Always Be Testing

Tom Rathbone joins Tye DeGrange to break down the real challenges of measuring CTV — from probabilistic Nielsen-era methods to where the industry stands today. Tom shares how TVScientific approaches measurement, why holdout testing is still underutilized by most brands, and how to build a test media plan that actually generates signal. Plus: why single-touch attribution fails in a multi-channel world and what it takes to move from vanity metrics to a long-term growth strategy.

For Mother's Day, Tye DeGrange hands the mic to his mom — Ginger DeGrange. Rodeo queen. Horse trainer. Summer camp founder. 36-year instructor who's taught 10,000+ students the art of horsemanship at Santa Rosa Junior College. This one's full of great stories: the OJ Simpson trail ride, a student who went on to dine with the Queen of England, competing at the Grand National, and the old reinsman who taught Ginger that quiet confidence beats loud energy every time. Plus real lessons on building confidence, earning trust, and leading with feel — on and off the horse.

Adam Dewer leads partnerships at Soci.ai — an AI-powered platform helping 800+ multi-location brands manage their local presence across social, listings, and reviews. In this episode, Tye and Adam get into the "zero platform" future of local marketing, where AI agents replace dashboards entirely — handling updates, review responses, and social posts through a simple SMS conversation with the business owner. They also dig into Adam's approach to building and measuring partnerships (he tracks just two numbers: net new revenue and expansion revenue) and why he'd take 10 incredible partners over 100 mediocre ones any day. What you'll learn:• Why "automagically" is the most dangerous word in AI marketing• How to identify your AI strength areas before trying to scale• Why agency partners are Adam's #1 channel play right now• The early signals that tell you a partner is going to scale• How to tee up a partner for success without making it transactional• What the "zero platform" future looks like for a local business owner Connect with Adam: linkedin.com/in/adamdewer | soci.ai

The first episode of SaaS Class tackles one of the most pressing questions in B2B marketing: how do you win when your buyers are finding answers on ChatGPT and Perplexity instead of Google? Tye sits down with Nancy Harnett (Head of Affiliate & Offsite AEO at HubSpot) and Guy Yalif (Webflow, formerly CEO of Intellimize) to break down what's actually working in the race to become the most visible brand in AI search. Nancy reveals how HubSpot generated 200K+ AI citations in 6 months and became the #1 most visible CRM across AI search. Guy shares how Webflow appears in 67% of the AI answers they care about — more than any other CMS including WordPress. What you'll learn: Why AEO is a natural evolution of great SEO, not a replacementThe 4 pillars of AEO: Content, Technical, Authority & MeasurementWhy affiliate marketing is now the "new backlinks" — driving top and bottom-funnel AI impactHow HubSpot used Reddit to go from ~100 to 146K AI citations in 7 monthsContent depth and localization: what actually moves the needleHow to build a closed-loop measurement system to iterate fast

In this episode of Always Be Testing, host Tye DeGrange sits down with Lacie Thompson, an experienced agency leader, affiliate and partner marketing expert, and former operator at brands like Expedia and Blue Nile. After successfully scaling and exiting her agency, Lacie is now building Media Pack—an AI-powered platform designed to modernize and streamline how brands buy media. The conversation explores Lacie’s journey across brand-side, agency, and startup environments, highlighting how real-world frustrations led her to build solutions rooted in efficiency and transparency. From the broken workflows of flat-fee media buying to the lack of standardization across the industry, she unpacks the core problems that still slow teams down—and how AI is now making it possible to rethink the entire system. Beyond product and tech, the episode dives into the mindset behind building and scaling—from making decisions beyond data, to taking risks before feeling “ready,” to focusing on what truly creates differentiation. It’s a grounded and insightful look at what it takes to build in today’s AI-driven landscape while staying anchored in real customer needs.

Kyle White is the CEO & Founder of Refinery, an AI-powered affiliate technology solution. He brings a rare blend of experience across affiliate management (Overstock, Uber), product development, and data-driven experimentation. He previously built tools at Impact, led global affiliate/ambassador programs at Uber, and now focuses on making affiliate programs smarter, more automated, and more profitable using AI. In this conversation, Kyle breaks down how AI is transforming affiliate marketing, how brands can adopt product‑led growth principles, and why relevancy—not payouts—is the strongest signal in partner matchmaking. He shares lessons from scaling Uber’s Ambassador Program from a 7% to an 80% activation rate, what most brands get wrong about affiliate recruitment, and how to design tests that actually produce meaningful insights. The episode also covers trends shaping the future: the threat of AI search bypassing the affiliate channel, the rise of pay‑per‑performance TV & audio partners, and why the next era will require filtering through more noise to find true value. Kyle also shares personal stories—building a company with a newborn, being featured in South Park, speaking Russian from missionary service in the Baltics, and his love of film photography.

In this episode, I sit down with Doug Bell — Fractional CMO, former leader at Automation Anywhere, LeanData, and Searchmetrics, top‑40 Substack writer, and co-host of Cannonball GTM — to unpack why modern go‑to‑market playbooks are breaking… and what the next generation of GTM looks like in an AI‑driven world. We go deep into the new patterns shaping high‑growth companies — and the uncomfortable truths most teams don’t want to face.

This episode explores the future of search and digital discoverability with an experienced SEO executive and growth advisor who has worked with high-growth marketplaces and SaaS companies. The conversation unpacks how the mechanics of online discovery are being reshaped by AI, shifting user behavior, and the declining reliability of traditional traffic channels. Together, we examine why visibility is no longer just a marketing function but a product and experience challenge — where trust, intent, and usefulness determine whether users discover and choose a product. The discussion also covers how teams should rethink SEO from a tactical ranking exercise into a strategic growth capability, what durable acquisition looks like today, and how organizations can adapt their playbooks to stay relevant as search continues to evolve.

Wade Tonkin is the Director of Global Affiliate Marketing at Fanatics, Inc., where he oversees one of the largest and most complex affiliate programs in the world. With over 20 years of experience in performance marketing, he has played a key role in shaping Fanatics’ global partner ecosystem, driving growth through content creators, media publishers, loyalty partners, and innovative performance channels. This episode dives deep into the evolution of affiliate marketing at massive scale. The conversation spans growth levers beyond the traditional affiliate playbook—ranging from content partnerships, media integrations, sports‑driven real‑time demand, coupon ecosystem shifts, loyalty dynamics, influencer performance trends, incrementality measurement, BNPL behavioral changes, AI’s emerging role in affiliate operations, transparency challenges with subnetworks, and experiments in compensation modeling. It also includes personal touches: international travel, hiking adventures, and the guest’s surprising hobby as a certified bourbon steward.

In this episode of Always Be Testing, host Tye DeGrange is joined by Cormac Jonas, CEO and Founder of The Jonas Agency, for a deep dive into what’s actually broken in modern performance marketing. With years of experience across affiliate, paid media, and creator-led growth, Cormac brings a sharp perspective on why so many brands are optimizing campaigns while ignoring the bigger problem: flawed measurement. The conversation unpacks how misattribution, last-click bias, and platform incentives distort ROI, using the recent Honey browser extension controversy as a real-world example of how value gets misassigned across channels. They explore why TikTok and YouTube reshaped high-intent demand, how AI, CTV, and programmatic traffic are inflating “performance” metrics, and why owning an audience now matters more than owning traffic. This episode is a candid look at where affiliate and performance marketing are heading — and what brands need to fix before scaling spend.

In this episode of Always Be Testing, host Tye DeGrange sits down with Guillaume Cabane, Founder of HyperGrowth Partners and one of the earliest leaders to shape modern B2B SaaS growth. Guillaume breaks down why most companies struggle to scale—not because they lack tools or talent, but because they’re unwilling to embrace the speed, risk, and failure real growth requires. The conversation unpacks what actually defines a growth team, why experimentation must move faster than polish, and how founders often sabotage growth by demanding results without accepting uncertainty. They also explore where AI is genuinely creating leverage in B2B today, why SDRs haven’t been fully replaced, and how trust, culture, and incentives shape whether growth teams succeed or stall. This episode is a practical, no-fluff look at what it really takes to build growth systems that scale in B2B SaaS.

In this episode of Always Be Testing, Tye DeGrange sits down with Ziggy Kopetti, a veteran affiliate marketing operator and platform founder who has spent years working inside the mechanics of performance marketing—from attribution and partner incentives to how networks and platforms actually make money. The conversation explores how affiliate programs really scale, where brands commonly misjudge incentives, and why many performance issues are self-inflicted by poor structure rather than bad partners. Ziggy breaks down the economic realities behind affiliate platforms, how creators and publishers think about risk and reward, and why transparency and alignment matter more than tooling alone. The episode also touches on where affiliate marketing is headed, what brands misunderstand about creator partnerships, and how short-term optimization often creates long-term trust problems.

In this emergency episode of Always Be Testing, I’m joined by Ben Edelman—an economist, lawyer, and one of the most respected affiliate fraud investigators in the industry. Ben has spent over two decades uncovering adware abuse, browser extension misconduct, and attribution fraud, working with merchants, networks, and publishers to protect the integrity of affiliate marketing. We break down what actually happened with the Honey browser extension, why multiple affiliate networks removed it, and why this case is fundamentally different from past controversies. Ben explains how affiliate attribution is supposed to work, how “stand down” rules came to exist, and how Honey allegedly bypassed those rules by intentionally concealing violations from testers and networks. We also discuss the real impact on content publishers, review sites, and the broader ecosystem—and why concealment, not just rule-breaking, changes the legal and ethical stakes. This episode is a deep, technical, but essential conversation for anyone who cares about transparency, trust, and accountability in partner marketing.

In this episode, I get the chance to sit down with Jen Goodwin, a powerhouse with 17 years of experience driving growth across e-commerce and affiliate marketing. Jen has helped scale some of the biggest brands in the space and played a major role in two successful exits — the acquisition of Coupons.com (Quotient) and Honey’s $4B sale to PayPal. She’s worked at every level of an organization, mentoring new talent, partnering with the C-suite, and leading teams through transformation and growth. Today, she co-leads Hi Energy Agency, where she helps publishers scale faster through smarter affiliate partnerships and more efficient monetization strategies across major networks. Our conversation digs into what real leadership looks like inside high-growth environments — the tough decisions, the clarity required, the importance of operational discipline, and the mindset shifts that separate good teams from great ones. Jen brings a level of honesty and practical insight that operators will immediately recognize and appreciate.

In this episode of Always Be Testing, I sit down with Howard Schaffer — a 25-year performance marketing leader, former CMO and VP across major wellness, fitness, and tech brands, and now the founder of HOS Performance — for a deep dive into what really holds companies back from scaling. Howard and I unpack why so many teams are still operating on shaky data foundations, from broken UTM structures to inaccurate attribution and reporting gaps, and he shares the exact diagnostic framework he uses when he steps into an organization. We talk about what every new CMO should evaluate in their first 30–60 days, how to assess channel performance without bias, and why disciplined tracking and clean measurement matter far more than adding another fancy analytics tool. We also get into AI’s growing role in competitive research and creative iteration, how SEO is evolving, and why creator-led partnerships are becoming more valuable than traditional influencer deals. This conversation is full of practical insights for CMOs, performance marketers, analysts, and founders who want to understand what’s slowing down their growth — and how to fix it.

In this episode, we sit down with Scott Ginsberg — VP of Performance Marketing at Penske Media, the powerhouse behind brands like Rolling Stone, Billboard, Variety, and Robb Report. With two decades in affiliate and performance marketing (including leadership roles at BrandCycle, CJ, and Yahoo), Scott breaks down how the industry evolved from “coupons and last-click” into one of the most strategic levers in modern growth. We explore how top publishers balance editorial integrity with monetization, the rise of content-commerce, how AI is reshaping traffic and attribution, why brand-publisher relationships win long-term, and the underrated leadership principles that drive great teams. This episode is a masterclass for marketers, operators, and leaders navigating a shifting ecosystem.

This episode features Adam Robinson, Founder & CEO of Retention.com, who shares his journey from finance into tech and how he built Retention.com from the ground up into a lean, high-margin SaaS serving both e-commerce and B2B brands. He talks about hitting a growth plateau around ~$3M ARR and the breakthrough that followed, the role of continuous product innovation, and how founder-led brand building on LinkedIn became a core distribution and trust engine for the company. The conversation also explores defining what “enough” truly means, designing work around the life you want to live, and his decision to relocate to Aspen to raise his family in a more intentional environment.

In this episode of Always Be Testing, host Tye DeGrange sits down with Amro Naddy, VP of Product and General Manager at U.S. News & World Report, where he leads digital transformation, innovation, and audience growth initiatives across one of the most trusted names in media. With a background spanning product strategy, growth, and media leadership, Amro brings a thoughtful lens to how legacy brands can evolve without losing credibility. He shares how U.S. News balances data-driven optimization with editorial integrity — and why connecting product, marketing, and content strategy is crucial for long-term success. Together, they dive into the future of product-led growth, what it takes to lead cross-functional teams in a complex organization, and how to measure what really matters when building products for millions of users. Amro also reflects on leadership lessons — from building psychologically safe teams to navigating change in organizations that have been around for decades. This episode is a masterclass in modern leadership, where innovation meets trust and experimentation meets purpose.

In this episode of Always Be Testing, host Tye DeGrange sits down with Michael Cole, Senior Vice President of Marketing at Everflow and active member of the Performance Marketing Association’s Measurement Council. With a decade of experience leading growth and analytics in the partner and affiliate space, Michael helps brands unlock performance marketing efficiency through better data, smarter attribution, and stronger relationships between advertisers and publishers. Their conversation dives deep into how affiliate marketing and partnerships are rapidly evolving in the age of AI and advanced measurement. Michael shares how Everflow empowers marketers to see the full picture of affiliate performance — from first click to repeat purchase — while debunking the biggest myths holding brands back. Together, they unpack how AI is reshaping discovery, what most marketers still misunderstand about attribution, and how partner programs can deliver growth that’s both scalable and sustainable.

In this episode of Always Be Testing, host Tye DeGrange sits down with Bob Feist — known as the Godfather of Team Roping — a legendary cowboy, entrepreneur, and rodeo announcer. A Cowboy Hall of Fame inductee and PRCA Pioneer Award winner, Bob is also the founder of Ropers Sports News, the first-ever newspaper dedicated to team roping, and the creator of The Bob Feist Invitational (BFI), the richest one-day open team roping event in the world. In this inspiring conversation, Bob and Tye explore the Cowboy Code — a timeless set of values centered on courage, integrity, and doing what’s right — and how these principles apply to today’s business and marketing world. Bob shares stories and lessons from decades of entrepreneurship, from building a publication out of nothing to growing one of the most prestigious events in rodeo history. They dive into how the Cowboy Code influences leadership, business ethics, and branding, as well as the importance of trust, humility, and staying true to your brand identity. Bob also discusses key entrepreneurial lessons on starting small, adapting to change, and rewarding loyalty, offering timeless wisdom on integrity, perseverance, and leading with purpose.

In this episode of Always Be Testing, host Tye DeGrange sits down with Bryn Jones, Co-founder and CEO of PartnerStack, a leading B2B SaaS partner marketing platform. Bryn has spent the past decade redefining how companies scale through partnerships, drawing from his experience growing PartnerStack from its early days at Y Combinator to becoming an industry leader. The conversation dives into the evolution of B2B partnerships and how PartnerStack is helping companies move beyond traditional sales and marketing models toward sustainable, efficient growth. Bryn shares lessons from the company’s journey—emphasizing the importance of customer feedback, culture, and adaptability—and highlights how partner teams can align closer with revenue goals. They also explore the growing role of AI and automation in partnerships, the creation of generational wealth within partner ecosystems, and why partnerships are beginning to look more like marketing in the years ahead. The episode wraps with Bryn’s reflections on leadership, humility, family, and even gardening—where he draws parallels between patience, growth, and building something that lasts.

In this episode of Always Be Testing, host Tye DeGrange sits down with Nicole Leffer, an AI consultant, speaker, and founder of her own AI consultancy helping marketing teams and organizations understand, adopt, and integrate generative AI tools effectively. With a background as Head of Marketing for a B2B SaaS company, Nicole began experimenting with AI tools in 2021—long before the ChatGPT boom—and has since become a trusted voice in AI strategy, training, and implementation. Nicole shares her journey from early AI adoption in marketing to launching her consultancy, offering practical insights for brands navigating this fast-evolving landscape. The conversation explores how AI can transform marketing workflows and team productivity, why organizations should start with one tool before expanding, and the risks of “cognitive offloading” or trusting AI too much. Nicole emphasizes the importance of maintaining human oversight, communication, and critical thinking, while debunking common misconceptions about AI’s limitations and potential. They also discuss how to train teams to use AI responsibly and creatively, the role of experimentation and continuous learning in the AI era, and why smaller, agile teams often see greater success with implementation than larger, more rigid organizations. Beyond strategy, Nicole shares her creative side—her passion for travel, music, and using tools like Sunno to compose songs—illustrating how AI can enhance both professional workflows and personal expression.

In this episode of Always Be Testing, host Tye DeGrange sits down with John Toskey, a seasoned marketing leader with over 25 years of experience in global partner and performance marketing. Having held senior roles at eBay, Affirm, and Opera Software, and now running his own consulting practice, John unpacks lessons from decades of leading high-performing global marketing teams. He shares valuable insights on building diverse and sustainable teams, creating a culture of experimentation, and the importance of asking the right questions when testing. The conversation dives into why diversity in location, experience, and seniority strengthens team performance, how to avoid “talent logjams” and keep growth pathways open, and what it takes to scale a test-and-learn culture while ensuring results are properly shared. John and Tye also explore the balance between data, intuition, and executive alignment in decision-making, the evolving future of performance marketing—from BNPL to retail media to influencer backlash—and the promise and risks of AI in marketing, including generational differences in its adoption. Adding a personal touch, John opens up about his passion for cooking, vegan living, and even bird-watching apps, making this conversation both insightful and relatable.

In this episode of Always Be Testing, host Tye DeGrange sits down with Kayla Castro, Senior Manager of Affiliates & Partnerships at Zenni Optical, to talk about the evolving world of affiliate marketing. Kayla shares her experience leading affiliate programs and offers practical insights on how to audit and optimize affiliate strategies for long-term success. The conversation covers common mistakes brands make in affiliate marketing and why internal communication is critical for gaining leadership buy-in. Kayla also dives into the complexities of measurement, breaking down MTA, MMM, incrementality, and attribution models in a way that helps marketers understand how to use the right tool for the right decision. They explore how to balance efficiency, partner diversity, and sustainable growth while leveraging AI as a supportive tool without losing the human touch that drives authentic, trust-based relationships with partners. Beyond marketing, Kayla shares personal perspectives on travel, books, and professional growth, making the discussion both practical and relatable.

In this special episode, Tye DeGrange, CEO of Round Barn Labs and host of Always Be Testing, reflects on his journey in marketing and the timeless principles he calls the Cowboy Code. Drawing from his upbringing on a California ranch and decades of experience leading growth at eBay, StubHub, and beyond, Tye explores what B2B marketers can learn from consumer brands. He highlights why trust and authenticity are more critical than ever in today’s trust-deficit world, and how partner and affiliate marketing can help bridge the gap. From lessons in finishing what you start, keeping promises, and “talking less but saying more,” Tye makes the case that B2B has its moment now—to embrace authenticity, invest in brand, and build lasting trust with buyers.

In this episode of the Always Be Testing podcast, Peter Denton—a seasoned growth and marketing leader with a 25+ year career in startups, product experimentation, and marketing innovation—shares a wealth of insights from his journey through the dot-com boom to leading growth at XMTP and previously Pioneer Square Labs. Peter discusses how to de-risk startups before launch, leverage APIs and data for faster insights, and adapt to changing marketing landscapes driven by AI, privacy, and emerging tech like blockchain and quantum security. From the rise of agents and protocols to the future of messaging platforms, Peter offers a masterclass on building, testing, and scaling products in today’s fast-moving world.

In this episode of Always Be Testing, host Tye DeGrange sits down with Erica Yoon, Director of Marketing at BuildOps, a vertical SaaS platform designed for commercial contractors. With prior experience at companies like Reddit, Erica brings a rich perspective on scaling marketing strategies that go beyond demand generation.

We’re joined by Lucas Beland, Co-Founder & CEO of Goloot, an innovative content platform helping Consumer and B2B brands secure content placements on a performance basis. In this episode, we dive into the evolving world of content and influencer marketing, exploring why it’s time to move past vanity metrics and focus on real business outcomes like customer acquisition cost, ROAS, and lifetime value rather than likes or impressions. We also discuss why authenticity wins—how raw, relatable, and creator-led content resonates more deeply with audiences than overproduced ads, ultimately driving stronger engagement and higher sales.

In this episode of Always Be Testing, host Tye DeGrange sits down with Kevin Weatherman, co-founder of Upscale AI, a performance streaming platform using AI to power connected TV ads for DTC brands. With a rich background that includes being the first business hire at multiple startups, angel investing, and co-founding a global run club, Kevin shares his journey from selling limo rides to Google employees to scaling AI-driven advertising solutions. Their conversation covers Kevin’s approach to identifying market trends, the evolution of A/B testing, connected TV measurement strategies, AI in creative production, the intersection of brand and performance marketing, influencer and affiliate strategies, hiring in the AI era, and personal insights from his journey to sobriety.

Sydney Sloan – CMO of G2, a leading software marketplace for businesses to discover, review, and manage technology solutions. She has extensive experience in customer marketing, community building, and scaling B2B SaaS companies. Formerly at Adobe, SalesLoft, and other high-growth companies, she’s recognized as a champion of customer advocacy.

In this episode, Ben Edelman shares insights from his years studying the intersection of economics, digital marketing, and consumer protection. He and the host dive deep into the evolution of affiliate marketing, the early days of web advertising, and how regulation and business incentives have shaped online behavior—both good and bad. Ben also reflects on ad fraud, deceptive affiliate practices, legal enforcement challenges, and how platforms and advertisers can improve accountability in the digital space.

Bryant Garvin, a 20-year veteran of the digital marketing world, announced his new position as Operator in Residence at Triple Whale. This role leverages Triple Whale's massive data set (35,000+ stores, $55B+ GMP annually) to build better products for marketers and e-commerce operators. Garvin discussed his evolved perspective on attribution, emphasizing Triple Whale's holistic approach using AI and data integration beyond simple dashboards. He highlighted the power of MOBI, Triple Whale's platform, in providing data-driven insights for strategic planning, such as Prime Day optimization. The conversation also touched upon the importance of humanizing data, considering the broader context of marketing beyond immediate clicks, and the crucial role of product quality in marketing success. Garvin shared successful marketing strategies from his past, including adding value instead of discounting and leveraging Kickstarter for product launches. He championed YouTube as an underutilized e-commerce channel and cautioned against relying solely on quick wins, advocating for long-term brand building. Finally, he emphasized the importance of authenticity and human connection in marketing, even in the age of AI, and shared a personal anecdote about his childhood dream of becoming a paleontologist.

Sales expert Sam McKenna, Founder of Sam Sales, shares her journey from solo consultant to a thriving 20-person team with 250+ clients. The podcast discusses her unique sales strategies, including the "Expand the Sandbox" method for LinkedIn prospecting, which landed her a deal with Equifax. Key takeaways include the importance of building genuine rapport with clients (even discussing breakfast!), prioritizing consistent outreach, and investing in employee growth. McKenna emphasizes the critical need for sales leadership training and highlights the detrimental effects of slow responses in communication, advocating for a "give a shit" (GAS) approach that prioritizes human connection over automation. She also shares a surprising personal anecdote about her father's grave and recommends the book "Unreasonable Hospitality." The conversation underscores the transferable nature of sales skills across various business functions and the power of human interaction in building lasting relationships.

This Always Be Testing podcast features James Little, a UK affiliate marketing legend and key figure at TopCashback. The episode covers TopCashback's 20-year history, its unique 100% cashback model, and its global success without venture capital. Little discusses the challenges and rewards of operating in various markets, the importance of clear customer education around cashback, and the evolving relationship between cashback sites and brands. He highlights the crucial role of accurate tracking and the positive impact of AWIN's move towards server-to-server tracking. The conversation also touches upon the impact of AI on affiliate marketing, the importance of mental health awareness, and Little's personal experiences.

The Performance Marketing Association (PMA) released its third triennial affiliate marketing survey, revealing a booming industry. Data from eight networks, 53 publishers, and over 20,000 brands showed ad spend skyrocketing from $6 billion to $13.63 billion (a 14.42% CAGR), exceeding e-commerce growth and contributing 10% to overall US e-commerce revenue. While cashback and coupon sites remain significant, their market share decreased, likely due to the rise of card-linked offers and buy now, pay later options. These, along with influencer marketing, fueled growth, though the overall increase in market size means some sectors saw proportional decreases in share. The survey also highlighted growth in less directly correlated sectors like finance and telecom, and a slight decrease in ROAS (from 12:1 to 11:1), potentially due to a shift towards top-of-funnel traffic. Publisher sentiment shows concern about Google changes but optimism for the future. 

This podcast features Ryan Fitzgerald, an affiliate industry expert at AWIN, discussing various aspects of affiliate marketing. Key takeaways include the importance of initially working with all publisher types to build brand equity, AWIN's global reach and commitment to a publisher-centric approach, and Fitzgerald's sales leadership focusing on educating and mentoring SMBs. He emphasizes the need for transparency and data-driven decision-making in affiliate marketing, particularly for convincing C-suite executives of its value. Fitzgerald also shares insights into his team's success strategy, focusing on deal closure, self-education, and organization, and offers advice for brands on time commitment and agency utilization. The conversation touches upon AWIN's ShareASale integration, bringing modernized technology to a large existing client base. Finally, Fitzgerald shares personal insights, including book and movie recommendations, and advice for fathers.

This podcast episode features Vinod Varma, founder and CEO of Creator Co., discussing the evolving landscape of social commerce. Varma defines social commerce as the next wave of influencer marketing, enabled by expired Amazon patents, and highlights TikTok Shop's leading role due to its seamless user experience. Creator Co. helps brands navigate this space by providing technical setup and access to a vast influencer network. The conversation touches upon the potential of other platforms like YouTube, YouTube Shorts, and the surprisingly underutilized Pinterest, emphasizing the platform's aspirational and positive nature. A key theme is the importance of authenticity in influencer marketing, particularly in the age of AI, and the need for improved attribution models and transparency in influencer compensation to address concerns arising from browser extensions like Honey.

Jordan Koene, CEO & Founder of Previsible.io, breaks down how AI is reshaping the SEO landscape. As tools like ChatGPT provide direct answers, many websites are seeing noticeable drops in organic traffic—ranging from 10% to as much as 90%, depending on the industry and keyword. This shift is happening quickly and requires a thoughtful response. Jordan explains why it's important for brands to focus on becoming trustworthy sources within AI ecosystems, addressing inaccuracies in AI-generated content, and leaning into unique brand assets. He also emphasizes the need to shift from broad outreach to more targeted strategies on platforms where the audience is most active. AI isn’t replacing jobs, but it’s changing them—making skill development and retraining a priority. The future of SEO will center around helpful, relevant content, deeper personalization, and multimedia formats like video that build trust and engage users. The key is to move from reactive to prescriptive marketing by focusing on serving specific audience needs within the evolving limitations of AI.

This podcast features a conversation between two performance marketing experts with 20+ years of experience, discussing the evolving landscape of digital marketing. Svet, with a background at Stanford, McKinsey, and Nextag, shares his insights on leveraging first-principle thinking and algorithmic understanding to optimize marketing campaigns across B2B, e-commerce, and local service businesses. Key themes include the importance of rigorous testing, overcoming common data measurement mistakes (like under-tagging and misaligned attribution), and adapting to the increasing influence of AI and automation in paid search. The discussion highlights the ongoing relevance of keywords despite Google's shift towards AI-driven contextual search, the untapped potential of Bing Ads for B2B marketers, and the crucial need for marketers to develop a "hacker mentality" and deep technical skills to thrive in this rapidly changing environment. Svet also recommends utilizing AI tools effectively, studying AI models, and understanding the underlying algorithms to gain a competitive edge.

In this episode, Brendan Regan, Senior Director of Lifestyle/Lifecycle Marketing at Smartsheet, shares his strategic, multi-channel approach to engaging both enterprise and SaaS customers. He explains how Smartsheet blends digital programs with human touchpoints—such as customer success reps and account executives—to optimize acquisition, retention, and monetization. Brendan discusses key growth levers they’ve tested, including freemium conversion, upgrades, seat expansion, and cross-sell/upsell tactics, all rooted in a data-driven, experimental mindset. He also explores the benefits and challenges of Product-Led Growth (PLG) and Product-Led Sales (PLS), highlighting how A/B testing and propensity modeling support smarter decision-making. Among his most surprising learnings: onboarding plays a larger role in expansion than expected, and simple, sales-driven heuristics can be remarkably effective in cross-selling. Brendan wraps up with valuable advice for B2B SaaS companies—avoid silos, don’t fall into copycat marketing, and never underinvest in technology. Mastering your martech stack and integrating it properly, he emphasizes, is essential for impactful customer communication.

This podcast features Kayla Hamilton, who is the affiliate marketing manager of Sage. The discussion centers on Sage's B2B SaaS affiliate marketing strategy within the FinTech vertical. Key topics include the challenges and successes of building a year-old affiliate program, targeting high-value executives, the importance of internal collaboration between marketing, sales, and PR teams, leveraging AI for forecasting, content creation, and data analysis, and the crucial role of data-driven decision-making in optimizing partner performance and achieving scalable growth. Hamilton emphasizes the need for a holistic approach, aligning product offerings with partner audiences, hyper-targeting growing SMBs, and focusing on quality leads over volume. She also highlights the importance of understanding the nuances of medium-sized business (M) marketing and the value of non-traditional sub-affiliates and industry-focused partners. The conversation concludes with Hamilton's recommendations for further learning and personal insights.

This podcast features Vanessa Lawrence, Chief Content Officer at Linkby, an ad tech platform connecting brands with premium publishers using a CPC model. Linkby operates globally and has recently expanded into Europe. The platform's success is attributed to its measurable approach, fast turnaround, and no upfront costs for brands. Linkbee complements existing publisher revenue streams (CPA, flat fee) rather than replacing them, emphasizing diversification and experimentation. The platform offers access to a wide range of publishers, from major media outlets to newsletter creators and Substack writers. A key differentiator is Linkbee's focus on publisher authority and trust, recognizing that brands are paying for more than just ad placement. Lawrence discusses Linkby's innovative "publisher pitches" feature, which allows publishers to proactively pitch brands, and highlights the importance of data and third-party validation in their operations. The conversation also touches on Lawrence's background, her role at Linkby, and her passion for helping publishers diversify their revenue streams.

In this episode, fintech affiliate marketing expert Lawrence Sarpong shares insights from years of hands-on experience in the space. He breaks down how fintech affiliate marketing stands apart from the broader industry — with a stronger focus on customer education and solving very specific financial needs. Lawrence dives into best practices for building a strong affiliate program, from choosing the right platform (he gives a big nod to Impact) to cultivating genuine, long-term relationships with partners. He emphasizes that authenticity beats flashy influencer deals, especially in fintech where trust is everything. He also walks us through a powerful online-to-offline campaign that drove real revenue and explains why social media is becoming more critical than ever in affiliate marketing. Other highlights include common mistakes to avoid (like overlooking partner fit or dropping the ball on communication), plus some personal reflections — including his favorite travel spots and how he thrives as an introvert in a relationship-driven industry.

This episode features Jason Fuentes, a seasoned affiliate marketer and active member of the Austin tech community, now working with Wildfire. Wildfire specializes in white-labeling loyalty and rewards platforms for businesses, particularly within the financial sector, helping them boost revenue and engagement through shopping companions like Capital One Shopping. These tools offer cashback, rewards, and coupons while preserving user privacy by avoiding predictive advertising. Instead, Wildfire focuses on highlighting existing benefits within users' shopping experiences. Jason shares insights into the recent launch of the Wildfire Commerce Network, a retail media network that enables partner apps to drive transactions through strategic partnerships. The conversation also explores Jason's background in ad tech, his life with three dogs, and his love for Costa Rican beaches. 

In this episode, Tye DeGrange is joined by Udi Ledergor to dive into Udi’s new book, "Courageous Marketing: The B2B Marketer's Playbook for Career Success," released on April 10th. Drawing from two decades of experience and insights from top CMOs, the book challenges traditional B2B marketing practices and encourages a bold, strategic mindset. The conversation covers key themes like overcoming “death by committee,” prioritizing product-market fit over blindly following so-called best practices, and embracing a human-first approach — even in an AI-driven world. They discuss the power of bold branding (with examples like Gong’s distinct visual style) and the importance of tailoring strategies for both the 5% actively in-market and the 95% who aren’t — known as the “95.5 rule.” Other highlights include building trust through authentic content and personal branding, using frameworks like RAPID for faster decisions in big teams, and leaning into courageous marketing that solves real problems and creates lasting brand impressions — even if they’re not always easy to measure.

In this episode, I sit down with Ryan Pitylak, VP of Growth at NinjaTrader, to talk about the evolving world of performance marketing and how AI is changing the game. We dive into the rise of Google Performance Max and how AI is reshaping ad platforms, why the creator economy and authentic influencer marketing are gaining momentum, and the biggest mistakes growth marketers make—especially when they focus too much on advertising over product fundamentals. Ryan shares why a full-funnel, product-first approach leads to better long-term results, the real role of A/B testing, and what most people get wrong about it. He also emphasizes the importance of aligning your growth strategy with what truly matters: patience, passion, and priorities. Drawing from his journey—from launching startups like Zen Business to leading growth at NinjaTrader—Ryan offers practical advice on resource prioritization and building sustainable marketing strategies in the age of AI. Watch the full conversation now — link in the comments.

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.

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.

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.

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.

🚀 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! 🎙️

In this episode of Always Be Testing, host Tye DeGrange welcomes Dan Darcy, Chief Customer Officer at Qualified, for a deep dive into growth, performance marketing, and the evolving role of AI in sales and marketing. Dan shares insights from his time at Salesforce and how Qualified has transformed from a live chat tool into an AI-powered platform helping marketers convert website visitors into leads. The conversation explores how Piper, an AI Sales Development Representative, is automating and personalizing lead engagement, the importance of speed to lead, and how AI-driven data insights are replacing traditional lead forms to improve conversion rates. Dan also discusses the challenges of scaling startups, the role of education in category creation, and why continuous testing and learning from failures are essential for growth. He highlights the power of face-to-face customer interactions and the impact of Qualified’s highly rated support team. The episode wraps up with personal insights from Dan, touching on his favorite tools, passion for hosting, and love for Bravo reality shows. Listen now to gain valuable lessons on AI, marketing, and building strong customer relationships.

We had an incredible conversation with Cornelius from Opinary, now part of Affinity, about the transformative power of AI in affiliate operations and the future of content monetization. 

In this episode of Always Be Testing, Ian Martins, Managing Director of Zenith, explores marketing fragmentation and the need for integrated, client-focused strategies. He discusses balancing brand building with performance marketing, the rise of D2C, and the shift toward hybrid in-housing models. Ian also highlights media trust, influencer marketing, and the challenge of attracting top talent. The episode wraps up with his personal insights on media, technology, and industry trends.

In this episode of Always Be Testing, I sit down with Nate Ivey from Impact to talk about what’s working in partner marketing today. We cover why diversifying partners is key, how trust and authenticity drive better results, and what brands need to know about Google’s crackdown on-site reputation abuse. Nate also shares insights on the shift to performance-based influencer models and why consistent recruitment keeps programs strong. We wrap up with some personal stories—including sports, family, and parenting. 

Ely Lerner delves into his role as an advisor, distinguishing it from consulting by emphasizing his focus on advising rather than delivery. He works closely with founders in software verticals such as consumer marketplace, fintech, SMB SaaS, enterprise SaaS, AI, and dev tools, but avoids hardware, DTC, biotech, and crypto sectors. Lerner highlights the importance of integrating product strategy, growth strategy, and go-to-market strategy, spending an hour weekly with each CEO to focus on key priorities and learning.

In this episode of Always Be Testing, I talked with my longtime friend and Round Bar Labs COO Mike McElhaney. We explore affiliate influencer marketing, Meta ads, algorithmic machine learning, and B2B lead optimization. Mike highlights leadership traits like low ego, high empathy, and continuous learning, inspired by books like The Captain’s Class and Extreme Ownership. The discussion blends marketing insights, personal anecdotes, and fun topics like family vacations, favorite TV shows, and Giants predictions for 2025—offering practical takeaways for marketers and leaders alike.

In this episode, Ty DeGrange sits down with Zoe Mackay, the strategic partnerships lead at TechnologyAdvice, to dive deep into the world of B2B tech guidance and affiliate marketing. 

Udi Ledergor's journey at GONG is a testament to the power of innovative marketing, human-centric strategies, and the importance of experimentation. His insights offer valuable lessons for marketers looking to make a significant impact in the B2B SaaS space. 

In this episode of the Always Be Testing podcast, Tye DeGrange introduces the show and its focus on growth, performance marketing, customer acquisition, paid media, and affiliate marketing. The episode features a panel discussion on leveraging AI for better marketing results, with insights from industry experts Alexis Contos (CMO of NEA), Cory Treffiletti (CMO of Rembrandt), Jennifer Barkley (VP of Commercial Marketing for Visa), and Tye DeGrange (CEO of Round Barn Labs).

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Tyler Calder Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Tyler Calder Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Famous Rhodes Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Jake Schonberger Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Reagan Fry Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Richie Carreon Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Cristy Garcia Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Greg Rollett Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Emma Mondolino Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Ben Grynol Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Will Fraser Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Todd Crawford Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Andrea Barsk-Roberts Hype man & Announcer: John Potito 🚨🚨🚨 Let's connect!🚨🚨🚨 Tap here to get started: 👉  https://linktr.ee/tyedegrange Timestamps:00:06 Introduction01:20 Marketing Journey Begins02:41 HelloFresh: Career Impact05:31 Risk-Taking in Careers08:26 Testing and Feedback Importance10:16 Data vs. Speed in Decisions13:08 Retail vs. Brand Challenges18:08 Innovative Marketing Tactics22:04 Advanced Customer Service Insights25:10 Consumer Mindset Strategy29:01 Health and Wellness Trends33:37 Networking and Future Plans

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Fareed Mosavat Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Jim Kingsbury Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Richard Wright Hype man & Announcer: John Potito Timestamps:00:00 Introduction to Always Be Testing podcast06:46 Ty De Grange welcomes guest Richard Wright15:54 Richard's long-standing relationship with Ty23:40 Richard's entry into the affiliate marketing world32:52 Differences between UK and US markets37:56 Importance of diverse partner mix in affiliate marketing42:19 Richard's thoughts on AI in affiliate marketing46:39 Richard's love for space and guitars52:13 Richard's recommendation: Yamaha THR guitar amp53:17 Richard's LinkedIn presence and closing remarks

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Amber Osborne Hype man & Announcer: John Potito Timestamps:00:00 - Introduction and Welcoming Amber Osborne as Guest06:42 - Discussing Favorite Songs and Music Industry Challenges15:54 - Exploring Collaborative Writing and Visual Identities23:40 - The Importance of Community and Collaboration in Startups61:00 - Excitement for 'McCartney III' Release and Future Discussions

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Erin McMahon Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Noelle Spagna Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Peter Mullen Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Olivia McNaughten Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Jeff Greenfield Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Cormac Jonas Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Vikki Danielson Hype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Andrew CovatoHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Alper TanerHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Jordan CarterHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Adam FishmanHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Noah TuckerHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Jim NicholsHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Guy YalifHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Krystie CapobiancoHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Jimmy KimHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Leilani HanHype man & Announcer: John Potito

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Scott JablonskiHype man & Announcer: John Potito Timestamps:00:06 Introduction00:46 Scott Jablonski: Guest Intro01:14 NBA: Exciting Challenges03:18 From Fan to Pro: Insights05:02 Marketing: NBA vs. NFL06:46 Kobe's Global Influence08:08 Dynamics: NBA and NHL10:23 Sports Business: Economics13:17 Harvard: Diversity in Decisions16:24 VC Trends: Interest Impacts20:46 Tech Evolution: AI Ventures30:06 Paradox of Choice: Decision Paralysis

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Matthew GattozziHype man & Announcer: John Potito Timestamps:00:06 Introduction00:46 E-commerce Growth Excitement01:54 Understanding Customer Motivations03:25 Strategy: Keep It Simple04:31 Crafting Unique Content06:22 Exploring Diverse Ad Formats08:07 Nuances in Ad Creation10:04 Insights for Effective Ads12:10 Avoiding Awareness Bias15:15 Authentic Testimonials Gathered20:05 Testing Ads' Importance25:44 Ad Performance: Framing Techniques

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Bobby CallaghanHype man & Announcer: John Potito Timestamps:00:06 Introduction00:45 Excitement for email and SMS01:36 Retention marketing deep dive03:16 Right message, right time focus04:56 Learning from past mistakes06:06 Art and science of email marketing08:07 Benefits of being a generalist10:36 Subscription model advantages13:26 Agency insights and future plans17:04 Effective email subject strategies20:27 Organic marketing approaches25:10 Challenges of email attribution

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Tamara AdlinHype man & Announcer: John Potito Timestamps:00:00 Introduction 01:07 Tamara Adlin, expert in user experience, introduced02:00 Defining affiliate marketing and performance marketing03:12 Importance of user experience in affiliate marketing04:49 Benefits and challenges of affiliate marketing06:06 UX team's struggle with marketing complexity07:46 Marketing's role in attracting customers to product09:27 Convergence of departments for better alignment11:10 Challenges of executive misalignment in decision-making12:36 Balancing new customer acquisition and long-term value14:01 Lack of alignment and support for initiatives15:10 Involving UX professionals earlier in product design16:01 UX professionals helping executives make informed decisions

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Chase MohseniHype man & Announcer: John Potito Timestamps:00:06 Introduction to Always Be Testing podcast02:05 Exploring the concept of a "vibe check"06:05 Trusting gut instincts in decision-making07:50 Dive into surround sound marketing strategies11:09 Transition from paid marketing to SaaS brand15:25 Importance of frameworks and personal connections19:13 Impactful frameworks and the growth loop concept23:40 Importance of customer feedback and understanding needs27:31 Building enduring businesses and avoiding quick fixes30:49 Goals for Heatmap: best CRO software34:41 Importance of being customer-centric and learning machine40:02 Educating on CRO impact and predictions for 2024

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Lauren NemethHype man & Announcer: John Potito Timestamps:00:06 Welcoming Lauren Nemeth00:46 Media perceptions 01:44 Explaining Twilio's business03:05 Twilio's diverse clientele04:44 Shift to sales career06:15 Ad industry challenges08:15 Future trends predicted10:39 Operational rigor emphasized12:26 Sales skills importance16:00 Acquisitions and feedback20:29 Leadership and mentorship25:06 AI in marketing strategies30:00 Exploring Nextdoor's Potential34:11 Closing: personal stories

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Laura PressHype man & Announcer: John Potito Timestamps:00:06 Introduction00:48 Laura Press introduction01:23 Laura's industry insights02:33 PXA's educational goals04:27 Career paths explored06:07 Matching strengths to roles08:03 Accessible education importance10:22 Digital marketing evolution13:08 Course creation insights17:51 New publisher models23:41 Marketing post-pandemic29:24 Personal stories shared

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Kalen BusheHype man & Announcer: John Potito Timestamps:00:06 Meet the Hosts00:47 Sales Background Insights01:44 B2B SaaS Growth Tips03:30 Marketing Benefits from Sales04:52 Focus on TrafficGuard06:31 Challenges in Ad Fraud08:36 User Journey Analysis10:55 Affiliate Marketing Transparency13:22 Cookie Stuffing Insights16:38 Lead Generation Fraud Issues22:08 Verifying Conversions with TrafficGuard30:04 Rugby Love and Connections

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: David RodnitzkyHype man & Announcer: John Potito Timestamps:00:06 Meet David Rodnitsky00:47 Past Collaborations Revisited01:14 Yoga and Life Changes02:37 PPC Discovery Journey03:59 Startup Life in Silicon Valley06:03 Scaling with Diverse Services07:41 Core Values Highlighted09:54 Branding and Strategy Insights13:21 Marketing Trends Discussion18:04 Culture and Talent Retention24:10 Emotional Aspects of Selling30:44 Agency Sales Book Insights

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Jon BlairHype man & Announcer: John Potito Timestamps:00:06 Introduction00:47 John Blair's introduction01:44 John's finance background04:54 D2C strategy at Guardian Bikes06:44 Launching Free to Grow CFO09:17 Early entrepreneurial experiences12:04 Negotiating with Mark Cuban15:24 Shark Tank's lasting impact18:40 Balancing acquisition and LTV22:20 Ad-buying myths debunked28:48 Revealing unique financial strategies38:55 Linking marketing with profitability

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Amy CriderHype man & Announcer: John Potito Timestamps:00:06 Introduction01:20 Amy's marketing insights02:31 Career journey unfolds04:08 Handling global accounts05:49 Balancing parenthood, career07:22 Utah Travel Tales08:16 Building affiliate relations10:18 Evolving marketing strategies13:34 B2B marketing deep dive17:37 Testing marketing strategies23:15 Prioritizing business improvements

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Patrick MoranHype man & Announcer: John Potito Timestamps:00:06 Podcast kickoff introduction00:49 Casual football discussion01:49 Patrick's marketing expertise03:06 Growth marketing evolution05:06 Challenges in multi-device ads07:01 Retention strategy insights09:59 Analyzing LTV and CAC13:10 Marketing and product synergy17:01 Budgeting for marketing impact22:01 Effective testing and ROI27:10 Creative content's crucial role32:40 Aligning expectations in management

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Rabah RahilHype man & Announcer: John Potito Timestamps:00:06 Introduction00:48 Office vibes discussed01:35 E-commerce journey begins05:10 Insights on Instagram ads09:09 Scaling ad challenges15:08 Transparency in business20:24 Valuing individuality25:39 Affiliate marketing dynamics30:24 Startup and team culture35:25 Concept of living gaps44:27 Ad creativity explored53:06 Closing remarks and plugs

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and life. Host: Tye DeGrangeGuest: Andrew CovatoHype man & Announcer: John Potito Andrew worked on the buy side and the sell side of various platforms working on measurement and data at Netflix and Snap. He has experience in ad tech and measurement at VC-backed start-ups Google eBay and Meta. Timestamps:00:06 Meet Ty and Andrew00:51 Discussing Growth by Science01:40 Andrew's ad tech insights03:04 Ad spending and ROI04:13 Ad buying mistakes05:41 Smarter measurement tools07:36 Testing's role in marketing09:07 Netflix's testing culture11:23 Geo-testing techniques14:32 Conversion optimization pitfalls18:32 Ad tech platform challenges22:15 Strategies for effective testing29:33 Networking and website invite

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Dominic WilliamsonHype man & Announcer: John Potito Timestamps:00:06 Introduction00:50 Austin Events Buzz01:58 Analytics Expert Intro03:45 Geo-Level Targeting05:49 Geo-Level Holdout Tests08:34 TV Advertising Challenges11:13 Digital Channel Flexibility14:12 Marketing Spend Insights17:25 Evaluating Media Effectiveness21:01 Bridging Finance and Marketing26:16 Advanced Media Measurement33:12 Third-Party Tools Analysis

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Nicole PhillipsHype man & Announcer: John Potito Timestamps:00:00 Introduction 01:06 Introducing CATCH: AI-powered product recommendation platform06:42 Value proposition and inspiration behind CATCH09:18 Evolution of CATCH's platform and new features11:42 Building trust with customers and target audience14:43 Monetization strategies and successful brand partnerships16:24 Free to paid model and VIP option18:32 Data-driven approach and partnering with brands20:49 Challenges of building a technical product without expertise23:03 Personal interests and involvement in local organizations24:31 Sleepovers in haunted places and concluding remarks

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: George YuhbaHype man & Announcer: John Potito Timestamps:00:00 - Introduction02:17 - Journey and Role of Affiliate Marketer George Yuhba05:33 - Paylode: Publisher Development Expertise09:27 - Affiliate Marketing Evolution Overview13:43 - Clearing Affiliate Marketing Misconceptions18:44 - Enhancing Affiliate Programs21:11 - George’s checklist of optimizations.;27:29 - Affiliate Marketing's Future Growth30:07 - Diversity in Affiliate Marketing37:44 - Key takeaways from experiences44:10 - “AHA” moments in experiment testing47:02 - Fun Facts about George Yuhba

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Brian MarcusHype man & Announcer: John Potito Timestamps:00:00 Introduction 06:42 Brian Marcus' Experience in Affiliate Marketing15:54 The Importance of Customer Focus in Marketing23:40 Brian's Experiences at Google and Teespring31:00 Qualities of Effective Leadership in Building Teams36:06 Love for Music and Creating Immersive Experiences41:27 Collaboration and Inspiration for the Album46:19 Appreciation for Creativity and Innovation in Music50:10 Closing Remarks

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Alexa KilroyHype man & Announcer: John Potito Timestamps:00:00 Introduction to Always Be Testing podcast01:44 Alexa's unconventional journey into marketing space04:08 Building a marketing team from scratch06:38 Success of community engagement at Triple Whale09:22 Supporting events and experiences for community building12:11 Importance of genuine community building efforts15:01 Examples of successful community-building events18:06 Agile approach and learnings from Triple Whale20:19 Hiring based on energy and adaptability23:16 Interviewing process and the "airplane seat principle"25:31 Optimizing subscription programs for higher customer lifetime value30:39 Strategies for engaging with the community35:29 Enhancing customer experience and increasing subscription revenue

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Chris TradgettHype man & Announcer: John Potito Timestamps:00:06 Introduction: Tye De Grange and Chris Tradgett01:24 Chris's background: Pub management to affiliate marketing03:10 Early days of using HTML and print06:40 BIAT's success and hosting affiliate events08:28 Lack of transparency in affiliate networks09:13 Growth of BIAT and working with big programs10:55 Importance of spare cash capacity for advertisers12:17 Acquisition of BIAT by Awin and success stories13:32 Running successful programs and finding affiliates15:00 Early days of Linkdex and finding affiliates16:15 Manual SEO analysis and attending conferences17:44 Benefits of using publisher discovery for recruitment19:02 Manual tool for analyzing domains and programs20:48 Partner Marketing Related Products23:42 Great Value Props in Product26:28 Working with Visionary and Integrator29:50 Where do we land in years down the road?32:40 The problems in an average program37:14 Server-to-Server Tracking41:12 Talking about transparency44:18 Budgets for Affiliate Programs46:01 Performance Marketing Space of US & UK

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Canice MurphyHype man & Announcer: John Potito Timestamps:00:00 - Introduction to Always Be Testing podcast04:03 - Explaining programmatic advertising and its advancements07:03 - Importance of programmatic advertising for all marketers10:01 - Outcomes and results of programmatic advertising channels12:14 - Challenges of recent regulatory and browser changes14:54 - Importance of experimentation in marketing strategies18:08 - Admiration for brands utilizing programmatic advertising effectively19:51 - Evaluating the effectiveness and optimizing programmatic advertising channels22:05 - Predictive modeling and AI in marketing strategies25:02 - Canice's journey in the programmatic space27:19 - The transformative impact of AI in advertising29:20 - Establishing a baseline and effective change management

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Graham HunterHype man & Announcer: John Potito Timestamps:00:00 Introduction to Always Be Testing podcast02:05 Graham's background in startups and marketing07:09 Explaining the benefits of a customer data platform11:18 The importance of integrating multiple data sources14:09 Understanding and achieving product-market fit17:17 Expanding beyond the core customer persona20:37 Growth strategies and the evolution of startups24:07 Prioritization and decision-making in growth initiatives27:20 Advice for getting into growth and startups29:34 Importance of education and learning in entrepreneurship31:47 Debunking myths and misnomers in growth34:07 Gaining buy-in and socializing growth initiatives

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Tomas Saulsbury-HunterHype man & Announcer: John Potito Timestamps:00:00 Introduction to Tomas02:39 Overview of Commission Junction and its services05:23 Importance of implementing a test and learn function08:01 Setting parameters and budgets for testing09:59 Allocating budget for testing new publisher models12:30 Allowing publishers freedom to allocate funds15:23 Importance of not relying solely on organic growth18:12 Understanding the holistic downstream value of marketing21:31 Bringing unexpected elements together for success24:21 Importance of considering long-term customer value27:01 Affiliate marketing as the "channel of channels"29:37 Exploring interesting developments with browser extensions

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Nick HarrisHype man & Announcer: John Potito Timestamps:00:00 Introduction and Welcome to Always Be Testing02:01 Nick Harris shares his career journey06:30 Importance of a customer-centric mindset09:30 Challenges of implementing a customer-centric approach13:02 Building a strong team culture and support16:04 Simplifying complex matters through patience and listening19:13 Interpreting test results and making data-driven decisions23:27 Balancing statistical significance and client decision-making27:52 Observing team reactions to unrealistic expectations31:21 Prioritizing work-life balance and valuing employees' lives35:22 Individualized management styles and embracing failure39:00 Speaker 3's calm demeanor and simplifying life42:10 Avoiding emotional manipulation and maintaining stoic behavior

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Brook SchaafHype man & Announcer: John Potito Timestamps:00:00 Introduction and Welcome to Always Be Testing01:19 Brooke's Background and Journey in Affiliate Marketing04:04 The Importance of Independent Tech Vendors06:13 Challenges of Managing Data in Affiliate Marketing08:11 The Power of Coupons and Special Offers11:15 Different Types of Coupon Sites and Strategies14:06 The Value of Attribution and Measurement16:13 Rise of Seller Networks in the Amazon Ecosystem18:15 Benefits and Risks of Seller Networks21:05 Balancing Commission Rates and Conversion Rates23:40 Potential Conflicts and Internal Challenges at Amazon26:24 The Future of Affiliate Marketing and Influencer Collaboration

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Adam WeissHype man & Announcer: John Potito During and even after his 15-year stint at Rakuten, Adam had a pretty incredible career in the affiliate space and loved working on the publisher side. How do you Elevate your Partnership Approach? How to know if you are in your proper "Consulting Game"?  Timestamps:00:00 Introduction to Always Be Testing podcast06:40 Music preferences: Van Halen and favorite songs15:07 Understanding publishers and advertisers in affiliate marketing23:41 Challenges and misconceptions in affiliate marketing31:13 Strategies for partnership development and revenue growth34:48 Importance of strategic thinking and leadership skills38:08 Customer obsession and understanding the industry41:25 Music preferences and devices45:29 Conclusion

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Jordan KoeneHype man & Announcer: John Potito Jordan is a known Advisor and Growth Executive who also founded PreVisible SEO. How does AI power Search Engine Results Pages?Is Google crushing SEO as we know it? Timestamps:00:00 - Introduction to Always Be Testing podcast06:41 - Google's dominance in the search engine results page12:01 - Importance of trust signals in SEO16:34 - Addressing personalization demands and privacy concerns21:10 - The undervalued status of SEO and affiliate marketing24:52 - Challenges of hiring for SEO and content roles27:09 - The struggle of aligning content marketing efforts30:12 - Discussion on the Green Bay Packers' quarterback situation31:33 - Where to reach out to Jordan

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Tricia MeyerHype man & Announcer: John Potito Tricia is an Attorney working as the Executive Director of the Performance Marketing Association and is also the CEO of Sunshine Rewards and Helping Moms Connect. How and what to understand about Affiliate Regulatory and Compliance?How do we view FTC Disclosure from a Legal Perspective?  Timestamps:00:00 Introduction to Trisha Meyer and her background02:10 Discovering affiliate marketing through blogging challenges04:47 Importance of legal compliance in affiliate marketing06:45 FTC guidelines and consequences of non-compliance08:13 Role of intermediaries in ensuring proper disclosure09:35 Monitoring and enforcing compliance with FTC guidelines11:26 Consequences of non-compliance and additional red tape13:12 Importance of contracts in monitoring disclosure compliance15:13 Discussing challenges with toolbars in affiliate marketing17:17 The role of the Performance Marketing Association (PMA)20:14 The dilemma of toolbars and collaboration for solutions23:45 The need for transparency and data-driven decision-making

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Adam RobinsonHype man & Announcer: John Potito Adam is the CEO of Retention.com.  What is Email-Based Retargeting?How to spruce up your Email Marketing Game? Timestamp:00:00 Introduction and Welcoming Adam Robinson as Guest01:10 Adam Robinson's Background and Journey in Business03:22 Challenges of Competing in a Mature Market04:20 Developing a Differentiating Feature for Email App06:21 Impact of Changes in Facebook's Tracking System07:14 Difficulty in Understanding Tag Management Solutions08:30 Target Market for New Product and Challenges09:32 Performance of Email List and Major Customers10:43 Importance of Efficiency and ROI in Business11:59 Balancing Value and Pricing in Business12:24 Lessons Learned and Reflections on Growth15:14 Changes in Sales Department and Hiring Process

Guiding you through the world of growth, performance marketing, and partner marketing. We sit down with growth and marketing leaders to share tests and lessons learned in business and in life. Host: Tye DeGrangeGuest: Michael KaminskyHype man & Announcer: John Potito Michael is the CEO of Recast and an expert in Media Mix Modeling. What is MMM?Why is it so hot right now?How do you approach Incrementality in Affiliate Marketing? Timestamps:00:00 Introduction to Always Be Testing podcast06:58 Exploring the challenges of measuring marketing effectiveness14:05 The history and evolution of media mix modeling19:14 The difficulties and misconceptions of affiliate marketing23:17 Collaboration and experimentation in affiliate marketing27:03 The dynamics and negotiation of affiliate partnerships30:28 The need for better measurement tools and experimentation34:20 The impact of upfront payment on affiliate marketing35:58 Experimentation and small changes for marketing success