 19 Sep 2023 | Dave Bolotsky, Founder of Uncommon Goods, on balancing people, planet and profit | 00:30:29 | |
When Dave Bolotsky founded Uncommon Goods, he wanted to create something different. In his role as an e-commerce research analyst, he had seen a world of ‘sameness’ on the internet, and saw an opportunity to do something different. 25 years later, he’s still at it. Uncommon Goods is a leader at ESG, and is something Dave is passionate about. He thinks consumers need to examine companies’ practices to make sure they aren’t engaging in greenwashing, and are actually employing sustainable practices. He and host Dave Yovanno discuss becoming a B corp, liveable wages, and how to build your brand ethos into your partnerships. This podcast episode was produced by Quill. | |||
| 23 Apr 2024 | Connecting with your Audience Beyond Viral Trends with Marcel Floruss, Creator, Founder of One Dapper Street and Creative Director of Aetos Apparel | 00:33:18 | |
When Marcel Floruss started his blog in 2013, it was because he had a passion for men’s apparel and fashion. Over the following years, he has built a massive audience on Instagram, TikTok and YouTube- with over 1 million subscribers on YouTube alone. He and host Dave Yovanno discuss Marcel’s journey as a creator, his connection with his audience and how he leveraged his success to become the Creative Director of Aetos Apparel. They also discuss the differences between social platforms, tips for brands and creators looking to build partnerships, and the importance of not seeking virality just for the sake of it. This podcast episode was produced by Quill. | |||
| 26 Jul 2022 | Tye DeGrange, CEO and Principal Growth Marketer at Round Barn Labs, on conversion rate optimization, the importance of agility, and why growth is never done | 00:31:41 | |
In this episode, Todd sits down with Tye DeGrange, the CEO and Principal Growth Marketer at Round Barn Labs. In his role, Tye provides a data-driven and customer-centric approach to grow startups and Fortune 500 companies in the consumer and enterprise space. With more than 17 years of experience, including time at Amazon and eBay, he’s developed a wealth of expertise to scale affiliate programs and other marketing channels and initiatives. During their conversation, they discuss the importance of A/B testing, challenges with attracting and retaining talent, and the potential around shoppable commerce.This podcast episode was produced by Quill. | |||
| 28 Mar 2023 | Craig McGlynn, Managing Director and Executive Vice President of Agency at Perform[cb], on the benefits of running an affiliate program alongside an agency | 00:29:39 | |
In this episode, host Todd Crawford sits down with Craig McGlynn, Managing Director and Executive Vice President of Agency at Perform[cb], an affiliate management agency that represents a diverse portfolio of clients from startups to enterprise companies with a focus on subscription and financial services. Craig has over a decade of experience in the affiliate space, having previously held a position as Head of Publishers for the Amazon Associate Program. During their conversation, Craig shares his expert insights and personal stories on how the approach to partnerships has evolved and matured over the years. He also shares his thoughts on the benefits of running an affiliate program with an agency, as well as the evolution of performance-based payment models with content commerce partnerships. This podcast episode was produced by Quill. | |||