Building a Diversified Partner Portfolio

1. Building a Diversified
Partner Portfolio
How to build more influencers into your
performance marketing program

2. Session Agenda

3. Session Agenda
1. Traditional Affiliate Marketing vs Performance
Marketing Today

4. Session Agenda
1. Traditional Affiliate Marketing vs Performance
Marketing Today
2. How to Build a Diversified Partner Portfolio
• What’s needed before you start
• Tracking & Technology Requirements
• Creative Assets
• Compliance
• Engagement & Recruitment Strategies

5. Session Agenda
1. Traditional Affiliate Marketing vs Performance
Marketing Today
2. How to Build a Diversified Partner Portfolio
• What’s needed before you start
• Tracking & Technology Requirements
• Creative Assets
• Compliance
• Engagement & Recruitment Strategies
3. Case Studies

6. Session Agenda
1. Traditional Affiliate Marketing vs Performance
Marketing Today
2. How to Build a Diversified Partner Portfolio
• What’s needed before you start
• Tracking & Technology Requirements
• Creative Assets
• Compliance
• Engagement & Recruitment Strategies
3. Case Studies
4. Summary & Conclusion

7. About the Speaker
HELLO! MY NAME IS SARAH BUNDY
• Founder & CEO, All Inclusive Marketing Inc.
• Helping Brands Reach, Engage & Convert Buyers
• New Customer Acquisition & Profitable Program Growth
• Affiliate Marketing Since 2004
• PROFIT 500: #90 Fastest Growing Company in Canada
• PROFIT Magazine’s #55 Female Entrepreneur in Canada
• Board Member, Performance Marketing Association
• Frequent Speaker at AMDays

8. TRADITIONAL VS MODERN DAY
PERFORAMANCE MARKETING

9. Traditional Affiliate Marketing
• Last click trumps all referrals

10. Traditional Affiliate Marketing
• Last click trumps all referrals
• Segmented channel management

11. Traditional Affiliate Marketing
• Last click trumps all referrals
• Segmented channel management
• Coupon / loyalty / deal (90/10 rule)

12. Traditional Affiliate Marketing
• Last click trumps all referrals
• Segmented channel management
• Coupon / loyalty / deal (90/10 rule)
• Email distribution / communications

13. Traditional Affiliate Marketing
• Last click trumps all referrals
• Segmented channel management
• Coupon / loyalty / deal (90/10 rule)
• Email distribution / communications
• Offers / deal pushes

14. Traditional Affiliate Marketing
• Last click trumps all referrals
• Segmented channel management
• Coupon / loyalty / deal (90/10 rule)
• Email distribution / communications
• Offers / deal pushes
• Top 10 affiliates get the attention and the spend

15. Traditional Affiliate Marketing
• Last click trumps all referrals
• Segmented channel management
• Coupon / loyalty / deal (90/10 rule)
• Email distribution / communications
• Offers / deal pushes
• Top 10 affiliates get the attention and the spend
• Limited to no transparency

16. Traditional Affiliate Marketing
• Last click trumps all referrals
• Segmented channel management
• Coupon / loyalty / deal (90/10 rule)
• Email distribution / communications
• Offers / deal pushes
• Top 10 affiliates get the attention and the spend
• Limited to no transparency
• Limited compliance and brand control capabilities

17. Traditional Affiliate Marketing
• Last click trumps all referrals
• Segmented channel management
• Coupon / loyalty / deal (90/10 rule)
• Email distribution / communications
• Offers / deal pushes
• Top 10 affiliates get the attention and the spend
• Limited to no transparency
• Limited compliance and brand control capabilities

18. Performance Marketing Today

19. Performance Marketing Today
• Integrated channel management

20. Performance Marketing Today
• Integrated channel management
• Diversified partner portfolios

21. Performance Marketing Today
• Integrated channel management
• Diversified partner portfolios
• Strategic attribution

22. Performance Marketing Today
• Integrated channel management
• Diversified partner portfolios
• Strategic attribution
• Full transparency

23. Performance Marketing Today
• Integrated channel management
• Diversified partner portfolios
• Strategic attribution
• Full transparency
• Strong compliance and brand control

24. Performance Marketing Today
• Integrated channel management
• Diversified partner portfolios
• Strategic attribution
• Full transparency
• Strong compliance and brand control
• Social channel engagement, distribution and connectivity

25. Performance Marketing Today
• Integrated channel management
• Diversified partner portfolios
• Strategic attribution
• Full transparency
• Strong compliance and brand control
• Social channel engagement, distribution and connectivity
• Content & social high priority (video, review, article, imagery)

26. Performance Marketing Today
• Integrated channel management
• Diversified partner portfolios
• Strategic attribution
• Full transparency
• Strong compliance and brand control
• Social channel engagement, distribution and connectivity
• Content & social high priority (video, review, article, imagery)
• Diversified affiliate portfolios with spend being tested across different
partner types

27. Performance Marketing Today
• Integrated channel management
• Diversified partner portfolios
• Strategic attribution
• Full transparency
• Strong compliance and brand control
• Social channel engagement, distribution and connectivity
• Content & social high priority (video, review, article, imagery)
• Diversified affiliate portfolios with spend being tested across different
partner types

28. The Growing Importance of Social & Micro-­
Influencers
[ION] Influencer Orchestration Network™

29. The Growing Importance of Social & Micro-­
Influencers
[ION] Influencer Orchestration Network™
1. 70 percent of teenage YouTube subscribers trust influencer opinions over traditional
celebrities.

30. The Growing Importance of Social & Micro-­
Influencers
[ION] Influencer Orchestration Network™
1. 70 percent of teenage YouTube subscribers trust influencer opinions over traditional
celebrities.
2. 51 percent of marketers say that video content produces the best ROI.

31. The Growing Importance of Social & Micro-­
Influencers
[ION] Influencer Orchestration Network™
1. 70 percent of teenage YouTube subscribers trust influencer opinions over traditional
celebrities.
2. 51 percent of marketers say that video content produces the best ROI.
3. 86 percent of women turn to social networks before making a purchase.

32. The Growing Importance of Social & Micro-­
Influencers
[ION] Influencer Orchestration Network™
1. 70 percent of teenage YouTube subscribers trust influencer opinions over traditional
celebrities.
2. 51 percent of marketers say that video content produces the best ROI.
3. 86 percent of women turn to social networks before making a purchase.
4. 32 percent of US influencers who currently work with brands cite Facebook as the best
platform, followed by Instagram at 24 percent.

33. The Growing Importance of Social & Micro-­
Influencers
[ION] Influencer Orchestration Network™
1. 70 percent of teenage YouTube subscribers trust influencer opinions over traditional
celebrities.
2. 51 percent of marketers say that video content produces the best ROI.
3. 86 percent of women turn to social networks before making a purchase.
4. 32 percent of US influencers who currently work with brands cite Facebook as the best
platform, followed by Instagram at 24 percent.
5. 71 percent of consumers are more likely to make a purchase based on a social media
reference.

34. The Growing Importance of Social & Micro-­
Influencers
[ION] Influencer Orchestration Network™
1. 70 percent of teenage YouTube subscribers trust influencer opinions over traditional
celebrities.
2. 51 percent of marketers say that video content produces the best ROI.
3. 86 percent of women turn to social networks before making a purchase.
4. 32 percent of US influencers who currently work with brands cite Facebook as the best
platform, followed by Instagram at 24 percent.
5. 71 percent of consumers are more likely to make a purchase based on a social media
reference.
6. 82% of consumers are ‘highly likely’ to follow a recommendation made by a micro–influencer.

35. The Growing Importance of Social & Micro-­
Influencers
[ION] Influencer Orchestration Network™
1. 70 percent of teenage YouTube subscribers trust influencer opinions over traditional
celebrities.
2. 51 percent of marketers say that video content produces the best ROI.
3. 86 percent of women turn to social networks before making a purchase.
4. 32 percent of US influencers who currently work with brands cite Facebook as the best
platform, followed by Instagram at 24 percent.
5. 71 percent of consumers are more likely to make a purchase based on a social media
reference.
6. 82% of consumers are ‘highly likely’ to follow a recommendation made by a micro–influencer.
7. On average, businesses generate $6.50 for every $1 invested in influencer marketing.

36. HOW TO BUILD A DIVERSIFIED
PARTNER PORTFOLIO

37. How To Get Started Correctly

38. How To Get Started Correctly
1. NCA vs Returning Customer Tracking

39. How To Get Started Correctly
1. NCA vs Returning Customer Tracking
2. Attribution (Click to Consume Transparency)

40. How To Get Started Correctly
1. NCA vs Returning Customer Tracking
2. Attribution (Click to Consume Transparency)
3. Creative Assets Ready to Go

41. How To Get Started Correctly
1. NCA vs Returning Customer Tracking
2. Attribution (Click to Consume Transparency)
3. Creative Assets Ready to Go
4. Appropriate Tracking Metrics
• Exclusive Offer Codes
• Pay Per Call
• Exclusive URLs
• Etc.

42. How To Get Started Correctly
1. NCA vs Returning Customer Tracking
2. Attribution (Click to Consume Transparency)
3. Creative Assets Ready to Go
4. Appropriate Tracking Metrics
• Exclusive Offer Codes
• Pay Per Call
• Exclusive URLs
• Etc.
5. Compliance Capabilities in Place

43. Campaign & Placement Tracking

44. Partner Diversification
1. Forums
2. Magazines / Media
3. Bloggers
4. Social Influencers
5. Review Sites
6. Content Aggregators
7. Search / Display
8. Tools & Technologies
9. Mobile / In-­App
10. Loyalty & Cashback
11. Coupon & Deal
12. Consultants / Contractors
13. Business Dev Partnerships
14. Followers / Customers
Leading
Interior
Design
Magazine=
Potential
Partner

45. Content Diversification
1. Do it Yourself Home Repairs
2. Home Ownership / Reno’s
3. Style / Interior Design
4. Landscaping / Outdoor Living
5. Home & Garden
6. Flooring / Hardware
7. Room Design / Redesign
8. Power Tools
9. Furniture
10. Plumbing
11. Electrical
12. Storage & Organization
13. Paint / Color Schemes
14. Etc.

46. Asset Strategy & Distribution
1. Product Feeds
2. Advanced APIs
3. Product Widgets
4. Videos
5. Articles
6. Product Reviews
7. Customer Reviews
8. Lifestyle Imagery
9. Daily Deals / Offers
10. Style Guides

47. Consider Mobile Shoppers & Partners
(In Billions)
Source: Statista

48. Speak to Your Target Audiences
1. Do-­it-­yourself customers such as home owners.
These customers buy products and install them
themselves using online or in-­store resources.
2. Do-­it-­for-­me customers include those looking for third
parties to provide installation services. THD provides
several installation services including flooring,
cabinets, countertops, water heaters, and sheds. The
company also provides in-­house consulting and
installation services.
3. Professional customers include contractors, builders,
traders, interior designers, and renovators, among
others.

49. Recruit & Target Regionally
1. Micro-­Influencers (<1MM)
2. General Contractors
3. Interior Designers
4. Metro-­City Influencers
5. City Sites
6. Geo-­Targeting Capabilities

50. Invite Customers (AKA: Brand Ambassadors!)
1. Affiliate Networks
2. Referral Networks
3. Tracking Platforms
Companies with formalized referral programs experience 86% more revenue growth over the past
two years when compared to the rest. And yet… Only 30% of companies surveyed have a
formalized referral program. -­ Referral SaaSquatch

51. 10 Ways to Find More Social Influencers

52. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer

53. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches

54. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches
3. Social Channel Searches

55. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches
3. Social Channel Searches
4. #Hashtag Searches

56. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches
3. Social Channel Searches
4. #Hashtag Searches
5. Referrals

57. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches
3. Social Channel Searches
4. #Hashtag Searches
5. Referrals
6. Customer Review Sites

58. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches
3. Social Channel Searches
4. #Hashtag Searches
5. Referrals
6. Customer Review Sites
7. Current Customers

59. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches
3. Social Channel Searches
4. #Hashtag Searches
5. Referrals
6. Customer Review Sites
7. Current Customers
8. Events / Meetups

60. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches
3. Social Channel Searches
4. #Hashtag Searches
5. Referrals
6. Customer Review Sites
7. Current Customers
8. Events / Meetups
9. YouTube Keyword
Searches

61. 10 Ways to Find More Social Influencers
1. Recruitment Tools
1. Affiliate
2. Social Influencer
2. Google Keyword
Searches
3. Social Channel Searches
4. #Hashtag Searches
5. Referrals
6. Customer Review Sites
7. Current Customers
8. Events / Meetups
9. YouTube Keyword
Searches
10. Network Relationships

62. CASE STUDIES

63. Case Study #1: 633% Increase in Bookings
-­-­-­-­ Pre-­AIM
-­-­-­-­ Post-­AIM
HOW’D WE DO IT?

64. Case Study #1: 633% Increase in Bookings
-­-­-­-­ Pre-­AIM
-­-­-­-­ Post-­AIM
HOW’D WE DO IT?
1. Engaged current partners with better content

65. Case Study #1: 633% Increase in Bookings
-­-­-­-­ Pre-­AIM
-­-­-­-­ Post-­AIM
HOW’D WE DO IT?
1. Engaged current partners with better content
2. Sent more frequent communication pieces
relevant product & category product features

66. Case Study #1: 633% Increase in Bookings
-­-­-­-­ Pre-­AIM
-­-­-­-­ Post-­AIM
HOW’D WE DO IT?
1. Engaged current partners with better content
2. Sent more frequent communication pieces
relevant product & category product features
3. Encouraged & enabled social sharing

67. Case Study #1: 633% Increase in Bookings
-­-­-­-­ Pre-­AIM
-­-­-­-­ Post-­AIM
HOW’D WE DO IT?
1. Engaged current partners with better content
2. Sent more frequent communication pieces
relevant product & category product features
3. Encouraged & enabled social sharing
4. Set up advanced attribution modelling to
engage and credit top of funnel partners

68. Case Study #2: 28% Revenue Growth & 24%
Profitability Growth of 11 Year Old Program
HOW’D WE DO IT?

69. Case Study #2: 28% Revenue Growth & 24%
Profitability Growth of 11 Year Old Program
HOW’D WE DO IT?
1. Set up and launched internal “Blogger Brigade” program

70. Case Study #2: 28% Revenue Growth & 24%
Profitability Growth of 11 Year Old Program
HOW’D WE DO IT?
1. Set up and launched internal “Blogger Brigade” program
2. Invited select group of hand picked Brand Ambassadors

71. Case Study #2: 28% Revenue Growth & 24%
Profitability Growth of 11 Year Old Program
HOW’D WE DO IT?
1. Set up and launched internal “Blogger Brigade” program
2. Invited select group of hand picked Brand Ambassadors
3. Encouraged & enabled social sharing and product distribution

72. Case Study #2: 28% Revenue Growth & 24%
Profitability Growth of 11 Year Old Program
HOW’D WE DO IT?
1. Set up and launched internal “Blogger Brigade” program
2. Invited select group of hand picked Brand Ambassadors
3. Encouraged & enabled social sharing and product distribution
4. Set up advanced attribution modelling to engage and credit
high value partners fairly

73. Case Study #3: 4400% Revenue Growth in One Year
HOW’D WE DO IT?

74. Case Study #3: 4400% Revenue Growth in One Year
HOW’D WE DO IT?
1. Set up advanced attribution modelling to
engage and credit high value partners fairly

75. Case Study #3: 4400% Revenue Growth in One Year
HOW’D WE DO IT?
1. Set up advanced attribution modelling to
engage and credit high value partners fairly
2. Encouraged & enabled social sharing and
product distribution

76. Case Study #3: 4400% Revenue Growth in One Year
HOW’D WE DO IT?
1. Set up advanced attribution modelling to
engage and credit high value partners fairly
2. Encouraged & enabled social sharing and
product distribution

77. Case Study #3: 4400% Revenue Growth in One Year
HOW’D WE DO IT?
1. Set up advanced attribution modelling to
engage and credit high value partners fairly
2. Encouraged & enabled social sharing and
product distribution
3. Worked closely with partners on AB testing
content with offers, directed to strategic
product landing pages

78. Case Study #3: 4400% Revenue Growth in One Year
HOW’D WE DO IT?
1. Set up advanced attribution modelling to
engage and credit high value partners fairly
2. Encouraged & enabled social sharing and
product distribution
3. Worked closely with partners on AB testing
content with offers, directed to strategic
product landing pages
4. Engaged all partners with target audience
focused product content (product images,
feeds, widgets, landing pages, editorial, offers)

79. CONCLUSION

80. Summary & Suggested Next Steps

81. Summary & Suggested Next Steps
1. Get started correctly (Top 5)

82. Summary & Suggested Next Steps
1. Get started correctly (Top 5)
2. Have campaign & partner performance tracking in place

83. Summary & Suggested Next Steps
1. Get started correctly (Top 5)
2. Have campaign & partner performance tracking in place
3. Diversify your partner portfolio (by type and vertical)

84. Summary & Suggested Next Steps
1. Get started correctly (Top 5)
2. Have campaign & partner performance tracking in place
3. Diversify your partner portfolio (by type and vertical)
4. Speak to your audiences (and partners) with engaging, product and category
focused content and creative assets

85. Summary & Suggested Next Steps
1. Get started correctly (Top 5)
2. Have campaign & partner performance tracking in place
3. Diversify your partner portfolio (by type and vertical)
4. Speak to your audiences (and partners) with engaging, product and category
focused content and creative assets
5. Target and recruit regionally

86. Summary & Suggested Next Steps
1. Get started correctly (Top 5)
2. Have campaign & partner performance tracking in place
3. Diversify your partner portfolio (by type and vertical)
4. Speak to your audiences (and partners) with engaging, product and category
focused content and creative assets
5. Target and recruit regionally
6. Invite your customers (actual brand ambassadors!)

87. Summary & Suggested Next Steps
1. Get started correctly (Top 5)
2. Have campaign & partner performance tracking in place
3. Diversify your partner portfolio (by type and vertical)
4. Speak to your audiences (and partners) with engaging, product and category
focused content and creative assets
5. Target and recruit regionally
6. Invite your customers (actual brand ambassadors!)
7. Use social reach, engagement and tracking tools for measurement and scalability

88. Thank You! Questions?
Contact: sarah@allinclusivemarketing.com
Ph: (604) 812-­6175
​