Always Be Testing

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 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 CalderHype 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 CalderHype 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 RhodesHype 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 SchonbergerHype 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 FryHype 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 CarreonHype 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 RollettHype 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 MondolinoHype 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 GrynolHype 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 FraserHype 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 CrawfordHype 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-RobertsHype man & Announcer: John PotitoTimestamps: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 MosavatHype 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 KingsburyHype 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 WrightHype man & Announcer: John PotitoTimestamps: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: Erin McMahonHype man & Announcer: John PotitoTimestamps: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 McMahonHype 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 SpagnaHype 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 MullenHype 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 McNaughtenHype 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 GreenfieldHype 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 JonasHype 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 DanielsonHype 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