RetentionExpertMedium Impact

Automate Customer Referrals

Protect revenue and prevent churn

Sales Stage

Post-Sales

Difficulty

Expert

Impact

Medium

Channels

Overview

Customer referrals with compelling testimonials about your solution can be a significant contributor to your business pipeline. To make it easy for your customers to give referrals, send an automated request email with a discount code or landing page link. Some referral programs provide incentives, while others rely on the goodwill of their customers. As for timing, ask your customers for a referral after their onboarding and training are complete. That said, you are more likely to get a higher quality referral if you wait until after they've had a "wow" experience with your product.

Key Features

CRM SyncCopilotABM Audiences

Data Types

Contact DataCompany Data

Triggers

Identify recently closed deals with friendly contacts

Actions

Export
Send records to your business system (CRM, MAT, SEP, CSV)
Assign to a User
Then enroll in a Campaign (optional)

Default Natural Language Configuration

When leads are updated in select connection as per lead filters then export to select system as record type and select campaign and assign to select user

Standard Operating Procedure

1. Identify Onboarding Completion Trigger

Set up system to flag when customers complete onboarding
Configure trigger for positive feedback or high usage activity

2. Prepare Referral Program

Define referral incentives (if applicable)
Create landing page or discount code for referrals

3. Develop Automated Request Email

Craft compelling email template for referral requests
Include testimonial prompts and easy-to-use referral links

4. Configure Export Process

Set up data export to selected business system (CRM, MAT, SEP)
Ensure proper record type mapping (e.g., Accounts, Contacts)

5. Implement Lead Assignment

Define rules for assigning new referral leads to team members

6. Create Follow-Up Campaign

Design multi-step campaign for nurturing referral leads
Include various channels (email, text, phone, etc.)

7. Set Up Tracking and Analytics

Implement system to track referral sources and conversion rates
Configure reporting dashboard for referral program performance

8. Launch Automated Workflow

Activate trigger-based workflow in ZoomInfo platform
Test end-to-end process from trigger to lead assignment

9. Monitor and Optimize

Regularly review referral program metrics
Adjust messaging, incentives, and timing based on performance data

Yield Model

Yield in $ Formula

Potential Yield = (TAV * CR / 100) * ADS

Key Drivers

Conversion Rate (CR)Average Deal Size (ADS)Target Account Volume (TAV)

Driver Definitions

Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy.

Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited.

Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy.

AI Agent Prompt Template

I. Prompt Instructions - Overview

This email template is designed for the "Automate Customer Referrals" GTM Play. The purpose is to request referrals from customers who have recently completed onboarding, targeting their colleagues who may benefit from our services. The intended audience is satisfied customers who have had a positive experience with our product or service.

II. Information Included

The email will include personalized information between <context></context> for proper dynamic insertion:

Company Information: Insight into the customer's company, including identified pain points and behavior from engagement history.
Signals & Behavior: Details on the account's engagement history and recent intent signals.
Account History: Includes documented CRM account history along with a complete history of conversation data recorded via Chorus Conversational Intelligence.
Contact Information: The primary contact who completed onboarding, along with a group of contacts across the buying committee.
Content Library: Relevant content, such as information about the referral program, incentives, or testimonials from other satisfied customers.
Messaging: Tailored messaging that highlights the benefits of our solution and encourages the customer to refer colleagues.
Copilot AI Account Summary: A summary that merges ZoomInfo data, customer CRM data, email communications, and call recordings, offering a clear overview of the account's pain points and strategic goals, along with actionable next steps.

III. Email Structure

<email> <subject>{{Contact.FirstName}}, your success story can help others – Refer a colleague?</subject> <body> Hi {{Contact.FirstName}}, Congratulations on successfully completing your onboarding with {{Sender.Company}}! We're thrilled to have you on board and hope you're already experiencing the benefits of our solution. Your success story is inspiring, and we believe your colleagues could benefit from our services too. We'd love to extend the same great experience to others in your network. As a valued customer, we're inviting you to participate in our referral program. Here's how it works: <ul> <li>Simply share the names of colleagues who might benefit from our solution</li> <li>We'll reach out to them with a personalized introduction</li> <li>For each successful referral, you'll receive {{ContentLibrary.ReferralIncentive}}</li> </ul> To get started, just reply to this email with your referrals or click the link below to access our easy referral form: {{ContentLibrary.ReferralLink}} Thank you for being a valued part of the {{Sender.Company}} community. We look forward to helping more businesses thrive with your support! Best regards, {{Sender.Name}} {{Sender.Title}}, {{Sender.Company}} {{Sender.ContactDetails}} </body> </email>

IV. Context

<context> <Company Information> **`{{Company Information}}`** </Company Information> --- <Signals & Behavior> **`{{Signals & Behavior}}`** </Signals & Behavior> --- <Account History> **`{{Account History}}`** </Account History> --- <Contact Information> **`{{Contact Information}}`** </Contact Information> --- <Content Library> **`{{Content Library}}`** </Content Library> --- <Messaging> `{{Messaging}}` </Messaging> --- <Copilot AI Account Summary> **`{{Copilot AI Account Summary}}`** </Copilot AI Account Summary> </context>

V. Optimizations

Subject Line Personalization: Use the customer's first name and highlight the mutual benefit of referrals.
Engaging Opening: Congratulate the customer on completing onboarding and express enthusiasm about their success.
Value-Driven Content: Clearly explain the referral program and its benefits, including any incentives.
Call to Action: Provide a clear and easy way for the customer to submit referrals, such as replying to the email or using a referral link.
Polished Close: Thank the customer for their partnership and express excitement about growing the community together.

Merge Tokens Used

{{Contact.FirstName}}{{Sender.Company}}{{ContentLibrary.ReferralIncentive}}{{ContentLibrary.ReferralLink}}{{Sender.Name}}{{Sender.Title}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Automate Customer Referrals --- **🔁 Triggers** - Identify recently closed deals with friendly contacts --- **⚡️ Actions** - Export - Send records to your business system (CRM, MAT, SEP, CSV) - Assign to a User - Then enroll in a Campaign (optional) --- **✅ Goal / Problem to Solve** 🔒 Retention --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** Customer referrals with compelling testimonials about your solution can be a significant contributor to your business pipeline. To make it easy for your customers to give referrals, send an automated request email with a discount code or landing page link. Some referral programs provide incentives, while others rely on the goodwill of their customers. As for timing, ask your customers for a referral after their onboarding and training are complete. That said, you are more likely to get a higher quality referral if you wait until after they've had a "wow" experience with your product. --- **✏️ Default Natural Language** When **leads** are **updated** in **select connection** as per **lead filters** then export to **select system** as **record type** and **select campaign** and assign to **select user** --- **Explainer-Video-Script** Your new customers can (and should!) help you find your next sale. How? It’s easy with the Automatic Referral play. When a new customer is marked in your business system as completing their onboarding, select a campaign that lets them know about your referral program and ask if they know anyone else who might be interested in your product. Now you can turn every new closed deal into additional pipeline. --- **🏷Features)** CRM Sync, Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** ♦︎ - Expert --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify Onboarding Completion Trigger - Set up system to flag when customers complete onboarding - Configure trigger for positive feedback or high usage activity ## 2. Prepare Referral Program - Define referral incentives (if applicable) - Create landing page or discount code for referrals ## 3. Develop Automated Request Email - Craft compelling email template for referral requests - Include testimonial prompts and easy-to-use referral links ## 4. Configure Export Process - Set up data export to selected business system (CRM, MAT, SEP) - Ensure proper record type mapping (e.g., Accounts, Contacts) ## 5. Implement Lead Assignment - Define rules for assigning new referral leads to team members ## 6. Create Follow-Up Campaign - Design multi-step campaign for nurturing referral leads - Include various channels (email, text, phone, etc.) ## 7. Set Up Tracking and Analytics - Implement system to track referral sources and conversion rates - Configure reporting dashboard for referral program performance ## 8. Launch Automated Workflow - Activate trigger-based workflow in ZoomInfo platform - Test end-to-end process from trigger to lead assignment ## 9. Monitor and Optimize - Regularly review referral program metrics - Adjust messaging, incentives, and timing based on performance data --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Contact.FirstName, Sender.Company, ContentLibrary.ReferralIncentive, ContentLibrary.ReferralLink, Sender.Name, Sender.Title, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (TAV * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 Yield Driver Definitions** Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy. Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited. Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy. --- </play>