Behind the Mirror

Zorz LLC
  • 5.0 (2)
  • MARKETING
  • UPDATED WEEKLY

Join our hosts Keith Posehn, Dafra Sanou, and Liem Vuong as they discuss issues facing marketing and growth teams that are working to unlock partnerships at scale. Each week we have a new episode covering what you need to know to grow your partner programs.

  1. What AI Can’t Replace with Dafra Sanou

    10/29/2025

    What AI Can’t Replace with Dafra Sanou

    In this episode of Behind The Mirror, Keith Posehn and Dafra Sanou dive into the real edge creators have in an AI-driven world: authenticity, trust, and human connection. From MrBeast to Jackie Aina to Becca Bloom, they break down why some creators build fanbases that no algorithm can replicate — and what that means for brands, marketers, and the future of discovery. If you run partnerships, work with creators, or build growth programs — this conversation will change the way you see the creator economy. Chapters 00:00 – Welcome & intro to the episode 01:05 – The idea of “AI-resistant” creators 02:20 – Trust as the foundation of creator influence 04:00 – Parasocial relationships and why they matter 06:00 – Full-self authenticity: MrBeast, Jaden Animations & more 09:40 – Jackie Aina: balancing privacy with trust 12:00 – Influence without oversharing: the power of selective authenticity 14:50 – Becca Bloom & engineered likability vs. genuine connection 17:10 – What brands should really look for in creators 19:25 – Creator discovery vs. AI discovery 21:45 – The future of creator trust in an AI world 22:30 – Closing thoughts & what’s next Zorz helps brands launch and scale referral, affiliate, and partnership programs that convert. 👉 hello@zorz.com | zorz.com Subscribe to Behind The Mirror for weekly conversations on performance marketing, partnerships, and the future of growth. #BehindTheMirror #CreatorEconomy #Authenticity #AIMarketing #AffiliateMarketing #ReferralMarketing #InfluencerMarketing #Zorz #CreatorTrust #MarketingPodcast #BrandGrowth

    24 min
  2. AI is Killing Clicks with David Rodnitzky

    10/14/2025

    AI is Killing Clicks with David Rodnitzky

    In this episode of Behind the Mirror, host Keith Posehn sits down with longtime friend and industry veteran David Rodnitsky, founder of 3Q Digital, for a deep dive into how artificial intelligence is reshaping the marketing landscape. From the rise of zero-click search to the rapid evolution of LLMs like ChatGPT and Claude, Keith and David explore what these changes mean for marketers, agencies, and brands trying to stay relevant. They discuss the declining dominance of traditional SEO, how consumer behavior is shifting toward AI-driven answers, and why content still matters more than ever - even if the way it’s consumed is changing. Other key topics include: • How AI is disrupting Google’s business model and ad revenue • The tension between AI-dominated, AI-native, and AI-resistant industries • Where the biggest opportunities lie for performance marketers • Why adaptability and strategy will be the most valuable skills in the AI era Whether you’re a CMO, agency owner, or growth marketer, this conversation offers crucial insights into how to pivot, innovate, and lead in a world where AI is rewriting the rules of digital marketing. Tune in to learn how to future-proof your marketing strategy before the next big shift hits.

    29 min
  3. Flipping the Funnel with Ashley Whetung

    10/07/2025

    Flipping the Funnel with Ashley Whetung

    Affiliate marketing is often dismissed as a bottom-of-funnel, last-click channel, but that perspective sells it short. In this episode, host Keith Posehn is joined by Ashley Whetung, Senior Consultant at Zorz, and co-host Liem Vuong to explore how affiliate and partnership programs can play a much larger role in demand creation, trust building, and brand growth. From mass media publishers to creators and influencers, the discussion dives into how partnerships fuel discovery, drive efficiency, and deliver long-term ROI. Ashley breaks down how brands can test, iterate, and scale smarter—turning affiliate from a transactional channel into a strategic growth engine. If you’re rethinking how affiliate and creator partnerships fit into your marketing mix, this episode will change the way you see the funnel. Chapterization 00:00 – Introduction – Keith welcomes Ashley Whetung and Liem Vuong 00:30 – Affiliate Misconceptions – Why brands see affiliate as bottom-of-funnel 01:55 – Beyond Demand Capture – Affiliate as awareness & trust-building channel 04:00 – Expanding the Affiliate Spectrum – Mass media, creators, and hybrid models 06:10 – ROI & Up-Funnel Testing – ROAS, CAC, and opportunities beyond last-click 08:30 – Efficiency & Cash Flow – Performance-based payouts and ad spend efficiency 10:25 – Macro Environment Impact – Economic pressures shaping brand strategy 12:40 – Influencer Evolution – Hybrid creator models and long-term value 14:40 – Authenticity & Trust – Building lasting relationships through creators 16:20 – Case Studies – NordVPN, Skillshare, and other breakout examples 17:20 – Testing & Iteration – Building your affiliate/creator “muscle” 20:20 – Scaling Strategically – From first campaigns to repeatable growth 22:25 – Borrowing Trust – Startups leveraging partners for credibility 23:30 – Closing & Key Takeaways – Lessons on persistence, strategy, and long-term impact

    25 min
  4. The Future of Affiliate Marketing with Dafra Sanou

    09/30/2025

    The Future of Affiliate Marketing with Dafra Sanou

    In this episode of Behind the Mirror, hosts Keith Posehn and Liem Vong sit down with Dafra Sanou, Growth & Digital Marketing expert, to explore how AI is transforming affiliate and partner marketing. Together, they unpack how brands can leverage partnerships in an AI-driven world, why governance and context matter more than ever, and which parts of the recruitment and program management process are most ripe for disruption. From inclusivity in influencer marketing to the rise of LLMs shaping how products are discovered, this conversation is packed with insights for marketers navigating a rapidly shifting landscape.

    29 min
  5. The CRM Shake-Up with Eric Potter

    09/23/2025

    The CRM Shake-Up with Eric Potter

    The CRM landscape is changing fast. For years, Salesforce dominated. But in today’s market, HubSpot is closing the gap at an unprecedented pace - rolling out enterprise-grade features, innovating faster, and challenging the old guard. In this episode of Behind the Mirror, Keith Posehn and Liem Vuong sit down with Eric Potter, COO of OpMethods, to unpack what’s really happening in the CRM space. From the slowdown of Salesforce’s innovation, to HubSpot’s aggressive push forward, to the rise of new AI-native players like Notion and Airtable, this conversation breaks down where the opportunities lie - and the pitfalls leaders need to avoid. If you’re a CRO, RevOps leader, or founder making decisions about your company’s sales and marketing stack, this episode is your roadmap to the evolving CRM market and how to choose the right tools for what’s coming next.

    24 min
  6. Cracking Attribution with Ashley Parducci

    09/16/2025

    Cracking Attribution with Ashley Parducci

    In this episode of Behind the Mirror, Keith Posehn and Ashley Parducci delve into the complexities of attribution in marketing. They discuss the evolution of attribution methodologies, the challenges of measuring consumer journeys, and the importance of understanding technology's role in these processes. The conversation highlights the significance of video marketing, the concept of measurement debt, and the necessity for marketers to remain open-minded and willing to take risks. Through shared experiences and insights, they provide valuable recommendations for setting up successful attribution strategies and understanding the interconnectedness of various marketing channels. #MarketingStrategy #PerformanceMarketing #ConsumerJourney #Attribution #DataDriven #Zorz #BehindTheMirror

    28 min

  7. 07/15/2025

    The Silent Killer of Affiliate Growth

    Is Your Affiliate Program Stuck? Here's How to Break Through In this episode, Keith Posehn sits down with Liem Vuong to talk about the silent killer of affiliate growth: stagnancy. They explore why playing it safe can actually be the riskiest move in today's landscape and what to do about it. From battling organizational inertia to setting bold goals and testing your way forward, this conversation is packed with real talk and practical strategies. Whether you're leading a program or advising one, you'll walk away with a fresh perspective on how to grow, adapt, and scale in affiliate marketing.

    19 min

  8. 07/08/2025

    Unlocking the Secrets of Affiliate Budgets

    In this episode, Keith Posehn and the team at Zorz discuss the complexities of budgeting in marketing, particularly focusing on affiliate marketing. They explore how affiliate budgets differ from traditional marketing budgets, the importance of trust in partnerships, and the challenges of marketing mix modeling. The conversation also delves into the intricacies of media spend and its impact on affiliate performance, emphasizing the need for a strategic approach to maximize ROI.

    27 min
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Ratings & Reviews

5
out of 5
2 Ratings

About

Join our hosts Keith Posehn, Dafra Sanou, and Liem Vuong as they discuss issues facing marketing and growth teams that are working to unlock partnerships at scale. Each week we have a new episode covering what you need to know to grow your partner programs.

Information

  • Creator
    Zorz LLC
  • Years Active
    2K
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © Copyright 2025 Zorz LLC
  • Show Website
    Behind the Mirror