Complete Guide to your B2B Referral Program - Cello.so

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1. 3. Onboarding and referrals (New users) “These moments include when users reach their "aha" moment, immediately after inviting a team member, and as part of the onboarding email series.” The headline best practice is that your referral program should target new users to refer their friends — this means prompting users during their initial onboarding flows, and adding emails as part of the onboarding, among other surface areas (Andrew Chen).

   In Onboarding milestone referral timing

2. Think about your new user journey and consider the moments when excitement is at its peak and users are most likely to share. These moments include when users reach their "aha" moment, immediately after inviting a team member, and as part of the onboarding email series. If your product has a low activation rate, it's advisable to target new users shortly after signup, before they have a chance to drop out. “The headline best practice is that your referral program should target new users to refer their friends — this means prompting users during their initial onboarding flows, and adding emails as part of the onboarding, among other surface areas (Andrew Chen).” 4. Behavioral triggers (Existing and new users)

   In Onboarding milestone referral timing

3. sharing links/documents externally “achieving product milestones” incorporating them in transactional emails that showcase the value received from using the product

   In Post-success referral timing

4. 3. Onboarding and referrals (New users) “These moments include when users reach their "aha" moment, immediately after inviting a team member, and as part of the onboarding email series.” The headline best practice is that your referral program should target new users to refer their friends — this means prompting users during their initial onboarding flows, and adding emails as part of the onboarding, among other surface areas (Andrew Chen).

   In Referral timing

5. filling out an NPS survey with a score of 9 or 10 “reaching the end of successful customer service engagements” sharing links/documents externally

   In Referral timing

6. sharing links/documents externally “achieving product milestones” incorporating them in transactional emails that showcase the value received from using the product

   In Referral timing

7. High Annual Contract Value (ACV) and fast time-to-value make B2B rewards more lucrative than in B2C, but incentives must feel personal, two-sided, and revenue-linked. “Embed referral triggers across the entire user journey (onboarding, aha-moments, NPS 9/10, case-study completions) to keep impressions high without spamming.” Launch in stages, A/B-test rewards, and automate KYC/tax to stay compliant at scale.

   In Referral timing

8. filling out an NPS survey with a score of 9 or 10 “reaching the end of successful customer service engagements” sharing links/documents externally

   In Support-resolution referral timing

9. Integration into User Journey: To make your referral program seamless and engaging, embed it throughout the user journey. Ensure that sharing is easy, accessible, and blends naturally with the user experience. “Rewards should be meaningful, multi-sided, personal, and encourage habit creation around sharing.” Sharing Made Easy: Simplify the process of crafting referral messages and posts. Provide users with resources, landing pages, and examples of effective referral messages. Make it clear who your ideal referrals are.

   In Two-sided referral incentives