Always Be Testing

Episode #84: From SMB to Enterprise: Scaling Partner Programs with Data-Driven Strategies

Guest: Kayla Hamilton, Affiliate Marketing Manager at Sage
Release Date: May 13, 2025

In this episode of the Always Be Testing podcast, host Ty DeGrange engages in an insightful conversation with Kayla Hamilton, the Affiliate Marketing Manager at Sage, a global software company specializing in supporting growing businesses. The discussion delves deep into scaling partner programs, leveraging data-driven strategies, and navigating the unique challenges of B2B affiliate marketing in the fintech vertical.

About Sage and Kayla's Role

Kayla begins by introducing Sage as a global software company that provides cloud-based solutions for businesses aiming to grow. Originating in Newcastle, Sage has expanded internationally, with Kayla focusing on the North American market. She emphasizes Sage's primary product, Sage Intact, an accounting solution tailored for financial professionals such as accountants, controllers, and CFOs. This product integrates AI capabilities to enhance functions like accounts payable and receivable, helping businesses elevate their financial operations.

Kayla Hamilton [01:14]: "Our number one product right now is Sage Intact and that is an accounting solution that's really targeted to those accounting professionals, controllers, CFOs..."

Affiliate Marketing at Sage

Moving into her role, Kayla discusses her responsibility in leading Sage's affiliate program in North America, which has now expanded globally after a year of successful growth.

Kayla Hamilton [02:19]: "My little affiliate baby started from nothing and now we are really ramping up and promoting Sage through the affiliate channel, which has been super exciting to see and grow."

Her core objectives revolve around partner education and building strong partner relationships. She highlights the importance of educating partners about Sage's offerings and dispelling misconceptions about their legacy products. Moreover, Kayla emphasizes fostering long-term strategic partnerships rather than pursuing short-term gains.

Kayla Hamilton [03:52]: "We really want a long term strategic partnership. We kind of have to prove that to partners that are historically those top performing partners in the space."

B2B Affiliate Marketing in the Fintech Vertical

The conversation shifts to the nuances of B2B affiliate marketing, particularly within the fintech sector. Kayla notes that B2B affiliate marketing is relatively new and requires constant testing and adaptation.

Kayla Hamilton [04:46]: "B2B affiliate marketing is super new. So as like the podcast name, we're always testing, always be testing when it comes to B2B affiliate marketing."

She explains that Sage stands out by targeting finance professionals with SaaS solutions, differentiating themselves from traditional financial products like insurance or loans. This intersection of SaaS and finance demands a tailored approach in marketing and affiliate strategies.

Targeting Executive-Level Audiences

A significant challenge Kayla addresses is reaching executive-level professionals such as CFOs who are typically less accessible through conventional performance marketing channels.

Kayla Hamilton [07:44]: "They're not on social media, they're not on TikTok, how can I actually get to them?"

Her strategy involves targeting niche publications and influencing individuals within the decision-making hierarchy, such as controllers and junior finance personnel, who can advocate for Sage to executives. This approach mirrors aspects of account-based marketing, focusing on the broader organizational ecosystem rather than individual roles.

Best Practices in Partner Marketing

Kayla identifies that the best-in-class brands excel in cross-channel collaboration, ensuring that their brand identity remains consistent across various marketing channels. This cohesion enhances trust and reliability, making it easier for partners to promote Sage effectively.

Kayla Hamilton [10:11]: "The best brands that really hone in on partner marketing are really collaborative with their other channels... their brand identity is really cohesive wherever I'm looking at the brand."

She stresses the importance of internal alignment between marketing, sales, PR, and other departments to ensure that partners have the necessary information and resources to succeed.

Common Pitfalls in Partner Marketing

Addressing potential challenges, Kayla points out two primary pitfalls:

1. Lack of Cross-Functional Collaboration: Without proper collaboration between marketing, sales, PR, and other teams, partner programs can falter due to inconsistent messaging and insufficient support.

   Kayla Hamilton [18:17]: "The biggest pitfall is not having that cross collaboration internally... you don't have the information they have to enable your partners."

2. Underestimating Top-of-Funnel Efforts: Neglecting the long-term impact of top-of-funnel activities, such as sponsored articles and brand awareness campaigns, can hinder the growth and sustainability of partner programs.

   Kayla Hamilton [19:39]: "Investing a bit more in top of funnel is really a pitfall if brands aren't doing so."

Leveraging AI and Data in Partner Marketing

AI plays a crucial role in Sage's strategy, with Kayla highlighting its integration into their solutions and marketing efforts. Sage has adopted Copilot across its platforms to assist businesses in forecasting, testing, and projections.

Kayla Hamilton [22:47]: "With Copilot recently being adopted in all of our solutions... AI is my bestie. I use it for all the micro things you could think of, but also interpreting data..."

Data and analytics are central to Kayla's approach, enabling her to gamify performance benchmarks for partners and make informed decisions based on comprehensive data analysis. She emphasizes the importance of understanding both pipeline data and platform-specific metrics to assess the effectiveness and incrementality of affiliate channels.

Kayla Hamilton [25:02]: "It's in everything I do. I feel like at this point I kind of gamified it for my partners."

AI aids in data interpretation and visualization, enhancing efficiency and enabling deeper insights into marketing performance and trends.

Favorite Experiments and Strategies

Kayla shares one of her favorite experiments: incentivizing partners to target medium-sized businesses (M) within the small and medium business (SMB) segment. By tailoring incentives towards specific ideal customer profiles (ICPs), Sage has successfully grown its medium business clientele.

Kayla Hamilton [19:55]: "Incentivizing our partners to help us reach more M in the SMB and we've really seen growth there."

This experiment underscores the importance of audience alignment and creative testing to discover effective strategies for different business segments.

Emerging Trends and Appreciated Partner Types

Kayla observes a trend towards hyper-verticalized partners who specialize in specific industries. These micro-affiliates can effectively reach niche audiences, aligning perfectly with Sage's diverse industry support.

Kayla Hamilton [21:30]: "Those affiliates that are able to hyper verticalize with us has been a huge trend for us..."

She commends industry-focused partners for their ability to target Sage's key verticals, such as non-profits and construction, which significantly contributes to Sage's growth and community engagement.

Personal Insights and Recommendations

In the lighter segment of the podcast, Kayla shares her personal interests and recommendations:

• Book Recommendations:

  • Digital Darwinism: Explores how businesses adapt to the digital age, essential for understanding Sage's digital strategies.

    Kayla Hamilton [27:38]: "It's definitely why I continue to be data savvy because the world is just getting more and more digitalized."

• Personal Tidbits:

  • Cat Lover: Kayla is a proud cat mom to a sassy, short-haired domestic tabby.

    Kayla Hamilton [27:47]: "I am a cat mom of one about 3 years old..."

  • TV Shows: Enjoys medical dramas like Grey's Anatomy and currently watching The Pit on HBO.

    Kayla Hamilton [28:24]: "I've been enjoying The Pit... it's just straight to the real, real stuff."

• Recent Purchases:

  • Stationery Enthusiast: Recently invested in high-quality notebooks and pens from the brand 1917.

    Kayla Hamilton [29:16]: "I'm a big like stationery type of person... got some new stationery for the new office."

Conclusion

The episode wraps up with Kayla expressing her enthusiasm for continued collaboration and learning within the data-driven marketing landscape. Her insights provide valuable lessons for anyone involved in affiliate or partner marketing, particularly within the B2B fintech sector. Kayla's emphasis on data analytics, AI integration, and cross-functional collaboration serves as a blueprint for scalable and effective partner programs.

Kayla Hamilton [30:49]: "I really enjoyed this conversation and to your point, I feel like we can go on all day about... Always be testing and watching more episodes. It's been a really good interactive moment for me."

This episode offers a comprehensive look into the strategic scaling of partner programs through data-driven methods, highlighting the essential balance between technology, collaboration, and creative experimentation in achieving sustainable growth.