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Always Be Testing: Daily Summaries Delivered
by Tye DeGrange
Always Be Testing explores the experiments, insights, and growth stories shaping the future of affiliate and partner marketing in B2B SaaS. Hosted by industry veterans, the show dives deep into real-world lessons from the people driving measurable impact at companies like Google, HubSpot, Ramp, Webflow, G2, and beyond. Each episode uncovers what happens when today's most innovative marketers challenge assumptions, run smarter experiments, and build programs that scale revenue through meaningful partnerships. If you’re in affiliate, partnerships, or SaaS growth — this is your front-row seat to how the best do it (and what they’ve learned along the way).
Latest Episodes
The most recent episodes — sign up to get AI-powered summaries of each one.
- 6 days ago41 min
#136 The Next Arbitrage Window Is on ChatGPT | Mike Mallazzo & Tye DeGrange
Mike Mallazzo, GM at Alephic Media, joins Tye DeGrange to unpack the next arbitrage window: marketing to LLMs and AI search engines. They cover AEO and GEO strategy, how brands get cited by ChatGPT and other AI assistants, the emerging opportunity in AI-driven ad arbitrage, why partner and affiliate marketing are becoming core to AI search strategy, and why traditional attribution models (MMM/MTA) are losing their grip.#AlwaysBeTesting #AEO #GEO #AISearch
- 1 weeks ago21 min
#135 83% of AI Citations Aren't Yours — Here's What To Do | Katerine Tamargo & Tye DeGrange
Katerine Tamargo, Head of AI at CJ (Commission Junction), joins Tye DeGrange to unpack one of the most surprising findings in generative engine optimization: more than 83% of AI citations point to third-party sources, not brand-owned content. They dig into the KPIs that actually define AI visibility — mention rate, sentiment, position, and citations — and why a rigorous test-and-learn methodology beats chasing tactics. Katerine also busts a few of the biggest myths circulating about GEO and agentic AI, and explains how publisher compensation models are evolving as AI reshapes the path to purchase.What you'll learn:• Why third-party content — not brand-owned pages — wins the majority of AI citations• The KPIs that define AI visibility: mentions, sentiment, position, and citations• How to build a real test-and-learn framework for GEO instead of guessing• Why the old "owned media" playbook doesn't translate to AI search• How publisher compensation is shifting as AI answers replace clicks• Common myths about GEO and agentic AI, debunked
- Sep 2, 202631 min
# 134 Building a SaaS Company Partner-Led From Day One | Michelle Eatherton & Tye DeGrange
Michelle Eatherton, Chief Business Officer at Liminal, shares how she convinced her co-founder to build the company partner-led from the very first call, before there was even a product. She and Tye dig into why mid-market enterprises are the underserved sweet spot for AI governance tools, and what it really takes to earn a hyperscaler co-sell relationship.
- Sep 1, 202631 min
#133 Making Podcast Ads Fully Performance-Based | Jordan Bentley & Tye DeGrange
Jordan Bentley, founder of Audio Hook, explains how he built a performance-based podcast advertising model where brands only pay for real outcomes, not impressions. He and Tye talk about why AI made ad production easier (not the strategy), and why geo-based incrementality testing beats promo codes for proving what's actually working.
- Aug 24, 202635 min
#132 Turning App Confetti Screens Into Revenue | Michael Gants & Tye DeGrange
Michael Gants, founder and CEO of Encore, breaks down how apps can turn unused "streak" and celebration screens into a new revenue stream, without a single ad or paywall. He shares how brands like Disney, Uber, and Apple are paying to reach users in their happiest moments, and why founders should be more afraid of a broken CAC/LTV ratio than of running a monetization experiment.
- Aug 11, 202637 min
#131 Can Affiliate Marketing Save the Open Web? | Brooke Schaaf & Tye DeGrange
Brooke Schaaf, co-founder of FMTC and author of the new book Affiliate Hypotheses, joins Tye to make the case that affiliate marketing might be the internet's best — and sometimes only — way to monetize the open web. They dig into why walled gardens like Google and Meta get outsized credit for conversions, and why AI search is putting the open web's survival at risk.
- Aug 7, 202639 min
#130 From 50 to 5,000 Customers in 60 Days: Pictory's PMF Story
Vikram Chalana, CEO and founder of Pictory, joins the show to unpack how his AI video platform went from 50 customers to 5,000 in just 60 days — and why the breakthrough came from changing the market, not the product. He digs into Pictory's State of Video report (AI adoption has no Silicon Valley bias — Florida and Indiana are leading users), the design principles that keep Pictory out of the "timeline" trap of tools like Premiere, and what's next: code-generated, interactive video that could reinvent how content gets made and consumed.
- Jul 28, 202641 min
#129 Building Enterprise-Grade AI Tools Safely | Danielle Sakher & Tye DeGrange
Remy's Danielle Sakher explains how her team balances speed with observability and security as AI coding tools move from novelty to enterprise infrastructure. She shares what it's really like selling an AI builder to security-conscious industries like financial services, plus a wild stat: alpha users have already spent $300K in AI compute.
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About Always Be Testing
Always Be Testing explores the experiments, insights, and growth stories shaping the future of affiliate and partner marketing in B2B SaaS. Hosted by industry veterans, the show dives deep into real-world lessons from the people driving measurable impact at companies like Google, HubSpot, Ramp, Webflow, G2, and beyond. Each episode uncovers what happens when today's most innovative marketers challenge assumptions, run smarter experiments, and build programs that scale revenue through meaningful partnerships. If you’re in affiliate, partnerships, or SaaS growth — this is your front-row seat to how the best do it (and what they’ve learned along the way).
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