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Referral Marketing
Referral Promotion Strategy

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Referral Promotion Strategy

Each brand has a unique way of designing and marketing its referral program. Referral Marketing helps a brand design and run multiple promotions simultaneously or one promotion at a time based on the brand’s marketing strategy. The brand can also tailor each promotion’s stages, rewards, audience, and outreach strategy based on its business needs.

Required Editions

Available in: Lightning Experience
Available in: Enterprise, Performance, Unlimited, and Developer Editions with Referral Marketing

Business Requirements

Here are some of the key questions that marketing managers must answer to translate the brand's business requirements into a referral promotion:

Question How Referral Marketing Helps Marketing Managers Answer the Question
Who is the target audience of the promotion?

Marketing managers can select either a Data 360 segment or a campaign as the promotion's target audience.

If a promotion doesn't have a target audience, all the advocates of the referral program are automatically considered as the target audience.
Who does the promotion reward? A promotion can reward both advocates and their friends, either the advocates or their friends, or in rare cases, reward neither. Based on the objective of the promotion and the promotion's budget, marketing managers decide whom the promotion rewards.
What are the activities for which advocates and their referred friends are rewarded? After deciding the target audience for a promotion and whom to reward, the marketing manager decides the activities that the promotion rewards.
When do advocates and their referred friends complete the activity that they’re rewarded for?

A referral promotion's journey consists of five stages. For most industries and use cases, the first two stages are common: launching the promotion and inviting advocates to join the promotion. The third, fourth, and fifth stages differ between promotions.

Marketing managers decide the promotion stages where advocates and their friends must complete the activities that the rewards are provided for.
How many friends can an advocate refer and how many times are advocates rewarded by the promotion?

Marketing managers can set limits for their promotions. They can set two types of limits. The first limit is on the number of times advocates can be rewarded. The second limit is on the number of friends advocates can refer in a day.

Both limits ensure that the promotion remains within the approved budget and stays protected from fraudulent referrals.
How does the promotion engage advocates and their referred friends at different stages of the promotion?

Each promotion includes its own set of emails and a widget.

Marketing managers can decide which email they want to use and customize the emails based on the promotion's branding requirements.

The widget enables advocates to sign up for the promotion and share their referral code with their friends via email or social media. Marketing managers can customize the widget based on the promotion's branding.
What are the methods used to communicate with advocates and their friends?
  • Salesforce Email Or External Email Services
  • Marketing Cloud Engagement
  • Marketing Cloud
 
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