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German B2C and B2B transactional portals run on the framework we are developing! From corporate walls to affiliate dreams
Marina Martini, a prominent figure in the affiliate marketing world, recently shared her journey from a decade-long career in iGaming to launching her own affiliate network, Martini’s Affiliates. In a candid conversation, she revealed the motivations behind her entrepreneurial leap, the challenges of navigating new markets, and her vision for connecting smaller affiliates with major brands.
Hitting the ceiling and breaking free
After 10+ years in iGaming, including leadership roles in a major CIS holding, Marina felt a growing sense of stagnation. Despite overseeing a massive marketing budget exceeding $20 million per month and managing teams across Latam, Asia, Africa, and MENA, she yearned for more. The corporate structure limited her potential for growth, preventing her from exploring product development or platform innovation. This desire to challenge herself and step outside her comfort zone fueled her decision to start her own venture.
The allure of iGaming and untapped markets
Marina’s journey began in the binary options space before transitioning to iGaming, drawn by its higher returns and growth potential. Her experience managing paid traffic and brand reputation in diverse regions gave her a unique perspective on market entry strategies. She emphasized the importance of avoiding saturated markets dominated by competitors like bet365, and instead focusing on untapped geos where costs are lower and lifetime value (LTV) can be higher.
Cracking the code in tier three countries
Entering new markets, particularly in Africa and Latam, requires a nuanced understanding of local culture, regulations, and payment preferences. Marina stressed the importance of hiring local teams for insights into market dynamics and consumer behavior. However, she also cautioned against the potential for scams and the need for strong leadership to ensure accountability. While European work styles may not always translate to Tier three countries, a blend of local expertise and strategic oversight is crucial for success.
Building trust and strategic partnerships
Marina’s vision for Martini’s Affiliates is to bridge the gap between smaller affiliates and larger European brands. Recognizing that many brands are hesitant to work with smaller players due to trust concerns, she aims to create a platform built on quality, transparency, and mutual benefit. By connecting these two groups, she hopes to foster growth and innovation within the affiliate marketing ecosystem.
The startup mindset – Flexibility and financial prudence
Transitioning from a large corporation to a startup requires a shift in mindset. While a well-defined strategy is essential, Marina emphasized the importance of flexibility and adaptability. Startups must be financially prudent, carefully tracking expenses and avoiding the pitfalls of blindly following the strategies of larger companies. She advises focusing on core needs, such as a robust technical platform and a strong business development team, before investing in non-essential elements like fancy logos and websites.
Key takeaways for aspiring entrepreneurs
Embrace the Challenge: Don’t be afraid to step outside your comfort zone and pursue your entrepreneurial dreams.
- know your market – thoroughly research new markets, understanding local culture, regulations, and payment preferences,
- build a strong team – hire local experts for insights, but maintain strategic oversight to ensure accountability,
- prioritize trust – focus on building trust and transparency with both affiliates and brands,
- be financially prudent – carefully track expenses and prioritize core needs in the early stages of your startup,
- stay flexible – be willing to adapt your strategy based on market dynamics and new opportunities.
Marina’s journey is a testament to the power of experience, vision, and a willingness to embrace the challenges of entrepreneurship. By focusing on building trust, fostering strategic partnerships, and staying adaptable, she is poised to make a significant impact on the affiliate marketing landscape.
This article is based on an episode of the CEOpen mic podcast. For the full conversation and more insights, tune in to CEOpen mic on YouTube and Spotify – don’t forget to subscribe so you never miss an episode!
