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Q&A: CEO of 5IQ on Affiliate Recruitment Ahead of AM Days

Q&A: CEO of 5IQ on Affiliate Recruitment Ahead of AM Days


In anticipation of his presentation at Affiliate Management Days entitled 'Using Data to Improve Your Recruiting Efforts', conference chair Geno Prussakov interviewed Van Chappell, founder and CEO of 5IQ. The following Q&A with Chappell touches on the current state of affiliate marketing, affiliate management, and, of course, affiliate recruitment. 

Geno Prussakov: If you were to emphasise one important issue that every affiliate manager should be paying more attention to, what would it be and why?

Van Chappell: Recruiting!  Many people give lip service to recruiting but very few people or organisations really incorporate consistent sustained recruiting into the fabric of how they work.

GP: What was the most important marketing lesson that you learned in the course 2015?

VC: No one recruits in Q4.

GP: What do you believe to be the main areas of opportunity in 2016 – for online marketers, in general, and for affiliate marketers, in particular?

VC: Content, content, content. Whether you are talking about affiliates, influencers, or paid placements, folks that can provide a content platform are going to be in demand (regardless of whether or not they are delivering performance).

GP: What do you believe to be the biggest challenge advertisers with affiliate programmes face, and what steps could help them overcome it?

VC: When I observe people that are successful at recruiting, I see a few key characteristics: 

⦁    A well-defined recruiting process (they aren’t reinventing it every time they start recruiting).
⦁    Data is used to remove the difficult (and time-sucking) parts of recruiting.
⦁    It is a priority — it doesn’t get cut from the to-do list.
⦁    They are being measured on their activity and success in recruiting (especially true when you talk about agencies).

GP: Give us a few reasons why marketers should attend your AM Days 2016 presentation, 'Using Data to Improve Your Recruiting Efforts'.


⦁    Recruiting affiliates is important for sustained growth in a programme.
⦁    There will be a lot of smart people in the room — I’ll call on them to share their experiences around recruiting so you can learn from them as well.
⦁    Pictures of cats! (maybe).

GP: If you were to leave online advertisers, merchants and affiliate managers with one piece of advice, what would it be?

VC: Know your competition and learn from them.  

Don’t miss Chappell’s conference presentation, 'Using Data to Improve Your Recruiting Efforts', at Affiliate Management Days on Monday, April 4, 2016, from 10:15-11:00am. Register with code PMI15 for 15% off of full conference passes.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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