Certification
Noun
[cir-ti-fi-kay-shun]
Certifications are acknowledgements granted to partners for achieving certain milestones. Usually, they acknowledge that a partner has completed product training and is now qualified to represent the company as a partner. They are most often earned as a part of the onboarding process, wherein the partner must learn about the vendor's product to a degree that allows them to comfortably sell/market/share it. Certifications are usually earned early on in the partner journey, but they can also be earned again after product updates or new releases that require subsequent training.
Example: Luke had received his initial product certification on behalf of his partner program shortly after joining Vento's referral program, but a significant update to the main product offering meant he'd be earning an updated certification to make sure he still knew his stuff.
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The Ultimate Guide to Partnerships for Ecosystems in 2023
Noun
[kuhs-tuh-mer loi-uhl-tee proh-gram]
A customer loyalty program is an organized system that allows a company to reward customers for their engagement. The company may offer incentives to customers who promote their brand on social media and in real life, refer business, and perform other activities that are beneficial to the brand. In return, the customers may receive points, swag, conference tickets, gift cards, or other rewards.
Many B2B software vendors understand that their customer base is one of their greatest untapped marketing and sales resources. By encouraging happy customers to share their positive experiences with their peers, vendors can leverage customers as a low-cost, highly effective marketing channel. For example, customers may receive points that can later be redeemed for rewards by referring new business. Or customers may receive cash incentives when they generate new deals that close.
Also known as customer advocacy programs.
Example: As ChamomileCorps’ #1 fan, Refika told all her entrepreneurs friends that the software was a must-have and had saved her a great deal of time and money. Since she received 500 points on ChamomileCorps’ Cham-pions program for every referral, by the end of the year, she had received enough points to redeem them for a brand new iPad.
Noun
[cuss-toe-mur am-bass-a-der]
A customer ambassador is a satisfied customer who takes on a special role helping promote the company and its offerings to their peers. Customer ambassadors have experience with the product, believe in its value, and are willing to recommend it to others. They sometimes contribute to customer case studies, webinars, and other promotional activities for the company.
Customer ambassadors are an extremely important avenue of promotion since personal endorsements and recommendations are so highly valued in a buyer's journey. To spot customer ambassadors, look for successful, highly engaged customers who refer business to you.
Example: Kelly noticed a particular customer was the referral source for several new leads. She reached out to the customer and found they loved the product. Kelly invited the customer to participate in a webinar. Voila, a customer advocate!
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