Achieving Brand Growth Through All Inclusive Marketing: Insights from Jason Sires

In a recent fireside chat steered by Laurie Cutts of Everflow, an industry-related discussion focusing on the role of agencies in boosting brand growth took place. The highlight of the conversation was Jason Sires, Director of Business Development at All Inclusive Marketing, who threw light on the significant role of agency partners in a brand's growth journey.

Sires emphasized the manifold benefits an affiliate marketing agency brings to the table. From cementing relationships with partners to strategizing campaigns, detecting fraud, engaging in weekly status calls, conducting audits, reporting, and testing strategies, these agencies cover a broad spectrum of benefits. He suggested brands to diligently research and choose an agency that resonates with their needs and has experience in their industry.

Drawing examples from his agency, All Inclusive Marketing, Sires pointed out that they go beyond assigning a single person to a campaign. To ensure the success of a campaign, they entrust it to a dedicated director and two managers. An incessant quest for optimization fuels their work ethic, demonstrated in their continuous striving to enhance their clients' campaigns through methods like beta testing, creative hacking, or laser-focusing on customer acquisition.

While acknowledging that all programs don't necessarily succeed in the affiliate space, Sires emphasized the potential benefits of having both B2B and B2C sides. While brands often fall into the trap of expecting immediate returns from affiliate marketing, in reality, seeing results requires patience and sustained efforts.

Sires proudly spotlighted one of their stellar achievements – a staggering growth of over 1100% in a client’s campaign, Skillz, across just three months. The secret sauce to this success? A clear and energetic client, strenuous personalization and active testing, coupled with a dedicated team laser-focused on campaign improvement.

In his conversation, Sires also mentioned the critical role of technology and automation in scaling affiliate programs. A strong marketplace backed by robust tracking and superior customer support is an absolute must. Partnerships can be further bolstered through strategic tweaks in commission and cross-channel marketing, apart from regular testing, learning, and adjustments for optimizing the outcomes.

Lastly, Sires observed an exciting trend in affiliate marketing — the burgeoning and broadening influence of influencer marketing. Irrespective of their industry, more and more brands are expressing interest in influencers, underscoring the still-growing importance and value of this channel. As a result, we can expect the proliferation of affiliate marketing to accelerate even further in the times to come.