What does it take to turn a casual affiliate meetup into one of the world’s leading Partner Marketing events? In this episode of The Partner Marketing Podcast, Matthias is joined by Matthew Wood, founder of Hello Partner and the visionary behind PI Live. The discussion takes place live at PI Live USA, providing a unique backdrop for a conversation that spans over two decades of marketing evolution.
Throughout the episode, Matthew shares the story of how he entered the industry, what inspired the creation of Hello Partner, and how his events - such as PI Live in London and Miami - have evolved over the years. The conversation also dives into industry trends, regional differences between the U.S. and Europe, and the future trajectory of Partner Marketing.
Matthew’s Background and the Birth of Hello Partner
Matthias: "Hey, everyone, welcome to the Partner Marketing Podcast. Today I'm joined by Matthew Wood, founder of Hello Partner and the mind behind PI Live. If you're in partner or influencer marketing, you've probably been to one of his events, like in London or here in Miami, where we're recording today. Matt, awesome having you today. Welcome to the show! Can you give a bit of a background of yourself and how you came to found Hello Partner and the events of PI Live?"
Matthew: "Thank you so much for having me. It's brilliant to be on the podcast, Matthias. I've been involved in the industry for over 25 years. So, straight out of university, I started as an affiliate on pretty much all the models, search arbitrage, cashback, and coupon. In fact, had the largest cashback in the UK before any of the incumbents today even existed. So I've kind of been there, done that. Co-founded an agency as well, as well as a larger coupon site, VoucherCloud, that was sold to Groupon fairly recently. I've been doing that for a while, but the passion has always been the events."
Despite his success in affiliate ventures, Matthew explains that his true passion has always been community building - specifically, organizing events that bring like-minded professionals together. This passion led him to organize his first small affiliate meet-up in Bristol, which unexpectedly attracted 30 to 40 attendees. Recognizing a clear need in the industry, he soon organized a larger gathering in London. What started as a casual meet-up in a pub quickly escalated into a significant event attended by over 600 people. These early experiences laid the foundation for the launch of the A4U Expo in 2008, the precursor to what is now PI Live.
Growth of PI Live and Evolution of the Events
The first official PI Live event took place in 2008 at the Excel venue in London. Although the event faced typical early-stage challenges, the team managed to create a vibrant and impactful experience.
Matthew: "We had a brilliant time at our first event. And we even did our first awards ceremony in the pub. We had fish and chips, pie and chips or something. We couldn't afford a comedian, so we had a Ricky Gervais lookalike hosting the awards. But it was great. We started something that became to be something much bigger."
Over time, the event expanded across Europe with stops in cities like Berlin, Munich, Barcelona, and Amsterdam. However, Matthew later realized that the market preferred a consolidated event, leading to a stronger focus on developing PI Live Europe in London as a central hub.
Currently, the team is working to broaden the reach of the London event by attracting more international participants. At the most recent edition, about 35 percent of attendees came from outside the UK, including countries like Germany, the Netherlands, and the United States.
Industry Trends and Enduring Topics
Matthew reflects on how, despite significant technological changes, many core industry conversations have remained consistent. Attribution, for instance, was a hot topic in 2008 and continues to be widely discussed today. While events have evolved to become more sustainable - such as eliminating plastic usage - some themes like cashback and voucher marketing are still subjects of debate. Matthias expresses some surprise that coupon marketing remains controversial for certain Brands, given the abundance of data supporting its effectiveness. Matthew acknowledges that strategies vary: while some Brands thrive using coupons and cashback models, others prefer to focus on content commerce or creator-based campaigns.
Retail media and the creator economy are two of the most prominent areas of growth. Content-to-commerce models, particularly in the U.S., have surged in popularity. Matthew points to media outlets like BuzzFeed, Wirecutter, and Forbes as powerful drivers of affiliate success. When these platforms or creators go viral, they can generate substantial returns for partner programs. He also mentions Brand-to-Brand partnerships and niche tools like BrandSwap as additional avenues for innovation.
Blurring Lines: Affiliate, Influencer, and Partner Marketing
A significant portion of the discussion centers on the convergence of influencer marketing and Partner Marketing. While PI Live now incorporates stages for both disciplines, Matthew emphasizes that there are strong synergies between them. For example, influencers can be used for branding or direct performance marketing through affiliate links. The affiliate industry, according to Matthew, is incredibly adaptable. It has shown resilience and innovation, especially during economic downturns such as the 2007–2008 financial crisis, which catalyzed the rise of discount code websites.
The expansion of creator-driven marketing is also transforming how Brands interact with audiences. While some creators are best suited for branding, others fit well within performance-based frameworks. The key, Matthew stresses, is understanding each campaign’s specific goals and matching them with the right strategies and partners.
Changes in Event Audiences and Community Dynamics
When asked whether the demographic makeup of attendees has changed over the years, Matthew acknowledges a shift. While many long-time industry veterans still attend, there is a noticeable influx of younger, entrepreneurial participants - especially in the U.S. These newcomers are often not explicitly aiming to build an "affiliate" business but discover that affiliate monetization is a powerful and efficient way to grow their ventures.
Matthew: "There's lots of entrepreneurial Publishers and affiliates out here in the U. S. market that are incredibly smart and are building things very quickly to capitalize. And they don't necessarily go into it saying, 'I'm going to build an affiliate business,' but they realize that they can monetize their business effectively through it. So it's really great to get that kind of people into the show, as well as those that have been around a long time."
This intergenerational mix enriches the events. Industry veterans can mentor newcomers, and the newer players bring fresh ideas and energy. Matthew believes this dynamic is essential to maintaining the vibrant and collaborative atmosphere that defines Hello Partner events.
Cultural Differences: U.S. vs. Europe
The conversation then shifts to a comparison between the U.S. and European markets. Matthew notes that while both audiences share a similar mission - connecting Brands with Publishers - their approaches differ. U.S. participants tend to be more direct and business-focused, often jumping straight into deal-making during their scheduled 15-minute meetings. In contrast, European attendees place a greater emphasis on building relationships over drinks and informal conversations.
Despite these differences, both events foster meaningful networking through mixers, social events, and even wellness activities like Pilates. The team deliberately creates these “intentional moments” to spark connections beyond traditional meeting formats.
Logistics and Planning of PI Live Miami
Matthew reveals that PI Live Miami, now in its third edition, is organized entirely from the UK without a U.S.-based office. Contrary to what one might assume, he finds organizing the Miami event more straightforward than hosting shows across multiple European countries. The U.S. model, which relies heavily on food and beverage spending, allows for more flexibility in event design.
Matthias: "Wasn't that a big challenge, setting up an event here in Miami, on another continent, basically? How was that for you?"
Matthew: "It's not as hard as doing events in Europe, I'd say, in mainland Europe. Because although the model is completely different, so it's all based on food and beverage spend. But, you know, it's actually not as bad as people think. We don't have an office in the U.S. at all. We all do it remotely from England. And it works pretty well. We have the support of key sponsors who come back year after year and support us and want to see the industry grow. And that really helps as well, connect us to the right people in the market too. We leverage our own relationships for the success of the event."
Planning for each event begins roughly 12 months in advance. Hello Partner’s 24-person team manages four major events and four awards shows annually, making for a demanding but rewarding calendar. Support from recurring sponsors plays a crucial role in maintaining momentum and growth.
Beyond Events: Creator Fest and Performance Marketing Awards
In addition to PI Live, Hello Partner also organizes Creator Fest, an event dedicated to the creator economy. Originally branded as the Influencer Marketing Show, it has since been renamed to better reflect the evolving landscape. Scheduled for October (with future plans to move it to summer and expand to two days), Creator Fest highlights the broader influence of creators, including their role within affiliate marketing.
Hello Partner also runs the Performance Marketing Awards (PMAs), which will celebrate its 19th edition at London’s largest ballroom. The PMAs not only spotlight high achievers in the industry but also highlight critical topics such as compliance and transparency, showing a commitment to recognizing innovation and responsible practices.
Looking Forward: AI and the Future of Partner Marketing
The episode concludes with a discussion on future trends. Artificial intelligence (AI) is, in Matthew’s words, “inescapable.” He believes it will significantly change how campaigns are researched, planned, executed, and monitored. For instance, AI can enhance fraud detection by analyzing conversion and cookie data for anomalies using tools like ChatGPT scripts. These capabilities will empower Brands to run more effective and secure Partner Marketing programs.
Overall, Matthew sees the industry as expanding rather than contracting. Where programmatic advertising once seemed to pull resources away from affiliate marketing, today the space is absorbing new methods and models, becoming more dynamic and multifaceted.
Matthew’s journey underscores the power of connection, adaptability, and vision. Through Hello Partner and events like PI Live, he has created platforms that not only reflect the industry's history but also actively shape its future. With continued innovation in event design, a growing embrace of the creator economy, and the integration of AI, the landscape of Partner Marketing is poised for even greater evolution in the years to come.
Listen to the entire episode on Spotify, Apple Podcast, our website, and all other podcast platforms.
About The Partner Marketing Podcast
The podcast brings together thought leaders and professionals from across the globe. In each episode, our host, Matthias, sits down with guests to discuss the evolving world of Partner Marketing and share personal stories.
For more details, please visit www.tradedoubler.com/podcast