– Why is it essential to work with your affiliates as partners? – Hear first hand case studies on partnerships which have resulted in global success – Can partnerships differ per vertical and region? Amy Carabini, Senior Performance Marketing Manager, cleverbridge

1. 5 Ways to Build Affiliate Relationships
for Success
Amy Carabini
Senior Performance Marketing Manager

2. 1. Treat your affiliates as partners
2. Set yourself apart from competition
3. Communication strategy for enhancing relationships
4. Affiliate manager best practices
5. Case studies
2
5 Ways to Build Affiliate Relationships for Success

3. 3 @AmyCarabini
Who am I?

4. Who is this for?
Agencies
Networks
Consultants
Freelancers
Brands
4 @AmyCarabini

5. Advertisers / Merchant
5
• Client
• Vendor
Affiliate
• Influencer
• Publisher
• Content sites etc..
Affiliate Marketing Manager / Account Manager

6. 1. Treat your affiliates as partners
2. Set yourself apart from competition
3. Communication strategy for enhancing relationships
4. Affiliate manager best practices
5. Case studies
6
5 Ways to Build Affiliate Relationships for Success

7. 7
• Mutual goals
• Team work
• Different skills
• Affiliates are experts
@AmyCarabini
Treat your affiliates as partners

8. Based on the AffStat Report 2016
8
Over 80% of affiliates
join or terminate
programs because of
the Affiliate Manager
Affiliate Managers are the liason for success between advertiser and
publisher
@AmyCarabini
Treat your affiliates as partners

9. What is important to you when working with a
brand aside from commission offers?
9 @AmyCarabini
Treat your affiliates as partners

10. “Having a dedicated account manager or point of contact is a must.
Personally, I prefer a dedicated contact because things turn to be
easier and faster. Without it would be very hard to work as an affiliate.
Most vendors do not even reply to affiliates when asking something
related to their products.
A dedicated account manager is the figure that links vendors and
affiliates, and it is extremely important in any case. From a simple
query to manage complex campaigns.”
– Chicago Affiliate Marketers
10 @AmyCarabini
Treat your affiliates as partners

11. “Having a dedicated affiliate manager is an ideal situation for many
reasons. First you know who to go to when you have a question or if
you need to resolve an issue. Also, a dedicated affiliate manager is
often better suited to understand what we need because they are
dedicated to working with the affiliates. These affiliate managers
also in many cases have existing relationships with the merchants
and they can reach out on behalf of an affiliate to help with the
introduction so we can start a dialog with the merchants within that
network”
- LMT Digital Media
11 @AmyCarabini
Treat your affiliates as partners

12. 1. Treat your affiliates as partners
2. Set yourself apart from competition
3. Communication strategy for enhancing relationships
4. Affiliate manager best practices
5. Case studies
12
5 Ways to Build Affiliate Relationships for Success

13. Deliver a service not just
a tracking platform!
13 @AmyCarabini
Set yourself apart from competition

14. 14 @AmyCarabini
Set yourself apart from competition

15. Trust building
Noun
The activity of developing trust between people so that
they can work more effectively
Reliable, Informative, Helpful, Respectful
15 @AmyCarabini
Set yourself apart from competition

16. 16 @AmyCarabini
Set yourself apart from competition

17. Some questions to ask yourself:
• How do they promote, what offers work, who are
their customers?
• What regions are they promoting in?
• Are you offering them enough information to sell?
• Is your commission offering fair?
• Do they have different peak seasons then your
business?
17 @AmyCarabini
Set yourself apart from competition

18. 1. Why is it essential to work with your affiliates as
partners?
2. Set yourself apart from competition
3. Communication strategy for enhancing relationships
4. Affiliate manager best practices
5. Case studies
18
5 Ways to Build Affiliate Relationships for Success
@AmyCarabini

19. 19
• 84% prefer email
communication
• 16% IM, Phone &
Email
Based on the AffStat Report 2016
@AmyCarabini
Communication

20. Variety of Ways to Communicate Through Email
1. Welcome email
2. Newsletters
3. Activation email campaigns
4. Network wide recruitment emails
5. Congratulate
20 @AmyCarabini
Communication

21. 1. Why is it essential to work with your affiliates as
partners?
2. Set yourself apart from competition
3. Communication strategy for enhancing relationships
4. Affiliate manager best practices
5. Case studies
21
5 Ways to Build Affiliate Relationships for Success
@AmyCarabini

22. Affiliate Marketing Managers Must
• Engage
• Follow them on social sites
• Regular visits & host networking events
• Attend conferences
• Repond frequently
• Share insight on your plans
• Work together as a TEAM
22 @AmyCarabini
Best Practices

23. Affiliate Marketing Managers Do Not
• Pretend to know more than they do
• “Manage” affiliates
• Find ways to cut commissions
• Ignore affiliate requests
• Speak first
• Set rules and never break them
23 @AmyCarabini
Best Practices

24. 1. Why is it essential to work with your affiliates as
partners?
2. Set yourself apart from competition
3. Communication strategy for enhancing relationships
4. Affiliate Manager Best Practices
5. Case studies
24
5 Ways to Build Affiliate Relationships for Success
@AmyCarabini

25. LMT Digital Rome, Italy
• Runs multiple sites, coupons, reviews, content, social, email
• Key regions English-speaking, DACH
• Started working together in 2014
• LMT saw an increased revenue each year:
• Year 1: YoY increase of 27%
• Year 2: YoY increase of 80%
• Year 2: YoY increase of 76%
25 @AmyCarabini
Case Studies

26. • Software focussed only
• Regular contact (email, skype, phone, in-person)
• Understood their requirements and future plans
• Studied their data and worked on a success plan
• Negotiated commission increase on their behalf
• Shared relevant information to their audience
• Acted as a liason for all information
• Automated processes
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What did we do?
Case Studies

27. 27
Chicago, Affiliate Marketings, Chicago, IL, US
• Discount and coupon websites, paid campaigns
• Key Regions: US, DACH
• Started working together in 2015
• CAM saw an increased revenue each year:
• Year 1: YoY increase of 27%
• Year 2: YoY increase of 114%
@AmyCarabini
Chicago Affiliate Marketers
Case Studies

28. • Regular contact (email, skype, phone, in-person twice a year)
• Understood their requirements and future plans
• Negotiated discounts and exclusive offers on their behalf
• Provided customized data feed
• Introduction of large accounts
• Advocate of our brand
• Shares success story with their community
• Introduced affiliates & publishers
28
What did we do?
Case Studies

29. Key Takeaways
29 @AmyCarabini

30. Email: amy.carabini@cleverbridge.com
Twitter: @AmyCarabini
cleverbridge_am