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26why Enterprise Brands use
Referral Automation to
Generate New Business &
Engage Customers
TWEETABLEREASONS
Image courtes...
When we talk to
enterprise B2B and
B2C CMOs, Sales
and Customer
Marketing Executives,
we occasionally
encounter
Marketing ...
And we’re marketers and sales people too, so we get it.
When in doubt, we find this request usually brings some clarity:
“L...
Sometimes that’s all it
takes to
marketers and sales
people that an automated
referral program might be
CONVINCE
PRETTY SM...
And if that doesn’t convince them that they’ve got customers,
partners and employee advocates who are just waiting to help...
If we assume that your happy customers are
savvy enough to recommend you to the right
potential customer then you are well...
gain a competitive advantage, with 43% of those
who use referrals acquiring more than 35% of new
clients through the progr...
are an effective way to attract higher quality
customers. “They are an old idea that’s getting
more traction these days, a...
study ever published on the financial evaluation of
customer referral programs. “We actually have
hard financial numbers, no...
and higher retention than other customers,
making them more valuable in both the short
and long run. 

- AMA

REFERRED CUS...
-B2B News Network

CUSTOMER REFERRALS
ARE ONE OF THE MOST
POWERFUL
ENDORSEMENTS A
BUSINESS CAN OBTAIN.
06
TWEET THIS!
we’ve already talked about funnels and acquiring customers
and Facebook ads. All these things work together with
customer ...
08

to get word out about your small business can be enough to
bankrupt a small company—especially if you’re competing aga...
and customers who were referred by loyal customers
have a 37% higher retention rate. 

- Deloitte

1 IN 3 PEOPLE COME TO
A...
generates over twice the sales of paid
advertising in categories ranging from
skincare to mobile phones. 
- McKinsey

WORD...
begin their purchase journey with a referral from their
network. With a referral in hand, buyers control the
rest of their...
executive buyers tell us that referrals are far more
effective than other approaches for gaining access
to them. Yet the r...
have never been trained in what referral marketing is, nor
how to effectively conduct referral marketing in their
territor...
with responsibility for achieving your company's
revenue goals, you are missing huge opportunities
to share your company's...
say a positive referral from a Facebook friend would
make them more likely to buy from or visit a retailer,
this is clearl...
78 percent of marketers
singled out referral marketing
(also known as “advocate
marketing”) as producing
“good” or “excell...
should be moving towards the top of the heap
in terms of marketing investments. 

- Gartner

REFERRAL MARKETING
17
TWEET T...
57% use customer referral programs. This data shows us
how powerful referral programs can be for companies with a
large an...
to attract patients, hospitals can deploy technologies that will
help them secure and keep those patients as loyal consume...
roughly 30% better than leads generated from
other marketing channels. 

- Tony Nissen, R&G Technologies

REFERRAL LEADS C...
is 50% more influential than an average
customer.   

- Rob Ruggetta, author of Brand Advocates

A BRAND ADVOCATE
21
TWEET ...
have a 37 percent higher retention rate. 

- McKinsey

CUSTOMERS WHO WERE
ACQUIRED THROUGH
WORD-OF-MOUTH
22
TWEET THIS!
77% of the emails were collected via referral, meaning
about 20K people referred about 65K friends. 


- Jeff Raider, Co-F...
By incorporating tracking on the brand and partner
sites, the brand gains full visibility of sales from click to
point of ...
Recent data shows that search marketing spend continues to grow, but its overall budget share
is declining. What this mean...
lies in understanding the “Customer Referral Cycle”—the
way customers refer others to your company who, in
turn, generate ...
Amplifinity’s referral amplification software turns
customer, employee and partner advocacy into
revenue. Our platform provi...
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26 Tweetable Referral Stats

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26 delightfully tweetable referral stats!

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26 Tweetable Referral Stats

  1. 1. 26why Enterprise Brands use Referral Automation to Generate New Business & Engage Customers TWEETABLEREASONS Image courtesy of patrisyu at FreeDigitalPhotos.net
  2. 2. When we talk to enterprise B2B and B2C CMOs, Sales and Customer Marketing Executives, we occasionally encounter Marketing only has so much to spend and we have to generate high- quality leads so sales can do their job. I don’t know. Won’t we get referrals without running an actual referral program? I know we need to tap into our brand advocates for referrals, so we’re going to consider it in 2020. uncertainty about whether a referral program will work for them.
  3. 3. And we’re marketers and sales people too, so we get it. When in doubt, we find this request usually brings some clarity: “Let’s take a look at your pipeline.”
  4. 4. Sometimes that’s all it takes to marketers and sales people that an automated referral program might be CONVINCE PRETTY SMARTafter all.
  5. 5. And if that doesn’t convince them that they’ve got customers, partners and employee advocates who are just waiting to help them generate loads of new business….. then we offer them more proof. 26 Actually, we offer them That usually does the job. MORE TIDBITS OF PROOF Image courtesy of scottchan at FreeDigitalPhotos.net
  6. 6. If we assume that your happy customers are savvy enough to recommend you to the right potential customer then you are well on your way to establishing a valuable conversation and a new business win. - Peter Levitan, Business-to-Community A REFERRAL IS A WHITE-HOT LEAD. 01 TWEET THIS!
  7. 7. gain a competitive advantage, with 43% of those who use referrals acquiring more than 35% of new clients through the program. The most obvious benefits of a well-executed client referral program include higher close ratios, shortened sales cycles, and overall client retention. - Gigaom BRANDS THAT IMPLEMENT CLIENT REFERRAL PROGRAMS 02 TWEET THIS!
  8. 8. are an effective way to attract higher quality customers. “They are an old idea that’s getting more traction these days, and we now have solid evidence of their financial benefits.” - Christophe Van den Bulte, Wharton School Customer referral programs 03 TWEET THIS!
  9. 9. study ever published on the financial evaluation of customer referral programs. “We actually have hard financial numbers, not vague feel-good stories or abstract statistical coefficients. Our findings and methodology are something that financial managers can actually understand and apply immediately.” - Forbes with Wharton School THIS IS THE FIRST TWEET THIS! 04Image courtesy of adamr at FreeDigitalPhotos.net TWEET THIS!
  10. 10. and higher retention than other customers, making them more valuable in both the short and long run. - AMA REFERRED CUSTOMERS GENERATE HIGHER MARGINS 05 TWEET THIS!
  11. 11. -B2B News Network CUSTOMER REFERRALS ARE ONE OF THE MOST POWERFUL ENDORSEMENTS A BUSINESS CAN OBTAIN. 06 TWEET THIS!
  12. 12. we’ve already talked about funnels and acquiring customers and Facebook ads. All these things work together with customer referrals. As we said, it was one of the most underutilized channels. I believe that because often we focus on the front of the funnel and converting people but, let’s see here, the end of the funnel is just as important as the beginning. Once you acquire a customer that’s kind of where the second part of the journey begins and you’re able to get people to turn your best customers into your best salespeople. I truly believe this is possible for most businesses out there.  - Smart Marketer, Austin Brawmer I’M SUPER EXCITED BECAUSE 07 TWEET THIS!
  13. 13. 08 to get word out about your small business can be enough to bankrupt a small company—especially if you’re competing against much larger competitors. Comparatively, paying for referrals is often a far more affordable marketing strategy. And considering that a referred lead is six times more likely than an ordinary lead to end in a sale, offering compensation for referrals can be money well spent. - Funding Gates THE COST OF TRADITIONAL MARKETING AND ADVERTISING Image courtesy of David Castillo Dominici at FreeDigitalPhotos.net TWEET THIS!
  14. 14. and customers who were referred by loyal customers have a 37% higher retention rate. - Deloitte 1 IN 3 PEOPLE COME TO A BRAND THROUGH A RECOMMENDATION 09 TWEET THIS!
  15. 15. generates over twice the sales of paid advertising in categories ranging from skincare to mobile phones. - McKinsey WORD OF MOUTH 10 TWEET THIS!
  16. 16. begin their purchase journey with a referral from their network. With a referral in hand, buyers control the rest of their purchase journey, trusting validation and messaging from their network significantly more than from vendors.    - Forrester, Sheryl Pattek UP TO 80% OF TODAY’S BUYERS 11 TWEET THIS!
  17. 17. executive buyers tell us that referrals are far more effective than other approaches for gaining access to them. Yet the referral strategy is ignored in most corporate sales organizations. If you want your salespeople to have greater success accessing executive buyers, then it’s time to consider this important yet forgotten strategy. - Mark Lindwall, Forrester In our research 12Image courtesy of stockimages at FreeDigitalPhotos.net TWEET THIS!
  18. 18. have never been trained in what referral marketing is, nor how to effectively conduct referral marketing in their territories or accounts. They are clueless as to how to professionally develop referrals to new opportunities. This lack of training not only precludes an effective gain-access strategy, it also perpetuates sales behaviors that undermine additional customer referrals from those who give them.        - Forrester 13 THE VAST MAJORITY of PROFESSIONAL SALESPEOPLE TWEET THIS!
  19. 19. with responsibility for achieving your company's revenue goals, you are missing huge opportunities to share your company's success by ignoring the art of referrals.     - Norbert Kriebel with Scott Santucci, Bradford J. Holmes, Michael Shrum IF YOU ARE A SALES, MARKETING, PRODUCT, OR OTHER LEADER 14 TWEET THIS!
  20. 20. say a positive referral from a Facebook friend would make them more likely to buy from or visit a retailer, this is clearly something all marketers need to figure out quickly. - Altimeter Group Considering that 68% Of consumers with a Facebook account 15 TWEET THIS!
  21. 21. 78 percent of marketers singled out referral marketing (also known as “advocate marketing”) as producing “good” or “excellent” leads. - Software Advice Study of 200 Senior Level Marketers WHEN EVALUATING THE QUALITY OF LEADS BY CHANNEL Image courtesy of adamr at FreeDigitalPhotos.net 16 TWEET THIS!
  22. 22. should be moving towards the top of the heap in terms of marketing investments. - Gartner REFERRAL MARKETING 17 TWEET THIS!
  23. 23. 57% use customer referral programs. This data shows us how powerful referral programs can be for companies with a large and established customer base. The more customers you have, the more opportunity there is for successful referral marketing campaigns as well as the more time, resources and budget you can dedicate to the project. Large companies are dedicating close to 10 employees to their customer marketing efforts. - Demand Metric study OF THE COMPANIES REPORTING SIGNIFICANT REVENUE CONTRIBUTION 18 TWEET THIS!
  24. 24. to attract patients, hospitals can deploy technologies that will help them secure and keep those patients as loyal consumers of their system. More importantly, these new practices will help organizations start to build their health systems as referral destinations within their communities, protecting their referral bases and significantly growing revenue, which ultimately makes marketing dollars exponentially more valuable.     - Jamie Gier, Chief Marketing Officer, SCI Solutions 19 FOR A SMALL FRACTION OF WHAT CMOS SPEND MONTHLY TWEET THIS!
  25. 25. roughly 30% better than leads generated from other marketing channels. - Tony Nissen, R&G Technologies REFERRAL LEADS CONVERT 20 TWEET THIS!
  26. 26. is 50% more influential than an average customer.   - Rob Ruggetta, author of Brand Advocates A BRAND ADVOCATE 21 TWEET THIS!
  27. 27. have a 37 percent higher retention rate. - McKinsey CUSTOMERS WHO WERE ACQUIRED THROUGH WORD-OF-MOUTH 22 TWEET THIS!
  28. 28. 77% of the emails were collected via referral, meaning about 20K people referred about 65K friends. - Jeff Raider, Co-Founder and Co-CEO of Harry’s THE REFERRAL MECHANICS WERE AMAZING 23 TWEET THIS!
  29. 29. By incorporating tracking on the brand and partner sites, the brand gains full visibility of sales from click to point of sale. It can use this data to inform sales and marketing of popular offers, set realistic sales targets and reproduce the offers in other advertising channels.  - Rob Durkin, Co-Founder and Head of Innovation at FusePump THIS, FOR ME, IS THE HIGHLIGHT OF REFERRAL MARKETING Image courtesy of adamr at FreeDigitalPhotos.net 24 TWEET THIS!
  30. 30. Recent data shows that search marketing spend continues to grow, but its overall budget share is declining. What this means is that marketers are looking for more cost effective ways to acquire better customers. And not just any customers, but customers with high lifetime values (LTV), high brand loyalty, low attrition rates, and a willingness to tell their friends about your brand, products, or services.   Enter the third acquisition channel, referral marketing. No longer the stepchild, referral marketing has stepped into the spotlight as marketing’s Cinderella. It helps brands acquire new customers at scale by rewarding their existing customers. Because these customers are marketing on a brand’s behalf, the messages are trusted and result in acquisitions. The data backs it up. The AMA claims referral marketing generates customers who have higher LTVs, are more loyal, and contribute higher margins per year than other customers.        - WOMMA LET’S TAKE A LOOK AT THE MOST COMMON ACQUISITION CHANNELS, SEO AND SEM 25 TWEET THIS!
  31. 31. lies in understanding the “Customer Referral Cycle”—the way customers refer others to your company who, in turn, generate even more referrals. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, your business will generate referrals like a well-oiled machine.        - John Jantsch 26 THE SECRET TO GENERATING REFERRALS TWEET THIS!
  32. 32. Amplifinity’s referral amplification software turns customer, employee and partner advocacy into revenue. Our platform provides complete referral tracking and management with 100% accuracy so none are missed. Enterprises like ADP and DirecTV trust Amplifinity to enable high-quality acquisition while providing an engaging, fully- branded experience for their advocates. ! AMPLIFINITY.COM

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