What is an ambassador?
In the context of channel partnerships, an ambassador is someone who actively promotes your brand, product, or service, typically because they genuinely appreciate and believe in what you offer. They’re often customers or users themselves who are willing to share their positive experiences with others.
For instance, if you’re an accounting technology company, you might have an ambassador who regularly uses your software and is eager to spread the word about it. This person could be a CFO who writes glowing online reviews, participates in case studies or webinars for your audience, talks about your product during speaking engagements, or recommends your product in industry forums and social media groups.
While you may have many happy customers, the key characteristics of a partner ambassador include:
- Authentic advocacy: Ambassadors genuinely love your brand and naturally promote it without needing to be paid
- Credible voice: They often have a certain level of credibility or influence in their community or network, which adds weight to their endorsements
- Extended reach: These ambassadors are active and popular in their industry gathering spaces, whether online or at in-person events
Ambassadors can be a highly valuable asset in your indirect sales strategy. Find ways to work with them and include them in your brand community, whether by co-creating content or speaking at webinars or conferences together. By advocating for your brand, these ambassadors can help increase brand awareness, build trust, and ultimately drive more sales.