Flipping the Funnel with Ashley Whetung

Affiliate marketing is often dismissed as a bottom-of-funnel, last-click channel, but that perspective sells it short. In this episode, host Keith Posehn is joined by Ashley Whetung, Senior Consultant at Zorz, and co-host Liem Vuong to explore how affiliate and partnership programs can play a much larger role in demand creation, trust building, and brand growth.From mass media publishers to creators and influencers, the discussion dives into how partnerships fuel discovery, drive efficiency, and deliver long-term ROI. Ashley breaks down how brands can test, iterate, and scale smarter—turning affiliate from a transactional channel into a strategic growth engine.If you’re rethinking how affiliate and creator partnerships fit into your marketing mix, this episode will change the way you see the funnel.Chapterization00:00 – Introduction – Keith welcomes Ashley Whetung and Liem Vuong00:30 – Affiliate Misconceptions – Why brands see affiliate as bottom-of-funnel01:55 – Beyond Demand Capture – Affiliate as awareness & trust-building channel04:00 – Expanding the Affiliate Spectrum – Mass media, creators, and hybrid models06:10 – ROI & Up-Funnel Testing – ROAS, CAC, and opportunities beyond last-click08:30 – Efficiency & Cash Flow – Performance-based payouts and ad spend efficiency10:25 – Macro Environment Impact – Economic pressures shaping brand strategy12:40 – Influencer Evolution – Hybrid creator models and long-term value14:40 – Authenticity & Trust – Building lasting relationships through creators16:20 – Case Studies – NordVPN, Skillshare, and other breakout examples17:20 – Testing & Iteration – Building your affiliate/creator “muscle”20:20 – Scaling Strategically – From first campaigns to repeatable growth22:25 – Borrowing Trust – Startups leveraging partners for credibility23:30 – Closing & Key Takeaways – Lessons on persistence, strategy, and long-term impact