2021 Partner Program Requirements & Benefits

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Overview

Klaviyo helps ecommerce brands grow their businesses fast and build quality relationships with customers at scale. Ecommerce businesses can leverage their customer data and use their owned marketing channels, the channels that give them the greatest control, to provide a truly personalized customer experience.

Whether you’re enthusiastic about Klaviyo and want to be rewarded for introducing new businesses to our platform, or an agency who wants to provide marketing services for current and prospective Klaviyo customers — the Klaviyo Partner Program is an opportunity to grow your business, while helping other businesses achieve their goals through the use of Klaviyo.

Advisor Partners

For partners who provide marketing services, but are not actively or directly managing clients’ Klaviyo accounts, the Advisor path is where you’ll start. If you have managed accounts and reach or exceed the tier thresholds, you will be automatically be retiered as a Master partner.

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Master Partners

Master Partners provide Klaviyo email marketing services on behalf of our mutual customers. This track requires partners to acknowledge the accounts they are managing and client confirmation. Email marketing services may include but are not limited to strategic guidance, technical support, and superior implementation.

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Elite Master Qualification Details

The partner must meet or exceed the threshold requirements to be considered for invitation to this tier. Invitation to the Elite Tier will be based categories such as:

  • Leadership Alignment
  • Klaviyo Expertise
  • Product Utilization & Adoption
  • Client Account Health

Program Requirements

Application Approval

To be approved as a Klaviyo partner, we ask that you first tell us about your business by filling out our partner application. We use this to learn about the services you offer, other technologies you work with, client types, etc. This information helps us determine whether our program is a good fit for your organization; and if so, helps us align our resources to ensure our partnership is set up for success on day one.


How long does the application process take?

After submission, the application will be reviewed and processed between 2-5 business days.

Once my application is approved, what happens next?

Once your application is approved, you’ll be considered a Klaviyo Partner Prospect. As a prospect, you receive private access to Klaviyo’s online partner portal (to submit any leads, register your managed client accounts, and access the necessary training). You’ll also be contacted by a Klaviyo partner onboarding specialist who will schedule an initial onboarding call to ensure you’re set up for success.

Why would my application be denied?

An application may be denied in the event an applicant does not include required or accurate information, an applicant is not responsive to scheduling an onboarding conversation, or if an applicant’s business is not a fit for the program. If you believe your application was denied in error, please reach out to partners@klaviyo.com and we’ll be happy to review and assist you.

Signed Partner Agreement

All partners must acknowledge the Partner Program Agreement. Program guidelines and rules of engagement are included within the agreement.

Onboarding Webinar

A Klaviyo partner onboarding specialist will walk you through an onboarding checklist, training requirements, and ensure your team is set up for success.

Klaviyo Partners Certification

This certification is designed for your agency to learn what you need to know to be a successful Klaviyo Partner. With the Product Certification As a prerequisite you know how to use the tool but now you need how to position the tool. In this certification you will learn how to position and sell Klaviyo to your existing and prospective clients. We also take you through our Owned Marketing ethos. Finally, we will walk you through our Partner Portal experience and how our Program works.

Product Certification

This certification is designed to familiarize you with Klaviyo so that you are empowered to make the most out of your clients’ marketing strategy. This course covers Klaviyo basics, cultivating relationships through segmentation and personalization, automations, beautifully designed templates and forms, as well as data-driven decision making using Klaviyo analytics. There will be a required assessment at the conclusion of the course. Each partner must have at least one employee receive an 80% or above to pass.

Minimum MRR Referred

Klaviyo considers a variety of factors when accepting or rejecting leads, including, but not limited to:

  • Timeliness of a partner’s submission of the lead
  • Depth of a partner’s relationship with a lead
  • Communication of accurate information about the lead by the partner
  • Existence of a prior, active Klaviyo sales relationship with the lead

Leads are only valid for 90 days from the date of registration and must become Klaviyo customers during that time in order for referral credit to be awarded.

For tier status evaluation, the trailing 12 months of MRR referred will be considered.

Minimum MRR Managed

A Managed Customer is a Klaviyo account that has confirmed they are receiving email marketing services from your agency. It includes, but is not limited to, the management of email marketing activities in the customer’s Klaviyo account.

For Klaviyo to recognize your agency as managing an account, we require that you submit your “Managed Customers” in the Klaviyo Partner Portal. Submitting a “Managed Customer” requires agencies to provide the Klaviyo Public API key and the customer contact information. Once submitted, we email your client directly to confirm your agency’s management. Once confirmed, the account will then be recognized as managed.

Visibility of Klaviyo Brand on Website

Partners who have achieved Gold tier or higher are required to mention Klaviyo on their website. This acknowledgement of our partnership may come in the form of a case study, inclusion of the partner tier badge or Klaviyo logo among other partners’ logos, or a dedicated landing page that outlines the Klaviyo product and related services.

Program Benefits

Online Training Programs

You’ll receive access to free online training tailored to your track and it can be taken by anyone within your organization. Klaviyo will update training within the training portal and release new content when it’s available.

Unique Affiliate Link

You’ll receive a unique link to share with your clients and prospective customers, which they can use to sign up for a Klaviyo account. If someone uses your unique link to sign up for a Klaviyo account and converts to a paid account within 90 days, their MRR will be automatically attributed to your MRR requirements.

Partner Portal Access

Once you’ve submitted your application and you’ve been accepted into the program, you will automatically be eligible to receive access to the Klaviyo Partner Portal. This portal is your online dashboard for lead referrals, resources, and Klaviyo news.

Partner Slack Community

Connect with a community of thousands of agency partners from around the world to share best practices, ask burning questions, and be the first to hear about Klaviyo updates. Upon acceptance into the Klaviyo Agency Program, you will receive a link to join the community.

Access to Klaviyo Leadership

As a Klaviyo partner, you will have access to Klaviyo leadership in a variety of ways. From exclusive partner webinars and roundtables, to beta testing opportunities with departmental leaders, to product roadmap sessions — we value our partner’s perspective and are always looking to involve you in the conversation internally.

Revenue Share Percentage of Referred Accounts

When a referred lead becomes a paying Klaviyo customer, you will be paid a percentage of the MRR for a specified period of time. The percentage and period of time are determined by tier status at the time the lead is accepted. Payments are processed within forty-five (45) days after the end of each calendar quarter.

Revenue Share Percentage of Managed Accounts

For every submitted and approved Klaviyo account you’re actively managing, you will be paid a percentage of that account’s MRR for an indefinite time period. The payout percentage is determined by your status at the time of the payment period. Payments are processed within forty-five (45) days after the end of each calendar year.

Klaviyo Partner Directory

Klaviyo does not sell services, nor do we represent the breadth of services our partners provide. The Klaviyo Partner Directory is the best way for Klaviyo customers to find agencies, consultants, or development firms to help their brand grow. Each partner’s page should be completed and maintained by the partner.

Any partner can start building their profile

Klaviyo Partner Badge

Each partner will receive a logo kit to designate your standing within the Klaviyo Agency Program. Use it on your website and other marketing materials to represent your partnership with Klaviyo.

Access to Klaviyo Marketing Collateral

Located in the Partner Portal, Klaviyo Partners will have access to dozens of sales and marketing materials to ensure success in the program. These assets include product overviews, reports, guides, sales sheets, and more.

Klaviyo Supported Comarketing

Comarketing is defined as an activity that is mutually beneficial to both the partner and Klaviyo. This activity will have the support of partner and/or corporate marketing teams and ultimately will be promoted to our existing customer base. Although who ‘owns’ the activity is to be determined when kicking-off the initiative, the promotions and investment of resources will be shared between both organizations.
While co-marketing activities will be uniquely crafted on a case-by-case basis, the following activities are commonly executed:

Virtual Events

  • Webinars
  • Panels
  • Virtual Activities (wine tasting, cooking class)

In-person Events

  • Hospitality Events
  • Intimate Dinners
  • Happy Hours
  • ABM Events

Content

  • Blog posts
  • Guides / eBooks

Enablement Activities

  • Trainings / Workshops
  • Panel Events

Tradeshow Activities

  • In-booth engagements
  • Dinners
  • Event sponsorships

To request a co-marketing activity, a qualified partner must coordinate with their dedicated channel account manager.

Roadmap Updates (via Events and Webinars)

Klaviyo provides you with a first look at upcoming product enhancements, new features, and innovative ways to leverage Klaviyo for your clients. These roadmap sessions occur during partner town halls, agency workshops, and other Klaviyo-sponsored events.

Dedicated Channel Management

Klaviyo provides a dedicated Channel Account Manager to facilitate your growth within the Partner Program. This individual will support co-marketing activities, train your team to sell Klaviyo, and provide you with the tools and resources needed to be successful in the program.

Dedicated Customer Success Management

A dedicated Channel Customer Success Manager will provide you with Klaviyo product expertise and strategic guidance related to client on-boarding, adopting new features, and best practices for ongoing client success.

 

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