Guest column

Houston expert: Why tech companies can benefit from building an ambassador ecosystem

Tech companies located in Houston should consider creating ambassador programs to leverage the deep bench of talent and experience locally. Photo via Getty Images

Innovation isn't born in a vacuum nor is the adoption of a new technology. Often the broader path to tech disruption is through groundwork and that's a system best laid by a well-connected network.

The urban megaregion that spans from Austin to San Antonio and Houston to Dallas comprises the largest single regional economy in the world. Furthermore, it is projected to expand its population density 65 percent to an astounding 10 million in the next two decades. In recent years, Houston's reputation has earned numerous nods as a growing tech hub, with many local startups employing entrenched talent from the specialized sectors a startup serves — for example, the digitization of oil and gas or maritime shipping.

Invigorated by its depth of industries including energy, the medical complex, transportation, real estate and education, Houston and its nearby economies are home to a vibrant presence of spirited entrepreneurs and tech-focused universities that are expected to keep pace with much anticipated growth. With nearly 3,000 startups and as the hub of major industries including oil and gas, health care and aerospace among others, the cross-pollinating capabilities of the city is nearly unlimited. Tech companies located here should consider creating ambassador programs to leverage the deep bench of talent and experience in Houston, and tap networking capabilities to drive value and adoption of their offerings.

All changes start small

Ambassador programs undertake the formalization of relationships with respective influencers in target industries to develop deep understanding and engagements with a company's product or service. Depending on the aim, an ambassador program can function similarly to an executive referral program with underpinnings to educate, promote, connect and incentivize adoption.

While each company's process may be unique, the general outcomes of ambassadorship can be shared. According to HubSpot, 90 percent of individuals believe brand recommendations from friends, 70 percent trust recommendations from other consumers, while a reported 71 percent are likely to make purchases based on social media referrals. By providing independent validation, a company's ambassadors can synergistically generate instant credibility that proliferates as an ecosystem expands. And therein lies the magic.

The first step in implementing an ambassador program is to identify relevant industry-specific enthusiasts to form initial connections or tap existing individuals that are particularly helpful or influential. Then create ongoing educational initiatives and offer certifications that reflect company objectives; as a company scales, it's offerings to an ambassador audience should mature to accommodate the company's growth.

Ambassador programs are often built atop reward referral programs to further incentivize knowledge transfership within a community and to galvanize opportunities. With the quality and quantity of companies and industries in the Houston area, a robust intercompany ambassadorship presence can create an enriching environment, generating a breadth of advocates who can spread the word and play an integral role in achieving wider success for the company.

Value begets value

Collectively, startup culture has a history of competition but also of coopetition. While evangelizing tech solutions, the bigger play at hand for ambassadors is to create a robust network that embodies passion, positivity, adoption of valuable technology and the most critical aspect: community.

Change needs a channel to cut its new grooves on, and a knowledgeable ambassador network primed to mutually drive engagement and community around a startups' brand is one of the fastest methods to do just that while also building fruitful relationships for now and into the future.

------

Andrew Bruce is the founder and CEO of Data Gumbo.

Trending News

Building Houston

 
 

Houston-based HighRadius has launched a new platform. Photo via Getty Images

Houston-based HighRadius — which recently hit $1 billion valuation, reaching unicorn status — has launched a new learning platform.

Highako Academy by HighRadius, launched the platform to help credit and collections teams build certain skills faster. Highako features over 650 expert-led videos, community forums, and resources. The new on-the-job training platform, which announced its launch this week, is used by more than 2,800 companies, according to a press release.

"Our customers have asked us for an online self-service learning platform, and that led us to launch highako.com as a beta platform last year," says HighRadius COO Urvish Vashi in the release. "With 10,000+ users on the platform and a vibrant partner ecosystem consisting of credit groups, collection agencies, attorneys and industry associations, we see this echoing a larger trend of millennials and Gen Z gravitating towards microlearning platforms."

In honor of the launch of Highako Academy, the organization has announced plans for Credit SkillCon '21, a lunch-and-learn event from June 16 to July 20. The 53 live workshops, panel discussions, and on-demand sessions will focus on topics including negotiations, credit risk assessment, bankruptcy litigation, collections strategy and more. .

"We continually hear from members about wanting more and different educational options," says Jon Flora, president and CEO of NACM Business Credit Service. "The last year has changed much about how we answer this call, and now we have a solution. We are the first NACM affiliate to partner with Highako Academy."

HighRadius and its AI-powered SaaS technology, which streamlines accounts-receivable and cash-management processes, are growing fast. The company, which processes over $2.23 trillion in receivables transactions annually, per the release, raised $300 million in March. At the time of that raise, HighRadius, founded in 2006, employed more than 1,000 people around the world — and was hiring.

"Our goal has always been to build a long-lasting business that outlasts all of us," Sashi Narahari, founder and CEO of HighRadius, said in the news release. "I look forward to working with [our] high-quality, long-term investors, who share a common vision of transforming the office of the CFO using a combination of artificial intelligence built on top of connected-finance workspaces and embedded analytics."

Trending News