How to Scale Affiliate Marketing With Landing Page Optimization With Haafiz Dossa

On this episode of Affiliate Nerd Out, I sat down with Haafiz Dossa, the CEO and founder of Inflektion, who has over 25 years of …

• 0:02 | hey folks welcome to affiliate nerd out I am your nerd rator Dustin house spreading that good word about affiliate
• 0:08 | marketing you’re going to find me here every Thursday at noon with the recorded version of affiliate nerd out my guest
• 0:15 | today ha Doza over inflection he’s the CEO and founder welcome to the
• 0:22 | nerdator’s Dustin appreciate being here and as a fellow nerd I’m excited for
• 0:27 | this nerd out I wish I would have had you on earlier schedules throughout the holiday season
• 0:34 | didn’t comply with it but I’m glad you’re here now and we’re doing this and if you’d like to be in ha’s seat go to
• 0:40 | Dustin house.com nerd and drop a form fill and tell me what you want a nerd
• 0:45 | about I I want to hear more but without further Ado who are you I am a nerd I’ve been
• 0:52 | building tech for over 25 years started back in the day by building websites in
• 1:00 | there early in the. com boom built a website with some song lyrics that exploded in popularity had all this
• 1:06 | organic search traffic and so I something had to figure out how to monetize traffic which got me into the
• 1:11 | affiliate game in 2003 now there been 20 years of affiliate in marketing industry
• 1:19 | experience I like playing at the intersection between Tech and marketing and built businesses in the space an ad
• 1:26 | Network a video sharing website that we scaled and sold the thing that I was working on right
• 1:32 | before and what I’m doing right now is a marketing agency we did growth marketing for high growth Venture back D Toc
• 1:38 | companies focused on health and wellness any product and service that improve
• 1:43 | physical or emotional spiritual mental well-being and yeah most recently
• 1:48 | building now a Tech play so back to my roots so I’ve enjoying that moving from a Services business which I don’t think
• 1:54 | is in My DNA as much to a tech business in the affiliate world called inflection
• 2:00 | that you touched on there that’s yeah that’s who I am I’ve known you for a little over six months and had the
• 2:06 | pleasure of working for inflection I’m blown away at how you started this company to change the industry I’m glad
• 2:12 | to be a part of it and it’s been a pleasure working with you so far so really excited to have you here and and
• 2:18 | pick your brains tell us about inflection what do you do and who do you serve we help brands that have an offer that when we literally personalize the
• 2:24 | landing page for each affiliate or influencer so that the conversion rates shoot through the roof by having that
• 2:30 | page speak to the exact interests of that influencer Affiliates audience and
• 2:36 | this is actually built within our agency it spawn within the agency we would I I
• 2:41 | think I like to pride ourselves on like leaving nailstone unturned for growth we tweak a little bit of copy for a
• 2:47 | particular affiliate on a Lander we would do that we would clone the landing page um we would make it another version
• 2:54 | of it and have that page speak to that influencer affiliat audience and and
• 3:00 | that was great it worked but it was a pain to manage and we you’d have hundreds of pages cloned and that was a
• 3:09 | work to make happen and what what we learned is actually it’s even more work to upkeep that afterwards anytime
• 3:16 | there’s a sale you have to update a bunch of pages with like sale imagery and then two weeks later take it back down and switch all this kind of stuff
• 3:22 | it was just such a lot of work we started building this tooling internally to go make our lives easier I’m a tech
• 3:30 | we started building this tooling internally and realized there’s something powerful here for others to use we spot it out of the agency and
• 3:37 | built this into its own business and focus it said on anyone that’s got a product that that’s working with
• 3:44 | partners and personaliz lining pages that the conversion rates go up and that just makes it stickier because stickier
• 3:50 | Partnerships because we found too often there was so much churn and burn with Affiliates so you’d have recruit 20 of
• 3:56 | them and then 19 of them would leave because it didn’t work out so we’re able to change that incredible every good
• 4:02 | software is designed out of necessity right you couldn’t find the solution so
• 4:07 | you go out and build it yourself and I’ve just been so impressed about what you guys have built here and from an
• 4:13 | affiliate manager standpoint building a co- Brandon landing pages for my Affiliates that I know is going to
• 4:19 | improve the conversion rate everybody’s told me that but the process of it has
• 4:24 | been terrible throughout my career I have to request it from develop has to
• 4:30 | go and make it however they do it and that process takes a month and by that month’s time that thing is the
• 4:36 | affiliate’s already over it they’re on to the next thing exactly I was impressed how easy it is to build on
• 4:42 | inflection a co-branded landing page in five minutes yeah it’s just you mentioned that it was that exact problem
• 4:49 | there’s actually two different groups of companies that we find there either of the companies that are so small and Nimble and but they don’t have those
• 4:55 | resources to actually like a dedicated developer to keep doing this kind of stuff all the time so there’s that class
• 5:01 | of companies and then there’s the ones that are too big where now the development team is in a different
• 5:06 | department and you got to put in like a work order to make this page goes into a queue a Sprint and it comes out four or
• 5:12 | five weeks later and yeah there a momentum play like with the but the partner they’re no longer interested because they’ve moved on to the next
• 5:18 | thing so we actually haven’t found a company that’s got like that sweet spot that still has the resources but it’s
• 5:24 | structured in a Nimble way Partnerships teams are siloed lacking resources other
• 5:30 | channels get more resources outside their limited scope and so that’s the problem we’re able to solve for people
• 5:36 | that are like feel a little Sil and you know lacking the resources for sure you had a product here that’s building
• 5:42 | landing pages for your Affiliates but you also decid to stack on the the tech
• 5:47 | stack to do the tracking and all the bells and whistles to help affiliate managers with all that what makes you
• 5:53 | different than standard affiliate networks we’ve got landing page personalizations Cod branding C we do the Cod branding is great we from
• 5:59 | agnostic you don’t have to be on CH fire whatever we built some really unique technology that we got P depending on
• 6:05 | that allows it to work on literally any technology out there on um and and it’s because we’ve done it in a different way
• 6:11 | that is done client side on the users’s browser beyond the C branding actually
• 6:16 | what we do is we allow for the entire messaging to get personalized and that’s where from our av testing that’s where
• 6:22 | we see actually the bigger lift because in you know the affiliate World especially some of the super Affiliates out there they’re really good with angle
• 6:29 | and hooks and like the kind of like detailed nuances of psychology whereas most influencers out there are not they
• 6:37 | don’t have what it takes to make that kind of bridge between what they’re interested in and then like the and the
• 6:43 | Lander that that they send traffic to it’s completely different it doesn’t match and that’s where then the conversion rates start breaking down so
• 6:49 | not only do we do the co-branding but it’s full customization of the funnel and the messaging on it and that’s how
• 6:56 | we send out let’s get into the topic of the day a scale formula now this is something that I saw you present
• 7:04 | probably eight months ago got you on my radar and involved with you guys I was
• 7:09 | so impressed by what you were doing here and I’ve watched you through the last six months hone this and make it even
• 7:16 | better can you tell us a little bit of what this approach is the scale formula the approach to Growing any partnership
• 7:22 | program for a brand is the scale formula s is solve for the gaps C is
• 7:27 | customization of the marketing funnel a is um audience alignment and engagement
• 7:33 | um the L is leverage and negotiations and the E is exclusivity so those are
• 7:38 | obviously very vague high level on but like I’m going to dive into them and I’ll do that in kind of the order of the
• 7:45 | most follow to what I think is the biggest Gap most people are missing starting with the a most people are do
• 7:51 | handling that i’ call that like in 2024 table Stakes or almost 2025 that’s
• 7:56 | pretty much table Stakes so a in scale audience alignment and engagement it’s making sure the audience characteristics
• 8:03 | of your potential partner match up with your ideal customers profile sure and
• 8:09 | that the partner has high engagement and and and Their audience has a high
• 8:14 | affinity for that partner so like I said I think that’s table Stakes your audience learned a lot through your
• 8:19 | podcast so I think’ll leave that one and go into the the meteor topics here the L
• 8:25 | in scale stands for leverage in negotiations structuring the deal so drives bottomline profitability for both
• 8:32 | Partners I’m not going to into details on Hybrid models between paper post to straight commission the thing in general
• 8:37 | that I’ve always found that works here is just to be transparent if there’s a certain partner who really wants paper
• 8:44 | post give them what they want but be honest with them and tell them look okay I’ll give you what you want but for me
• 8:50 | what I need to make that happen is give a sample here so let’s say they want $5,000 for a post and that’s
• 8:57 | relatively high for your budget it’ll make a meaningful impact if it flops be transparent you can have 5,000
• 9:04 | that works what I need to make this work on my end is 100 sales whatever your numbers are if they don’t hit that then
• 9:09 | structure it and that they have to do a make good to get there it’s called partnership marketing for a reason if
• 9:15 | you can’t have open and honest conversations with a partner you
• 9:20 | probably shouldn’t be partners that’s an example how you construct these deals you got to know your numbers and not all
• 9:28 | conversions equal measure not just conversion rates or CPA or whatever in
• 9:34 | your tool that you’re tracking or Google whatever it is but you need to measure
• 9:39 | how effectively does this partner close sales versus how much health do they
• 9:44 | need in assist that they need from other channels I know you’re a sports guy so you assists from other channels I found
• 9:51 | two effective ways to do this that that we like doing you know this is again in our in the agency days we started
• 9:56 | developing these kind of methodologies why is with a postp purchase survey
• 10:02 | that’s easy to do if you’re not already doing it but if you are then maybe the things I’ll mentioned here will tweak it
• 10:07 | a bit but it’s super cheap to do there’s like free probably $20 $30 a month apps
• 10:13 | that do this after someone buys on the order confirmation page ask them hey how did you first hear about us put the
• 10:19 | channels you typically Market through if you do ads put social media if you do TV
• 10:24 | put that there for the partnership’s perspective the answer I like to put in the multiple choice is someone I follow
• 10:30 | online and okay and then oh sorry one other thing the tool you choose make sure it can do like conditional
• 10:35 | follow-up questions so based on what they choose you’d ask like a followup so if they choose someone I follow online
• 10:42 | then ask the follow up who was that ask them for the details on that name and that’s obviously like a not multiple choice but a a blank like a text box and
• 10:50 | the thing you’ll find when you analyze that data is your strongest Partners the
• 10:56 | one that get that actually drive the most sales not from what your affiliate tool reports but like the actual have
• 11:02 | the biggest impact the strongest Partners will get name dropped there yeah and the weakest Partners will not
• 11:07 | as much relatively speaking so that’s one key method that’s a really
• 11:13 | interesting like metric to be bringing in and a great way to recruit guys not
• 11:19 | in your program if they’re name dropping these names and it’s happening multiple times that’s a really good good way to
• 11:26 | approach and like flatter somebody very quickly like we’ve got a lot of our users that are saying they’re following
• 11:32 | you we think your audience is just matched up perfectly with ours who would you like to be a partner that’s good the
• 11:39 | door yeah it’s not always going to be the ones you have formal relationships with definitely the other one I like
• 11:44 | using is an MTA platform or a multi-touch attribution platform so Rocker Box if your budget supports it
• 11:50 | it’s on the more expensive side but triple whale is like a good mid-priced alternative and what these tools really
• 11:56 | do is they let you understand your your buyer Journey so thing understanding things like what
• 12:01 | other touch points are needed to convert that user and you can see like the the tools will show you like all the unique
• 12:08 | combinations of channels that like were involved in each sale and how long it took to convert the average time to
• 12:14 | convert the sale the average number of touch points that each partner had things like that so even though your
• 12:19 | affiliate platform might say hey these two partners were equal have equal number of sales the MTA platform can
• 12:25 | show you additional insights and so I remember this one example here where there was two
• 12:33 | partners with one brand over the same time period And I think they had left 800 or so sales each in X period
• 12:41 | whatever I think it was a one month’s range and partner a had roughly 30% of
• 12:46 | their sales needing no other touch points whereas which means that 70% needed some sort of an assist from
• 12:52 | another Channel it required a retargeting ad or something else that you were investing in even if it’s not a
• 12:57 | a fixed cost an ad that was shown but like even your social media or organic search partner B had 65% needing no
• 13:05 | other touch points and 10 days to convert both partners are paid the same
• 13:10 | CPA partner a would be losing money because you’re paying the same result or
• 13:17 | the same input to get an output that needs more help and more investment from your own dollars and other channels to
• 13:24 | get that same output so that’s where having an MTA platform can be extremely helpful to understanding who are your
• 13:31 | people that are able to close and not need that assist and not need that other investment beautiful another big factor
• 13:39 | is the average order value one those big metrics at Affiliates like what did the
• 13:45 | average order value of the products that they’re bringing home for you is a big metric and it helps you pay them more in
• 13:51 | the long run the quality of sales from Their audience is much bigger what else is missing in the scale formula yeah a
• 13:58 | good MTA PU will tell you the retention differences per Channel too if partner a has a five month lifetime value and
• 14:05 | partner B has a 9 month lifetime value those are things G platform will show the next one in the scale formula is the
• 14:11 | E the which stands for um exclusivity to make your offer content content is still
• 14:16 | King remember that quote it hasn’t changed so how do you position your offer as content I’ll give an example of
• 14:23 | what this looks like where it’s one brand normally their Affiliates are able to offer Their audience uh 20% off
• 14:30 | discount for buying through their link recod we split up the year into a week chunks so 52 weeks a year there was a
• 14:37 | couple blackout pirs like Black Friday whatever so I think we end up with 45
• 14:42 | bookable slots the top Affiliates was offered the ability to book into those slots when they booked in their offer
• 14:48 | got upgraded to 25% off plus a free gift with purchase wow and so for that one
• 14:56 | week they could go out to their audience being like look this is literally the best deal on the planet that you’ll ever
• 15:03 | find for this product Google like you won’t find it anywhere else the offer part actually became content because
• 15:09 | something of Val because what is content it’s something of value that you bring to someone else that’s all that content is when you giving the best deal that’s
• 15:16 | content too it’s valuable another one I like was what goalie gummies are doing on Tik Tok shop if you as the influencer
• 15:23 | sell half a million within a certain period you get a porch yeah it’s pretty cool this is one of the higher end tiers the next te up is if you sell a million
• 15:30 | dollars you’ll get a Lambo or a condo in downtown Miami I’ve seen Tik toks of
• 15:35 | people asking their followers for help to get a new car or a Home by buying
• 15:41 | these gummies through their link this offer even though is for the influencer turned into content itself which was a
• 15:48 | brilliant move on their part oh for sure the Affiliates in their landing
• 15:54 | pages and giving them the best discount like there is a a myth that content and
• 16:00 | influencers are at the top of the funnel and they’re not going to be able to close those deals but if you give them
• 16:07 | the opportunity with this discount that thing converts way higher than most other products and you don’t need those
• 16:13 | coupon sites to close exactly awesome yeah I think a lot of
• 16:20 | people if you’re doing all the A and E like they stop there I think a lot of people are missing with the S and the C
• 16:27 | are and so the essence scale stands for solving for the gaps and that’s
• 16:32 | basically bringing the right kind of partners that plug the holes in your buyers Journey so to to do that you need
• 16:39 | to understand what’s the weak points in your buyer journey and then what kind of Partners would fill that my favorite
• 16:44 | example of this is a long time ago in the 80s Nike was not in the early 80s
• 16:49 | Nike was not yet considered a Cool brand relative to the other competitors back then like Adidas or whoever they were
• 16:56 | looking for someone that they could basically hitch the wagon to that would be highly aspirational and make their
• 17:01 | products uh more interesting because they they’re technically I’m sure I didn’t buy shoes in the 80s early 80s
• 17:09 | but I’m assuming at least they were technically on par but they they weren’t still considered cooling up yet so they
• 17:16 | picked Michael Jordan as you’ve seen the movie or you know know about the history
• 17:21 | of Nike to to and they signed him and you can’t get a more like definition of
• 17:26 | an aspirational figure than the guy who had his Logan after his name be like Mike that’s literally the definition of
• 17:33 | aspirational So that obviously ended up having major change in Nike’s brand
• 17:39 | perception they identified it was a desirability gap and yeah they and how
• 17:44 | they fixed that was to sign someone that would change that basically you got to
• 17:50 | look at what is that weak point in your buyer journey is it a brand awareness trust credibility education status or
• 17:58 | desirability ility if you’re like a luxury brand and each of those things will have a different kind
• 18:04 | of partner for example if it’s education who are you works with a social media influencer putting out short form
• 18:10 | content or are you going to work with long form podcasts if that’s your biggest Gap in your buyer Journey identifying that and then picking
• 18:16 | Partners based on that is key A lot of people are missing W that’s so key in
• 18:24 | the recognition of who the kind of partners that you need to be working with is and who you should be targeting
• 18:30 | out there and how do you go about deciding on what constitutes as long
• 18:36 | form you’re not going to find instagrammers that are doing much long form content but there might be there
• 18:42 | long enough to educate somebody what defines long form in that sense yeah
• 18:47 | there are definitely rare you do find longer reels and stuff like that but it’s definitely not common and people
• 18:53 | are looking for the short bites on social media I think it depends on the Gap in your buyer’s journey and how how
• 18:58 | long do you need to educate someone it’s education how long do you need to fill that Gap is it something that you could
• 19:04 | spend three minutes of explanation on if You’ make it easy to understand or is it something that needs like U because I
• 19:10 | come from working with a lot of health and wellness products and some of them need a deeper dive it’s like 10 20 20
• 19:16 | minute explanation you couldn’t that you wouldn’t that you could do it on social
• 19:21 | but like it would be it’s not what people are coming to get so is like that long form education they want to sit in
• 19:27 | a while they’re dve listen to a podcast that’s where people are looking for that kind of um education usually the higher
• 19:35 | the price tag the more education you’re gonna have to give somebody yeah a niche product is something people haven’t
• 19:40 | heard about before you’re trying to really if that’s your issue like I can think of a brand that was like they’ve
• 19:45 | got a lot of one of the brands we work with they have a they have I think
• 19:51 | almost all except one of the NFL teams using their product they’ve got celebrities using their product but most
• 19:56 | people would have never heard about them in like the average consumer and they’re trying to go now after more mass Market
• 20:03 | approach and but their the product is still very like sign like not sciencey
• 20:08 | it’s very simple but needs an explanation so you want to go so that company literally has hired like podcast
• 20:16 | Advocates that go out on podcasts on their behalf they’ve tailored it so that they have certain like out of those poor
• 20:22 | hosts each of them cater to a different demographic group so they can go on a wide variety of podcasts and let they
• 20:28 | know each of them are knowledgeable in the subject and can spend an hour talking about how do we wrap this up one more
• 20:35 | letter there is one more letter let’s see customization of the marketing funnel the first four were how to make
• 20:40 | the deal who to make the deal with and how to set up a deal terms the last one
• 20:45 | is how to execute partnership for this understand the deeper use cases of why
• 20:51 | someone buse a product i’ like using my Ora ring as an example that fits on your finger obviously it’s a ring and you can
• 20:58 | measure a all um a bunch of vitals in your body in my opinion it’s the best
• 21:03 | wearable on the market quick science lesson both collagen and testosterone
• 21:08 | are made while you’re asleep so it actually opens up the opportunity to work with two very different audiences so you could work out you could do like
• 21:14 | a workout YouTuber and that angle could be sleep better with using Aura which
• 21:20 | lets you get more testosterone which gives you better games at the jum that’s a very logical set of kind of partner in
• 21:27 | why it makes sense for them to another example would be a beauty blogger where you sleep better produce
• 21:33 | more collagen get that glowing skin it’s literally beauty sleep two completely different use cases should have two
• 21:42 | completely different funnels most programs would dump both users into the
• 21:49 | same spot hopefully a nice top of funnel landing page but in some cases for
• 21:54 | Brands like on the homepage neither of those tactics are going to be affect and the reason is because you never know
• 22:01 | how people are going to interpret things and you have to make the connections for them that’s why podcast is great but if you’re just coming off a social post
• 22:09 | even if the influencer educates you on the things I was just saying you end up on the Lander there’s no mention of testosterone there’s no mention of
• 22:15 | collagen or skin now you create that breakage and then you rely on the user
• 22:21 | remembering oh okay that’s what they said I can see and they connect the dots themselves you don’t want to do that you
• 22:26 | have to connect the dots for people um actually you got to can I share my screen I want to share one of my
• 22:32 | favorite let me find here yeah videos of why you have to do this I’ll describe it
• 22:38 | as well one sec let me pull it
• 22:45 | up is this coming through let me blow it up people listening there’s a fire truck
• 22:50 | on the side of the roads outside a fire hall across the sidewalk and it looks like these firemen are hosing down their
• 22:57 | fire truck with not like a big six inch diameter fire hose but just looks like a regular garden hose and so we play this
• 23:04 | here so this lady’s walking across the sidewalk she’s got a grocery bag and and what would be she just normally walk
• 23:10 | over it but this yeah this is why you have to connect the Dos for people people just do all these weird like just
• 23:17 | think all sorts of logical things so this lady’s walking across the sidewalk and instead of just stepping over the
• 23:23 | hose it’s literally one inch high she bends down picks up the hose and wraps
• 23:28 | over her head and continues walking by and the three firemen are just like looking at each other wondering what the
• 23:34 | hell happened this makes no sense I I love that example you just don’t know what’s going to go through someone’s
• 23:39 | head and I guarantee you right now that you have a funnel online there are people doing the
• 23:46 | equivalent of that on your landing page and and there’s no security camera this is like a security camera shot there’s
• 23:51 | no security camera for well I guess there is you can use tools like Microsoft Clarity or whatever but generally unless you’re going through
• 23:57 | every one of them you don’t see what people are thinking you have to make it easy you have to connect the dots for
• 24:04 | them understanding your use cases I like using the jobs to be done framework for
• 24:09 | that doing customer surveys or another gold mine is just reading your reviews there’s so many
• 24:16 | awesome things you’ll find in your reviews that are like people will say hey I bought this product looking to
• 24:21 | solve x and oh my gosh it’s amazing for that and whatever that X is that’s an example of a use case the underlying use
• 24:27 | case and so understanding your underlying use cases firstly and then two bridge the gap for the user create a
• 24:34 | customized Lander for each use case or ideally even each harder and so that
• 24:39 | then and then make sure the right traffic goes to the right Lander so that’s where we’ve seen AB tests where
• 24:46 | and using the tools that we build at inflection to do this have improved conversion rates 30 4050 and even some
• 24:53 | cases like 90% by just changing the headline and some headline to match what the traffic coming in was looking for
• 25:00 | versus the generic one that’s on the Lander even though that generic one was great it’s doing Millions on its own but
• 25:06 | it wasn’t the right fit for that audience and you just have to connect the dots for people it’s full funnel
• 25:13 | alignment yeah gotcha and I feel like the word customization isn’t new into
• 25:20 | the marketing world of course we’ve always had AB landing pages and testing over the last 15 years in marketing I
• 25:26 | I’ve seen this come and go the word customization keeps coming up from companies but I don’t feel like the
• 25:31 | technology has been there and it sure hasn’t been in the affiliate space this is the last channel that anybody is GNA
• 25:38 | work on customization of landing pages for so why is it now that that the scale
• 25:43 | formula is really coming to fruition there’s a big bigger and bigger Reliance
• 25:49 | on Partnerships on the brands we see 60 70% of their sales have some sort of uh
• 25:55 | Reliance and Partnerships to drive their growth and every successful brand relies on Partnerships to some degree or
• 26:01 | another I think like you have all the other channels that can be so volatile uh like right now I know like
• 26:09 | email’s been challenging with changes in the industry this year paid ads is
• 26:14 | always been ups and downs years ago you had the iOS 145 issues last February you
• 26:19 | had algorithm issues on meta they just all the talk on social right now is of
• 26:25 | these changes coming in the health space on meta and some people are calling apocalyptic so there’s always just these
• 26:31 | kind of changes that are happening from other channels where you don’t have full control the trend with
• 26:38 | influencers has been in many cases it’s not been a performance channel it’s been
• 26:43 | like more of an awareness play and a brand play for some Brands and I think that was primarily driven in the period
• 26:50 | of low interest rates where these Brands would get like very well funded and it’ll just dump money into all channels
• 26:56 | not really looking at the bottom line that’s changed now that interest rates aren’t free money’s not free and so they
• 27:04 | actually have to care what the bottom line impact is so the influencer channels are changing too and becoming more measured and bottom line oriented
• 27:10 | the scale formula can help turn that channel performance oriented aspect is the enablement of personalization of
• 27:17 | funnels has been hard because you have to sit there with a copywriter writing custom funnel for each that’s not
• 27:22 | practical wasn’t until two years ago that AI became mainstream that’s fueled
• 27:29 | all that and coales this trend uh and that’s getting easier and easier to
• 27:34 | write copy at scale with AI I think that’s key reason why this is the right
• 27:40 | time on the AI front I think that the that’s going to actually be dri ironically driving up the cost of paid
• 27:47 | ads long term The Only Winners are going to be meta Google Tik Tok Etc because you have ads are auction based right ad
• 27:54 | platforms are auction based you have Supply demand you have have your supply of AD inventory is literally eyeballs on
• 28:02 | the site so it seem that’s fixed for a moment people aren’t unless there’s like Trends in people’s usage of social media
• 28:08 | or whatever platforms your number five balls is constrained by other factors but the demand for ads will be this is
• 28:15 | what fluctuates right Black Friday just finished it was a huge demand for ads cpms go up cpc’s go up Etc so that’s how
• 28:23 | the ad industry works and when with AI there like that’s definitely going to make creative making good creative
• 28:30 | easier right that’s one of its biggest use cases now in the short term you may get a lift in high conversion rate and
• 28:36 | that’s going to be good for you in the long term everybody’s going to have access to those tools it’s democratize making good
• 28:44 | creative it’s going to democratize good media buying whether it’s platform tweaks that Google and meta will do whether it’s third party tools you latch
• 28:51 | on and audience Generation all that kind of stuff is changing with AI the demand
• 28:56 | for ads will increase and as more people are able to get those kind of optimized funnels and all that naturally they’re
• 29:04 | going to want to bid more when you bid more demand goes up when everybody bids more demand goes up and prices of ads go
• 29:10 | up until the point that doesn’t make sense for you and that’s like that new equilibrium in Supply demand over times
• 29:17 | people’s row ases have been generally fixed on a global scale whether changes in the ad industry over digit ads for 20
• 29:22 | years the winners are meta and Google seeing those rises in prices is go to
• 29:29 | their bottom line that’s the Brilliance of from their perspective supply and demand equalizes the more people that
• 29:34 | get into ads the more the prices rise to the point where it sets this new equilibrium and they’re the
• 29:40 | beneficiaries of that you can’t rely on using AI to scale of paid ads there be more importance on Partnerships
• 29:48 | beautifully said totally agree on all aspects as we watch Tik Tock affiliate
• 29:53 | blow up I think there’s still much more room for landing pages to be developed into better and this
• 30:01 | customized audience and personalization next step that’s going to come in we’re going to see that in the next few years
• 30:07 | which is a a really big reason why I came on board with inflection and you guys because I saw the cool technology
• 30:13 | you guys are doing and solving a problem I want to be part of that solution in the future so what’s next for inflection
• 30:20 | our Northstar is double your conversion rates and have you spend 90% less time
• 30:25 | to achieve that so that you can focus on but the time aspect is you can focus on building relationships with Partners
• 30:31 | that’s the part that at least I hope that AI is not going to automate if it does we have probably issues as a human
• 30:37 | species but I think a lot of oia managers influencer managers they spend a lot of
• 30:43 | time twisting dials doing manual work and our goal is to be able to automate
• 30:48 | 90% of that and making it so that the funnel performance twice as good we’re building our Tooling in that direction
• 30:55 | some big stuff we’re going to be launching in q1 next year is being being able to automatically listen to the
• 31:00 | content that a social influencer emailer podcast is putting out online on their channels and then automatically making
• 31:07 | suggestions on how to rewrite your lining page using High converting copy that is derived from what that partner
• 31:15 | is putting out on social and and using that to understand what Their audience is interested in and then making it so
• 31:21 | that you can do that turn key without having to hire a team of people to go do that for you if you want to see more on
• 31:28 | the scale formula go to this QR code above me if you want to go check out inflection go check out a demo
• 31:43 | inflection.com Ines ha a f i z or go to infection. a i
• 31:51 | NF l e k t i o n. a outstanding before I leave you let’s
• 31:59 | explain this post here I found a picture of you from the past with this stereotypical CEO pose where did you go
• 32:08 | where did you change this look to what you’ve got today with the fauxhawk and the shave face and the pose wow I I
• 32:14 | didn’t even know that photo existed I think it said like Pacific I think that was like Canadian Pacific Railway in
• 32:20 | there I’m from Canada I saw Train I have to figure that out I used to have really short hair I’ve got it tied up today
• 32:26 | since I haven’t gotten a haircut since lockdown started number one blade on the
• 32:33 | side I think it’s about time I’ve almost five years since then I just haven’t had the time I now have the desire to get a
• 32:39 | haircut my wife really wants me to this Christmas holidays I’ll have the time and go to the barber I’ve just been
• 32:44 | growing out my hair oh great what a Christmas gift for her awes awesome appreciate you coming on
• 32:51 | and sharing your knowledge friendship over the past six months and working with you has been a pleasure see you out
• 32:57 | there happies great to nerd out with you all right folks keep on recruiting take care thanks

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