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Interviews
Published date: July 2, 2009
 © 200
9 Avangate page 1
www.avangate.com
 
Interview with Geno Prussakov
“
Activation and performance bonuses work well to get the ballrolling. The real and lasting motivation can only come fromwithin.
”
 
Cristi Miculi, Affiliate Network Coordinator, Avangate
Interviews, Published date: July 2, 2009
Evgenii (Geno) Prussakovis the founder and CEO of  AM Navigator LLC,  where he works as a consultant and program manager, helping vendors sellmore through affiliates. He is an affiliate marketing evangelist, an internationalspeaker, sharing his successful experience to affiliate managers worldwide viaSearch Engine Marketing Journal, FeedFront Magazine, 
Econsultancy.com’s
blogand through his own blog.Geno was voted the "Best OPM of the Year" for three years in a row (2006-08) by the largest online affiliate marketing community,ABestWeb.com. He is also the author of  
 A Practical Guide to Affiliate Marketing: Quick Reference for AffiliateManagers & Merchants
,a book which explains the basics of affiliate marketing from the
merchant’s point of view. After reading it, I felt like I wanted to know more from Geno, who
was kind to answer a few questions.
Cristian Miculi:
Please tell us a bit about yourself: where does the passion for affiliatemarketing come from?
Geno Prussakov:
My name is Geno Prussakov. I was born in the Republic of Moldova, back inthe days when it was a part of the Soviet Union. I am a professional linguist, and I have alsostudied psychology and philosophy in Oxford. Additionally, I hold a Master's degree ininternational relations from the University of Cambridge.I have been involved in eCommerce for over a decade, and started with affiliate marketingsome six years ago promoting an online store that I owned at the time. Largely due to asuccessful affiliate marketing campaign, the business picked up, and I sold that company over
 
 
Interviews
Published date: July 2, 2009
 © 200
9 Avangate page 2
www.avangate.com
 
two years ago. I am currently helping other online businesses succeed with this marketingchannel by consulting, speaking and writing on the topic.
Cristian Miculi:
In the software industry, many authors / vendors believe that affiliatemarketing is not working
or it’s not worth the effort. What can you tell them?
 
Geno Prussakov:
Affiliate marketing is not working? If it's the competitors of my clients thatare thinking that way, I don't want to convince them otherwise. It is working beautifully for me,and hundreds of other businesses on different sides of the affiliate marketing spectrum(advertisers/merchants, affiliates, affiliate networks, program management companies etc). Asfor it not being worth the effort, I'd say that it isn't only when you are not willing to put inenough of effort - be it into affiliate recruitment, policing, or affiliate program management andsupport.
Cristian Miculi:
You recently talked about the misrepresentation of affiliate marketing,  saying that in order to succeed you need to work hard, which is perfectly true. But what aboutvendor involvement? How much can an affiliate succeed without any help from the vendor
whose products he’s promoting?
Geno Prussakov:
"Vendor involvement" and support are essential, even though in some (rare)cases a vendor can be successfully promoted without much involvement. If it's a large brandthat converts well, and the links are well organized, it is possible for an affiliate to succeed withsuch a merchant. Generally, however, if the vendor is not closely involved in the life of theiraffiliate campaign, the program suffers. It is essential for every vendor to establish a two-waymerchant-affiliate communication channel and ongoing support of their affiliate program.
Cristian Miculi:
 
You’re an experienced affiliate manager. How to find a
nd recruit goodaffiliates? Can you share some of your tips for affiliate managers out there that want toincrease their sales online through affiliates?
Geno Prussakov:
Absolutely. There are 6 techniques that I use on a continuous basis. All of them start with a letter "S": (1) software, (2) social media, (3) search engines, (4) second-tieraffiliates, (5) summits and symposiums, and (6) symbiotic recruitment. You can read aboutthem all in detail here.My experience has taught me that while all of the above-quoted ways
 
 
Interviews
Published date: July 2, 2009
 © 200
9 Avangate page 3
www.avangate.com
 
work well individually, it is often a combination of several of them that helps an affiliatemanager recruit affiliates (especially, the larger ones). You engage in conversations on affiliatemarketing blogs and forums, then run across the same affiliates while recruiting via e-mail, andthen meet them face to face at a conference, and suddenly it clicks! Do not be afraid toexperiment in your affiliate recruitment; but whatever you do, show sincere respect to thepeople that you want to partner with (i.e. potential affiliates).
Cristian Miculi:
Communication between the affiliates and the affiliate managers is veryimportant. How do you communicate with the affiliates you manage?
Geno Prussakov:
I communicate with affiliates via all communication methods available tome: e-mail, instant messengers, phone (only if I know they are okay with it!), regular mail andpersonal meetings, my blogand affiliate marketing forums (like ABestWeb), Twitter (you may find me @eprussakov)and Facebook.
Cristian Miculi:
You wrote a very interesting post about the differences between managementand leadership. What does it take to be an affiliate leader (not only manager)?
Geno Prussakov:
The full answer to your question would take a book. If, however, I were tonarrow things down to, say, three essential steps to becoming a true affiliate leader, they wouldbe: (1) stop managing, (2) start listening, and (3) stand up for your values. Yes, affiliateprogram managers need to understand that management is not for affiliates. They can managean affiliate program, but when it comes to affiliates, they should be sensitive and open-mindedleaders. Additionally, many affiliate program managers are talking at their affiliates, but neverbother to really listen, and respond to them. And, finally, it is sad but true -- some affiliateprogram managers live by low ethical standards, which eventually hinder the development of the industry in the right direction.
Cristian Miculi:
From your experience, what motivates affiliates to promote your brand moreprominently?
Geno Prussakov:
Again a question that could take a good book chapter. You'll be surprised,but it is neither money, nor making all things go right within your affiliate program (i.e. havinga 100% affiliate-
friendly website without “leaks”, with well
-converting wisely-formatted landing
of 00

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