--- title: "How to Scale Customer Referrals: A strategy to increase B2B's highest converting channel" description: Customer referrals are the highest converting leads across B2B orgs but scaling this channel usually results in marketers sending more email reminders about their referral program or increasing their referral incentive... here's a more strategic approach instead. ๐Ÿ‘‡ --- # How to Scale Customer Referrals: A strategy to increase B2B's highest converting channel Customer referrals are the highest converting leads across B2B orgs but scaling this channel usually results in marketers sending more email reminders about their referral program or increasing their referral incentive... here's a more strategic approach instead. ๐Ÿ‘‡ Job Changes [ Brooke Hattie ](https://academy.leanlayer.com/resources/author/brooke-hattie) Aug 25, 2023 If you ask people how to drive more referrals, most will tell you to "make sure you have a great product/excellent customer service". Ok, we all knew that was a prerequisite. If you're looking for something a little more tactical beyond increasing your referral incentive - I'm here to let you in on a strategy (that's right under your nose) and will provide you with a predictable source of warm referral leads every month. ## Sometimes the most effective strategies, are the simple ones. People inherently trust those within their social circles. By the time a referral lead enters your sales pipeline, the groundwork has been laid. This is why referral win rates tend to be so much higher. The challenging work of establishing trust and showcasing value has already been taken care of by the referrer. So how can you get more referrals? First, let's delve into some statistics (bear with me): On average people change jobs every 2-3 years but over the last few years, the frequency of job changes has increased drastically. [37% of the US workforce](https://www.zippia.com/advice/career-change-statistics/) changed or lost their job in 2020.[Another 40%](https://www.cnbc.com/2022/04/11/40percent-of-job-switchers-already-looking-for-new-positions-survey-finds.html) of workers that changed jobs in last year are already looking for a new job. With the evolving landscape of remote and in-office work policies, it's likely that job transition numbers will continue to rise. But what relevance does this hold for referrals? If you're in the B2B world, these stats mean a significant portion of your clients are no longer working at your customer accounts.ย That means these contacts that have used and loved your product are now at a net new companies and they can refer you to their new employer. Past Customer's New Employer = Your New Referral Lead Best of all, it's actually possible to track *every *time one of your customers goes to a new company so your sales team never misses a beat ([see our job change tracking program here](https://www.leanlayer.com/revenue-program-job-change-trigger)). The outreach from your sales team can go something like: *"Hey [First Name], Congrats on the new job! ๐ŸŽ‰* *I know you used to use [Your Company] at [Past Customer Account] and based on my conversation with [Past Account Owner], you were able to achieve [XYZ KPI]!* *Given your success with us in the past, I was wondering if bringing us on at [New Employer] would make sense? We're actually offering a $1,000 referral fee for any previous users of [Your Company] if you do know any companies (including [New Employer]) that would be a fit. Let me know if connecting for a quick call next week makes sense, would love to catch-up either way!ย * *Best,* *[Sender]"* *ย * Sound like the kind of referral tactic you'd like to implement? Here's your options: 1. Learn more [here](https://www.leanlayer.com/revenue-program-job-change-trigger) 2. [Reach out to me on LinkedIn](https://www.linkedin.com/in/brooke-hattie-7b8309104/) if you have questions or want a more informal chat marketer-to-marketer! 3. [Schedule a demo](https://www.leanlayer.com/revenue-program-job-change-trigger) ย  [Job Changes](https://academy.leanlayer.com/resources/tag/job-changes) ## Similar posts Case Studies ### [Improving Forecast Visibility for a Consumption-Based SaaS Company](https://academy.leanlayer.com/resources/how-we-gave-our-client-real-time-visibility-into-22m-in-annual-renewals) Like many companies with consumption-based pricing models, our client relied on a manual renewal forecasting process that left nearly half of annual... Tiana Clemons Jun 18, 2026 Case Studies ### [How we helped MVMNT identify their ICP & increase their pipeline by 37%](https://academy.leanlayer.com/resources/how-we-helped-mvmnt-identify-their-icp-and-increase-their-pipeline-by-37) Learn how Lean Layer helped MVMNT identify their ideal customer profile and increase their sales pipeline by 37% in just a few weeks. Discover the... Brooke Hattie Feb 1, 2024 Case Studies ### [How We Helped Our Client Redesign Their Sales Territories To Reflect Their New GTM Strategy](https://academy.leanlayer.com/resources/how-we-helped-this-enterprise-company-redesign-their-sales-territories-to-reflect-their-new-gtm-strategy) Learn how we helped this leading supply chain technology company redesign their sales territories efficiently to support their new GTM strategy under... Brooke Hattie Apr 26, 2024 ### Stay in the know Be the first to get our new research, resources, and free templates for the revenue and RevOps community. ### Subscribe ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Brooke Hattie", "url" : "https://academy.leanlayer.com/resources/author/brooke-hattie" }, "dateModified" : "2023-08-25T21:30:20.425Z", "datePublished" : "2023-08-25T21:29:18.000Z", "headline" : "How to Scale Customer Referrals: A strategy to increase B2B's highest converting channel", "mainEntityOfPage" : { "@id" : "https://academy.leanlayer.com/resources/how-to-scale-referrals", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://academy.leanlayer.com/hubfs/Lean%20Layer%20Brand/Logo-Black-Transparent.png" }, "name" : "Lean Layer" } } ```