Co-marketing is core to partnerships. It is the act of two similar businesses joining together for a mutually-beneficial marketing partnership in order to reach new potential customers.

Co-marketing is often used interchangeably with the term co-branding, however co-branding requires that two companies join together to market a new collaborative product, while co-branding does necessitate the companies creating a new product. Instead they are using the partnership to market their already-existing owner service or product.

Example: Rajit developed a co-marketing campaign to expand his company's reach by working with a business that targeted a similar ideal customer.

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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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Customer advocate


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A customer advocate is a devoted customer who believes in the value of your business and trusts your product(s) to be worthy of recommendation. They are willing to share their experiences with your product with others, which can greatly benefit your sales process. Customer advocates often collaborate with businesses on case studies, article posts, backlinks, and webinars.

Positive endorsement from existing customers is one of the most compelling tools a potential customer can use in a purchase decision. This makes customer advocates extremely valuable to your organization.

You may have customer advocates approach you, but more often you will have to identify them. Look for repeat customers, glowing reviews, and long-term relationships.

Example: You notice a longtime customer referring a lot of leads your way. You reach out to them and find they're super happy with your services. You ask them if they'd be interested in being a customer advocate, and you plan a webinar with them that brings in even more business. Yay!

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