We’re back with another episode of ComplianceCast! Join us once again as we continue our conversation with Amanda Farris from LinkUnite. This episode is part two of our series with Amanda because we just couldn’t include all the great content from our conversation in just one video! In part 2 we chat about the future of the affiliate marketing industry, with a deeper dive into the critical intersection of A.I. and data privacy.

Amanda discusses some anticipated changes to the industry through the remainder of 2023 and looking ahead into 2024, we hit on topics around upcoming legislation, shifts in mindsets, and future-forward industry trends.

It’s probably no surprise that we go over some of the ways AI is reshaping the industry, enhancing efficiency, spearheading creativity, and driving data analytics and modeling. We also touch on the topic of data privacy – which is a central issue when considering feeding data into AI platforms.

The episode also broadens the dialogue on AI’s potential to change the way we work, learn, and live – summarizing lengthy articles, breaking down complex tasks, and promoting various learning styles. Embracing change is the way forward as we navigate the next big waves in the upcoming year.

Don’t forget to check out our Video Library for more subjects like a.i. and data privacy, along with a host of past ComplianceCast episodes and resources. As always, keep an eye out for more episodes to come on ComplianceCast!

Sara Malo is the President/COO of LinkUnite, a community of executive women in digital marketing and the VP of Partnerships at Lead Generation World. She started LinkUnite in 2022 with Amanda Farris after realizing that there was a need for support and representation for executive women in the male-dominated digital marketing industry.

Malo and Farris both have over 30 years of experience in the industry and are dedicated to providing value to their members, partners, and ambassadors.

Malo has seen significant changes in the industry’s gender representation and equality over the years, from the days when the only women representation was booth babes at events to now having women owners, Presidents, and CEO’s at the forefront. “We often wondered why it was so male dominated and how there wasn’t any support out there for the executive women in the space,” Sara told us. She is excited about the progress that has been made but acknowledges that there is still a long way to go.

Sara is clear what her mission is: “We want to see more brilliant women delivering content at the industry events.”

As a single working mom, Malo believes in not seeing things as challenges or as negative but instead choosing to focus on the positive. She is a very busy person but manages to be a present mother by working from home full-time and being a master of multitasking.

She enjoys running, hiking, and blogging, believes it is essential to make time for hobbies and interests outside of work. “I start every day hiking my two dogs (Luna and London) in the woods and catching the morning sunrise,” she told ADOTAT. “This gives me time to get fresh air and figure out how to attack my day. I do my best thinking in the early morning hours. Oftentimes I am texting or skyping Amanda and Mike with new ideas that pop into my mind. I love that they get to wake up to this as they are both on different time zones.” Blogging is another hobby that she finds therapeutic, and she does it to get her thoughts out, “even if no one reads it.”

Aside from her hobbies, Sara is also passionate about community involvement. She chairs a local scholarship committee that has given out $500,000 to graduating seniors, and she enjoys writing letters of recommendation for young people heading off to college. Sara also serves as the President of her local athletic boosters association, which supports student-athletes and athletic programs. She believes that volunteering is essential and finds it to be one of the most rewarding experiences, second only to being a mother.

According to Sara, “I think my biggest pet peeve is when people say they don’t have time to volunteer. My response is to make time and give back.” She emphasizes the importance of being a role model and leading by example, especially for young people. By volunteering in her community, Sara feels that she is making a positive impact and contributing to a better society.

Malo’s latest project is the LinkUnite Mentor Program (L.I.N.K.), which she launched with Kathy Yang from Digital Moses and a young college student named Emma. The program aims to ensure that industry knowledge is passed on to the next generation, and Malo encourages anyone interested to reach out to her.

Malo approaches business development in the marketing events industry by listening to what her clients need and being a good person they want to talk to. She takes time to understand their business and how events can help them with growth and ROI, with the value being the number one component.

Her expertise in sales, client success, and business development has been instrumental in her current role as the President & COO of LinkUnite. She creates her approach, which focuses on building strong relationships and always making herself available to brainstorm a new idea with clients.

She has worked with many clients, some of whom have become close friends over time.
As the Vice President of Partnerships at Lead Generation World, Malo is responsible for creating partnerships with industry players and finding the right sponsors for events. She has a vast network and works to bring in sponsors that are a good fit for the event and provide value to attendees. She is also responsible for creating and executing on-site sponsorship programs.

She sees that performance marketing is a rapidly growing industry with endless possibilities for innovation and development. She says, “Performance Marketing is very unique and rapidly growing. I am still learning something new daily and I only see digital marketing growing from here on out.”

When it comes to her personal brand, Sara says it has been the “key to her success.” She used to work behind the scenes, but she wanted to be known and give back some goodness. She believes that every post, picture, video, podcast, etc. that she puts out into the world comes from a genuine place, and she takes pride in that. “

Sara also emphasizes the importance of networking in the marketing events industry. She believes that it is essential to be visible and have in-person conversations, particularly when it comes to business development. As she puts it, “I am in the part of my career where I only surround myself with good people.” She believes that good people can make a significant impact in the industry, and she only surrounds herself with those kinds of people.

“At our most recent LinkUnite II Event we asked our members to meet us on the beach,” remembered Malo, “We sat in a large circle and we asked our members to share their story. Tell us how they got here both personally and professionally. We had tears, laughter and so many emotions. Giving these women the opportunity to speak and share was life changing. Definitely my most cherished accomplishment thus far.”

Malo is a sought-after speaker and has spoken at many industry events over the years. Malo is passionate about giving back to the industry and has served as a mentor to many young professionals over the years. You can link up with her here.

Amanda Farris, a stunning and charismatic business woman, is the CEO and Founder of LinkUnite, a movement aimed at supporting women in the performance marketing space. With years of experience working in the industry, Amanda has gained valuable knowledge and relationships that have fueled her growth as a leader. She is also a proud Member of CHIEF, a group of accomplished and successful women who support each other’s careers. Throughout her career, Amanda has held various high-level positions, including Director, VP, and CSO. Her passion for the performance marketing industry and her drive to make a positive impact have made her a rising star in the field.

Amanda Farris, CEO and Founder of LinkUnite, is a rising star in the performance marketing industry who is leaving her mark on the business world. Her stunning presence and engaging personality make people take notice when she speaks, and her passion for her work shines through in everything she does.

“LinkUnite is a movement, born out of necessity and driven by myself and Sara Malo,” Amanda reflects on the inception of the women’s organization. “We sat at the hotel bar with some of our favorite industry people and started a list of all the women in the industry we knew were juggernauts in this space and that could help us build something like this.” LinkUnite’s mission is to create a supportive community of women in the industry, and Amanda has dedicated herself to making that goal a reality.

Born and raised in Atlanta, GA, Amanda took her first job in Nashville, TN, during the height of the 2008 financial crisis. Despite the challenges of the job market at the time, Amanda’s determination and passion for her field led her to pursue graduate studies in Nashville, where she completed her MS in Mass Communications.

From an early age, Amanda was exposed to the fast-paced lifestyle of the music industry, as her father worked in the industry and frequently took her on the road with him. This nomad lifestyle has stayed with Amanda throughout her life and she continues to travel and meet new people, enjoying every moment of her adventures.

Amanda’s life on the road has shaped her into the person she is today and her passion for her work is evident in the dedication she brings to every project she takes on. With her background in intercultural communications, Amanda has a unique perspective and is able to bring a fresh and innovative approach to her work.

As a Member of Chief, Amanda is inspired by the powerful women around her who are pushing each other forward. “Seeing so many accomplished and successful women coming together to support one another and push each other forward gives me the courage we all sometimes need to do new things,” she says.

Amanda’s career journey has been a series of exciting roles, from Director to VP to CSO. Her experiences working in the field have been invaluable, giving her the opportunity to work with some of the most brilliant people she’s ever met. “I learned how true partnerships are formed and how to work collaboratively with multiple organizations at once to drive forward new growth opportunities,” she explains.

One of Amanda’s most rewarding experiences was working as VP of Business Development & Sales at LeadsPedia, where she learned about the inner workings of the industry. “I learned how to properly brand at shows, how to make technology work, and understanding numerous verticals and their business models,” she says.

Amanda stumbled into the performance marketing industry by chance when she was looking for a change in her career. “I had no idea what SaaS stood for or what an affiliate even was,” she recalls. “One of my closest friends was interviewing with LeadsPedia and was considering an offer to work there. I came to see her at lunch the day she was getting a verbal offer over the phone. I happened to be there listening in. At the time, I was looking for something new to tackle and needed a change. She muted the call mid way, looked at me and asked if I would ever consider working in tech. I responded ‘I’ll jump, if you jump.’”

The trend towards more calls in the marketing industry is a significant shift that has taken place over the last few years also, according to Farris. At one point, leads were the primary focus in the market, but now calls have emerged as the dominant form of engagement. This is because calls have proven to be highly effective in converting prospects into customers.

Farris explains, “The last four to five years, [the trend towards calls] has really taken off. Call convert. It’s simple. So it makes sense that they are of higher value to marketers.” The increase in the use of calls is largely due to the development of new marketing strategies that have enabled marketers to get more value out of each interaction with a potential customer. For example, workflows such as drip messaging, SMS engagement, and identity graphs have allowed marketers to get a better understanding of their target audience, leading to more targeted and effective marketing campaigns.

Another factor contributing to the rise in the value of calls is the increased availability of fraud protection tools like Anura. These tools help to identify and remove bad actors from the market, which not only improves the quality of the data being used for marketing purposes but also helps to protect consumers from potential scams or fraudulent activity.

Over the years, Amanda has seen the pay-per-call market, lead economy, and text messaging marketing evolve significantly. “The most noticeable change in the last few years is the compliance and regulatory involvement in the space,” she explains. “The rules around engagement and consumer consent are the most notable changes over the last ten years.”

Farris notes, “It’s much more than just a banner on a site. There are quite a few insights we now have into consumers that can be used to help narrow down offers and really engage the proper network of people.” This shift towards a more data-driven and targeted approach to marketing is a key factor in the increased value of calls and the resurgence of the marketing industry in recent years.

Amanda Farris is a true business leader, and her journey to success is an inspiration to women everywhere. Her work with LinkUnite and her commitment to supporting women in the industry demonstrate her passion and dedication to creating change in the business world.

Lee-Ann is back with another podcast. This time, featuring two lovely ladies from LinkUnite, an exclusive invite-only women’s retreat and digital marketing forum that sounds like the perfect combination of a girls’ night of breaking the glass ceiling.

“Dedicated to lifting up female founders in the digital industry.”

Founder and CEO, Amanda Farris and President and COO Sara Malo will be joining Lee-Ann to talk about empowering women in the digital marketing industry. Amanda has worked in tech, real estate, finance, architecture, and design industries and is now sharing her skills in marketing and global communications with the wider world. Sara has been in the marketing industry for 22 years, a topic she regularly talks about in her blog as well as on respected podcasts.

With such a women-centred podcast, we’re asking, how can women excel in the affiliate marketing industry? Are there any ways that women can help each other excel in the affiliate industry? And why would more women in affiliate marketing be beneficial to the industry as a whole?

What can women do to help each other in the affiliate marketing industry?

Well, if we’re to take LinkUnite as an example, that concept came about with a simple question between two women, Amanda and Sara: are there any events that cater to women in affiliate marketing?

Amanda said of her career history, and contribution to women in the industry, “I have basically just meandered my way into really driving home the female initiatives in our industry and uplifting the women in the digital marketing space.”

And that starts with simply having the courage to speak up and team up. LinkUnite started as a partnership, and so can a lot of other endeavours. We definitely have a side effect of women in the workplace trying to prove themselves coming to the conclusion that they have to do it alone. Not true.

And this podcast gets into the need for partnerships across the genders.

Sara says: “Our events that we have that right now, like our event in December, it’s women only, but our biggest partners are actually, uh, men.”

Amanda adds: “The one-day events that we want to do next year, we want those to be co-ed. We want there to be collaboration, you know, any way that they want to participate and be involved.”

Partnerships and teamwork are definitely the key to driving inclusivity, and women aren’t the only ones that can support each other – but events like LinkUnite certainly go a long way to promoting the comradery in the industry.

How can women excel in the affiliate marketing industry?

If we were to take gender stereotypes and run with them, women have a lot of strength in the affiliate marketing management industry. It takes almost a parent’s touch. You have to have the assertiveness of the nuclear family father to ask for what you want, but the mother’s ability to nurture a relationship and compromise where you need to.

This is clear in Amanda, who tells aspiring affiliate managers: “You don’t have to have the education, all the certifications or anything to really hop in. You just have to have creativity and a hard work ethic and you can really get anywhere you want to go. And I think that the story sharing aspect is shared experiences is the quickest way for people to learn, grow, and evolve.”

How can more women in affiliate marketing management help the industry as a whole?

In asking about the industry as a whole, Lee-Ann said: “I deal with affiliate account managers in our training course that are burnt out, they don’t know how to progress, they don’t know where their careers are going, they feel like they’ve landed a job that is constantly asking more and more of them, but they have new ideas to.”

And Amanda had a great insight, saying: “We want to bring in that next generation, that next group of people, and set them up for success so they don’t have to really, I wouldn’t say like work as hard as we do, but they don’t have to experience the same burnout.”

Strengthening the people around us and the people arriving in the next generation will aid the industry as a whole, which is why it’s important to approach the establishment of any marketing firm, and indeed a business, with inclusivity at the forefront.

Listen to find out more about:

• The history of LinkUnite and its progress
• What LinkUnite can offer women in the digital marketing industry
• How women can help each other to develop in the industry
• The inclusivity of the affiliate marketing industry

Key segments of this podcast and where you can tune into go direct

[05:00] – The educational power of “story sharing” at LinkUnite

[10:00] – What you can learn as a newcomer to LinkUnite

[15:00] – The benefit of the “hive mind” of affiliate global partnerships

[20:00] – The confidence to speak up as a woman in the digital industry

[23:00] – Getting involve with LinkUnite as a student or mentor

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Episode 3 with Amanda Farris out! We discuss what its like being a woman within Performance Marketing, better together LinkUnite in person events and why Amanda sees herself as a nerd at heart. #OneLiners

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