Blake Cantrell Joins TUNE as Vice President of Partnerships

News Author

As we speak I’m happy to announce Blake Cantrell has joined TUNE as our new Vice President of Partnerships. Blake is an trade veteran, working at a number of the most well-known corporations within the house and interfacing instantly with manufacturers, publishers, and companies alike. As a part of his welcome to the staff, I requested Blake a number of questions on his new function and his outlook on the trade.

Blake Cantrell, Vice President of Partnerships at TUNE
Blake Cantrell, Vice President of Partnerships

Are you able to give us a rundown of your expertise within the affiliate trade?

I’ve been lively within the affiliate house since 2006 after I started my profession at CJ Affiliate. Whereas at CJ I managed a big staff and high-revenue portfolio spanning a number of strains of enterprise.

From there I jumped to the place I used to be a founding member and chief of the Channel Partnerships staff. At Influence I created mutually useful, income producing partnerships with company and tech companions alike. I used to be additionally capable of construct inner alignment throughout GTM groups, CS, Assist, and extra so as to create a frictionless accomplice path for all events.

What led you to determine to affix the TUNE staff?

All through my interviews with the TUNE staff it was clear that everybody I spoke to is keen to develop the enterprise with a excessive degree of integrity and a spirit of collaboration. This can be very essential to me on a private {and professional} degree that any work be accomplished in a considerate method whereas treating each inner and exterior companions with transparency, consistency, and equality. I consider that this method aligns with the TUNE method as nicely. Merely put … the willingness to be a great accomplice.

What is going to you be doing at TUNE?

In my function at TUNE I might be scaling up the community providing. This can embody product enhancements, recruiting and onboarding companions of every type in addition to serving to to facilitate partnership development. It would even be important to work carefully with all inner groups to assemble suggestions, set up joint processes so as to serve our companions and have a shared understanding of the place we’re sturdy and the place we will enhance. This can be a giant endeavor however very thrilling as TUNE is nimble sufficient to create a very distinctive community.

What are the largest learnings you’re bringing to TUNE out of your earlier roles?

Take heed to companions. They’re at all times completely satisfied to inform you what they need and wish. There isn’t any must guess or to have probably the most superior tech or construct AI in to each perform. Whereas extremely superior options are at all times thrilling nearly all of the gamers are depending on simple to navigate and reliable monitoring, reporting and payouts so as to construct excessive development partnerships.

How has affiliate marketing online advanced because you began out?

Once I started, affiliate was the Wild West. Trademark bidding guidelines weren’t in existence, cookie stuffing was rampant, and in some ways your entire trade was nonetheless figuring itself out. It’s now 18 years since I began and the extent of sophistication in know-how and partnership sorts has superior by gentle years. Model to model partnerships, the rise of influencers, refined monitoring and attribution have all modified the sport for the higher. That stated, the core stays the identical in that solely mutually useful partnerships brokered by considerate gamers on all sides will be capable of proceed to push the trade ahead.

How do you see the expansion of influencers and creators altering the trade?

Content material creators have been pegged as “the following huge factor” in our house for the final 5 plus years however are only recently beginning to make a major influence throughout the trade as each the know-how and understanding of find out how to work with this new accomplice kind has advanced. Shifting ahead, I anticipate that there might be a day of reckoning as giant manufacturers see diminishing returns on large influencer spends with comparatively restricted reporting outputs. Sturdy monitoring and cost based mostly on worth is on the core of affiliate, and when utilized to the influencer class might assist present further insights, management, and worth to manufacturers whereas serving to to increase attain and affect.

What’s the following huge factor in affiliate marketing online?

For higher or worse, AI would be the subsequent huge factor in all of digital advertising and marketing. From content material creation, analytics, advertising and marketing, and even creating firm mission statements … AI will quickly be pervasive. For even the informal observer who has performed with ChatGPT it’s simple to grasp how AI might assist shorten analysis occasions, automate various capabilities, and level-up the affiliate trade throughout the board. That stated,  it’s regarding that the clear and artistic partnerships which can be at the moment brokered as we speak by considerate gamers within the house might start to look extra like programmatic advert buys or different campaign-based methods which can be pay to play. Why is that this regarding? As a result of it’s going to stifle innovation. Among the strongest partnerships on this trade have and can proceed to be caused by clever folks talking to one another one-to-one. If AI can assist these conversations with out eliminating them, then I’m all for it.

What’s the highest problem you see in affiliate marketing online as we speak?

The most important problem I proceed to see is setting right expectations for advertisers each huge and small about how affiliate can add worth. Many small and/or new-to-market packages with little model fairness anticipate to launch high-revenue packages by solely utilizing influencers. On the flip aspect, bigger established manufacturers are seeing the worth of the affiliate channel being chiseled away by inner attribution instruments. The last-click attribution mannequin based mostly on gross sales income solely won’t ever enable for a real learn of the contribution of affiliate. Not solely is a full funnel technique a requirement (each within the associates program and coordinated throughout all digital advertising and marketing groups), however so is a versatile, collaborative attribution technique. Affiliate partnerships contribute in so many extra methods than bottom-of-funnel gross sales that have to be tracked, acknowledged, and rewarded to ensure that manufacturers to see the total worth of the channel.

How can TUNE assist the trade handle this problem?

TUNE is in a novel place to assist information manufacturers on one of the simplest ways to create significant partnerships based mostly on their enterprise wants. TUNE will not be an enormous, one-size-fits-all resolution for partnerships like lots of the gamers on the market. Somewhat, TUNE is a nimble group that’s eagerly soliciting buyer/accomplice suggestions and persevering with to iterate their product, course of, and other people practices so as to service ever-changing shopper wants

What are a few of your fast targets as you be a part of the TUNE staff?

I’m extraordinarily desirous to do a deep dive on the product and current partnerships as it will assist me to grasp the place to focus my efforts first. Whereas I’ve some sturdy concepts about the place to start, I’m keen to listen to from the TUNE staff and our companions instantly about what they really feel is required to assist elevate the TUNE Community.

What will get you probably the most enthusiastic about the way forward for accomplice/affiliate marketing online?

There’s at all times one thing new across the nook which you can by no means predict, which retains the trade thrilling. A brand new advertiser vertical, a brand new promotional technique, or perhaps a small change from Google that utterly upends all earlier finest practices. The problem now could be to not solely navigate these exterior adjustments however do one of the best we will to attempt to drive the trade towards new finest practices so that every one gamers can profit.

I’m excited to see how Blake will help supercharge TUNE’s partnership efforts within the coming months. His first alternative to symbolize TUNE available in the market might be at PI Dwell in Miami from April sixteenth by means of the 18th. You’ll be able to attain out to Blake at [email protected] to schedule time to satisfy with him and the TUNE staff!


Nate Ivie

As VP of Gross sales at TUNE, Nate’s staff focuses on enterprise gross sales for TUNE, an trade main platform that gives manufacturers, companies, and affiliate networks the infrastructure to trace and handle their accomplice advertising and marketing actions. Previous to TUNE, Nate labored in gross sales and shopper providers at Tippr, one of many early group shopping for platforms, and Efinancial, a web-based life insurance coverage brokerage. Nate acquired his BA in Social Sciences from Washington State College.