Why High Quality Relationships Precede High Quality Referrals

@influitive | #advocamp

Michael BeahmSenior Marketing ManagerBlackbaud

2

Why high quality Relationships precede high quality referralsMichael BeahmSr. Marketing Manager, Blackbaud

3

Be Prepared: A story of being unprepared

4

5

The summit of advocacy ROI: Referrals• Define your metrics

• Annual Pipeline goal• # of referrals generated• Closed referral business

2014$250K

2015$500K

2016$750K

6

Get your bearings. This was ours.

7

Our referral coordinates for 2016

Goal: To increase referral pipeline by 50% YOY

How we’ll get thereCadence of referral campaigns that are goal-oriented, time-sensitive, and appealing

Growing Inbound referral program that is clear, transparent, and top-of-mind

Internal promotion of advocate program & client referral incentives

8

Authenticity begets Advocacy: A case study

• The 30-for-30 referral campaign

• We were transparent about our goal• We humanized it• We built extra incentives in the campaign• We educated on how and what to refer• We made it a team-effort

9

Advocate Acclimatization: Relationships

Everest: Increase altitude | Decline to basecamp

Successfully guide your advocates up to the referral summit by investing in client

relationships with your employees and brand

#Advocamp

Michael BeahmSr. Marketing ManagerBlackbaud

Top 3 Takeaways:

1. Invest in client relationships with your employees and brand.

2. Be transparent about your goals and educate advocates on how they can help you reach them.

3. Truly committed advocates will surface and when you accomplish your goals, be sure to celebrate your victory together.

Why High Quality Relationships Precede High Quality Referrals