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Wouldn’t it be awesome if you could harness that kind of word of mouth for your B2B business? Customers may be excited about you, but they’re not going to do much to refer you if you don’t make it easy for them.
I’ve touched on this point briefly, but incentivizing might just be the best way to get referrals. Additionally, some businesses only incentivize the referrer, while others incentivize both the referrer and the potential new customer.
Customer service reps should also be trained to ask for referrals when they have positive interactions with customers you’ve had for a while. It should be noted that these moments are also perfect times to ask your customers to leave reviews on 3rd party websites for you, and you should definitely train your salespeople and customer service reps to ask for those too. Put your email marketing or marketing automation system to good use and send out some emails to your customers with a link to your referral page.
Additionally, there is software created specifically to develop a referral program, as well as track all your incentives and those who have shared and those who have signed up. There are a lot of businesses out there that serve your clientele with a product that’s different from yours.
For instance, we here at Capterra have a referral program set up with a landing page creation company called Unbounce.
Join our software expert blogging community, learn more about our editorial guidelines, and propose a topic you'd like to write about. Download Capterra's eBook The Software Marketer's Guide to B2B Lead Gen for lead generation tips and best practices.
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When I’m excited about a product or the latest Taylor Swift song, I want to share my joy with everyone around me. Create a page on your website that you can easily share with your happy customers containing the details of what you need a customer to do for you.
Giving customers a link with a source code makes it easy for you to track the success of your referral program. Or it could be in the form of having your referral link attached to social buttons (which tells your customers visually how to share).
Then they give me the social buttons and a “copy link” button to make it clear how I share the link. There are multiple different ways to incentivize customer recommendations, and you should definitely test out a couple incentives to determine what works best for your business.
For instance, Constant Contact offers a $30 credit to the referrer AND a $30 credit to the new customer.
Leave it up to their discretion whether they ask for one or both, but do ensure that they know whether a review or a referral is more important to your business if they decide to only ask for one. This is a great way to hit up all your customers and make sure everyone has a chance to use your referral program, as typically customer service reps will be more focused on sharing the program with the dedicated customers they’re hearing from. For a fully developed, robust referral program, referral software is definitely the way to go as it can fully run your campaigns without practically any work from you.
You’re not competitors, and you serve the same pool of customers, much like how the ice cream truck and the local pizza food truck are not competitors, but both serve the same pool where their customers swim. Unbounce offers a free, 30-day trial to anyone who signs up, but they also offer an additional 50% off the next three months to all customers referred by Capterra.
You should definitely make sure to have simple explanatory page to make things easier for yourself, and you should certainly consider incentivizing referrals.
When she's not hard at work at Capterra, she can be found horse-back riding, reading and just generally having a good time at life. But allowing other worlds to be expressed while in that one place leads can to some of the most insightful moments humans ever perceive.


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Today, for instance, I referred six people to StitchFix, because my last interaction with the company was so overwhelmingly positive that I just had to share.
They also make it clear when people have signed up so I can keep on top of them to purchase a box. But they could also incentivize a referral with a $250 Starbucks gift card, or a free consulting session.
A 2015 study we conducted at Capterra showed that 76% of software buyers have asked a friend or colleague for business software recommendations, and this likely could be applied to other B2B products. There’s a list at the bottom of the page with their names that I’ve cropped out for privacy. At a moment towards the end of the sale, if a client expresses happiness with the way things have been going, have your salespeople say something like, “I’m happy that you’re pleased with my work. This is a great partnership that ensures Unbounce gets more customers, we get more customers and, more importantly – our customers are more satisfied because Unbounce’s service actually helps them perform better on our website! My boss was so excited about it that she shared it with me and several other people in my office. With that many people seeking referrals, there’s absolutely no reason why you shouldn’t have many, many clients who were referred to you. I’m always looking for referrals – do you know anyone else who might be interested in my work?” Again, with incentivized referrals and an explanatory webpage, asking for a referral gets easier.
Partnering with a business who can not only share their customers with you, but whose service actually enhances your customers’ experience with you is optimal.
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