- Agenda 1. Gusto Overview 2. Our Results: By The Numbers 3. How to Build A Program That Scales 4. Research, Land, Expand, Defend 5. Calling All Affiliates!!
- My Profile Dan Davidow Head of Performance Marketing @ Gusto Notable previous experience: ● Team Lead, Digital Marketing @ Cisco ● Head of Biz Dev @ InferLink ● Founder, CEO @ TD Imports
- Gusto: A Brief Overview ● Gusto = People Platform (Integrated HR + Payroll + Benefits) ● Focus on companies between 1-100 employees ● 800+ employees in San Francisco & Denver ● Launched in Dec 2012 ● Just closed Series C financing – $140M 4K+ partners 60K+ companies $4B+ payroll annually 100+ 5-star reviews
- Gusto’s core product offering includes… Full Service Payroll Modern HR Our suite includes employee self onboarding, customizable documents, PTO requests, and lifetime employee accounts. We automatically pay and file all federal, state, and local taxes. We handle direct deposits, check printing, and different pay rates and schedules, with an additional fee. Fully Integrated Benefits We give small businesses big time benefits, with health insurance, 401(k), HSA, FSA, and more. We have better technology and are able to offer a superior employee experience.
- Gusto’s Target Customer “Jessica” Arum Kang, Co-Founder & CEO of Coffee Meets Bagel ● Titles: Founder, Owner, Operations Manager ● Profile: Tech forward, Wears many hats, “Do it all” types, self identifies as “values team”, looking for simplicity and all in one solutions ● Key parts of decision making process: Reviews & ratings, talking to friends and other business owners, working with experts (accountants, lawyers..etc)
- Affiliate By The Numbers 150% YoY growth in FY19 25 Total partners in program, growing 5-10 per year 10% Percentage of total acquisition mix brought in by affiliate 4x LTV: CAC of affiliate, highly efficient
- Key steps in building a high performance B2B affiliate program Research Deeply understand your customer and the journey your customer takes to find you Land Aggressively prospect for affiliates with a strategic approach Expand Relationships aren’t built overnight. Defend Protect your relationships and stay ahead of the competition 1 2 3 4
- Step 1: Research Key Questions ● Who are you targeting? What makes them unique? ● What is your target audience looking for in the path to purchase? Content? Reviews? ● Where do they find it today? Where to Find Answers ● ASK! → customer calls, sales team, surveys ● Walk the path → Imagine you are a customer, try to buy. What sites do you end up on? ● Inbound links → Who’s linking to you for free already? Can you do more with them? ● Simple searches → Look at keywords that work in search and see who ranks.
- Step 2: Land Identify your own opportunities, a network won’t do the work for you. Emphasize your value prop in prospecting Start payouts on the lower side, raise them over time Be creative! Invent new models for your affiliates. Be flexible, but be aggressive
- Step 3: Expand Data, Data, Data Frequent Check-Ups Provide Resources Reward Top Affiliates
- Step 4: Defend ● Have a strong brand ● Improve your landing pages, your conversion rates, or your deal size → then you can pay more! ● Be easy to work with ● Add more value beyond the payout
- Calling all affiliates! Why Gusto ● Best reviews ● Tiered payouts, first touch attribution ● Easy to work with & communicative ● Commitment to maximizing yield through optimization, leading to higher willingness to pay
