Episode 73: Marketing Channel Wars with Tye DeGrange
Growth marketing veteran Tye DeGrange spills the tea about why brands are hemorrhaging money by treating influencer, affiliate, and content marketing like they're sworn enemies instead of best friends. He reveals his game-changing "flywheel" strategy that turns these siloed channels into a powerful…
#100 The Cowboy Code of Marketing: Building Trust in B2B with Tye DeGrange
In this special episode, Tye DeGrange, CEO of Round Barn Labs and host of Always Be Testing, reflects on his journey in marketing and the timeless principles he calls the Cowboy Code. Drawing from his upbringing on a California ranch and decades of experience leading growth at eBay, StubHub, and be…
Horse Lessons from Mom | Ginger DeGrange
For Mother's Day, Tye DeGrange hands the mic to his mom — Ginger DeGrange. Rodeo queen. Horse trainer. Summer camp founder. 36-year instructor who's taught 10,000+ students the art of horsemanship at Santa Rosa Junior College. This one's full of great stories: the OJ Simpson trail ride, a student w…
CTV Measurement Unpacked: Incrementality, Attribution & Holdout Testing | Tom Rathbone
Tom Rathbone joins Tye DeGrange to break down the real challenges of measuring CTV — from probabilistic Nielsen-era methods to where the industry stands today. Tom shares how TVScientific approaches measurement, why holdout testing is still underutilized by most brands, and how to build a test medi…
SaaS Clas EP2: From Single Digits to 25% of Pipeline: The SaaS Partner Playbook | Nancy Harnett, Guy Yalif, and Tye DeGrange
Nancy Harnett (Instantly) and Guy Yalif (Webflow) break down exactly how SaaS companies can grow their partner programs from single-digit contributions to 25% of pipeline and revenue. They cover partner ICP alignment, building a best-in-class partner experience, and why most programs stall before t…
Why the smartest brands are investing in affiliate marketing
In this episode, Tye DeGrange — founder and CEO of Round Barn Labs — makes the case that affiliate and partner marketing, done right, is a trust-building channel rather than the “bottom feeder” its reputation suggests. He explains why the modern trust gap creates an opening for authentic third-part…
GEO, AI Search & Partner-Led Growth | Tye DeGrange - RoundBarnLabs
Tye DeGrange—founder and CEO of Round Barn Labs—joins me to break down how partner-led growth and AI search are transforming digital marketing strategy.
As traditional ad channels get noisier and search algorithms evolve with AI, building sustainable customer acquisition requires a shift toward c…
#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 visibilit…
#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 affiliat…
#137 From CJ Call Center to Fortune 500 CMO | Sunil Kaki & Tye DeGrange
Sunil Kaki, Founder & CEO of Clove Growth, joins Tye DeGrange to trace the career blueprint that took him from a CJ call center to Fortune 500 CMO roles. They dig into brand vs. performance marketing, why chasing every new channel kills growth, CAC/LTV discipline, optimizing the first-user experien…
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