Referrals are a big part of Influitive‘s advocate marketing business. On one hand, its B2B clients use its platform to drive more referrals and generate leads through other forms of customer advocacy. At the same time, Influtive’s always looking to generate more leads for its own business — and in the process provide some very frank and open case studies on how clients can be better B2B marketers.
Its most recent experiment is an internal contest/crowdfunding effort, or “leadstarter” campaign, which pits its marketing staff against one another to see who can fill the referral meter the fastest.
They’ve each set up their own campaign page, complete with intro video and progress meter, but instead of looking for cash donations, they each have a target number of referrals they’re looking to generate by the Dec. 15 deadline. And of course, there’s a prize for whoever gets the most prospects.
“In this campaign, each person makes his or her case in the video and description on the page, explains who makes a good referral, and shows what we actually do with the leads once we get them,” content marketing manager Cassandra Jowett explained in an email to Marketing. “The key is that it’s much more personal and transparent.”
Staff who’ve gotten really into it are offering rewards in return for “contributions.” For example, director of demand gen and Marketing 30 Under 30 alumnus Alex Shipillo is offering 15 minutes to listen to a sales pitch, or give advice on a fellow startup’s growth marketing strategy.
Though it’s not quite the same as an advocate marketing program, Jowett said, it draws on many of the same concepts and techniques.
The current leader in the contest has promised to use the prize to feed her very large and adorable dog. Apparently that’s a popular item, because she’s already nearly doubled her target.
