Welcome to our Department Spotlight Series, where we shine a light on our brilliant teams and the people within them. Within this series, we’ll give you a sneak peek into life at Webgains, as well as an insight into what makes our affiliate network and technology platform stand out.
For our sixth instalment, we talk to the UK Account Management Team and discover the day-to-day role of an Account Manager, their top advice for Publishers and what keeps the team motivated to continually deliver world-class service.
What role does the UK Account Management Team play at Webgains?
KP: The UK Account Management team plays a vital role within the Network as we work directly with clients. The role of an Account Manager is multi-faceted, from the day-to-day management of an affiliate programme to finding ways of expanding to new markets, to resolving technical queries and handling invoicing queries. Our Account Managers help clients achieve their growth objectives and overcome business challenges. We invest in the learning and development of our Account Managers, ensuring they offer the best-in-class service and are solution-driven.
What motivates the UK Account Management Team?
RS: There are several motivating factors, but I would say the main motivator that stands out across the team is a strong sense of collaboration and helping each other to reach a common goal. Our team are in constant communication; offering each other support, delivering top tips in team meetings, and celebrating each other’s success.
We have a fantastically diverse group of Account Managers who act as an extension of their client’s digital team. Each Account Manager gets a real sense of achievement when succeeding in growing the client’s affiliate presence. We often introduce short term incentives to motivate the team further; offering a reward for the top performers and playful competition.
The main motivator that stands out across the team is a strong sense of collaboration and helping each other to reach a common goal. The team are in constant communication; offering each other support, delivering top tips in team meetings and celebrating each other’s successes.
What are your primary recommendations to publishers looking to partner with merchants you work with?
VP: My advice would be for Publishers to have an open mind and conversation when talking to Merchants. Your aim should be to gain an understanding of how you can help them achieve their business objectives and contribute incremental value. Often this is as simple as putting additional focus on key trading periods, new customer acquisition, increased AOV (Average Order Value), or driving upper funnel traffic in addition to last click sales and revenue. Focusing on developing long-term partnerships which benefit both parties can spark new ideas and bespoke solutions to challenges. That is, if there’s enough understanding, flexibility, transparency and the courage to test and learn in the dialogue.
What makes the UK market different to others? What does it take to run a successful UK programme?
AW: The UK market is incredibly diverse, we have access to a huge mix of Publishers and with the rise in the number of tech affiliates, this is only getting better and better.
While other markets have so much to offer, I do feel like the UK Publisher landscape is the most balanced. While cashback and voucher sites are incredibly important to the UK channel, we also have so many closed group, CSS, display, tech, loyalty/rewards and content partners available to us which allows UK programmes to not rely on just one or two publisher types. I find in the US voucher and cashback are dominant and in Germany it is a similar story, albeit with slightly more diversity.
To run a successful UK programme and blow the competition out of the water I would suggest keeping an open mind to testing and looking outside of the traditional affiliate set up. There is so much on offer that it can be overwhelming and easy to focus on the traditional affiliates, but by taking time to test new partners and making the most of the support and advice from Webgains, your programme can really thrive.
Why should Merchants choose Webgains for their UK affiliate programme?
SJ: Webgains has established a strong reputation in the affiliate industry as an agile and robust Network that specialises in offering expert affiliate marketing services to brands ranging from SMEs to nationally recognised brands.
The affiliates we introduce are handpicked by a team of skilled professionals. They’re chosen to ensure they resonate well with the brands we work with and promote synergy between the affiliate and the other marketing channels of our Advertisers. At the same time, we ensure these affiliates align with the goals and KPIs set by the Advertisers to guarantee a unique mix of affiliates tailored to meet the requirements of each brand. This will ultimately give each brand exposure to new markets and previously untapped audiences, while simultaneously allowing them to maintain their brand identity by utilising the Webgains platform.
The world of affiliate marketing is ever-changing and always evolving. To ensure we continue to offer our Advertisers the most up to date services and expertise, we have created the Webgains Academy. It is an interactive online learning resource which is accessible to both our team at Webgains, as well as, our advertisers who want to develop, update, and diversify their affiliate marketing knowledge as and when the industry evolves.
Along with continued training for our staff, we also recognise the need to continually refine our existing tracking and analytics technologies to ensure we go above and beyond current industry standards. We aim to continue to offer meaningful insights to aid in long-term strategic planning for our Advertisers.
The affiliates we introduce are handpicked by a team of skilled professionals. They’re chosen to ensure they resonate well with the brands we work with and promote synergy between the affiliate and the other marketing channels of our advertisers.
It’s an exciting time for affiliate marketing and Webgains at the moment. Tell us about some recent successes your department has experienced.
BE: A few big successes have been the expansion of some of our existing programmes. We’re currently launching the French market with Lounge Underwear, after the amazing growth of our work in the UK, US & Germany markets. In addition to this, Castore has recently launched McLaren, Rangers FC & Newcastle United FC via Webgains after the success of their own programme.
Another big success of the team is the impact that we’re seeing from our Smart Commissioning tool. It’s allowing us to work closer with the brands to align with their product margins but then enabling us to work strategically through the affiliate channel.
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