đ Hey, Iâm George Chasiotis. Welcome to GrowthWaves, your weekly dose of B2B growth insightsâfeaturing powerful case studies, emerging trends, and unconventional strategies you wonât find anywhere else.
A few weeks ago, I was browsing LinkedIn when a post caught my attention.
âThey canât be doing that,â I thought to myself.
But when I clicked on and visited the landing page, I saw that they were doing exactly that.
Keep reading to find out who the company is, what they did, and why it matters.
The announcement
As I mentioned in the intro, a few weeks ago, I saw a post on LinkedIn.
The post came from Yotpoâs co-founder and CEO, Tomer Tagrin.
It was reposted by the companyâs LinkedIn page and a few employees, but most importantly, by people who werenât directly associated with the company but simply found the campaign original and interesting.
It also sparked a few interesting reactions, as shown below:
In total, Tomerâs post brought in 515 likes, 89 comments, and 31 reposts.
Not bad but even though the campaign generated some buzz, I donât think that was the objective here.
You may still be wondering what this campaign was all about and whatâs with the buzz.
Let me break it down for you.
The campaign
In plain English, through this campaign, Yotpo offers to give $1,000 to anyone who makes a qualified introduction to one of their target accounts, as listed on their Commission Board page.
So, practically, weâre discussing getting a referral commission every time you make a qualified introduction to one of the companies Yotpo is interested in acquiring as customers.
Of course, there are terms and conditions, but this is a simplified description of the campaignâs purpose.
Now, you may wonder:
âReferral commissions? Thatâs not new. Why all this buzz around it?â
And to a certain extent, youâd be right.
Thereâs nothing new about referral commissions for successful introductions.
Whatâs new is Yotpoâs approach to this old (and unsexy) part of getting new customers. They:
Listed their target accounts so that everyone can see them
Built a referral program that rewards successful introductions
Publicly announced their program and invited people to participate
Thatâs different from how most companies approach referral commissions.
Usually, thatâs with secrecy and under-the-table payments, without transparency on what the incentives behind the introduction are.
The results
When writing this note, we didnât reach out to someone from Yotpo.
So, we canât be sure about the results of this initiative.
The following reply to the original announcement post may not mean anythingâŠ
⊠if it does, though, and if thereâs some truth to it, then Yotpoâs Commission Board may have already started generating results for Yotpo.
In any event, if we get access to data on this campaignâs effectiveness in the future, weâll update the note on our Content Archive.
Final thoughts
What I liked most about this campaign was its creative aspect, which made it feel like something new you donât get to see every day.
I believe that this is something B2B desperately needs.
The good news is that more and more companies have decided to get more creative with their marketing and growth.
And Iâm happy that we source, find, and analyze many of these initiatives on GrowthWaves.
You can access all of them by becoming a GrowthWaves Pro member, now with the option to choose between a monthly and yearly subscription.
We put a lot of effort into everything we do around GrowthWaves Pro, and Iâm sure youâll find value in the subscription.
See you next week!