ComplianceCast IS BACK and this week we caught up with long-time friend and integration partner Garth Harris, VP of Product Innovation at CAKE. We talk about changes in lead generation, solving pain points for clients, and getting legitimate traffic into inboxes.
Kicking off this episode of ComplianceCast is OPTIZMO’s CRO, Jake Dearstyne.
“We’ve been integration partners for 12 years and we’ve got 80 or so mutual clients. It’s always great catching up with you because you see a much bigger picture of the affiliate space. What certain trends or new things are kind of developing?”
“2023 was a challenging year for some people,” says Garth. “We’re seeing a shift of different types of leads and different types of conversions that are more lucrative, and sometimes that looks like a phone call, as opposed to just a form submit.”
Garth goes on to talk through email industry changes and he hopes companies can find partnerships with big emailers.
“Email is still a big one for us. Most of our clients do email and Yahoo made some changes last year, where things are actually a bit harder to inbox. And so I think there’s a lot of companies out there that are looking to solve that problem. And even talking about like, are there like partnership programs with the big emailers like Yahoo and Google to actually say, I have legitimate traffic, how do I get in there to actually make your ecosystem better?”
Garth goes on to emphasize that learning from customers is his priority for 2023.
“I think we’re just in a season of learning. You know, we’ve been doing this for 12 years, but you can’t just expect everything to be the same. Every company is shifting, every company is changing due to regulations or compliance and the needs are different. And so I think taking that stance of being inquisitive and learning is where we’re going to be in 2023. We probably do about 10 or 15 shows this year. Anything affiliate and performance marketing based, we’re going to be there we’re hoping to talk to customers.”
Check out this blast from the past, with our first video convo with Garth from back in 2020!