Integrating Referrals into Customer Journeys

The most successful companies aren't hunting for customer testimonials, references, or even referrals. They're gardening. Or turning customers into vocal advocates without them even realizing it. At Zealot, that's exactly what we do with our customers. (And funny enough, we use our own platform to make it happen) Here's how: We start with the basics—regular QBRs to keep the relationship solid. But that’s just the first step. Then we create workflows (we call them "missions") that help us grow our customers from "closed-won" into Zealots naturally over time. Here's an example of a basic workflow we use: 1. Start with Product Advice: After a solid first QBR, we don't jump straight to asking for testimonials. Instead, we send a simple "mission" asking for product feedback. It's low-pressure and gets them involved in shaping the product they use. This initial step is crucial for building trust and showing we value their input. 2. Move to a Case Study: Once they're comfortable with us (and hopefully loving the product), we float the idea of a case study. By this point, it doesn't feel like a big ask—they're already invested in our mutual success. Plus, it gives them a chance to showcase their own innovative use of our product. 3. Ask for a Referral: After the case study, the relationship has deepened. Now, asking for a referral feels natural. They've seen the value, they've shared their story, and they're genuinely on our side. It's a win-win: they help a peer, and we grow our network. 4. Encourage a LinkedIn Post: Next, we suggest they share their success on LinkedIn. This isn't just about us getting visibility (though that's nice). It's about giving our customer recognition in their professional network. It positions them as innovative leaders in their field. 5. Invite Them to Join Our CAB: The final step is inviting them to our Customer Advisory Board when they hit certain milestones. By this point, they're not just customers—they're partners. Joining the CAB feels like a natural progression, and they're excited to be part of shaping the future of a product they believe in. The best part? This whole process is customizable and can be as hands-on or hands-off as we want because of the technology we put in space. To sum up what has worked for us: 1. Nurturing our customers: We start VERY small, and build trust to ask for more over time. 2. We gamify the advocacy journey: While not everyone is motivated by gamification, we've found that gentle nudges often boost engagement rates. 3. Automating the experience: Full disclosure - we're biased because we built Zealot, a customer advocacy software. But here's the thing: we created it because managing this process through Airtable and Gmail was a nightmare. That said, Zealot is just a tool. It can't compensate for poor existing infrastructure or weak customer relationships. But it will streamline and scale the advocacy process for those committed to building strong customer connections.

83% of people say they’d refer a product they like, but only 29% actually do. (Source: Texas Tech University via SaaSquatch) That stat should haunt SaaS founders. Because if your pipeline relies on happy customers to spread the word, and they don’t… You’re leaking referrals you never even knew you had. Here’s the issue: Most founders "assume" goodwill turns into growth. But satisfaction ≠ advocacy. You need a system. Here’s the one I use. I call it the Referral Flywheel: 1. Start with 1 happy customer.     Ask them: “Who else do you know who struggles with X?” (Be specific.)     2. Make the ask easy.     - Write the intro for them. - Include a benefit-driven reason to connect.     3. Follow through fast.     - Add value before pitching. - Share a resource, give context, offer a quick win.     4. Deliver again.     - If they convert? Overdeliver. - That new customer becomes your next node in the flywheel.    One good intro should lead to five more — if the loop is tight. But most loops are broken because there’s no nudge, no follow-up, no system. Referrals aren’t random. They’re engineered. And when done right, they’re the highest-converting leads you’ll ever get. → Don’t wait for word of mouth. Design for it. Curious how to engineer a referral loop inside your daily LinkedIn flow? That’s what we built Less Busy for. Get it here for free: https://lessbusy.com/

Case Studies are SLOWING down your deals. Most SaaS teams can't afford long sales cycles - but they're stuck with them. Growth is half of what it was in 2019 (David Spitz) Budgets are tighter. Buyers are more risk-averse. Yet most GTM teams are still playing by 2021 rules - pushing out case studies near the end of a deal instead of enabling trust. 53% of CTOs validate vendors through peer referrals (Wynter) The best teams aren't adjusting their messaging. They're adjusting their GTM playbook. 📌 Why Case Studies Aren't Enough - They're passive - buyers can't ask their own questions - They're generic - rarely match the prospect's exact situation - They feel staged - buyers know when they're being fed a marketing-approved story Meanwhile, a 15-minute peer call does the opposite: - Unfiltered, real-world answers - Faster, stronger trust - Better qualification (earlier) - Shorter sales cycles, higher win rates, and larger ACV 📌 The Move --> Build a Customer Referral Board Most companies treat referrals as a late-stage deal closer. The best teams? They use them from day one. - Handpick 10 power users - Executives & practitioners, across key industries - Make them an extension of your sales team - Early, often, and on-demand - Offer peer calls on the first sales interaction - Not just at the end Example: An enterprise SaaS company moved their peer referrals to the first sales call instead of the last - Win rates jumped 27% - Time to close dropped by 1-2 months - ACV increased - buyers saw the full value upfront 🔥 Your Move Buyers are more hesitant than ever They need real conversations, not marketing assets - Build a Customer Referral Board - Use peer referrals early, not late - Shorten sales cycles, improve cash flow, and win more deals Have you tried using peer referrals early in the sales process? What worked for you? #sales #growth #saas

Referrals might be the most underused growth lever in B2B! Everyone talks about them. Few actually operationalize them. At Sendspark, we’ve made referrals a core part of our GTM motion—and it’s driving real revenue. Here are 3 ways we’re turning referrals into pipeline (and closed deals): 1. Offer Free Access in Exchange for an intro We don’t have a free plan. So when an SDR signs up and drops off before payment, we don’t just lose the lead. Instead, we offer them a free Sendspark seat—if they are open to making an exec level intro. It’s a win-win: They get value. We get a high-leverage referral. This simple play helped us close two enterprise deals last quarter. 2. Operationalize Referrals with Tech Referrals don’t have to be manual, there are plenty of tools out there that can help you automate the referral process. Here’s what we use internally. FirstPromoter– An easy affiliate tool where our fans get a link to share Sendspark and earn $ when someone signs up. Product- Embedded Referral Links – We let users include referral links in the videos they send. When someone loves the video and signs up → the sender gets paid. Commsor 🦕 – Shows us overlaps between customers, investors, and influencers. Perfect for uncovering warm intro paths we wouldn’t have seen otherwise. 3. Just Ask If you’re a CSM doing a QBR... Or an AE who just closed a deal... Ask: “Is there anyone else in your network who could use something like this?” Worst case? They say no. Best case? Warm, qualified lead! Creating a scalable referral motion is something that add incredible growth to your business! If you don't currently have a referral program in place, why not? #saas #sales #growth