Learn how RingCentral and TSYS overcame common referral marketing challenges so you can avoid them.

1. How to avoid referral
marketing pitfalls
Learn how RingCentral and TSYS overcame common
referral marketing challenges so you can avoid them.

2. referral marketing
challenges
RingCentral has had 3 different referral marketing programs.
They launched their first referral marketing program between
2010 and 2011 as a homegrown referral program.

3. RingCentral’s Homegrown
Referral Program
What Worked What Didn’t Work
eCommerce made it easy to
generate leads.
Small leads made for low
revenue contribution.
Great customer loyalty. Difficult to resolve attribution
which caused a high number of
customer complaints to Sales.
Small customers making small
referrals resulted in good
conversions.
Strained communication between
Sales, Marketing and the
Advocates.

4. RingCentral Second Homegrown
Referral Program
What Worked What Didn’t Work
Automated fulfillment removed
manual hassle.
Complex system with many points
of failure and no visibility to
troubleshoot.
Improved ways to refer with
social media and email.
Many layers to the program and no
way to know if something failed.
Sales integrated into the
process.
No visibility for customers into their
referral status.
No way to easily get Advocate
data/reporting.
Significant resources needed to
manage the program’s operation.
Lacked clear communication back
to Sales.

5. How RingCentral evaluated
these Challenges
From these challenges, RingCentral understood that they
needed a purpose built referral marketing program that
specialized in referral marketing instead of general customer
advocacy. After looking at different referral platforms they
settled on Amplifinity for its targeted solution.

6. Why the Amplifinity referral program
continues to excel for RingCentral
• Sales can enter verbal referrals
• Sales can check the status of referrals in their own platform
• No breakage
• Easily update creative with no IT needed
• Easy reporting showing direct ROI
• Advocate homepage with real time transparency into their referral status
• Operational resources reallocated from maintenance to program improvement
and growth
• Customers and reps like it
• Easily add and change promotions
• Can dive deep into the data of the program
• Thorough validation of Advocates’ email
• Eliminates the possibility of Friendly Fraud

7. referral marketing
challenges
TSYS went through a similar process. Like RingCentral, TSYS had four
different referral program approaches before trying an automated
referral marketing program.
1. Non-managed partner and affiliate program
2. Verbal Sales program
3. Employee program
4. Referral resource center portal where a bank teller would enter a
referral manually

8. TSYS’s homegrown referral programs
While these programs had some good results, they
were too difficult to keep up and therefore couldn’t
be grown due to:
• Lack of tracking
• Manual fulfillment
• Lack of Sales enablement
• Operational hassles
• Technology problems

9. How TSYS evaluated their challenges
From the experience with the four other programs they
understood that they needed to build a new approach.
By collaborating with different departments they figured
out the gaps in their current programs and created a
team to meet regularly to decide on vendors and design
in order to choose a vendor that would incorporate
greater efficiency and scale their referral program.

10. How TSYS overcame their challenges
TSYS chose Amplifinity based on Amplifinity’s experience
creating successful B2B referral programs and its ability to
fill the gaps they had in their other referral approaches by:
• Offering Advocates the ability to select what reward they
want
• Creating full automation to incorporate organizational
efficiency and scalability
• Automating nurturing emails to help reengage Advocates
and keep them active
• Handling the complexity of W9 collection and
CAN/SPAM
• Integrating into Sales’ technology to enable participation
• Offering extensive referral method options for all
Advocate types

11. This referral marketing program resulted in:
• Strengthened Salesforce use
• Time saved
• Improved Sales participation and therefore program enrollment
• Improved ROI
How TSYS overcame their
challenges

12. TSYS Program Results
“Integration of our referral program into Salesforce was critical for
getting our sales team involved. Amplifinity made the
implementation process seamless, and allowed our sales team to
easily invite our partners to the program. In the first 4 weeks the
referral program had almost paid for itself with over 75% of our
referral leads turning into opportunities.”
Andrew Brabec, Marketing Manager
TSYS Merchant Solutions

13. Discover how the right referral program
features can deliver amazing ROI for you
with the ROI calculator today!
Learn how to start a referral program at
Amplifinity.com