AffPapa, the well-known iGaming directory that connects affiliates and operators for fruitful partnerships, was recently looking to spotlight someone many industry professionals have probably seen at conferences, partner events, and international exhibitions.
Who did they choose? Our very own Margo Redko, Key Account Manager Team Lead at Endorphina!
In her exclusive interview with AffPapa’s Yeva Avagyan, Margo shared the secrets behind successful account management and ‘The Art’ involved in making it work. Let’s look at what she’s painting...
MISTAKES? WHAT MISTAKES?!
When asked what mistakes teams usually make at the very first stage of working with an operator, Margo went straight into action by saying that many teams rush into the first call without a clear strategy. But not Endorphina.
“For us, the flow is very different. Before we even contact a project, we analyze everything.”
She then went on to explain why not having a proper entrance strategy, and a strong offer for the operator was the biggest mistake.
STRONG AND TASTY OFFERS. MMM...
It must have been close to lunchtime as AffPapa then asked what makes a “strong and tasty offer” from a provider’s side.
“A good offer stands out. Sometimes it’s a more attractive discount, sometimes a unique mechanic, an unusual campaign, or a promotional idea nobody else is doing.”
She further explained that the offer must always match the operator’s audience, and the reasons why.
ANALYZE TO EMPATHIZE
The importance of understanding the operator’s players raised a query on what exactly does get analyzed.
“Everything that reflects real player behavior: how much they bet, when they play, what themes they prefer, and which categories perform best.”
Our artful Account Manager then went on to give details on what helps Endorphina choose the right games and the right promo activities from day one.
TEAMWORK MAKES THE DREAM WORK
There's no ‘i’ in team, but there is in ‘Endorph’i’na’! So, with Margo, who wears what hat and who handles what chat?
While she discussed the vital importance of Sales and Partnership management along with Success and Account manager roles, she also highlighted her own team’s position.
“My team, Key Account Management, takes care of the biggest partners, where competition is highest, and the strategy needs to be the strongest.”
RED FLAG ALERTS!
With her years of Account Management experience, what signals tell her that a project might be weak or problematic?
“The biggest signal is very little promo. If a casino has only a couple of banners and almost no bonuses or tournaments, it’s a sign they don’t work with new traffic at all, only with whatever old audience they have left.”
She also highlighted the lack of new categories and an outdated version of the website, since players today expect constant content updates, meaning bonuses and visuals.
And what advice would she give to junior account managers?
“Build relationships. And be patient; good partnerships take time.”
It’s certainly clear from these early important topics of Key Account Management that she has honed it down to a fine art, and she had plenty more to add in giving strategic insights into what keeps Endorphina at the top of the supplier pecking order – and how she keeps us up there.
Other findings in key areas like market misconceptions, how we stay ahead of the game, how a provider can influence the operator’s success, why integration can take so long, provider competition, and more helpful tips for junior Account Managers taking their first brushstrokes, are all covered in this very illuminating interview.
Want to know more secrets of Successful Account Management? Over to Margo! Read the full AffPapa interview with Ms Redko here.
