Long-tail partners
Noun
[laang tayl paart·nrz]
Long-tail partners are the roughly 80% of your partner who only drive about 20% of your revenue. The concept of long-tail partners is related to the Pareto principle, which states that 20% of a group of customers will generate 80% of your value. The other 80% of customers drive much less value — about 20% altogether. Your long-tail partners are not your high performers, but you should still develop a strategy to nurture them and realize as much value as possible.
Example: Although they drive a smaller percentage of your total revenue, long-tail partners are still an important subset of customers to engage and enable to make your program as lucrative as possible.
Critical Points of Trust Within Your Ecosystem
Noun
[lur-ning man-idge-mint soft-ware]
A learning management software (also called a learning management system or LMS) is an automated application that houses all of your educational content, including courses and partner certifications, to motivate partners to market and sell your product or service more efficiently. An LMS is a software application used to administer, document, report, and deliver educational content, so it serves an important role in partner onboarding and enablement.
Your partner program platform should offer or include access to an LMS. This is where you can create courses, certifications, documents, and reports that allow partners to enrich their knowledge of the program and market and sell your product more effectively. Some LMS resources can also be available on a self-service basis, so partners can access the information they need when they need it.
Example: Louis needed to learn about a new product release, so he logged into the LMS to take a certification available for the product.
Noun
[lee·d jeh·nr·ay·shn]
Lead generation is the process of attracting prospective customers and nurturing their interest in your business with the eventual goal of turning them into converted customers. In B2B SaaS, lead generation can be done through inbound marketing, SEO, re-targetting, partner referrals, free trials and more. Those potential customers (or warm leads) are then followed up with to show them the value of your service or product to convert them to purchase your product or service.
Example: As part of your partnerships program, you can offer affiliate partners incentives for lead generation in order to increase sales.
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