While everyone knows that word-of-mouth is the best marketing out there, very few subscription sites take advantage of such endorsements with a formal program. SimpleK12, however, is smarter than that.The B2B professional development and eLearning site has a formal Ambassador program that leverages its incredible enthusiastic audience of teachers to get them to advocate for the site with school administrators and sell more site licenses. Ambassadors get a digital Welcome Kit full of electronic “goodies” to help them spread the word, an official Ambassador badge for their profile on SimpleK12, and a chance to win the site’s signature bunny slippers.The reason this program works so well is because the site already has a highly engaged audience through their gamification strategy and creative branding (SimpleK12 staff are known to show up at industry events wearing bunny slippers — if B2B sites don’t think they can be creative and fun with their member engagement, they should read the in-depth Case Study on SimpleK12 now).In return for such benefits, Ambassadors often help SimpleK12 develop leads and close sales for its lucrative site license sales, which makes up the 80% of the site’s $4 million in annual revenues.Other B2B sites should consider adopting Ambassador programs since it’s almost always easier to close a deal when you have an inside man advocating your cause. Bunny slippers are optional.