Historically, agencies have struggled to leverage traditional affiliate networks, due to inflexibility within platforms and advertiser-centric set-ups, including standardised service management. With partner marketing continually driving online client growth for agencies, there was an opportunity to create a self-managed platform-only package or a full agency portfolio overview that supported agency needs with Gen3 Marketing.
With over 100 clients live on Awin’s global platform, Gen3 Marketing identified 12 to be at-risk within the traditional affiliate set-up. Awin and Gen3 Marketing co-developed a unique strategy focused on building out efficient processes, communication channels and technology, including bespoke integration and partnership tracking implementation, to ensure that Gen3 Marketing and Awin could seamlessly win and onboard new clients. This strategy resulted in the retention of all existing Gen3 Marketing clients on Awin, net gain in new client programmes and increased revenue for Gen3 Marketing clients.
The problem
Gen3 Marketing carried out a review of client needs and services provided by existing affiliate networks, identifying restrictions and platform inconsistencies. The audit revealed a need to deliver new technology requirements, processes to drive efficiency, cross-platform collaboration and many platform ‘firsts’ to rebuild, strengthen and sustain the relationship between network and agency.
Key challenges:
- Communication: without a dedicated agency team, Gen3 Marketing had multiple touch points spanning across almost all of the Awin departments. This was particularly prevalent across global teams, leading to breakdowns at various points along the affiliate programme integration journey.
- Inflexible commercials: contracts were geared heavily towards an advertiser-serviced approach, not suitable for agency partnership needs.
The solution
Gen3 Marketing and Awin developed a bespoke strategy plan to meet the needs of agencies. This was an industry-first and involved the creation of a specific platform within Awin for Gen3 Marketing to host client programmes in the UK and globally.
- Specific points of contact (SPOCs) were identified throughout to ease communication between UK and global teams and ensure consistent strategy. This included Technology, Finance and Board-level contacts.
- A transparent partnership tracker was established to enable effective sharing of information between Gen3 Marketing and Awin, easing processes to schedule regular meetings and share pipelines and opportunities between the Business Development teams when viable for all parties.
- Regular training sessions were hosted by Awin to upskill and update Gen3 Marketing on how to maximise Awin’s technology and drive client growth.
- Awin launched the Agency Success Centre and global certification programme to provide agencies with a bank of information for problem-solving and growth opportunities. Gen3 Marketing become the first agency to receive Awin accreditation.
- Awin developed a bespoke integration process for Gen3 Marketing to help efficiently manage the volume of programme launches and set up global programmes.
Results
The flexibility of this industry-first platform-only solution for Gen3 Marketing and Awin set the wheels in motion for Awin’s new approach to working with agencies across the board.
Gen3 Marketing provided valuable input into product development, including BETA testing new processes. All 12 at-risk programmes were retained as part of the new partnership approach and a further 60 new programmes launched.
The flexibility of the agency affiliate model enabled further investment in publisher opportunities and opened up affiliate budget; we have already seen +10% YoY increase in total sales value and +16% commissions versus pre-agreement.
Together, Awin and Gen3 Marketing evolved ways of working for agencies and affilate platforms, the partnership has powered a new era of success for their shared clients.
“This has been a fantastic opportunity and process for all parties, Awin have a best-in-class agency working with them and managing their clients’ programmes. Gen3 Marketing have the ability to easily launch and manage new and existing clients on the leading industry network. Our clients benefit by working with the best agency and networks, with little additional workload to them, while seeing growth across all KPIs.”
Gen3 Marketing Managing Director, Mark Russell
“Through transparency, open communication and commitment to developing industry change, this process has enabled us to adapt and streamline traditional affiliate processes and pave the way for client success across new models.”
Awin Agency Client Partner, Jessica Brown
