Adam Dewer leads partnerships at Soci.ai — an AI-powered platform helping 800+ multi-location brands manage their local presence across social, listings, and reviews. In this episode, Tye and Adam get into the "zero platform" future of local marketing, where AI agents replace dashboards entirely — handling updates, review responses, and social posts through a simple SMS conversation with the business owner. They also dig into Adam's approach to building and measuring partnerships (he tracks just...
Apr 29, 2026•29 min•Ep. 121
The first episode of SaaS Class tackles one of the most pressing questions in B2B marketing: how do you win when your buyers are finding answers on ChatGPT and Perplexity instead of Google? Tye sits down with Nancy Harnett (Head of Affiliate & Offsite AEO at HubSpot) and Guy Yalif (Webflow, formerly CEO of Intellimize) to break down what's actually working in the race to become the most visible brand in AI search. Nancy reveals how HubSpot generated 200K+ AI citations in 6 months and became ...
Apr 21, 2026•35 min•Ep. 122
In this episode of Always Be Testing , host Tye DeGrange sits down with Lacie Thompson, an experienced agency leader, affiliate and partner marketing expert, and former operator at brands like Expedia and Blue Nile. After successfully scaling and exiting her agency, Lacie is now building Media Pack—an AI-powered platform designed to modernize and streamline how brands buy media. The conversation explores Lacie’s journey across brand-side, agency, and startup environments, highlighting how real-w...
Mar 24, 2026•30 min•Ep. 120
Kyle White is the CEO & Founder of Refinery , an AI-powered affiliate technology solution. He brings a rare blend of experience across affiliate management (Overstock, Uber) , product development , and data-driven experimentation . He previously built tools at Impact, led global affiliate/ambassador programs at Uber, and now focuses on making affiliate programs smarter, more automated, and more profitable using AI. In this conversation, Kyle breaks down how AI is transforming affiliate marke...
Mar 10, 2026•33 min•Ep. 119
In this episode, I sit down with Doug Bell — Fractional CMO, former leader at Automation Anywhere, LeanData, and Searchmetrics, top‑40 Substack writer, and co-host of Cannonball GTM — to unpack why modern go‑to‑market playbooks are breaking… and what the next generation of GTM looks like in an AI‑driven world. We go deep into the new patterns shaping high‑growth companies — and the uncomfortable truths most teams don’t want to face.
Mar 03, 2026•42 min•Ep. 118
This episode explores the future of search and digital discoverability with an experienced SEO executive and growth advisor who has worked with high-growth marketplaces and SaaS companies. The conversation unpacks how the mechanics of online discovery are being reshaped by AI, shifting user behavior, and the declining reliability of traditional traffic channels. Together, we examine why visibility is no longer just a marketing function but a product and experience challenge — where trust, intent...
Feb 24, 2026•39 min•Ep. 117
Wade Tonkin is the Director of Global Affiliate Marketing at Fanatics, Inc., where he oversees one of the largest and most complex affiliate programs in the world. With over 20 years of experience in performance marketing, he has played a key role in shaping Fanatics’ global partner ecosystem, driving growth through content creators, media publishers, loyalty partners, and innovative performance channels. This episode dives deep into the evolution of affiliate marketing at massive scale. The con...
Feb 17, 2026•42 min•Ep. 116
In this episode of Always Be Testing , host Tye DeGrange is joined by Cormac Jonas, CEO and Founder of The Jonas Agency, for a deep dive into what’s actually broken in modern performance marketing. With years of experience across affiliate, paid media, and creator-led growth, Cormac brings a sharp perspective on why so many brands are optimizing campaigns while ignoring the bigger problem: flawed measurement. The conversation unpacks how misattribution, last-click bias, and platform incentives d...
Feb 10, 2026•37 min•Ep. 115
In this episode of Always Be Testing , host Tye DeGrange sits down with Guillaume Cabane , Founder of HyperGrowth Partners and one of the earliest leaders to shape modern B2B SaaS growth. Guillaume breaks down why most companies struggle to scale—not because they lack tools or talent, but because they’re unwilling to embrace the speed, risk, and failure real growth requires. The conversation unpacks what actually defines a growth team, why experimentation must move faster than polish, and how fo...
Feb 03, 2026•43 min•Ep. 114
In this episode of Always Be Testing , Tye DeGrange sits down with Ziggy Kopetti , a veteran affiliate marketing operator and platform founder who has spent years working inside the mechanics of performance marketing—from attribution and partner incentives to how networks and platforms actually make money. The conversation explores how affiliate programs really scale, where brands commonly misjudge incentives, and why many performance issues are self-inflicted by poor structure rather than bad p...
Jan 27, 2026•35 min•Ep. 113
In this emergency episode of Always Be Testing, I’m joined by Ben Edelman—an economist, lawyer, and one of the most respected affiliate fraud investigators in the industry. Ben has spent over two decades uncovering adware abuse, browser extension misconduct, and attribution fraud, working with merchants, networks, and publishers to protect the integrity of affiliate marketing. We break down what actually happened with the Honey browser extension, why multiple affiliate networks removed it, and w...
Jan 23, 2026•29 min•Ep. 112
In this episode, I get the chance to sit down with Jen Goodwin, a powerhouse with 17 years of experience driving growth across e-commerce and affiliate marketing. Jen has helped scale some of the biggest brands in the space and played a major role in two successful exits — the acquisition of Coupons.com (Quotient) and Honey’s $4B sale to PayPal. She’s worked at every level of an organization, mentoring new talent, partnering with the C-suite, and leading teams through transformation and growth. ...
Dec 02, 2025•36 min•Ep. 111
In this episode of Always Be Testing , I sit down with Howard Schaffer — a 25-year performance marketing leader, former CMO and VP across major wellness, fitness, and tech brands, and now the founder of HOS Performance — for a deep dive into what really holds companies back from scaling. Howard and I unpack why so many teams are still operating on shaky data foundations, from broken UTM structures to inaccurate attribution and reporting gaps, and he shares the exact diagnostic framework he uses ...
Nov 25, 2025•22 min•Ep. 110
In this episode, we sit down with Scott Ginsberg — VP of Performance Marketing at Penske Media, the powerhouse behind brands like Rolling Stone, Billboard, Variety, and Robb Report. With two decades in affiliate and performance marketing (including leadership roles at BrandCycle, CJ, and Yahoo), Scott breaks down how the industry evolved from “coupons and last-click” into one of the most strategic levers in modern growth. We explore how top publishers balance editorial integrity with monetizatio...
Nov 18, 2025•30 min•Ep. 109
This episode features Adam Robinson , Founder & CEO of Retention.com, who shares his journey from finance into tech and how he built Retention.com from the ground up into a lean, high-margin SaaS serving both e-commerce and B2B brands. He talks about hitting a growth plateau around ~$3M ARR and the breakthrough that followed, the role of continuous product innovation, and how founder-led brand building on LinkedIn became a core distribution and trust engine for the company. The conversation ...
Nov 11, 2025•35 min•Ep. 108
In this episode of Always Be Testing , host Tye DeGrange sits down with Amro Naddy, VP of Product and General Manager at U.S. News & World Report, where he leads digital transformation, innovation, and audience growth initiatives across one of the most trusted names in media. With a background spanning product strategy, growth, and media leadership, Amro brings a thoughtful lens to how legacy brands can evolve without losing credibility. He shares how U.S. News balances data-driven optimizat...
Nov 04, 2025•53 min•Ep. 107
In this episode of Always Be Testing , host Tye DeGrange sits down with Michael Cole, Senior Vice President of Marketing at Everflow and active member of the Performance Marketing Association’s Measurement Council. With a decade of experience leading growth and analytics in the partner and affiliate space, Michael helps brands unlock performance marketing efficiency through better data, smarter attribution, and stronger relationships between advertisers and publishers. Their conversation dives d...
Oct 28, 2025•31 min•Ep. 106
In this episode of Always Be Testing , host Tye DeGrange sits down with Bob Feist — known as the Godfather of Team Roping — a legendary cowboy, entrepreneur, and rodeo announcer. A Cowboy Hall of Fame inductee and PRCA Pioneer Award winner , Bob is also the founder of Ropers Sports News , the first-ever newspaper dedicated to team roping, and the creator of The Bob Feist Invitational (BFI) , the richest one-day open team roping event in the world. In this inspiring conversation, Bob and Tye expl...
Oct 21, 2025•52 min•Ep. 105
In this episode of Always Be Testing , host Tye DeGrange sits down with Bryn Jones , Co-founder and CEO of PartnerStack , a leading B2B SaaS partner marketing platform. Bryn has spent the past decade redefining how companies scale through partnerships, drawing from his experience growing PartnerStack from its early days at Y Combinator to becoming an industry leader. The conversation dives into the evolution of B2B partnerships and how PartnerStack is helping companies move beyond traditional sa...
Oct 14, 2025•34 min•Ep. 104
In this episode of Always Be Testing , host Tye DeGrange sits down with Nicole Leffer , an AI consultant, speaker, and founder of her own AI consultancy helping marketing teams and organizations understand, adopt, and integrate generative AI tools effectively. With a background as Head of Marketing for a B2B SaaS company, Nicole began experimenting with AI tools in 2021—long before the ChatGPT boom—and has since become a trusted voice in AI strategy, training, and implementation. Nicole shares h...
Oct 07, 2025•39 min•Ep. 103
In this episode of Always Be Testing , host Tye DeGrange sits down with John Toskey , a seasoned marketing leader with over 25 years of experience in global partner and performance marketing. Having held senior roles at eBay, Affirm, and Opera Software, and now running his own consulting practice, John unpacks lessons from decades of leading high-performing global marketing teams. He shares valuable insights on building diverse and sustainable teams, creating a culture of experimentation, and th...
Sep 30, 2025•33 min•Ep. 102
In this episode of Always Be Testing , host Tye DeGrange sits down with Kayla Castro , Senior Manager of Affiliates & Partnerships at Zenni Optical , to talk about the evolving world of affiliate marketing. Kayla shares her experience leading affiliate programs and offers practical insights on how to audit and optimize affiliate strategies for long-term success. The conversation covers common mistakes brands make in affiliate marketing and why internal communication is critical for gaining l...
Sep 23, 2025•34 min•Ep. 101
In this special episode, Tye DeGrange, CEO of Round Barn Labs and host of Always Be Testing, reflects on his journey in marketing and the timeless principles he calls the Cowboy Code. Drawing from his upbringing on a California ranch and decades of experience leading growth at eBay, StubHub, and beyond, Tye explores what B2B marketers can learn from consumer brands. He highlights why trust and authenticity are more critical than ever in today’s trust-deficit world, and how partner and affiliate ...
Sep 16, 2025•24 min•Ep. 100
In this episode of the Always Be Testing podcast, Peter Denton—a seasoned growth and marketing leader with a 25+ year career in startups, product experimentation, and marketing innovation—shares a wealth of insights from his journey through the dot-com boom to leading growth at XMTP and previously Pioneer Square Labs. Peter discusses how to de-risk startups before launch, leverage APIs and data for faster insights, and adapt to changing marketing landscapes driven by AI, privacy, and emerging te...
Sep 09, 2025•42 min•Ep. 99
In this episode of Always Be Testing , host Tye DeGrange sits down with Erica Yoon , Director of Marketing at BuildOps , a vertical SaaS platform designed for commercial contractors. With prior experience at companies like Reddit , Erica brings a rich perspective on scaling marketing strategies that go beyond demand generation.
Aug 26, 2025•39 min•Ep. 98
We’re joined by Lucas Beland, Co-Founder & CEO of Goloot , an innovative content platform helping Consumer and B2B brands secure content placements on a performance basis. In this episode, we dive into the evolving world of content and influencer marketing, exploring why it’s time to move past vanity metrics and focus on real business outcomes like customer acquisition cost, ROAS, and lifetime value rather than likes or impressions. We also discuss why authenticity wins—how raw, relatable, a...
Aug 19, 2025•51 min•Ep. 97
In this episode of Always Be Testing , host Tye DeGrange sits down with Kevin Weatherman , co-founder of Upscale AI, a performance streaming platform using AI to power connected TV ads for DTC brands. With a rich background that includes being the first business hire at multiple startups, angel investing, and co-founding a global run club, Kevin shares his journey from selling limo rides to Google employees to scaling AI-driven advertising solutions. Their conversation covers Kevin’s approach to...
Aug 12, 2025•43 min•Ep. 96
Sydney Sloan – CMO of G2 , a leading software marketplace for businesses to discover, review, and manage technology solutions. She has extensive experience in customer marketing, community building, and scaling B2B SaaS companies. Formerly at Adobe, SalesLoft, and other high-growth companies, she’s recognized as a champion of customer advocacy.
Jul 29, 2025•44 min•Ep. 95
In this episode, Ben Edelman shares insights from his years studying the intersection of economics, digital marketing, and consumer protection. He and the host dive deep into the evolution of affiliate marketing, the early days of web advertising, and how regulation and business incentives have shaped online behavior—both good and bad. Ben also reflects on ad fraud, deceptive affiliate practices, legal enforcement challenges, and how platforms and advertisers can improve accountability in the di...
Jul 22, 2025•46 min•Ep. 94
Bryant Garvin, a 20-year veteran of the digital marketing world, announced his new position as Operator in Residence at Triple Whale. This role leverages Triple Whale's massive data set (35,000+ stores, $55B+ GMP annually) to build better products for marketers and e-commerce operators. Garvin discussed his evolved perspective on attribution, emphasizing Triple Whale's holistic approach using AI and data integration beyond simple dashboards. He highlighted the power of MOBI, Triple Whale's platf...
Jul 15, 2025•35 min•Ep. 93
