Home > Companies > Thought Leaders > Affise’s founder Dimitri Zotov believes that Partner Marketing space will see huge growth in the next few years.

Affise’s founder Dimitri Zotov believes that Partner Marketing space will see huge growth in the next few years.

Dmitri Zotov, Founder of Affise, talks us through their performance marketing platform, the importance of maintaining the highest levels of customer data security, and also shares his thoughtful insights on the affiliate/partner marketing space in his latest interview with Media 7.

Affise to be a platform where customer data security is of the highest standard. We wanted our commitment to security to be more than just words.

MEDIA 7: From being a software engineer to co-founding one of the fastest-growing performance marketing companies, you have come a long way. What would you like to tell us about this journey?
DMITRI ZOTOV: Originally, I trained as a software engineer, so this has been a pretty unexpected journey. One of my first jobs was to build a new software platform for managing an affiliate network, and that was how I first got into performance marketing. We built a really large network that pushed the boundaries of what was possible at the time. It was a great experience and of course, a great way to learn about performance marketing from the ground up.

After working as a software engineer for another performance marketing company, I decided to strike out and build my own affiliate network. This was when I really learned how the industry worked - what was great, and what needed fixing. I worked hard and we made it into the top ten of Russian affiliate networks before I sold the company to Zorka. At this point, I knew I wanted to make something really new that would fix some of the problems I’d seen first-hand in affiliate marketing. I realized that too much of the affiliate marketing industry lacked transparency. Marketers were asked to pay for things they don’t actually want or need, like clicks, instead of meaningful actions like sales.I was really lucky my co-founder Stanislau Litvinau had a similar vision, and so Affise was born!


M7: Interesting. Recently, Affise passed one of the most complicated certifications about data privacy (SOC 2 Type II).What has been the strategy behind achieving such prestigious recognition?
DZ: I’m not sure it counts as a strategy, but we simply want Affise to be a platform where customer data security is of the highest standard. We wanted our commitment to security to be more than just words. Since we launched, we have always worked to meet the highest standards of service and security. For example, we were officially certified for GDPR by the ePrivacy agency two years ago. To get this we had to work on our internal processes, design product updates, and attend endless security training sessions. In 2021 we wanted to raise the bar even higher and get SOC 2 Type II certification, which takes at least 8-10 months to complete. I know a lot of our competitors just pin a standard GDPR document to their website and that’s as far as they go, but we really think customers deserve better.


Rather than breakthroughs, we are more likely to see automation technology mature, and for companies in the AdTech industry to consolidate.



M7: There is no question that affiliate marketing is here for the long haul. Could you throw some light on a few upcoming Affiliate Marketing trends that you are looking forward to?
DZ: Partner Marketing is an area where I think there will be huge growth in the next few years.
One sign this is happening is that more and more big brands are looking for partnerships with influencers. When large companies with massive marketing budgets move into a new sector, you can expect that sector to grow pretty quickly. Another factor is that prices for Google and Facebook ads are spiking, and that’s forcing marketers to look for other opportunities. But perhaps the biggest factor is that Partner Marketing as a concept is maturing. In the early days, partnering with influencers was time consuming, complicated, and the process was difficult to manage. It’s still not as easy as just buying a Google ad yet, but with tools like Affise Reach (which will launch later this year), it’s getting easier and easier to integrate influencers into a wider campaign.


M7: Partner marketing is indeed here to stay. What are some of the challenges that you see on the horizon for the industry in general and Affise this year?
DZ: I’m going to repeat myself a bit here - I hope you don’t mind! Google and Facebook ads have been reliable and affordable for so long I think the entire marketing industry, not just performance marketing, has grown complacent. These channels still work, but prices are going up rapidly, and the ROI just doesn't fit into as many marketing plans as it used to. Partner Marketing is an obvious avenue to explore, but up till now, it’s been very difficult to work with multiple influencers at once. Addressing this pain point has been one of Affise’s goals for a long time, and we designed our new product Reach to make large scale Partner Marketing possible. It will be out later this year, and we think it is going to attract a lot of new brands into affiliate marketing.


When large companies with massive marketing budgets move into a new sector, you can expect that sector to grow pretty quickly.



M7: What are your predictions on AI/Automation changing our future in the next few years?
DZ: I don’t see any huge breakthroughs in AI or Automation appearing in the next few years. Of course, the most significant breakthroughs come at unexpected times, but there’s nothing obvious on the horizon in my opinion. Part of the reason I think that is that we already live in a world where automation and algorithms are the main players. This is especially in outcome-based Ad channels. I suspect rather than breakthroughs we are more likely to see automation technology mature, and for companies in the AdTech industry to consolidate.


M7: Last but not the least. What do you read, and how do you consume information to stay at the top of your game?
DZ: I try to get information from a wide range of sources, and I tend to look for content about marketing, technology, and anything to do with venture capital. I really like NFX.com, and I subscribe to their newsletter. I regularly read Andreessen Horowitz’s a16z.com and I like the a16z podcast, as well as the SaaStr podcast.

ABOUT AFFISE

Affise is the performance marketing solution that puts the user in control. Creatives and conversions, publishers and payments, everything is right where users need it, easy to manage and analyze. Over 100+ companies using Affise for driving their business forward with conversion-based costs instead of paying for clicks. Among their clients are iFunny (#1 AppStore application in USA), FxClub (The largest Forex broker in Europe), MobUpps (Top 30 AppsFlyer worldwide ratings), Zorka.Mobi (One of the biggest CPI networks in Russia).

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All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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Channel Partnerships

FiscalNote Announces Strategic Commercial Partnership to Accelerate Company’s Global AI Co-pilot Program

FiscalNote | December 11, 2023

FiscalNote Holdings, Inc. ("FiscalNote"), a leading AI-driven provider of policy and global intelligence, today announced a commercial partnership with Era Global Technologies, LLC (“Era”), a technology-focused investment firm backed by leading, closely-held family enterprises. This marks continued support from an early-stage investor and strategic advisor to the Company who has been closely aligned with FiscalNote for over five years. Era’s dedicated value-creation platform, Era Catalyst, will be a foundational channel partner, providing distribution support for FiscalNote’s recently-announced AI Co-pilot program. Era will provide referral services into their extensive network to accelerate sales and introduce FiscalNote’s proprietary AI products in the legal and regulatory space to several of the world’s largest conglomerates. Through these referrals, FiscalNote will drive further AI innovation augmented by input from Era’s network of family-owned enterprises, including large European and Asia-based multinational chemical and consumer goods conglomerates which operate across 19 countries and 25 industries. The collaboration is expected to enable FiscalNote to accelerate its ongoing growth and expansion strategy, advance new product development, and optimize sales and marketing efforts. In connection with the agreement, Era’s investment vehicle, EGT–East, is investing $5.5 million in FiscalNote in the form of a convertible subordinated promissory note, with the potential for up to an additional $2.0 million. The strategic investment will, in part, fund further capital expenditures and development of FiscalNote’s next generation of AI Co-Pilot capabilities, inclusive of deployments into Era’s network of global companies. The terms of the promissory note are further described in FiscalNote’s Current Report on Form 8-K filed with the Securities and Exchange Commission on December 11, 2023. “We are delighted to have Era as a foundational partner in our mission to extend the power of AI-driven policy and global intelligence to businesses and organizations around the world,” said Josh Resnik, President and COO, FiscalNote. “This investment is a testament to the industry-leading and innovative nature of our technology and our potential to transform the way businesses operate by leveraging our longstanding pedigree and leadership in AI. We are especially excited that this investment will galvanize and accelerate our product development and go-to-market strategy for our AI Co-pilot program, which is positioned to revolutionize the legal, regulatory, and legislative domain. Our Co-pilot program marks yet another development in FiscalNote’s ongoing leadership as we innovate and bring to market more AI-enabled solutions aimed at the legal and regulatory sector, while providing incremental growth opportunities to complement our proven, durable base of recurring revenue solutions.” FiscalNote’s AI Co-pilots are new AI solutions customized for policy and risk management professionals to facilitate their day-to-day work such as key tasks related to legislation, advocacy, constituent communications, regulatory responses, and global risk analysis. FiscalNote’s Co-pilots will combine the power of large language models, FiscalNote’s trusted industry leading policy and geopolitical data, and customers’ data, all in a seamless workflow to provide intelligent assistance for the world’s most important decision makers. By deploying FiscalNote’s AI Co-pilots, customers will be able to automate tasks, improve decision-making, and increase productivity and efficiencies – driving value and results across the enterprise. About FiscalNote FiscalNote (NYSE: NOTE) is a leader in policy and global intelligence. By uniquely combining data, technology, and insights, FiscalNote empowers customers to manage political and business risk. Since 2013, FiscalNote has pioneered technology that delivers critical insights and the tools to turn them into action. Home to CQ, FrontierView, Oxford Analytica, VoterVoice, and many other industry-leading brands, FiscalNote serves approximately 5,000 customers worldwide with global offices in North America, Europe, Asia, and Australia. To learn more about FiscalNote and its family of brands, visit FiscalNote.com and follow @FiscalNote. About Era Global Technologies Founded by Jasper Lau, Era is a global investment firm backed by leading closely-held family enterprises across 19 countries and 25 industries. Era harnesses the collective knowledge, corporate intelligence, and strategic capital of the firm's families to build and back transformative, category-defining technology companies.

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