Episode #21
Inside How Hormozi’s Book Launch Broke The Internet - Tobias Allen - #21
ABOUT THE EPISODE: Tobias Allen ran marketing behind the scenes for Alex Hormozi and Acquisition.com, including the "$100M Leads" book launch that registered 560,000 people for a single event and crashed the internet's infrastructure in the process. He later joined FanVue as CMO during a fundraise, helping scale monthly creator sign-ups from 5,000 to 20,000 on the way to a $200M run rate. In this episode, he sits down with Ash and Kane to unpack how the launch actually happened, what he learned scaling FanVue's affiliate program, why he walked away from Hormozi at the peak, and the pricing and brand lessons he's carried into his current role as CMO for Simon Squibb. KEY TAKEAWAYS: The $100M Leads launch registered 560,000 people and sold close to 100,000 books in a single day, though the tech crash likely cost half of total sales He built an affiliate program from 0 to 29,000 promoters in 6 weeks using zero paid ads At FanVue, he traced the company's real growth driver to its affiliate program and scaled it from 170 to 375 ambassadors, helping push the business toward a $200M run rate The "scholarship play" is a lead attraction offer that works in both B2C and B2B Growth comes from finding what's already working and doing more of it, not chasing shiny new channels Pricing is the biggest mistake he sees entrepreneurs make, since it determines your margin for hiring, marketing and growth Brand isn't fluff, it lowers your blended CPA and gives you room direct response alone can't Businesses with a mission win on hiring, customer acquisition and closing sponsors ABOUT THE HOSTS: Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships. They've worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy. Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, supporting them to start, scale and monetise their podcast. BEST MOMENTS: 00:01:56 "We sold close to 100,000 books in a single day." 00:02:23 "I think that the net brand was worth more than half of sales being lost." 00:11:08 "We actually switched PPC off, and the business still grew." 00:15:07 "My health was also suffering. I started getting migraines and nosebleeds." 00:47:39 "Unless you've been at the coalface of customer acquisition, you don't know how hot the stat actually is." LINKS: Website: https://www.podpartnerships.com Email: hello@podpartnerships.com
