Always Be Testing

Tye DeGrange
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Always Be Testing explores the experiments, insights, and growth stories shaping the future of affiliate and partner marketing in B2B SaaS. Hosted by industry veterans, the show dives deep into real-world lessons from the people driving measurable impact at companies like Google, HubSpot, Ramp, Webflow, G2, and beyond. Each episode uncovers what happens when today's most innovative marketers challenge assumptions, run smarter experiments, and build programs that scale revenue through meaningful partnerships. If you’re in affiliate, partnerships, or SaaS growth — this is your front-row seat to how the best do it (and what they’ve learned along the way

  1. #116 Scaling from $175M to $5B: Enterprise Affiliate Lessons from Fanatics | Wade Tonkin

    2일 전

    #116 Scaling from $175M to $5B: Enterprise Affiliate Lessons from Fanatics | Wade Tonkin

    Wade Tonkin is the Director of Global Affiliate Marketing at Fanatics, Inc., where he oversees one of the largest and most complex affiliate programs in the world. With over 20 years of experience in performance marketing, he has played a key role in shaping Fanatics’ global partner ecosystem, driving growth through content creators, media publishers, loyalty partners, and innovative performance channels. 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.

    42분
  2. #115 The Measurement Mistakes Costing Brands Millions | Cormac Jonas

    2월 10일

    #115 The Measurement Mistakes Costing Brands Millions | Cormac Jonas

    In this episode of Always Be Testing, host Tye DeGrange is joined by Cormac Jonas, CEO and Founder of The Jonas Agency, for a deep dive into what’s actually broken in modern performance marketing. With years of experience across affiliate, paid media, and creator-led growth, Cormac brings a sharp perspective on why so many brands are optimizing campaigns while ignoring the bigger problem: flawed measurement. 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.

    37분
  3. #114 Why Most Growth Teams Fail Before They Start | Guillaume Cabane

    2월 3일

    #114 Why Most Growth Teams Fail Before They Start | Guillaume Cabane

    In this episode of Always Be Testing, host Tye DeGrange sits down with Guillaume Cabane, Founder of HyperGrowth Partners and one of the earliest leaders to shape modern B2B SaaS growth. 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.

    43분
  4. #113 How Bad Incentives Quietly Break Affiliate Programs | Ziggy Kopetti

    1월 27일

    #113 How Bad Incentives Quietly Break Affiliate Programs | Ziggy Kopetti

    In this episode of Always Be Testing, Tye DeGrange sits down with Ziggy Kopetti, a veteran affiliate marketing operator and platform founder who has spent years working inside the mechanics of performance marketing—from attribution and partner incentives to how networks and platforms actually make money. 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.

    35분
  5. #112 Affiliate Networks Drop Honey: What Really Happened | Ben Edelman & Tye DeGrange

    1월 23일

    #112 Affiliate Networks Drop Honey: What Really Happened | Ben Edelman & Tye DeGrange

    In this emergency episode of Always Be Testing, I’m joined by Ben Edelman—an economist, lawyer, and one of the most respected affiliate fraud investigators in the industry. Ben has spent over two decades uncovering adware abuse, browser extension misconduct, and attribution fraud, working with merchants, networks, and publishers to protect the integrity of affiliate marketing. 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.

    29분
  6. #111 Why 3 Common Leadership Habits Are Killing Your Growth | Jen Goodwin

    2025. 12. 02.

    #111 Why 3 Common Leadership Habits Are Killing Your Growth | Jen Goodwin

    In this episode, I get the chance to sit down with Jen Goodwin, a powerhouse with 17 years of experience driving growth across e-commerce and affiliate marketing. Jen has helped scale some of the biggest brands in the space and played a major role in two successful exits — the acquisition of Coupons.com (Quotient) and Honey’s $4B sale to PayPal. 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.

    36분
  7. #110 Why Great Marketing Fails When the Data Is Broken | Howard Schaffer

    2025. 11. 25.

    #110 Why Great Marketing Fails When the Data Is Broken | Howard Schaffer

    In this episode of Always Be Testing, I sit down with Howard Schaffer — a 25-year performance marketing leader, former CMO and VP across major wellness, fitness, and tech brands, and now the founder of HOS Performance — for a deep dive into what really holds companies back from scaling. Howard and I unpack why so many teams are still operating on shaky data foundations, from broken UTM structures to inaccurate attribution and reporting gaps, and he shares the exact diagnostic framework he uses when he steps into an organization. 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.

    22분
  8. #109 Why Most Brands Still Misuse Affiliate Marketing | Scott Ginsberg

    2025. 11. 18.

    #109 Why Most Brands Still Misuse Affiliate Marketing | Scott Ginsberg

    In this episode, we sit down with Scott Ginsberg — VP of Performance Marketing at Penske Media, the powerhouse behind brands like Rolling Stone, Billboard, Variety, and Robb Report. With two decades in affiliate and performance marketing (including leadership roles at BrandCycle, CJ, and Yahoo), Scott breaks down how the industry evolved from “coupons and last-click” into one of the most strategic levers in modern growth. 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.

    30분
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Always Be Testing explores the experiments, insights, and growth stories shaping the future of affiliate and partner marketing in B2B SaaS. Hosted by industry veterans, the show dives deep into real-world lessons from the people driving measurable impact at companies like Google, HubSpot, Ramp, Webflow, G2, and beyond. Each episode uncovers what happens when today's most innovative marketers challenge assumptions, run smarter experiments, and build programs that scale revenue through meaningful partnerships. If you’re in affiliate, partnerships, or SaaS growth — this is your front-row seat to how the best do it (and what they’ve learned along the way

정보

  • 제작진
    Tye DeGrange
  • 방송 연도
    2023년 - 2026년
  • 에피소드
    116
  • 등급
    전체 연령 사용가
  • 저작권
    © 2023
  • 웹사이트 보기
    Always Be Testing

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