Behind the Mirror

Zorz LLC

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. 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

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.