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.

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.

We go deep into the new patterns shaping high‑growth companies — and the uncomfortable truths most teams don’t want to face.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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 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.

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.

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.

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.

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.

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.

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.

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.

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. 

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Tyler Calder

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Tyler Calder

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Famous Rhodes

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Jake Schonberger

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Reagan Fry

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Richie Carreon

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Cristy Garcia

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Greg Rollett

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Emma Mondolino

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Ben Grynol

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Will Fraser

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Todd Crawford

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Andrea Barsk-Roberts

Hype man & Announcer: John Potito

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Timestamps:
00:06 Introduction
01:20 Marketing Journey Begins
02:41 HelloFresh: Career Impact
05:31 Risk-Taking in Careers
08:26 Testing and Feedback Importance
10:16 Data vs. Speed in Decisions
13:08 Retail vs. Brand Challenges
18:08 Innovative Marketing Tactics
22:04 Advanced Customer Service Insights
25:10 Consumer Mindset Strategy
29:01 Health and Wellness Trends
33:37 Networking and Future Plans

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Fareed Mosavat

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Jim Kingsbury

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Richard Wright

Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction to Always Be Testing podcast
06:46 Ty De Grange welcomes guest Richard Wright
15:54 Richard's long-standing relationship with Ty
23:40 Richard's entry into the affiliate marketing world
32:52 Differences between UK and US markets
37:56 Importance of diverse partner mix in affiliate marketing
42:19 Richard's thoughts on AI in affiliate marketing
46:39 Richard's love for space and guitars
52:13 Richard's recommendation: Yamaha THR guitar amp
53:17 Richard's LinkedIn presence and closing remarks

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Amber Osborne

Hype man & Announcer: John Potito

Timestamps:
00:00 - Introduction and Welcoming Amber Osborne as Guest
06:42 - Discussing Favorite Songs and Music Industry Challenges
15:54 - Exploring Collaborative Writing and Visual Identities
23:40 - The Importance of Community and Collaboration in Startups
61:00 - Excitement for 'McCartney III' Release and Future Discussions

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Erin McMahon

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Noelle Spagna

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Peter Mullen

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Olivia McNaughten

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Jeff Greenfield

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Cormac Jonas

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Vikki Danielson

Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Andrew Covato
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Alper Taner
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Jordan Carter
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Adam Fishman
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Noah Tucker
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Jim Nichols
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Guy Yalif
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Krystie Capobianco
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Jimmy Kim
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Leilani Han
Hype man & Announcer: John Potito

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Scott Jablonski
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction
00:46 Scott Jablonski: Guest Intro
01:14 NBA: Exciting Challenges
03:18 From Fan to Pro: Insights
05:02 Marketing: NBA vs. NFL
06:46 Kobe's Global Influence
08:08 Dynamics: NBA and NHL
10:23 Sports Business: Economics
13:17 Harvard: Diversity in Decisions
16:24 VC Trends: Interest Impacts
20:46 Tech Evolution: AI Ventures
30:06 Paradox of Choice: Decision Paralysis

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Matthew Gattozzi
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction
00:46 E-commerce Growth Excitement
01:54 Understanding Customer Motivations
03:25 Strategy: Keep It Simple
04:31 Crafting Unique Content
06:22 Exploring Diverse Ad Formats
08:07 Nuances in Ad Creation
10:04 Insights for Effective Ads
12:10 Avoiding Awareness Bias
15:15 Authentic Testimonials Gathered
20:05 Testing Ads' Importance
25:44 Ad Performance: Framing Techniques

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Bobby Callaghan
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction
00:45 Excitement for email and SMS
01:36 Retention marketing deep dive
03:16 Right message, right time focus
04:56 Learning from past mistakes
06:06 Art and science of email marketing
08:07 Benefits of being a generalist
10:36 Subscription model advantages
13:26 Agency insights and future plans
17:04 Effective email subject strategies
20:27 Organic marketing approaches
25:10 Challenges of email attribution

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Tamara Adlin
Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction 
01:07 Tamara Adlin, expert in user experience, introduced
02:00 Defining affiliate marketing and performance marketing
03:12 Importance of user experience in affiliate marketing
04:49 Benefits and challenges of affiliate marketing
06:06 UX team's struggle with marketing complexity
07:46 Marketing's role in attracting customers to product
09:27 Convergence of departments for better alignment
11:10 Challenges of executive misalignment in decision-making
12:36 Balancing new customer acquisition and long-term value
14:01 Lack of alignment and support for initiatives
15:10 Involving UX professionals earlier in product design
16:01 UX professionals helping executives make informed decisions

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Chase Mohseni
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction to Always Be Testing podcast
02:05 Exploring the concept of a "vibe check"
06:05 Trusting gut instincts in decision-making
07:50 Dive into surround sound marketing strategies
11:09 Transition from paid marketing to SaaS brand
15:25 Importance of frameworks and personal connections
19:13 Impactful frameworks and the growth loop concept
23:40 Importance of customer feedback and understanding needs
27:31 Building enduring businesses and avoiding quick fixes
30:49 Goals for Heatmap: best CRO software
34:41 Importance of being customer-centric and learning machine
40:02 Educating on CRO impact and predictions for 2024

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Lauren Nemeth
Hype man & Announcer: John Potito

Timestamps:
00:06 Welcoming Lauren Nemeth
00:46 Media perceptions 
01:44 Explaining Twilio's business
03:05 Twilio's diverse clientele
04:44 Shift to sales career
06:15 Ad industry challenges
08:15 Future trends predicted
10:39 Operational rigor emphasized
12:26 Sales skills importance
16:00 Acquisitions and feedback
20:29 Leadership and mentorship
25:06 AI in marketing strategies
30:00 Exploring Nextdoor's Potential
34:11 Closing: personal stories

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Laura Press
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction
00:48 Laura Press introduction
01:23 Laura's industry insights
02:33 PXA's educational goals
04:27 Career paths explored
06:07 Matching strengths to roles
08:03 Accessible education importance
10:22 Digital marketing evolution
13:08 Course creation insights
17:51 New publisher models
23:41 Marketing post-pandemic
29:24 Personal stories shared

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Kalen Bushe
Hype man & Announcer: John Potito

Timestamps:
00:06 Meet the Hosts
00:47 Sales Background Insights
01:44 B2B SaaS Growth Tips
03:30 Marketing Benefits from Sales
04:52 Focus on TrafficGuard
06:31 Challenges in Ad Fraud
08:36 User Journey Analysis
10:55 Affiliate Marketing Transparency
13:22 Cookie Stuffing Insights
16:38 Lead Generation Fraud Issues
22:08 Verifying Conversions with TrafficGuard
30:04 Rugby Love and Connections

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: David Rodnitzky
Hype man & Announcer: John Potito

Timestamps:
00:06 Meet David Rodnitsky
00:47 Past Collaborations Revisited
01:14 Yoga and Life Changes
02:37 PPC Discovery Journey
03:59 Startup Life in Silicon Valley
06:03 Scaling with Diverse Services
07:41 Core Values Highlighted
09:54 Branding and Strategy Insights
13:21 Marketing Trends Discussion
18:04 Culture and Talent Retention
24:10 Emotional Aspects of Selling
30:44 Agency Sales Book Insights

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Jon Blair
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction
00:47 John Blair's introduction
01:44 John's finance background
04:54 D2C strategy at Guardian Bikes
06:44 Launching Free to Grow CFO
09:17 Early entrepreneurial experiences
12:04 Negotiating with Mark Cuban
15:24 Shark Tank's lasting impact
18:40 Balancing acquisition and LTV
22:20 Ad-buying myths debunked
28:48 Revealing unique financial strategies
38:55 Linking marketing with profitability

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Amy Crider
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction
01:20 Amy's marketing insights
02:31 Career journey unfolds
04:08 Handling global accounts
05:49 Balancing parenthood, career
07:22 Utah Travel Tales
08:16 Building affiliate relations
10:18 Evolving marketing strategies
13:34 B2B marketing deep dive
17:37 Testing marketing strategies
23:15 Prioritizing business improvements

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Patrick Moran
Hype man & Announcer: John Potito

Timestamps:
00:06 Podcast kickoff introduction
00:49 Casual football discussion
01:49 Patrick's marketing expertise
03:06 Growth marketing evolution
05:06 Challenges in multi-device ads
07:01 Retention strategy insights
09:59 Analyzing LTV and CAC
13:10 Marketing and product synergy
17:01 Budgeting for marketing impact
22:01 Effective testing and ROI
27:10 Creative content's crucial role
32:40 Aligning expectations in management

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Rabah Rahil
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction
00:48 Office vibes discussed
01:35 E-commerce journey begins
05:10 Insights on Instagram ads
09:09 Scaling ad challenges
15:08 Transparency in business
20:24 Valuing individuality
25:39 Affiliate marketing dynamics
30:24 Startup and team culture
35:25 Concept of living gaps
44:27 Ad creativity explored
53:06 Closing remarks and plugs

We sit down with growth and marketing leaders to share tests and lessons learned in business and life.

Host: Tye DeGrange
Guest: Andrew Covato
Hype 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 Andrew
00:51 Discussing Growth by Science
01:40 Andrew's ad tech insights
03:04 Ad spending and ROI
04:13 Ad buying mistakes
05:41 Smarter measurement tools
07:36 Testing's role in marketing
09:07 Netflix's testing culture
11:23 Geo-testing techniques
14:32 Conversion optimization pitfalls
18:32 Ad tech platform challenges
22:15 Strategies for effective testing
29:33 Networking and website invite

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Dominic Williamson
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction
00:50 Austin Events Buzz
01:58 Analytics Expert Intro
03:45 Geo-Level Targeting
05:49 Geo-Level Holdout Tests
08:34 TV Advertising Challenges
11:13 Digital Channel Flexibility
14:12 Marketing Spend Insights
17:25 Evaluating Media Effectiveness
21:01 Bridging Finance and Marketing
26:16 Advanced Media Measurement
33:12 Third-Party Tools Analysis

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Nicole Phillips
Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction 
01:06 Introducing CATCH: AI-powered product recommendation platform
06:42 Value proposition and inspiration behind CATCH
09:18 Evolution of CATCH's platform and new features
11:42 Building trust with customers and target audience
14:43 Monetization strategies and successful brand partnerships
16:24 Free to paid model and VIP option
18:32 Data-driven approach and partnering with brands
20:49 Challenges of building a technical product without expertise
23:03 Personal interests and involvement in local organizations
24:31 Sleepovers in haunted places and concluding remarks

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: George Yuhba
Hype man & Announcer: John Potito

Timestamps:
00:00 - Introduction
02:17 - Journey and Role of Affiliate Marketer George Yuhba
05:33 - Paylode: Publisher Development Expertise
09:27 - Affiliate Marketing Evolution Overview
13:43 - Clearing Affiliate Marketing Misconceptions
18:44 - Enhancing Affiliate Programs
21:11 - George’s checklist of optimizations.;
27:29 - Affiliate Marketing's Future Growth
30:07 - Diversity in Affiliate Marketing
37:44 - Key takeaways from experiences
44:10 - “AHA” moments in experiment testing
47:02 - Fun Facts about George Yuhba

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Brian Marcus
Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction 
06:42 Brian Marcus' Experience in Affiliate Marketing
15:54 The Importance of Customer Focus in Marketing
23:40 Brian's Experiences at Google and Teespring
31:00 Qualities of Effective Leadership in Building Teams
36:06 Love for Music and Creating Immersive Experiences
41:27 Collaboration and Inspiration for the Album
46:19 Appreciation for Creativity and Innovation in Music
50:10 Closing Remarks

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Alexa Kilroy
Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction to Always Be Testing podcast
01:44 Alexa's unconventional journey into marketing space
04:08 Building a marketing team from scratch
06:38 Success of community engagement at Triple Whale
09:22 Supporting events and experiences for community building
12:11 Importance of genuine community building efforts
15:01 Examples of successful community-building events
18:06 Agile approach and learnings from Triple Whale
20:19 Hiring based on energy and adaptability
23:16 Interviewing process and the "airplane seat principle"
25:31 Optimizing subscription programs for higher customer lifetime value
30:39 Strategies for engaging with the community
35:29 Enhancing customer experience and increasing subscription revenue

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Chris Tradgett
Hype man & Announcer: John Potito

Timestamps:
00:06 Introduction: Tye De Grange and Chris Tradgett
01:24 Chris's background: Pub management to affiliate marketing
03:10 Early days of using HTML and print
06:40 BIAT's success and hosting affiliate events
08:28 Lack of transparency in affiliate networks
09:13 Growth of BIAT and working with big programs
10:55 Importance of spare cash capacity for advertisers
12:17 Acquisition of BIAT by Awin and success stories
13:32 Running successful programs and finding affiliates
15:00 Early days of Linkdex and finding affiliates
16:15 Manual SEO analysis and attending conferences
17:44 Benefits of using publisher discovery for recruitment
19:02 Manual tool for analyzing domains and programs
20:48 Partner Marketing Related Products
23:42 Great Value Props in Product
26:28 Working with Visionary and Integrator
29:50 Where do we land in years down the road?
32:40 The problems in an average program
37:14 Server-to-Server Tracking
41:12 Talking about transparency
44:18 Budgets for Affiliate Programs
46:01 Performance Marketing Space of US & UK

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Canice Murphy
Hype man & Announcer: John Potito

Timestamps:
00:00 - Introduction to Always Be Testing podcast
04:03 - Explaining programmatic advertising and its advancements
07:03 - Importance of programmatic advertising for all marketers
10:01 - Outcomes and results of programmatic advertising channels
12:14 - Challenges of recent regulatory and browser changes
14:54 - Importance of experimentation in marketing strategies
18:08 - Admiration for brands utilizing programmatic advertising effectively
19:51 - Evaluating the effectiveness and optimizing programmatic advertising channels
22:05 - Predictive modeling and AI in marketing strategies
25:02 - Canice's journey in the programmatic space
27:19 - The transformative impact of AI in advertising
29:20 - Establishing a baseline and effective change management

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Graham Hunter
Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction to Always Be Testing podcast
02:05 Graham's background in startups and marketing
07:09 Explaining the benefits of a customer data platform
11:18 The importance of integrating multiple data sources
14:09 Understanding and achieving product-market fit
17:17 Expanding beyond the core customer persona
20:37 Growth strategies and the evolution of startups
24:07 Prioritization and decision-making in growth initiatives
27:20 Advice for getting into growth and startups
29:34 Importance of education and learning in entrepreneurship
31:47 Debunking myths and misnomers in growth
34:07 Gaining buy-in and socializing growth initiatives

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Tomas Saulsbury-Hunter
Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction to Tomas
02:39 Overview of Commission Junction and its services
05:23 Importance of implementing a test and learn function
08:01 Setting parameters and budgets for testing
09:59 Allocating budget for testing new publisher models
12:30 Allowing publishers freedom to allocate funds
15:23 Importance of not relying solely on organic growth
18:12 Understanding the holistic downstream value of marketing
21:31 Bringing unexpected elements together for success
24:21 Importance of considering long-term customer value
27:01 Affiliate marketing as the "channel of channels"
29:37 Exploring interesting developments with browser extensions

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Nick Harris
Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction and Welcome to Always Be Testing
02:01 Nick Harris shares his career journey
06:30 Importance of a customer-centric mindset
09:30 Challenges of implementing a customer-centric approach
13:02 Building a strong team culture and support
16:04 Simplifying complex matters through patience and listening
19:13 Interpreting test results and making data-driven decisions
23:27 Balancing statistical significance and client decision-making
27:52 Observing team reactions to unrealistic expectations
31:21 Prioritizing work-life balance and valuing employees' lives
35:22 Individualized management styles and embracing failure
39:00 Speaker 3's calm demeanor and simplifying life
42:10 Avoiding emotional manipulation and maintaining stoic behavior

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Brook Schaaf
Hype man & Announcer: John Potito

Timestamps:
00:00 Introduction and Welcome to Always Be Testing
01:19 Brooke's Background and Journey in Affiliate Marketing
04:04 The Importance of Independent Tech Vendors
06:13 Challenges of Managing Data in Affiliate Marketing
08:11 The Power of Coupons and Special Offers
11:15 Different Types of Coupon Sites and Strategies
14:06 The Value of Attribution and Measurement
16:13 Rise of Seller Networks in the Amazon Ecosystem
18:15 Benefits and Risks of Seller Networks
21:05 Balancing Commission Rates and Conversion Rates
23:40 Potential Conflicts and Internal Challenges at Amazon
26:24 The Future of Affiliate Marketing and Influencer Collaboration

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Adam Weiss
Hype 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 podcast
06:40 Music preferences: Van Halen and favorite songs
15:07 Understanding publishers and advertisers in affiliate marketing
23:41 Challenges and misconceptions in affiliate marketing
31:13 Strategies for partnership development and revenue growth
34:48 Importance of strategic thinking and leadership skills
38:08 Customer obsession and understanding the industry
41:25 Music preferences and devices
45:29 Conclusion

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Jordan Koene
Hype 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 podcast
06:41 - Google's dominance in the search engine results page
12:01 - Importance of trust signals in SEO
16:34 - Addressing personalization demands and privacy concerns
21:10 - The undervalued status of SEO and affiliate marketing
24:52 - Challenges of hiring for SEO and content roles
27:09 - The struggle of aligning content marketing efforts
30:12 - Discussion on the Green Bay Packers' quarterback situation
31:33 - Where to reach out to Jordan

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Tricia Meyer
Hype 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 background
02:10 Discovering affiliate marketing through blogging challenges
04:47 Importance of legal compliance in affiliate marketing
06:45 FTC guidelines and consequences of non-compliance
08:13 Role of intermediaries in ensuring proper disclosure
09:35 Monitoring and enforcing compliance with FTC guidelines
11:26 Consequences of non-compliance and additional red tape
13:12 Importance of contracts in monitoring disclosure compliance
15:13 Discussing challenges with toolbars in affiliate marketing
17:17 The role of the Performance Marketing Association (PMA)
20:14 The dilemma of toolbars and collaboration for solutions
23:45 The need for transparency and data-driven decision-making

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Adam Robinson
Hype 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 Guest
01:10 Adam Robinson's Background and Journey in Business
03:22 Challenges of Competing in a Mature Market
04:20 Developing a Differentiating Feature for Email App
06:21 Impact of Changes in Facebook's Tracking System
07:14 Difficulty in Understanding Tag Management Solutions
08:30 Target Market for New Product and Challenges
09:32 Performance of Email List and Major Customers
10:43 Importance of Efficiency and ROI in Business
11:59 Balancing Value and Pricing in Business
12:24 Lessons Learned and Reflections on Growth
15:14 Changes in Sales Department and Hiring Process

We sit down with growth and marketing leaders to share tests and lessons learned in business and in life.

Host: Tye DeGrange
Guest: Michael Kaminsky
Hype 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 podcast
06:58 Exploring the challenges of measuring marketing effectiveness
14:05 The history and evolution of media mix modeling
19:14 The difficulties and misconceptions of affiliate marketing
23:17 Collaboration and experimentation in affiliate marketing
27:03 The dynamics and negotiation of affiliate partnerships
30:28 The need for better measurement tools and experimentation
34:20 The impact of upfront payment on affiliate marketing
35:58 Experimentation and small changes for marketing success