Business of Credentialing and Program Operations

The Certification Market Playbook: Adoption, Retention & Growth Strategies

Wednesday, November 19, 2025

9:00 AM - 10:00 AM MST

Location: Palm 3AB

Main Contact/Presenter(s)

Brodie Wise, PMP

EVP, BD & Marketing
ITS, United States

Presenter(s)

Pamela Ing, PhD, ICE-CCP

Chief Credentialing Officer
AANPCB
Autsin, Texas, United States
Lavina Harless, MSW, LCSW

Senior Director of Examination Services
ASWB
Culpeper, Virginia, United States

I.C.E. Exchange Program Description : Let’s learn from our past, shape our future, and develop programs that meet candidates where they are today. Certification programs require data-driven strategies to enhance market penetration and ensure sustainable growth. The evolution of programs continues to change and understanding this mindset will allow growth for our programs. This presentation will provide actionable insights and practical approaches to achieve these goals.

• Benchmarking Market Adoption: Establish realistic expectations for new certification programs by understanding market trends and benchmarks.
• Increasing Certification Adoption and Recertification Rates: Explore effective strategies to boost initial adoption and encourage ongoing recertification among professionals.
• Data-Driven Approaches: Utilize data analytics to segment, target, and engage new candidates, ensuring tailored outreach and improved engagement.
• Reinvent engagement: Evaluate new practices from traditional programs, current needs of new demographics, and ways to expand and manage costs.

Join us to discover how to leverage data to drive adoption, retention, and growth in certification programs.

Learning Objectives:

At the end of the session, attendees will have realistic expectations for new certification programs by thinking about market trends and benchmarks to assist with making strategic decisions.
At the end of the session, attendees with have new strategies to increase initial adoption and encourage ongoing recertification among professionals, ensuring sustained program growth.
At the end of the session, attendees will be able to apply data analytics to segment, target, and engage new candidates for outreach and improved engagement.