All Episodes BI 386: How to Systematize Referral Generation in B2B (Ft Dan Englander)
Jan 25, 2022
Flowster Live Demo
[2:53] — A brief background on Dan and Sales
Dan is the CEO and founder of Sales Schema.
Sales Schema is a fractional new business team for agencies,
marketing services companies, as well as other B2B service
companies for lead generation.
Their company has a forthcoming data product.
The biggest challenge their sales team encounters is gaining
the trust of their clients for referral marketing.
Daniel's strategic approach to referral marketing starts with
an account-based foundation, listing quality leads for a specific
[6:04] — How does Dan create an account-based
Lead generation involves a back-and-forth communication process
They source data from different channels.
After compiling a list of companies, it will require the
approval of their clients.
Their clients may either opt to work with brands that are
industry-specific or be open to collaborating with any consumer
The list is mainly effective for most mid to large
[8:07] — Leveraging your network to connect with the
accounts in your list
Come up with a list of accounts related to the market you want
Assess your current network/contacts in the industry you are
pursuing. Export a list of these LinkedIn (or other sources
Refine the list by finding connections between your contacts
and the accounts you’ve approved.
Connect with your contacts, offer value from your end, and
request for an introduction to the accounts.
[12:11] — The key points of lead
Lead generation requires work and communication with your
Obtaining an introduction from your network grants you a more
assessed and focused list of valuable connections.
The connections might drive you to other unexplored
The biggest challenge is building that trust factor.
[15:00] — Tips to get referrals for the
Flowster and consider the fine line between
personalization and scale in referral marketing.
For large companies, you can try the carpet bombing tactic for
If your clients are similar to Daniel’s, starting with an
account-based list is ideal.
Sales Navigator helps to find clients that are
[17:28] — What are the biggest mistakes people make in
their referral marketing program?
Backloading the work
Spamming your campaign instead of promoting valuable content
To obtain connections effectively, you need to understand the
fine line between personalization and scale.
Budgeting the right amount of time and optimizing the sales
process are other essential elements in achieving a ranked
[19:25] — Helpful tools to systemize
For DIYs, using
Sales Navigator is a good start.
The other tools that he finds effective for sales reps are
Reply.io , Streak , and GMass . Different people have their own preferences
when it comes to customer relationship management tools and their