Behind the Mirror
Join our hosts Keith Posehn, Dafra Sanou, and Liem Vuong as they discuss issues facing marketing and growth teams that are working to unlock partnerships at scale. Everything needed regarding affiliate marketing, customer referrals, influencer programs and retail media.
Season 2
AI, attribution, and the future of marketing
What AI Can't Replace
Dafra Sanou joins Keith to discuss the uniquely human elements of marketing that AI will never be able to replicate, and how to double down on those skills.
AI is Killing Clicks
David Rodnitzky joins the show to discuss how AI is fundamentally changing search behavior and what it means for performance marketers.
Flipping the Funnel
Ashley Whetung discusses how creator-led marketing is inverting the traditional marketing funnel and what brands need to understand.
The Future of Affiliate Marketing
Dafra Sanou returns to unpack how AI is transforming affiliate and partner marketing, plus the critical importance of governance and context in partner recruitment.
The CRM Shake-Up
Eric Potter joins to analyze the competitive shifts happening in the CRM landscape, from the Salesforce-HubSpot battle to emerging AI-native players like Notion and Airtable.
Cracking Attribution
Ashley Parducci joins the show to discuss the complex world of marketing attribution, consumer journey measurement, and the concept of "measurement debt" that plagues many marketing teams.
Season 1
Foundations of affiliate and partnership marketing
The Silent Killer of Affiliate Growth
Program stagnancy is the silent killer of affiliate success. This episode addresses organizational inertia and offers practical strategies for reigniting growth and implementing effective testing.
Unlocking the Secrets of Affiliate Budgets
Affiliate budgeting is more complex than it appears. The team dives into the nuances of budget allocation, trust in partnerships, and the challenges of marketing mix modeling.
Why Innovation is Your Affiliate Advantage
Most affiliate programs get stuck in the same old playbook. This episode explores how to break free from coupon-heavy and loyalty-driven models to find innovative growth strategies.
Horror Stories in Affiliate Marketing
The team shares cautionary tales from the affiliate marketing trenches, including misconceptions, disasters, and the infamous Uber Penguin Gate scandal, offering lessons on what not to do.
Building Trust Is The Key to Marketing Success
Trust is the foundation of every successful brand. In this episode, the team explores how partnerships and authentic advocacy build trust that drives sustainable growth.
Lessons from Penguin Gate
Keith shares insider stories from scaling Uber's affiliate program, including the infamous Penguin Gate incident, fraud management challenges, and the incentive structures that drove massive growth.
Enhancing Partnerships for Greater Impact
Keith, Dafra, and Liem discuss strategies for strengthening partner relationships, including tiered bonuses, activation tactics, and how to create win-win scenarios that drive mutual growth.
Behind the Mirror: A New Marketing Perspective
The premiere episode of Behind the Mirror. Keith, Dafra, and Liem introduce the podcast and share their vision for discussing the real challenges facing marketing and growth teams.