Hardware Podcasts

#62 Affiliate & Influencer Marketing 101 with Kim Biddle

The Startup CPG Podcast · 20 Sept 2022 · 59m · Episode 39

What this episode covers

Kim Biddle, founder of Clutch Affiliate, explains the strategic differences between influencer marketing (paying for content) and affiliate marketing (paying for performance), advising emerging CPG brands to start with lower-cost affiliate programs. She details how to structure commission tiers, select management platforms like Dovetale and Archive, and build a professional onboarding experience to retain affiliates. Biddle emphasizes treating affiliates as a sales team, using automation to manage relationships, and leveraging customer bases to find high-engagement partners rather than focusing solely on follower counts.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Clutch Affiliate, Mondelēz International, Oat Haus
Products
SnackFutures CoLab, Our Place, Seed Probiotics, Athletic Greens, Wise CBD, Redmond Electrolyte, Dry Farm Wines, Pan's Mushroom Jerky, GoNanas
Tools
Dovetale, Shopify Collabs, UpPromote, ShareASale, Refersion, Archive
Also
Dr. James

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