# #62 Affiliate & Influencer Marketing 101 with Kim Biddle

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-09-20
- Length: 59m
- Episode: 39
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle
- Listen: https://share.transistor.fm/s/93ac4cbc

## Summary

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.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=3) Introduction and Sponsor Read
- [3:30](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=210) Introduction: Kim Biddle and Clutch Affiliate
- [5:59](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=359) Defining Affiliate vs. Influencer Marketing
- [10:50](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=650) Budget, ROI, and Starting with Affiliates
- [15:34](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=934) Finding Affiliates from Customer Base and Using Archive
- [19:20](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=1160) Building Program Foundation and Onboarding
- [23:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=1393) Commission Structures and Platform Costs
- [28:31](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=1711) Measuring Performance and Managing Relationships
- [33:57](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=2037) Discovery Tools and Finding the Right People
- [38:42](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=2322) Top Brands and Common Mistakes
- [49:52](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle#t=2992) Supporting Retail Launches and Clutch Affiliate Services

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Clutch Affiliate (company)
- Mondelēz International (company)
- SnackFutures CoLab (product)
- Dovetale (tool)
- Shopify Collabs (tool)
- UpPromote (tool)
- ShareASale (tool)
- Refersion (tool)
- Archive (tool)
- Our Place (product)
- Seed Probiotics (product)
- Athletic Greens (product)
- Wise CBD (product)
- Redmond Electrolyte (product)
- Dr. James (other)
- Dry Farm Wines (product)
- Oat Haus (company)
- Pan's Mushroom Jerky (product)
- GoNanas (product)

## Related episodes from other shows

- [214: Affiliate Marketing for D2C Sales of Inventions](https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions) (Product Startup)
- [022: Ecommerce Strategy & Customer Persuasion, Chloë Thomas of eCommerce MasterPlan](https://hardwarepodcasts.com/podcast/product-startup/2016-10-11-022-ecommerce-strategy-customer-persuasion-chloe-thomas-of-ecommerce-masterplan) (Product Startup)
- [135: Performance Marketing for New Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2022-08-03-135-performance-marketing-for-new-hardware-products) (Product Startup)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
- [290 - Taylor Foxman is the master connector for CPG's!](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-09-26-290-taylor-foxman-is-the-master-connector-for-cpgs) (People of Packaging)

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