Welcome to the Partnerships Experience Academy

From beginner affiliate marketing courses to in-depth strategic guidance, learn everything you need to know to become a master in affiliate marketing and partnerships.

FREE Certification Learning Path Affiliate marketing has changed drastically over the last ten years. However, many leaders think of this channel as one lacking innovation and purely focused on discounting. That couldn’t be further from the truth! This certification learning path will help individuals who are new to affiliate marketing and partnerships do their jobs better. Our goal is to provide you with concrete action plans, best practices, and worksheets to help you get started managing a successful affiliate marketing and partnerships program. Who is this for?   Affiliate marketers who are new to the industry and want to develop skills in this field. Individuals who would like to learn more about one of the most cost-effective digital marketing channels available. Program managers who would like to have a strong understanding of the basics of affiliate marketing and level up from there.  Affiliate managers who need help with affiliate marketing industry best practices, worksheets, templates, and tracking documents to successfully manage their program. What you'll learn:   How to align affiliate marketing goals with company goals. How to assess competitor affiliate marketing programs to inform your own program-related decisions. How to assign optimal commission rates to your affiliates. How to create affiliate marketing contracts and policies. The types of partnerships that exist in affiliate marketing. How to choose the best affiliates for your affiliate marketing program.  How to track affiliate marketing actions and incentivize incremental program growth. The basics of affiliate marketing media buying, also called “placements.”  KPIs that you can use to gauge the effectiveness of your affiliate marketing program.  How to analyze the success of your affiliate marketing program and make data-driven decisions to drive growth.  Course Details:   26 lessons 26 videos 25 quizzes 6 hours 18 Minutes Course Curriculum Affiliate Marketing Goals, Competitive Assessment, and Commission Rates (45 Minutes) This course will teach you all about aligning affiliate marketing goals with your company objectives. You'll learn how to assess your competitors' affiliate marketing programs and how to finalize your KPIs and baseline commission rates. Affiliate Marketing Contracts and Policies (23 Minutes) You'll learn how to develop appropriate marketing policies for your affiliate program, as well as how to prepare your marketplace presence and finance settings. What Types of Partnerships Exist & How Do I Choose Who to Work With (70 Minutes) In this course, you will come to understand the various types of affiliate marketing partners available. You'll learn about foundational affiliates (Coupon, Deal, Loyalty, Content, and Sub-Affiliate), growth partners (Influencers, Lead Generation, Midtail & Longtail Content, Product Review & Comparison) and emerging business models (Technology Partners, Card-Linked Offers, Strategic B2B, New Business Models). You'll also learn how to define your desired partner mix. How to Recruit and Engage Affiliate Marketing Partners (45 Minutes) This course will teach you how to master recruitment by discovering potential partners via your marketplace, search, social media, and more. You'll understand how best to connect with partners and build strong relationships with them. This background will support you in contract term negotiations. How to Track and Optimize Affiliate Marketing Relationships (60 Minutes) In this course, you'll learn affiliate marketing tracking link basics, types of creative assets, and order reversals and action inquiries. You'll also learn more about communication in the affiliate marketing space--including newsletters and communication best practices. How to Get Started with Affiliate Marketing Media Buying (70 Minutes) You'll learn affiliate marketing paid placement basics and common payment methods for placements. You'll also understand the media buy process and timeline--including annual buys, seasonal buys and remnant inventory. For those individuals who have no media buy budget, you'll learn how you can work with your leadership to get budget. Types of Affiliate Marketing Data and KPIs (30 Minutes) This course will teach you about affiliate marketing KPIs, including volume-based KPIs, business KPIs, and program benchmark KPIs. You'll also learn about data granularity, including program-level data, dimensional data, and transaction-level data. How to Analyze the Success of Your Affiliate Marketing Campaigns (35 Minutes) This course will teach you how to analyze affiliate marketing program performance. You'll be able to understand performance averages, identify data anomalies, and spot the story behind the data. You'll also be able to complete a lift analysis in order to understand the impact of key events, seasons, or media buys. Read More

FREE Live Instructor-Led Influencer Marketing Course. Influencer partnerships have been around for a long time, but companies are becoming increasingly more strategic with how they go about forming and measuring those partnerships. This live training will teach you about the various types of influencers and how to create a strategy to engage with them as part of your partnerships program. You'll understand how to recruit influencers, best practices in working with them, how to assess influencer performance, and more. This course is a live, instructor-led training course taking place over the course of five weeks. If you are unable to attend one of the call times, you can still complete the course by watching the class video session afterward.   Who is this for?   Affiliate marketers who want to expand their portfolio of partnerships to include influencer partnerships. Partnership marketing leaders who need hands-on tactics to recruit and track influencer partnerships. Influencer marketers who want to understand how the influencer landscape is changing, including things like content type and payment models.   Instructors Nevon Kipperman. Nevon is an Influencer Marketing Manager under ACTIVATE Studio, which is the agency arm of Impact’s influencer marketing tech platform ACTIVATE. Nevon manages influencer partnerships across a variety of verticals, ranging from fashion and beauty to finance, CPG and parenting. As part of the ACTIVATE Studio team, Nevon works with brands including Walmart, Saks OFF 5th, Square, KAYAK, and Crayola. Marc Undeberg. Marc is an associate on the Partnerships Experience Academy team. Before starting at Impact, he worked at Streamline Marketing for 2 years as a Senior Account Manager. At Streamline, Marc managed affiliate programs for established brands like H&R Block, as well as various high-growth startups. Marc is also a travel photographer and micro-influencer who acts as an affiliate for primarily travel-centric brands. Marc had previously worked as an analyst at a Fortune 100 company before starting a career in the affiliate marketing industry.   Course Details:   5 weeks 5 actionable worksheets 3 quizzes 5 hours   Course Curriculum Introduction to Influencer Partnerships (40 Minutes and 10 Minutes Q&A) In this lesson, you’ll come to understand the basics of influencer partnerships, including influencer grouping factors, the relationship between different types of influencers and company goals, and influencers' impact through the shopping funnel.  Influencer Types and Content Formats (40 Minutes and 10 Minutes Q&A) Join us to learn the relationship between influencer reach and rate, as well as content types and how they can support campaign goals. Influencer Partnership Strategic Planning (40 Minutes and 10 Minutes Q&A) Learn how to plan an influencer program that aligns with your KPIs, including budgeting and strategic influencer briefs. Managing and Tracking Influencer Programs (40 Minutes and 10 Minutes Q&A) The end-to-end cycle of campaign execution steps will be covered in this lesson. This will include casting and recruiting talent as well as negotiations. It will also include the execution of campaigns. Reporting and Performance of Influencer Partnerships (40 Minutes and 10 Minutes Q&A) Just like any other campaign, you’ll want to understand the reporting and performance of your influencer partnerships so you know whether or not you should invest again! This lesson will cover reporting on the various goals you may have set. Read More

FREE Live Instructor-Led Training Course. As traditional marketing channels become less effective and more expensive, partnerships are thriving. Strategic B2B partnerships in particular drive a high ROAS and add value to both companies involved in the partnership. This live training will teach you about how to form B2B partnerships with other companies to help both companies achieve their goals. You'll learn how to find synergistic brands, how to facilitate partnerships and create a business case for both sides, as well as how to navigate the politics of working cross-functionally. This course is a live, instructor-led training course taking place over the course of five weeks. If you are unable to attend one of the call times, you can still complete the course by watching the class video session afterward.   Who is this for? Affiliate marketers who want to expand their portfolio of partnerships to include creative, synergistic strategic B2B partnerships. Partnerships leaders who need hands-on tactics to recruit and track strategic partnerships. Individuals who need to understand how to create joint business cases and work cross-functionally with other departments as partnerships continue to grow. ​ Instructors Kristina Nolan. Kristina is Vice President of Affiliate at DMi Partners, where she’s been for over six years. Kristina also has varied experience in social media, PR, event planning, partnerships and myriad other marketing channels.  Marc Undeberg. Marc is an associate on the Partnerships Experience Academy team. Before starting at Impact, he worked at Streamline Marketing for 2 years as a Senior Account Manager. At Streamline, Marc managed affiliate programs for established brands like H&R Block, as well as various high-growth startups. Marc is also a travel photographer and micro-influencer who acts as an affiliate for primarily travel-centric brands. Marc had previously worked as an analyst at a Fortune 100 company before starting a career in the affiliate marketing industry. Course Details: 5 weeks 5 actionable worksheets 3 quizzes 5 hours   Course Curriculum Strategic B2B Partnership Planning & Goal Setting (45 Minutes and 15 Minutes Q&A) Learn the basics of strategic B2B partnerships, including what this type of partnership is and why you would want to form one. Also, gain access to the associated PXA worksheet that will help clarify what you might want to achieve with a strategic B2B partnership to help you focus business goals and objectives.   How to Find Synergistic B2B Partners (45 Minutes and 15 Minutes Q&A) Understanding the various strategic B2B partner types and thinking through how your customers buy will help you identify prospective partnerships for your brand. Identify the demographic, psychographic, and geographic profiles of audiences you hope to reach, and outline partner types that could align with those partners.   How to Recruit B2B Partners (45 Minutes and 15 Minutes Q&A) In this lesson, you will use the Partnership Design Canvas to help determine if the partnerships you create will be a good fit. You’ll also learn how to track the recruitment of strategic B2B partners.   How to Facilitate and Track B2B Partnerships Strategies (45 Minutes and 15 Minutes Q&A) Learn to work together with your partners to create a joint business case you can present to both executive teams for approval. Then, follow our step-by-step campaign launch process and understand what tracking options fit best, based upon identified KPIs.   Politics of Working Cross Functionally in Partnerships (45 Minutes and 15 Minutes Q&A) Silos in business units can make approvals for innovative partnerships a challenge. In this lesson, learn how to overcome cross-functional challenges as well as technological constraints.    Read More

FREE Online Marketing Course.   You’ve put in the work to recruit and onboard affiliates, build relationships with partners, secure media placements, and incentivize incremental performance; now it’s time to analyze the success of your affiliate marketing campaign. In this course, you will learn to recognize what average program performance looks like and identify any anomalies in your data. From there, you will craft a narrative behind the data to inform future program-related decisions. You will learn how to work backward towards target metrics as well as when and how to conduct a lift analysis.  This course is part of the Getting Started with Affiliate Marketing and Partnerships certification course, which you can complete for Certification in Affiliate Marketing and Partnerships.   Who is this for?   Affiliate marketers who are new to the industry and want to develop skills in this field Program managers who would like to learn how to create a narrative surrounding data that enables them to make data-driven decisions based on results  Affiliate managers who would like to understand the impact that specific events have on their affiliate marketing programs by conducting a lift analysis Individuals who would like to leverage various KPI calculations when analyzing the success of their affiliate marketing campaigns.    Instructors Sarah Dayes. Sarah is Chief Client Officer at Acceleration Partners, where she’s been for the last 10 years. Sarah is also on the Board of Directors of the Performance Marketing Association, and prior to her tenure at AP, she was CEO and managing partner at Luna Bostin, an online retail startup.  Samantha Parsons. Samantha is Director of Partnerships Experience Academy. Before starting at Impact, she worked on all sides of the affiliate marketing industry for the last 14 years. She worked in-house at Cabela’s, managing their affiliate program. She has also worked for several different publishers, as well as serving as President and Founder of Streamline Marketing, which sold to Acceleration Partners in 2020. Course Details:   2 lessons 2 videos 2 quizzes 35 Minutes   Course Curriculum How to Analyze Affiliate Marketing Program Performance (20 Minutes) You have the data, but how do you make sense of it? This lesson goes into best practices when analyzing affiliate marketing program performance. You’ll learn how to understand program averages, identify anomalies and spot the story behind the data. You’ll also go over formulas for calculating KPIs and learn how to work backward to a target metric. How to Complete a Lift Analysis in Affiliate Marketing (15 Minutes) A lift analysis allows you to dive into specific events that may have had an impact on your affiliate marketing program and make sense of the effects of those events. This lesson covers reasons to conduct a lift analysis, key components of a lift analysis as well as the calculation you can use to conduct a lift analysis.  Read More

FREE Affiliate Marketing Campaign Course.   One benefit of affiliate marketing is that you are able to easily pull and analyze data in order to understand performance and inform future program-related decisions. This course will teach you about different categories of key performance indicators (KPIs), various KPIs, and when to use them as well as the difference between volume-based and business-based KPIs. You will also learn about three different types of data granularity and reasons to use each one.  This course is part of the Getting Started with Affiliate Marketing and Partnerships certification course, which you can complete for Certification in Affiliate Marketing and Partnerships.   Who is this for?   Affiliate marketers who are new to the industry and want to develop skills in this field. Program managers who would like to better understand relevant key performance indicators and when to use them. Individuals looking to understand the difference between volume-based and business-based KPIs. Affiliate managers who would like to learn about different types of data granularity to better understand program performance and inform future decisions. Instructors Sarah Dayes. Sarah is Chief Client Officer at Acceleration Partners, where she’s been for the last 10 years. Sarah is also on the Board of Directors of the Performance Marketing Association, and prior to her tenure at AP, she was CEO and managing partner at Luna Bostin, an online retail-startup.  Samantha Parsons. Samantha is Director of Partnerships Experience Academy. Before starting at Impact, she worked on all sides of the affiliate marketing industry for the last 14 years. She worked in-house at Cabela’s, managing their affiliate program. She has also worked for several different publishers, as well as serving as President and Founder of Streamline Marketing, which sold to Acceleration Partners in 2020. Course Details:   5 lessons 5 videos 2 quizzes 30 Minutes   Course Curriculum Affiliate Marketing KPIs (5 Minutes) This quick lesson will go over 3 different categories of affiliate marketing KPIs that can be used to measure the success of your affiliate marketing program. The three categories are: volume-based KPIs, business KPIs, and Program-Evaluation KPIs. Volume-Based KPIs (5 Minutes) This lesson will go into depth on volume-based KPIs that can be used to measure the success of your affiliate program from a volume standpoint.  Business KPIs (10 Minutes) This lesson will go into depth on business KPIs that can be used to measure the success of your affiliate marketing program from a business standpoint. Affiliate Marketing Program-Evaluation KPIs (5 Minutes) This lesson will go into depth on affiliate marketing program-evaluation KPIs that can be used to measure the success of your affiliate campaign from a program standpoint. Data Granularity (Program-Level Data, Dimensional Data, Transaction-Level Data) (5 Minutes) In this short lesson, you will learn about data granularity and different ways to approach program evaluation by looking at data on a program, dimensional, and transaction level.    Read More

FREE Online Marketing Course.   Tracking is at the heart of affiliate marketing. As such, it is important to understand the basics of affiliate marketing tracking so that you can correctly attribute actions to partners and identify growth opportunities. This course will teach you about the basics of tracking, different types of creative, and how to handle reversals, missing orders, and action inquiries. You will also learn about best practices when communicating with partners via email, calls, and in-person. Finally, you will learn how to monitor trademark fraud and the actions to take when you encounter fraud in your affiliate marketing program. This course is part of the Getting Started with Affiliate Marketing and Partnerships certification course, which you can complete for Certification in Affiliate and Partnership Marketing.   Who is this for?   Affiliate marketers who are new to the industry and want to develop skills in this field. Individuals who would like to understand the basics of tracking and different types of creative that tend to be successful in affiliate programs. Affiliate marketing managers who monitor and take action in regards to reversals, missing orders and action inquiries. Individuals who would like to learn about effective partner communication with the scope of optimizing an affiliate marketing program. Affiliate managers who want to ensure that trademark fraud is not present in their program.  Instructors Julia Stanley. Julia is a lead consultant at LT Partners. Julia has been with LT Partners for two years now as a lead consultant, advising clients across all verticals on all things partnerships. Previously, she was with Footlocker for 8 years as an Affiliate Manager and Senior Digital Media Manager. Samantha Parsons. Samantha is Director of Partnerships Experience Academy. Before starting at Impact, she worked on all sides of the affiliate marketing industry for the last 14 years. She worked in-house at Cabela’s, managing their affiliate program. She has also worked for several different publishers, as well as serving as President and Founder of Streamline Marketing, which sold to Acceleration Partners in 2020. Course Details:   5 lessons 5 videos 5 quizzes 60 minutes   Course Curriculum Affiliate Tracking Link Basics (15 Minutes) Tracking is an important part of affiliate marketing as it allows you to correctly attribute performance to specific partners and campaigns. This lesson will teach you about the 4 main components of tracking as well as various methods of data capture.  Types of Affiliate Marketing Creative & Tracking Links (10 Minutes) Now that you know the basics of tracking, it’s time to dive into different types of creative that are commonly used in affiliate marketing as well as methods to track creative.   Affiliate Marketing Reversals and Action Inquiries (5 Minutes) In managing an affiliate marketing program, you may encounter instances where you need to reverse actions that have already occurred and account for missing orders and action inquiries. This quick lesson will walk you through the reasons that you might need to reverse and action, as well as the process for reversals. You will also learn about what to do when you encounter action inquiries and missing orders. Marketing Newsletters and Communication (20 Minutes) Communicating with partners is key when managing an affiliate marketing program. This lesson will provide you with resources to create and send newsletters to partners and best practices for calls with partners. You will also learn about different incentivization tactics, content submission resources, and in-person meeting opportunities.  Trademark Alert Setup and Review in Affiliate Marketing (10 Minutes) Affiliate marketing as a channel has struggled with fraud. Luckily, there are now various tech solutions that will help you to monitor and take action against fraud. This lesson will teach you why it is important to monitor trademark fraud, how to set up trademark alerts, and actions to take when you come across trademark fraud.   Read More

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