We live in a hyper-consumer-driven world where companies bombard us with endless ads and promotional content. It can feel incessant to be constantly marketed at like a commodity. Referral programs encourage customers to refer friends, family or colleagues often offering rewards like discounts or credits.
There's something refreshingly genuine about a recommendation from someone you know and trust.
The authenticity of an endorsement cuts through the commercial noise and showcases a product’s strengths in a straightforward way.
In this article, we’ll explore great referral programs that customer marketers can draw inspiration from as you craft or optimize your own.
Whether you’re aiming to acquire new leads, boost customer retention, or amplify your brand’s reputation, these examples will show you what’s possible when customer advocacy is a key focus.
Psst... if you want to skip straight to the examples, then here you go:
But let's explore the rationale behind referral programs first.
Why referral programs matter in B2B SaaS
Before diving into the examples, let’s quickly establish why referral programs are such a powerful tool in the B2B SaaS world:
- Trust drives decisions: B2B buyers rely heavily on recommendations from peers and industry experts. A referral from a trusted colleague carries far more weight than a cold email or paid ad.
- Lower acquisition costs: Referral leads are often warmer and more likely to convert, reducing your cost per acquisition.
- Loyalty and retention: Customers who refer others are more engaged and loyal, while referred customers tend to stay longer and have higher lifetime value.
With this foundation in mind, let’s look at some referral programs that have made waves in the B2B SaaS space.
Why customer marketers love referral programs
Think about the last time you tried a new restaurant. Chances are, you went there because a friend couldn't stop raving about it. That's the magic of referral marketing – it taps into existing relationships and trust that no amount of advertising dollars can buy.
But here's what makes referrals particularly exciting for marketers: they're incredibly cost-effective. While traditional marketing channels often require substantial upfront investment with uncertain returns, referral programs tend to pay for themselves.
When your existing customers bring new ones to your door, you're essentially turning your customer base into a marketing force.
At its core, referral marketing leverages your happiest customers to spread the word about your product, building trust with their peers faster than traditional marketing efforts. Here’s why it works so well:
- Trust is pre-built: Unlike outbound emails, ads, or even content marketing, referrals come from someone the prospect already trusts.
- Higher ROI: Referred leads tend to close faster, purchase more, and have a higher likelihood of renewing their contracts.
- Viral loops: Customers who were referred are more likely to become advocates themselves, creating a self-reinforcing cycle of growth.
While referral marketing might seem like common sense, most SaaS companies fail to implement it systematically.
The result? Missed opportunities for scalable, low-cost growth.
Creating referral programs that people genuinely want to share
The secret to a great referral program isn't just about throwing rewards at people – it's about understanding what makes your customers tick.
Take Dropbox's legendary referral program, for instance. They don't just offer any old reward; they give people exactly what they want: more storage space (more on that soon).
The art of making it work
The most successful referral programs feel natural, not forced.
You want to make sharing as effortless as sending a text message to a friend. If your customers have to jump through hoops to refer someone, they simply won't do it. The best programs we've seen strip away all the unnecessary steps and complications.
But here's something many marketers miss: personalization matters. When you're asking customers to put their reputation on the line by making a recommendation, generic messaging won't cut it. Show them you understand and value their contribution to your brand's growth.
Building for the long-term
Referral programs aren't just about quick wins – they're about building sustainable growth through advocacy. The beauty of a well-designed referral program is that it creates a virtuous cycle.
Happy customers bring in new customers, who become happy customers themselves and bring in more new customers. It's marketing that compounds over time.
But remember to celebrate your advocates. These aren't just customers – they're partners in your brand's success story. When someone brings in new business, you must make them feel special. A simple "thank-you" note, early access to new features, or exclusive perks can turn a one-time referrer into a lifelong brand ambassador.
Measuring what matters
While it's tempting to focus solely on referral numbers, the real story often lies deeper.
Pay attention to how referred customers behave differently from those acquired through other channels. Do they stick around longer? Spend more? Become referrers themselves? These insights help you refine your program and demonstrate its true value to your business.
Make it your own
Your referral program should reflect your brand's unique personality and values. Whether you're a scrappy startup or a polished, well-established enterprise, there's no one-size-fits-all solution.
Experiment, iterate, and most importantly, listen to your customers. They'll tell you what motivates them to share – you just need to pay attention.
The most powerful marketing has always been word-of-mouth. We’ve adapted this oral tradition to suit our chronically online lives with referral programs; these strategic digital programs supply us with a new way to encourage and track these natural conversations.
When done right, they don't just drive growth – they build community, strengthen brand loyalty, and create the kind of authentic advocacy that money can't buy.
Because let’s be completely real: most people will choose their friend’s opinion over a billboard or a PPC ad on Google. A well-crafted referral program simply helps them share the products and services they already love.
10 examples of great B2B referral programs
1. Dropbox referral program
Let’s start with the big one: Dropbox.
Dropbox’s referral program pretty much became the blueprint in SaaS by offering dual-sided incentives – rewarding both the referrer and the referee with extra storage space.
When someone refers a friend, family member, or colleague, and they then create a new Dropbox account, both the referrer and the referee receive free storage space. Basic users earn 500 MB per referral, while Plus users gain 1 GB.
This straightforward system encourages users to share widely, creating viral loops that have fueled Dropbox’s massive user base.
The program’s success lies in its simplicity and alignment with user needs—rewarding customers with what they value most: more storage. This approach not only drives sign-ups but also deepens engagement with the product.
2. DigitalOcean’s referral program
DigitalOcean’s referral program is a perfect example of how to balance simplicity and impact, creating a win-win for both referrers and referees. The program offers new customers a $200 credit (valid for 60 days), making it easy for them to test out DigitalOcean’s services. Referrers earn a $25 credit once the referred customer spends their first $25.
Why does it work so well?
- Dual incentives: Both the referrer and referee benefit, ensuring mutual satisfaction and participation.
- Low barrier to entry: A straightforward structure makes it easy for new users to join and explore DigitalOcean’s offerings without upfront costs.
- Retention-friendly: Requiring the referred customer to spend $25 ensures that credits go toward engaged, paying users, increasing customer stickiness.
What did this do? They transformed referrals from a passive transaction into an active, mutually beneficial partnership. So when you think about it, it's less about the hard sell and more about creating genuine value for both parties.
3. HubSpot’s partner referral program
While many referral programs focus on customers, some businesses succeed by empowering partners. HubSpot’s Solutions Partner Program and Affiliate Program illustrate how partnerships can drive growth.
- Solutions Partner Program: Agencies and service providers earn tiered commissions for referring new customers. HubSpot supports partners with training, certifications, and tools to ensure success.
- Affiliate Program: Content creators and influencers earn a 30% recurring commission for up to a year, supported by a dedicated resource center.
Why it works:
- Education and support: Partners are equipped to effectively promote the product.
- Scalable reach: Partners extend the brand’s influence to their own networks.
- Aligned incentives: Tiered rewards encourage high-quality referrals.
HubSpot’s approach shows how partnership-driven models can complement traditional referral strategies, especially for products requiring technical expertise or broader reach.
4. Google Workspace’s referral program
Google turned its Workspace referral program into a strategic growth engine by making rewards directly proportional to the value of new customers. Instead of a one-size-fits-all approach, they created a system where the more substantial the referral, the greater the reward.
We’ll make no bones about this – it’s elegant in its simplicity, bringing in bigger customers and earning bigger benefits.
According to Google’s website:
“You earn a one-time reward for every new user that you refer, up to 100 users per referred account and up to 200 users per year.”
This isn’t just a referral program… it’s an invitation for users to become active partners in Google's expansion. Referees can earn for up to 200 new Google Workspace users per year – an exceptionally attractive offer for businesses.
5. GetResponse’s referral program
GetResponse offers a $30 reward for both the referrer and referee, with an additional digital marketing certification (valued at $200) after three successful referrals.
The reason why this referral program took off the way it did was two-fold; while it offered the standard financial compensation, it also looked beyond cash. Instead of solely offering a monetary incentive, GetResponder offered its referees the unique incentives of L&D certifications that align with their goals.
6. Trello’s referral program
Trello's referral program was a clever experiment in user engagement, offering a taste of premium features through a simple, enticing reward.
Giving users a free month of Trello Gold for each successful referral (capped at a year), they created a low-friction path for users to explore additional value. It was a mega smart play that turned casual users into temporary power users, potentially sparking interest in a full subscription.
However, like many innovative strategies, its time was finite, and Trello eventually sunsetted the program, closing this chapter of its user acquisition journey.
7. ActiveCampaign’s referral program
ActiveCampaign understood that the best salespeople are those who truly believe in a product.
ActiveCampaign’s referral program turns satisfied customers into advocates by offering Amazon gift cards as rewards. Customers automatically join the program and can start referring friends with a unique link. Rewards range from $25 to $100 depending on the plan purchased by the referee, who also receives $10 in account credit.
With a straightforward process and meaningful incentives, ActiveCampaign ensures both referrers and referees benefit, fostering organic growth and customer loyalty.
8. Zendesk’s partner program
As customer service pioneers, it’s hardly surprising that Zendesk is the reigning champion of authentic advocacy. They’ve managed to turn customer satisfaction into a strategic growth engine. How though?
Zendesk’s “partner” program transforms satisfied clients and partners into active advocates. By referring clients, partners earn rewards while Zendesk handles onboarding, creating a seamless process for everyone involved.
But why does it work? Well…:
- Effortless participation: Partners simply refer, and Zendesk manages the rest.
- Valuable rewards: Incentives make referrals a natural and worthwhile action.
- Collaborative support: Zendesk equips partners with training and resources, ensuring mutual success.
This program showcases how fostering partnerships and empowering advocates can drive sustained growth.
9. Canva referral program
Canva's referral strategy is brilliantly simple: make sharing as natural as creating. They offer credits that directly enhance users' experience, they turn every design project into a potential invitation.
The program isn’t just about growth – it’s about expanding a creative community where each new member brings fresh possibilities.
10. Notion’s referral program
Notion’s referral program embodies the platform's ethos of collaboration and growth. Users earn credits for referring new customers, which can be used to offset the cost of their subscription. This structure incentivizes users to share Notion with others while fostering a deeper connection with the product.
What makes it so good?
- Seamless integration: The program aligns perfectly with Notion's collaborative, productivity-focused brand.
- Dual value: Referrers benefit from subscription savings, while referees gain access to a powerful tool.
- Community building: Each referral expands Notion’s user network, enhancing its utility as more teams and individuals join.
Key best practices for creating a successful referral program
So what have we learned? To create a great referral program that stands the test of time, turning customers into revenue-generating advocates, you should take this sage advice:
- Define a clear goal: Are you trying to generate leads, increase customer retention, or grow revenue? Align your program’s structure with your primary objective.
- Keep it simple: Complex referral processes deter participation. Make it easy for customers to refer others and claim rewards.
- Offer meaningful incentives: Rewards should be valuable to your target audience. Whether it’s discounts, credits, or exclusive access, align incentives with customer needs.
- Focus on data: Use customer insights, such as NPS scores or usage patterns, to target your most likely advocates.
- Promote your program: Don’t assume customers will discover your referral program on their own. Include it in email campaigns, in-app notifications, and your website.
- Track and optimize: Measure key metrics like referral rates, conversion rates, and ROI. Use this data to fine-tune your program over time.
