How Superfiliate is building influencer marketing infrastructure

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Influencers—can’t live with them, can’t live without them. Once low-hanging fruit for marketing team experiments, Goldman Sachs says the influencer economy is now worth approximately $250 billion.

As influencers offer businesses legitimate revenue channels, the complexity of managing those potentially lucrative relationships has grown. Enter Superfiliate, a creator partnership platform that manages affiliate relationships by streamlining booking, creating cobranded landing pages, and providing access to critical partnership data.

From partnerships small and large, Superfiliate is being used by marketing teams to align word-of-mouth strategies and deepen relationships with affiliates and influencers. Revenue Brew spoke with the founders and a marketing leader at one of its clients about why building influencer marketing infrastructure is so essential.

A dynamic marketplace

Superfiliate gives influencer and affiliate marketers an end-to-end platform to track, manage, and scale campaigns. Platform data can inform all kinds of business decisions, which, according to CEO and co-founder Andy Cloyd, makes his company an asset for marketers.

“Now all of a sudden you are comparing a little closer apples to apples. That may be, ‘hey, is it worth it to pay this creator for this affiliate fee and upfront fee’ or the performance of this post to this one audience that might saturate or might not,” he said.

Cloyd said it’s a two-way street, where creators can also reap the benefits.

“Your content is being amplified by the marketing budget of the company to expose to new audiences and to new parts of the internet and to new platforms,” he said.

So who is using this technology most effectively? Maybe not who you’d think. Cloyd says he and his team are seeing companies down market committing to the investment and seeing outsized results.

“Large enterprises sometimes will actually be significantly less sophisticated despite being more resourced…Down market these very sophisticated, savvy, quantitative digital marketers are using maybe actually even more technology tools and data than some of the bigger companies,” Cloyd said.

Anders Bill, co-founder and chief product officer, says the “scrappiest” people are influencer marketing managers at medium-sized e-commerce brands. His advice to bigger brands is to act as if the budget is limited: “Cut three zeros from that number.”

This in, Superfiliate’s view, enhances the pitch for investing in influencer marketing, especially when those results can pollinate to other parts of the business.

A fist full of data

Bill says that in the modern revenue org the breadth of the marketing function means the line between performance marketing and sales has become blurred.

“We are a channel that basically attracts performance marketers who are sales driven,” Bill said.

The key for Bill seems to be positioning these functions as revenue levers companies can push.

“They’re judged from their CEO and founders on the direct sales and ROI. I view a lot of these people as just revenue generating personnel,” he added.

In the era of AI, automation, and tech stack alignment, ROI is as critical as it’s ever been.

“We have robust technology for organic ROI tracking, and on the paid media side ROI,” Bill said. “The final one is also just social listening, which is more brand awareness. It’s more [cost per thousand] impressions driven. We also bring in all that data too.”

Client insight: Allbirds

Sarah Grosz, who crafts influencer strategy at eco-friendly footwear company Allbirds, said the days of blindly sending products to influencers and hoping for sales are gone, and that’s a good thing.

“I leverage influencers to build brand heat. I leverage them to drive revenue and profitable revenue. I leverage influencers to generate reviews and really increase credibility,” Grosz said.

Unsurprisingly, data is the key to all this. Superfiliate allows Grosz to look at sales data in relation to affiliate codes and links as well as metrics like impressions and engagements.

Grosz said Superfiliate breaks down products sold through affiliates and community, allowing Allbirds to be more effective in creating strategy, as that same data is shared with sales teams.

“Insights like that I can definitely share, and it just brings more impact and value,” she said.