The Power and Importance of a B2B Referral Generation Program [Video]
MarketingProfs has published a new video ‘The Power and Importance of a B2B Referral Generation Program’ featuring John Jantsch.
The MarketingProfs team says, “Many companies perceive referrals to be out of their control—as something that just happens whenever they get lucky, like finding money on the ground.
“A lot of times people go, ‘I don’t know, people just come to us occasionally,'” he says on today’s Marketing Smarts Live Show. “But what are the goals for this? Just like any channel, what does success look like, are we measuring it?
“If we take referral generation, what we’re really saying is what is the intentional act of viewing that as a significant channel, just like you might paid ads or your email marketing,” says John. “Really looking at that as just what it is, a channel that you need to pay attention to, nurture, and create demand for.”
That’s quite a different outlook from the common tell-your-friends-for-cool-swag approach”.
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