Why you should break lead assignment rules for a referral program and certain laws for fun

Let’s be honest, you take a little pleasure in breaking the rules, mostly because there are so many rules that ought to be broken, like laws such as:

  • If you have a mustache it is illegal to kiss a women (Nevada)
  • It’s illegal to sing off-key (North Carolina)
  • If you harass Bigfoot you can be arrested or fined (Washington)

Personally, if I see Bigfoot I plan on getting a selfie with him, and I take great pleasure in singing off-key. But one of most important rules I highly suggest you break is your lead assignment rules for you referral program.

Don’t get me wrong, lead assignment rules are important for your sales team. But for every rule there’s always an exception and your referral program is that exception. And while lead assignment rules might not be the most fun to break, I can tell you it’s certainly much more rewarding than breaking any of the laws above.

3 Reasons why rules were meant to be broken . . . for your referral program

There are 3 marvelous benefits to breaking your leads assignment rules for your referral program.

  1. Motivate sales to recruit advocates– When you opt to break lead assignment rules in your referral program you add increased motivations for salespeople to recruit advocates. This is done through advocate ownership, or in other words any referrals a salesperson’s advocate makes aren’t distributed by the lead assignment rules you’re traditionally using but given directly to the salesperson who owns the advocate. The salesperson then gets the credit and benefits of closing the referrals sale, motivating them to increase their recruitment and nurturing of advocates.
  2. Prompt sales to take better care of the referrals – Along with motivating salespeople to recruit advocates, breaking lead assignment rules also prompts sales to take better care of referrals because they get attributed the sale of the referrals. This can include qualifying referrals by contacting the advocate who referred them before contacting the referral so as to learn everything they need about the referral from one of the people who knows them best.
  3. Increase an advocate’s willingness to refer – Half the battle of obtaining new prospects is getting them to trust you brand. But by breaking lead assignment rules your advocate’s willingness to refer is drastically increased because of the understanding that their referral will be interacting with the same salesperson they already trust and not someone new.

These 3 benefits galvanize your advocates and salespeople to accelerate the success of your referral program and increase your amount of successful referrals. Your sales team plays a large role in making your referral program a success. By providing them with the tools to leverage your program you increase your ROI substantially. But don’t take my word for it. Try out this free ROI calculator and discover how including your salespeople as an interracial part of referral program increases you revenue growth.

 

launching a referral program

Originally published the Salesforce blog

Questions? Tweet me @TrishaWinter

Digital humanism takes on its most exceptional form in referral tracking programs

From digital machinism to digital humanism with referral tracking programs

Marketing best practices are constantly evolving. But not long ago, technology did what we always swore it would do – it took over . . . marketing communications that is. More specifically, an extreme form of automated communication became a highly adopted manner of outreach to prospects for B2Bs. In fact, it was so heavily adopted that personalization and human relationships were almost completely discounted (as opposed to referral tracking programs). This included prospecting in the form of automated calls and emails that aren’t personalized.

Gartner views this as digital machinism and in the blog, Embracing Digital Humanism, they define it as, “A view that sees the minimization of human involvement through automation as the central focus of technology.”

While digital machinism is beneficial to some extent, unsurprisingly, many potential customers felt a disconnect when businesses implemented a fully automated form of communication. And with the large amount of genericized marketing noise assaulting them they soon started to block it all out with spam filters and Adblock. Recently, there has even been the development of the Jolly Roger Telephone – an automated system that that screens both human and robot telemarketers to prevent them from reaching you and wastes their time by keeping them on the phone.

But while, “We must recognize the profound impact digital technology is having in the work, the way we shop, the way we interact, the way we live,” said Brian Prentice, Research Vice President at Gartner. “Businesses should seek to understand how our shared humanity can define the systems they create and control.” This is where digital humanism comes in.

Digital humanism is defined as technology that’s main focus is on people. Digital humanism adds amazing power to technology by enabling people to play a greater role in its success while consistently increasing the benefits it can deliver by emphasizing human connections and relationship building. Referral tracking software is the epitome of digital humanism, taking relationship building and customer engagement to the next level.

Grow your ROI by giving power to the people with referral program software

The best practices for marketing have come back around to personalization and a relationship focused sales approach but still emphasizes the power of automation for B2Bs.

Powerful relationships are at a referral program’s core. Referral tracking software harnesses the persuasive power of your customer, partner and employee’s peer relationships and incentivizes them to warmly introduction your brand through trackable social sharing, email, personalized URL, or offline referrals. Within referral tracking software, companies that have advanced automation gain additional value by being able to empower these relationships with intelligent insight, including:

  • Referral tracking
  • Advocate referral data
  • Advocate nurture emails
  • Automatic transfers of referral data to your CRM
  • Advocate’s personalized portal to view their referral data and status

Automation takes on a human aspect in referral tracking programs by functioning as a mechanism for further personalization, insight into customers, engagement by advocates and optimized management of the referral program to enable ease of use for admins.

Adoption of technology that harvests and nurtures relationships is key to current and future success.  Through the avenue of referral tracking programs within digital humanism, businesses are able to take advantage of the fact that:

  • Customers are 400% more likely to buy a product recommended by someone they know. (Nielsen)

Driving more companies like DIRECTV and ADP to adopt referral tracking programs with:

  • Leads generated from referrals convert 4X better than marketing leads. (emarketer)
  • The LTV of customers is 16% higher than that of non-referred customers. (Harvard Business Review)
  • Referred customers churning 18% less than non-referred customers. (Harvard Business Review)
  • A conversion rate of 35% from referral to purchase. (Amplifinity)

Discover if a referral tracking program is the right channel for you to start embracing digital humanism and capture unparalleled ROI by taking the quiz, Are referrals a fit?

 

ROI Calculator

Questions? Email me at JEdmondson@amplifinity.com

How referral software bridges the chasm of B2B technology adoption

Escape the Neverland of the technology adoption life cycle with referral software

There are many stories and movies that document and romanticize the idea of never growing up (Peter Pan and Pippi Longstocking). And it’s not hard to see why. Childhood and adolescences is a time full of opportunity, innovation, and creativity without the responsibility or social expectation of having everything figured out. This is very similar to the technology adoption life cycle during the innovators and early adopters stages, from Geoffrey A. Moore’s book, Crossing the Chasm. The type of creative and experimental license and development that takes place during these stages of the technology adoption life cycle is only accepted at this time because of the psychological characteristics that categorize innovators and early adopters.

  • Innovators – Innovators are forgiving. They know your technology will have its challenges and maybe some issues but they embrace it because they want to be cutting edge.
  • Early adopters – Early adopters can see the potential of your technology before it has presented proven or widespread results. However, their belief in your product includes the expectation that everything is working properly.

Both innovators and early adopters are characterized by their lack of focus on a technology’s proven results as opposed to its ability to have great future results and put them ahead of the curve.

But while those adopters are necessary to amass in the early evolution of your technology’s development, no business wants their growth to halt at the early adopters stage of technology adoption. After all, even Wendy from J.M. Barrie’s classic, Peter Pan, is ready to grow up and leave Neverland eventually. Just as every startup will inevitably attempt to get their technology adoption to grow and cross the chasm to reach the early majority. Unfortunately, unlike Peter Pan, fairy dust and happy thoughts will not fly you over the chasm like it flew the Darlings home (although it would be great if it did).

When trying to cross the chasm to grow your customer acquisition you have to understand the psychological characteristics that are inherent in the early majority to know the cause of the chasm between the early adopters and the early majority. These characteristics include:

  • Pragmatism
  • A desire for proven results
  • The craving for referrals and reviews from trusted sources
  • Evidence of program support

By understanding the characteristics that cause the chasm you can then start to figure out how to construct a bridge between your early adopter and the early majority.  Otherwise, like many other startups or new technologies, you might get stuck in the Neverland of technology adoption with little chance for growth.

So what will help you construct that bridge?

The early majority aren’t looking for your assurances on how reliable and cutting edge you are, they need to hear that from sources outside your business that have experienced the benefits and challenges of your technology. This means that your business isn’t the one who can physically layout the bricks to build the bridge, your customers and partners are.

But as you know, to be disruptive you need to have control, automation, and the ability to scale in all your processes and initiatives, including advocacy. Automated referral programs provide those features.

How to give Advocates the materials and motivation to build your bridge

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While you may not be able to directly bridge the gap between early adopters and the early majority, you do have the opportunity to increase the referral reach and activity of your current customers and partners by giving them the tools that optimize the process. And lucky for you, innovators and the early adopters are inherently enthusiastic and optimistic about your technology which makes them prime candidates to refer.

Automated referral software turns that simple enthusiasm into action by providing you with the opportunity to incentivize and empower referrals through a consistently branded channel of communication that motivates your innovators and early adopters to make a warm introduction to your potential early majority adopters. Through this channel, Advocates can extend the trust and respect of their previously established relationships to encompass your brand and create a bridge of communication over the chasm to the early majority for high valued interactions.

In fact, the automated referral software bridge is so effective at crossing the chasm that studies have proven that referral leads convert 4x more than marketing leads, (emarketer).

So if you’re in the process of staring down into the chasm that separates your current customer and the next stage of your technology adoption, ask yourself this question.

Do I have the right tools to bridge the chasm?

If you don’t know the answer to that a referral program might be the exactly what you’re looking for. After all, no one wants to be stuck in technology adoption Neverland forever. Calculate how automated referral software can bridge the gap and improve your ROI now!

CTA_ROI_calculator_v2

How widgets limit your referral program’s functionality

Are referral widgets just a vanity application?

Referral widgets have become a widely adopted approach for businesses so you may be considering whether this is the best path to launching your referral program. But unless you’re an ecommerce company concerned with only tracking a single transaction and not interested in generating repeat referrals, widgets fail when applied to referral programs.

In fact, when widgets are applied to most B2B referral programs they become more of a vanity application than anything else. Like vanity metrics, widgets’ trending popularity in the technology sphere might make you think that adopting the widget strategy will improve engagement since it has no barrier to refer. But for B2Bs, widgets fail to prompt and capture repeat referral action and data which is essential to a successful referral program. While a widget makes it easy for customers to make a referral, it only does this by dramatically reducing the amount of valuable information you acquire.

A full referral program however, captures customer and partner information in order to build a mutually beneficial relationship and increase the value of referrals, generate and close a higher number of referrals, and obtain repeat referrals from the same costumer.

Check out these 7 questions to help you decide if a widget is really what you want or will just act as a vanity application.

7 Questions to ask when considering a referral widget

  1. Will a widget inhibit referral program data collection?

 

Yes. With a widget, there is no referral program registration. Program registration provides deeper understanding of your advocates and repeat referrals. The information you collect at the time of referral using a widget is usually the bare minimum necessary to track and fulfill a reward. Typically this is just an email address. The gathered information is more concerned with delivery of the gift card than creating a relationship with your advocates.

 

  1. How does qualifying leads change with a referral widget compared to a full referral program?

 

With a widget no advocate profile is created, which means that you cannot see top advocates (other than email addresses). Additionally, there is not enough information to pass into Salesforce to match up with a contact. Therefore, no advocate data exists in Salesforce. That also means no Advocate name listed on the referral lead so you can’t contact them to prequalify the lead.

 

  1. But wait, can’t we just collect the name and create a profile each time a customer or partner use the widget?

 

Sure, but then you are forcing them to register each time and they might change their contact information so you have no way to ensure that their data will be combined properly. Furthermore, this would eliminate the fundamental advantage of the widget that it is a simple process. Once you add registration, you might as well not use the widget.

 

  1. Hold up, if it is an SSO system, can’t the widget talk to that system and get the info?

 

This is possible, but only with so much dev effort that it eliminates the value of the widget being easy to drop in. One company I talked to about this strategy attempted to do this and had to develop an entire page solely focused on supporting their new widget. It took so much dev time and effort that they never were able to implement the widget on any other page.

 

  1. Does adopting a widget based strategy introduce any security concerns?

 

Yes. Another issue with widgets is that they open up your website to the potential of getting hacked. More specifically, your website is at the mercy of the security processes and standards of the company developing the widget you are adopting. To avoid this issue marketers should make sure the widget goes through a comprehensive internal security review to avoid introducing any security risks to their web properties.

 

  1. But widgets at least are always available and visible to a website visitor right?

 

No. Another limitation of widgets is that they don’t always work when a web visitor has ad blocking turned on. About 20% of web users today utilize ad blocker technology, which means 20% of your visitors won’t be able to refer.

 

  1. So how do widgets keep customers or partners engaged in the referral program?

 

They don’t. Another issue with the widget is that you can’t accumulate rewards. Since the widget tracks the single referral and not the advocate, you can’t use reward structures such as monthly commission checks. This also discourages repeat referrals.

At Amplifinity, our platform is designed using a relationship focused sales approach, which means that providing you the best data while creating a good experience for the customer and partners who are referring you is our top priority. And with the option of single sign-on (SSO) we lower the barrier of entry into the referral program to make customer and partner referrals seamless. Learn what features will increase your referral program ROI by checking out our features page and requesting a demo today!

 

ROI Calculator

Questions? Email me at JSwenson@amplifinity.com

Originally appeared in Customer Think

Choose the advocacy adventure that’s right for you

Where to start on your advantageous advocacy adventure

In the past few years the martech industry has become flooded with promising solutions that strive to solve the challenge of breaking through the marketing noise and acquiring the leads, recognition and notice you desire.

Advocacy is the latest and greatest new marketing channel that facilitates the acquisition and retention of greater quantities of quality leads and increased brand recognition. Gartner’s research finds that “Referral marketing is a channel that offers a high volume of excellent low-cost leads.” This is done by capitalizing on the trust of advocate’s previously formed relationships which other forms of traditional demand generation tactics and brand awareness methods cannot hope to access.

But the term “advocacy” has become quite fashionable in the marketing world, and has generated a great number and variety of reference and definitions.

So how are you supposed to know which subcategory of advocacy your business should venture down first? Well, there are a number of factors that help determine what advocacy adventure is the most advantageous for your business.

Think of choosing the right form of advocacy akin to a-choose-your-own-adventure book. You want to choose the path that will get you the biggest impact. And while choosing the wrong advocacy path might not cause you to be killed by aliens or fall down a well and break your leg, it can keep you from achieving your goals.

For instances, imagine if your advocacy adventure said:

You walk into a maze. Two paths are open to you but neither indicate which path is more advantageous. Do you go right or left?

You choose right. After walking for a bit your path splits into four more unidentified paths. Which path do you choose?

You choose the path on the far left. After walking for a little while longer you hit a dead end. Unfortunately, you’ve now wasted time and have put off achieving your goals.

The fact is, if you don’t know where to start your advocacy adventure it will never be advantageous.

Amplifinity’s advocacy quiz ensures that your advocacy adventure will remain advantageous by helping you to figure out the right starting point for your business objectives. Take this quick quiz today and start on your way to your advantageous advocacy adventure.

ROI Calculator

Want to further the discussion? Email me at Jedmondson@amplifinity.com

Amplifinity Announces Automated Referral Solution for the Telecommunications Industry

Telecommunications companies focused on customer service are using referral software to generate organic growth from satisfied customers.

Ann Arbor, Mich., January 28, 2016  — Large telecommunications businesses are household names, which makes it difficult for smaller companies to compete. While some telecoms may not be able to outspend their larger rivals, they can offer a more personalized experience. The challenge is to get the attention of new customers who are looking for exceptional customer service. Telecom companies like RingCentral, Jive, and Charter Spectrum are successfully using customer referrals to help spread the word.

Today, Amplifinity is announcing a new telecommunications industry solution based on its industry leading SaaS (software as a service) platform. The solution offers telecommunications businesses the capability to cut through the marketing “noise” with a referral automation platform to address the need to attract and acquire new customers. Studies have shown that one-to-one referrals from a trusted source, like happy customers, immediately increases the trust level that a new customer has with telecommunications provider. The Wharton Business School discovered the lifetime value of a referred customer is 16 times higher than a non-referred customer.

 

Amplifinity features that drive telecommunication success:

 

  • Better customer engagement: Amplifinity’s platform can help improve customer relations while growing revenue. Amplifinity provides sales enablement features that help sales and customer success teams stay involved and informed in the referral process. Access to customer advocate data enhances each interaction and improves customer engagement by enabling company representatives to recognize and thank customers that make referrals.
  • Mobile Access: Customers often refer during interactions with friends and family. By enabling the ability to refer from a mobile device, advocates can refer at the moment the opportunity arises.
  • Reward Choice:  Consumers will be motivated to refer for many reasons.  By offering the consumer the ability to select from different rewards types that are tailored to a customer’s preference, more referrals will naturally occur. Some popular rewards are bill credits, gift cards, and charitable contributions.
  • Advocate Nurture: The Amplifinity solution automatically sends customers proactive and informative messages that help nurture the referral process. In addition, advocates are always able to login to their customer account and see the status of every referral they’ve made.
  • Salesforce Integration: For companies already using Salesforce as their CRM, Amplifinity is fully integrated, so referrals can automatically become leads for the sales team. Amplifinity offers a fully integrated and certified managed referral application available on the Salesforce AppExchange.

 

“Referral programs are a very effective way for telecommunications providers to acquire customers and drive growth,” said Amplifinity’s CEO Larry Angeli. “Your happy customers will readily refer you to their network. This is a win-win for businesses focusing on delivering differentiated value with customer service.”

 

About Amplifinity

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. www.Amplifinity.com