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19©2014 Extole Inc. All Rights Extole 2015 referral_guide

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19©2014 Extole Inc. All Rights Reserved. PROPRIETARY/CONFIDENTIAL
SHAREOFNEWCUSTOMERSFROMREFERRALMARKETING
0-10%
11-25%
26-35%
36-50%
Over 50%
Share of respondents listing referral marketing in top 3 (percent)
0.0 2.5 5.0 7.5 10.0 12.5 15.0 17.5 20.0 22.5 25.0 27.5 30.0
27
16
19
20
18
Referral marketing drives acquisition
Of the four funnel goals, Gigaom found
that marketers believe referrals are most
effective at driving acquisition and
conversion (Fig. 4). And almost half the
marketers who use referral marketing
acquire more than a third of their
customers with it (Fig. 5). That’s double the
percentage of customers they acquire
with email.
43% of referral marketing
users acquire more than
35% of their new customers
with it
REFERRALMARKETINGMOSTEFFECTIVEATACQUISITION&CONVERSION
Awareness
Acquisition
Conversion
Retention
Share of respondents (Percent)
0 5 10 15 20 25 30 35
26
31
31
23
Figure 4: Referral marketing effectiveness in funnel
Figure 5: Referral marketing customer acquisition rates

19©2014 Extole Inc. All Rights Reserved. PROPRIETARY/CONFIDENTIAL
SHAREOFNEWCUSTOMERSFROMREFERRALMARKETING
0-10%
11-25%
26-35%
36-50%
Over 50%
Share of respondents listing referral marketing in top 3 (percent)
0.0 2.5 5.0 7.5 10.0 12.5 15.0 17.5 20.0 22.5 25.0 27.5 30.0
27
16
19
20
18
Referral marketing drives acquisition
Of the four funnel goals, Gigaom found
that marketers believe referrals are most
effective at driving acquisition and
conversion (Fig. 4). And almost half the
marketers who use referral marketing
acquire more than a third of their
customers with it (Fig. 5). That’s double the
percentage of customers they acquire
with email.
43% of referral marketing
users acquire more than
35% of their new customers
with it
REFERRALMARKETINGMOSTEFFECTIVEATACQUISITION&CONVERSION
Awareness
Acquisition
Conversion
Retention
Share of respondents (Percent)
0 5 10 15 20 25 30 35
26
31
31
23
Figure 4: Referral marketing effectiveness in funnel
Figure 5: Referral marketing customer acquisition rates

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