Podcast Summary: Always Be Testing Episode #83 – "Redefining Brand-Publisher Relationships" with Vanessa Lawrence, Chief Content Officer at Linkby

Introduction

In Episode #83 of the Always Be Testing podcast, host Tye DeGrange engages in a dynamic conversation with Vanessa Lawrence, the Chief Content Officer at Linkby. The episode delves into the evolving landscape of growth, performance marketing, customer acquisition, and affiliate marketing. Vanessa shares valuable insights on redefining brand-publisher relationships, the intricacies of the CPC model, and the importance of diversification in affiliate revenue streams.

1. Understanding Linkby and Its Evolution

Vanessa Lawrence opens the discussion by providing a comprehensive overview of Linkby, positioning it as an ad tech platform that bridges brands with premium publishers on a cost-per-click (CPC) basis.

[01:03] Vanessa Lawrence: "We're an ad tech platform that connects brands with premium publishers on a predominantly cost per click or CPC basis. This allows brands and agencies to secure valuable editorial coverage upfront with no costs unless the click is actually driven."

Linkby has experienced significant growth over the past five years, expanding its operations across North America, the UK, Ireland, Australia, Singapore, Malaysia, and recently, France. Vanessa highlights the platform's role in merging influencer marketing, content creation, PR, and affiliate marketing into a measurable and performance-driven ecosystem.

2. The Advantages of the CPC Model

Vanessa emphasizes the shifting preferences of brands and agencies toward measurable and performance-based campaign success metrics. The CPC model offered by Linkby stands out by incentivizing publishers to optimize content for clicks and effectively distribute it across multiple channels.

[02:28] Vanessa Lawrence: "There's a definite shift in the way that brands and agencies really want to measure the success of the campaigns that they run. Linkby delivers what traditional PR often can't—results at scale and fast turnaround."

Key advantages of the CPC model include:

• Performance-Based Payment: Brands only pay for genuine clicks, ensuring cost-effectiveness.
• Enhanced Content Optimization: Publishers are motivated to create high-quality, engaging content to drive clicks.
• Scalability and Speed: Content can go live with selected publishers in as little as 12 hours, facilitating rapid campaign deployment.

3. Diversification for Publishers and Brands

A significant portion of the conversation revolves around the importance of diversification in revenue streams for publishers and brand strategies. Vanessa clarifies that Linkby complements existing revenue models such as CPA (Cost Per Action) and flat fees rather than replacing them.

[06:46] Vanessa Lawrence: "Linkby is not designed to cannibalize existing revenue streams. We recommend our publishers diversify their affiliate revenue streams, which is more important now than ever."

For brands, diversification involves experimenting with various payment models to maximize ROI and adapt to different campaign objectives. Linkby's approach encourages brands to explore beyond traditional placements, tapping into a broader network of publishers to achieve optimal results.

4. Matchmaking: Connecting Brands with the Right Publishers

Linkby's strength lies in its ability to match brands with publishers that align with their marketing strategies, regardless of the publisher's size or name recognition. Vanessa shares how mid-tier or niche publishers can often deliver superior ROI compared to larger, more recognized names.

[09:59] Vanessa Lawrence: "Just because they don't have the same name recognition doesn't mean that they are not as effective in driving results. We matchmake publishers with brands that are going to work really well for them."

This matchmaking process ensures that brands can access a diverse array of publishers, from global giants like NBCUniversal and Condé Nast to specialized newsletter creators and social-first publishers like Betches Media. The ability to select publishers that resonate with specific audience segments enhances campaign effectiveness and ROI.

5. Simplifying Attribution Challenges

Attribution has long been a contentious issue in affiliate marketing, often leading to disputes over credit for conversions. Linkby's CPC model offers an elegant solution by simplifying attribution to clicks rather than complex multi-touch or last-touch models.

[15:09] Tye DeGrange: "It's an elegant solution to a problem that shouldn't be as difficult for brands."

By focusing on direct click attribution, Linkby mitigates the complexities and controversies associated with multi-channel attribution models, providing a straightforward and transparent method for brands to measure campaign success.

6. Vanessa’s Role and Contributions at Linkby

As Chief Content Officer, Vanessa oversees multiple facets of Linkby's operations, including publisher management, business development, performance marketing, and in-house content creation.

[15:54] Vanessa Lawrence: "My role as Chief Content Officer straddles a few different aspects of the business, including managing publisher partnerships, leading business development, and overseeing our performance marketing division."

Vanessa highlights a pivotal moment when Reid Webb, a former skeptic of the CPC model, became a staunch advocate after witnessing the significant revenue generated through Linkby’s campaigns. This anecdote underscores the platform's ability to convert skeptics through tangible results.

7. Innovations and Experiments: Publisher Pitches

One of Linkby's recent innovations is the introduction of "publisher pitches," a feature that allows publishers to proactively pitch campaign ideas to brands. This reverse pitching mechanism empowers publishers to showcase their unique value propositions directly.

[20:16] Vanessa Lawrence: "We introduced what we now call publisher pitches, where publishers can pitch directly to brands with specific ideas in mind. This flips the script on the traditional process."

This experimentation has received positive feedback, with publishers eagerly adopting the feature to secure campaigns that align closely with their audience and content strategies. It represents Linkby's commitment to fostering a more collaborative and dynamic brand-publisher relationship.

8. Data-Driven Decision Making

Data plays a central role in Linkby's operations, particularly in ensuring the quality and authenticity of clicks. Vanessa explains how Linkby employs both internal tools and third-party providers to validate click data.

[25:02] Vanessa Lawrence: "We use third-party providers as an impartial source to validate that data and that click quality. The two questions we look to are: Was the click driven, and was that a quality click?"

Looking ahead, Linkby aims to incorporate additional metrics such as conversions to further enhance the platform's data-driven approach, underpinning its commitment to continuous improvement and scalability.

9. Industry Opportunities and Challenges

Vanessa shares her perspective on the broader industry, emphasizing the need for more nuanced attribution models that recognize the multi-faceted influence of publishers. Drawing from her extensive background in publishing, she advocates for rewarding publishers not just for direct sales but for the overall impact their content has on the consumer journey.

[27:24] Vanessa Lawrence: "I'm passionate about delivering a different option for publishers in CPC that rewards them for the intent, not just the sale."

This philosophy aligns with Linkby's mission to provide a more holistic and fair compensation model for publishers, acknowledging the cumulative influence they have on driving brand success.

10. Personal Insights and Anecdotes

Beyond professional insights, Vanessa offers a glimpse into her personal interests and experiences. She shares her enthusiasm for biography and fantasy books, travel adventures to Switzerland, India, and Guatemala, and a quirky hobby of collecting niche Christmas ornaments.

[34:22] Vanessa Lawrence: "An interesting fact about me is that I collect really niche Christmas ornaments. I have a really insane spreadsheet to track my inventory!"

These personal anecdotes add a relatable dimension to the conversation, showcasing Vanessa’s multifaceted personality and dedication to both her work and personal passions.

11. Additional Information

For listeners interested in connecting with Vanessa or learning more about Linkby, she provides the following resources:

• LinkedIn: Vanessa Lawrence
• Website: Linkby.com

Conclusion

Episode #83 of the Always Be Testing podcast offers a deep dive into the transformative approaches Linkby is bringing to the affiliate marketing landscape. Vanessa Lawrence’s expertise underscores the importance of performance-based models, diversification, and innovative matchmaking between brands and publishers. The conversation not only highlights Linkby's strategic advancements but also emphasizes the broader shifts towards data-driven and authentic marketing practices in the industry.

Notable Quotes:

• [01:03] Vanessa Lawrence: "We're an ad tech platform that connects brands with premium publishers on a predominantly cost per click or CPC basis."

• [02:28] Vanessa Lawrence: "There's a definite shift in the way that brands and agencies really want to measure the success of the campaigns that they run."

• [06:46] Vanessa Lawrence: "Linkby is not designed to cannibalize existing revenue streams. We recommend our publishers diversify their affiliate revenue streams."

• [09:59] Vanessa Lawrence: "Just because they don't have the same name recognition doesn't mean that they are not as effective in driving results."

• [15:09] Tye DeGrange: "It's an elegant solution to a problem that shouldn't be as difficult for brands."

• [20:16] Vanessa Lawrence: "We introduced what we now call publisher pitches, where publishers can pitch directly to brands with specific ideas in mind."

• [25:02] Vanessa Lawrence: "We use third-party providers as an impartial source to validate that data and that click quality."

• [27:24] Vanessa Lawrence: "I'm passionate about delivering a different option for publishers in CPC that rewards them for the intent, not just the sale."

This comprehensive summary encapsulates the key discussions and insights from the episode, providing both detailed analysis and engaging storytelling for those who have yet to listen.