How to get referrals: Act-On’s awesome referral program
Ask any of your sales reps what they need more of and the answer is immediate: referral leads from happy customers.
These so-called “bluebird leads” are amazing; suddenly, from out of nowhere, a great opportunity lands in your salesperson’s lap. The prospect is fully educated on your offerings, motivated to buy in a short timeframe and genuinely fired up about using your product. What could be better?
Here’s the rub: most B2B marketing and sales teams haven’t taken the time to unlock the keys to a successful referral program. Instead, they randomly blast out emails harassing customers for names. Surprise! It doesn’t work very well.
Here’s what works well
Jeff Linton is a product marketer at Act-On Software, the world’s fastest growing cloud-based marketing automation platform. Act-On is literally everywhere these days and if you’ve responded to a digital marketing campaign, you’ve probably opened emails and visited landing pages powered by their platform.
We had a great chat with him recently about his incredibly successful referral program (as well as photography, travelling and other topics!). In a nutshell, Jeff’s referral program:
- Generated 209 high quality leads in six months
- Delivered $175,000 in pipeline ($60,000 of which has closed)
- Converted referral leads at 5%, blowing through industry standard lead conversion benchmarks by more than 500%
Here’s how Jeff did it:
Jeff knew the best way to generate referrals was to ask the right people at the right time, in the right way. That meant making it both easy and fun for customers to turn over names to Act-On.
So Jeff invited his best customers, promoters, fans and evangelists into Act-On’s exclusive advocate program, called ALUV. ALUV lets advocates participate in a wide range of activities that help the company promote Act-On and increase revenue growth. This environment made it easy to ask for referrals, manage the process and make advocates feel more involved the whole way through.
If you are interested to know more about Jeff’s Grade A Referral Program, you can check out the Google Hangout conversation we had with him in our first Backstage Pass session. More sessions to come. For more information and registration, you can click here.
Jeff, the results you have shared with us were fantastic! Congratulations to you and the rest of the Act-On team. We’re already looking forward to hearing more great results next quarter.