#09 Navigating the New CPA Marketing Era | with Stephen Kerin

Show notes

In this episode of The Partner Marketing Podcast, Matthias welcomes Stephen Kerin, founder and director of Scale Digital. With decades of experience in performance marketing, Stephen shares his journey from early search marketing in the 90s to his deep expertise in partner marketing today. He reflects on the evolution of the industry and how brands are increasingly recognizing the value of performance-based partnerships beyond traditional affiliate models.

Stephen discusses how Scale Digital helps brands optimize acquisition strategies across various channels, from mobile and influencer marketing to connected TV and advocacy-based partnerships. He explains how partner marketing has matured, shifting from an overlooked tactic to a critical sales driver, with some brands now allocating up to 20% of their revenue through this channel. The conversation also explores the growing importance of advocacy marketing, where personal recommendations and peer-driven content play a vital role in customer acquisition.

A key theme of the discussion is how AI and technology are reshaping the partner marketing landscape. Stephen and Matthias explore how AI is shortening the acquisition funnel, merging brand awareness with direct response marketing, and enhancing tracking capabilities for better performance measurement.

Stephen shares his vision for the future of partner marketing, including the expansion of Scale Digital into new markets and emerging opportunities in connected TV and voice-enabled commerce. He also offers insights into the challenges brands face in adapting to evolving partner marketing strategies.

Tune in for a deep dive into the latest trends, innovations, and future outlook of performance-based marketing.

This Podcast is produced by TLDR Studios.