How to Build a B2B Referral Program That Brings Steady Leads (+ Free Scripts)
Key takeaways:
Building a B2B referral program can deliver a steady stream of high-quality leads while strengthening your local business network. Here’s how to create one:
- Identify the right referral partners. Focus on businesses that serve your ideal clients but aren’t competitors—think other trades, realtors, property managers, and community groups. Build a targeted list to streamline your outreach.
- Reach out with simple scripts and consistent follow-up. Use short, conversational emails to start a dialogue, and don’t be afraid to follow up and build the relationship over time. Personalized communication and clarity on mutual benefits foster trust.
- Set up an easy, trackable referral process. Make it effortless for partners to refer clients by using tools like Google Forms, QR codes, and branded cards. The simpler the process, the more likely partners will refer leads your way.
- Reward your partners and keep relationships strong. Motivate referrers with meaningful, results-based incentives like cash bonuses, gift cards, or service credits. Regular check-ins and newsletters help maintain engagement and loyalty.
- Apply best practices and measure program success. Define clear goals, communicate openly, focus on mutual value, and regularly review results to ensure your referral program’s long-term growth and effectiveness.
For ongoing tips on growing your business and insider strategies, sign up for the Jobber Newsletter.
Want more customers without spending big on ads? Try B2B referral marketing.
Running a B2B referral program is one of the most effective ways to get quality leads for your service business.
Take it from Phil Risher, owner of Phlash Consulting and former business development director at a $3 million home service company. In only 12 months, Phil brought in an extra $1 million by setting up a simple referral system.
Read on to learn how to build a B2B referral program—and get free scripts and templates to help you attract more leads and grow your service business with confidence.
How to get steady leads through B2B referral marketing:
What is a B2B referral program?
A B2B referral program is a strategy where businesses grow through word-of-mouth recommendations.
Instead of spending on ads or chasing cold leads, you partner with businesses that already serve your ideal customers, and they refer those customers to you. For example, if you run a fencing business, a landscaper could recommend you to clients who want a complete backyard upgrade.
This program often includes tracking successful referrals and rewarding partners for their efforts. Over time, it creates a steady, cost-effective stream of qualified leads without draining your marketing budget.
If Thumbtack or Google changes their algorithm, you’re instantly spending a lot more money to get leads. B2B partnerships are not how that works. It’s all about the relationship in the local community, so it works great.
Why B2B referral programs work
Here are some benefits of running a B2B referral program and why it works:
- You get trusted leads. Partners recommend you to their customers, so prospects already trust you before they reach out.
- It costs almost nothing. Unlike paid ads or expensive lead-gen sites, building a B2B referral program is often free or low-cost to set up and run.
- Referred leads convert better. Compared to leads from paid marketing channels, referrals are 2x more likely to turn into paying customers.
- You build lasting local connections. B2B referrals strengthen relationships with other businesses in your community, opening doors to even more growth opportunities.
- They scale your sales efforts. One salesperson can only make so many calls in a day. With referral partners, multiple businesses are promoting you at once, helping you reach more customers without extra effort.
This strategy is gonna help you build a sales army out in your local community to send you leads.
Ready to start getting more referrals? Follow Phil’s steps below to set up your own B2B referral program.
1. Identify the right referral partners
Start by looking for potential referrers who work with the same kind of customers you do, but don’t compete with you. These collaborations can create seamless cross-referrals that build trust and drive better results.
Explore potential industries
Potential industries to partner with include:
- Other trades (e.g., roofers, painters, electricians, landscapers)
- Realtors and property managers
- Charities, local school PTAs, and community groups
For example, if you own a gutter cleaning business, strong referral partners might include roofers, lawn care companies, or holiday lighting installers. Since they’re already on job sites where homeowners may need gutter services, the referral feels organic and helpful.
Pro Tip: Focus on three or four key industries instead of trying to partner with everyone. By narrowing your efforts, you can build stronger relationships and create more trust.
Build your B2B referral list
Once you’ve picked your target industries, create a list of potential referral partners. You can do this manually or outsource the process to save time.
How to build your lead gen list with Google (manual method)
- Go to Google
- Search for a business type in your local area (e.g., “pressure washing company”)
- Click on the map results and select “More businesses”
- Record the names, websites, and contact info in a spreadsheet or document
How to create a lead gen list with Fiverr (outsourcing method)
Want to skip the manual work? Phil recommends using a freelancer platform like Fiverr to custom B2B lead list for as little as $25:
- Visit Fiverr
- Type in “B2B lead list”
- Browse freelancers and select one with good reviews
- Provide details about your target industries and location
- Receive a ready-to-use list with relevant details (e.g., company names, websites, and emails), saving you hours of research.
Outsourcing comes at a small cost, but it frees you up to focus on outreach and building relationships instead of spending hours hunting for contact details.
2. Reach out to potential referrers
After you’ve created your list of potential referrers, it’s time to reach out and start building strong referral relationships.
When reaching out for the first time:
- Keep it short and conversational. Respect their time and make it easy to read.
- Skip the jargon. Write the way you’d talk to a friend, but stay professional.
- End with a clear next step. Make it simple for them to respond or move forward.
Pro Tip: Avoid trying to sell your entire referral program upfront. The goal of your first email or call is to start a conversation, not close the deal.
Email outreach scripts
Here are three email scripts that’ll help you reach out to prospects and spark new B2B referral partnerships.
Email script #1
Subject line: Partnership?
Hi [First Name],
I came across your site while looking for a local [industry] company to work with.
Are you open to a quick call about how we might partner up and refer each other clients?
Chat soon,
[Your Name]
[Your Company Name]
Email script #2
Subject line: Looking for a reputable [service] partner
Hi [First Name],
I came across your site while looking for a local [industry] company to work with.
Are you open to a quick call?
Would love to talk about how we can work together.
Chat soon,
[Your Name]
[Your Company Name]
Email script #3
Subject line: Are you the right person?
Hi [First Name],
I came across your site while looking for a local [industry] company to work with.
Are you the right person to talk to about partnerships?
If not, could you point me in the right direction?
Chat soon,
[Your Name]
[Your Company Name]
Following up with potential referral partners
Landing a B2B referral partnership might not happen after one email, and that’s okay. Building trust takes time, and consistent follow-up is key to staying on your prospects’ radar.
When following up with potential referrers, keep these tips in mind:
- Don’t be overly pushy. Give prospects time to respond. A gentle reminder works better than constant pressure.
- Make it personal. Reference something specific about their business, customers, or services to show you’ve done your homework.
- Be respectful. Keep your tone polite and your messages short. If they’re not interested right now, leave the door open for future conversations.
Follow-up call
A few days after your first email, follow up with a friendly phone call. Here’s a simple cold call script you can use:
Follow-up call script
Hi [Name], I sent you an email earlier about maybe partnering or working together in some capacity. Just wanted to see if you’re open to a conversation.
If you don’t reach them by phone, leave a short voicemail and send a quick email to let them know you tried calling.
You can take it a step further by visiting their office in person. Bring your business card and give a quick, friendly pitch about your partnership idea. Just be mindful of boundaries, as not every business welcomes unexpected drop-ins.
Four benefits prospects care about in a referral partnership
Always be ready to answer the big question your prospects will have: “What’s in it for me?” The key is to show how the partnership benefits them, not just you.
You’re not the hero. They are a hero.
Your hero is that partner customer or your customer. They have a problem and you are the guide that’s going to help them solve this problem.
Once you get a conversation rolling, focus on these four benefits to get them excited about teaming up with you:
- Strengthens customer loyalty. Businesses that send their customers to your trusted services show they care about their needs. When customers feel cared for, they stay loyal.
- Handle overflow work. You can take on jobs they don’t have the time, resources, or interest to handle, keeping their clients happy.
- Boost their reputation. Every successful referral increases their credibility and positions them as trusted providers in their field.
- Earn extra income. Their staff or technicians can receive referral bonuses for every lead they send your way.
3. Set up a simple referral process
Once a business or organization agrees to work with you, the next step is to make sending referrals simple and stress-free. The easier you make it for partners to share your info, the more likely they’ll actually send you leads.
How to set up a referral hub using free tools
Phil recommends using free tools like Google Forms and QR codes to create a quick, repeatable system. Here’s how:
- Create a Google Form
- Include fields for the customer’s name, email, phone number, and the referring partner’s info
- Link your form to a Google Sheet so every referral is automatically tracked
- Generate a QR code (this is your referral link) that links directly to your Google Form
- Add your QR code to small, branded cards, then give them to partners and their technicians
- Customers can now scan the card and become a referral on the spot
4. Reward B2B referral partners
You’ve built your referral partner list and set up a system for tracking successful referral affiliates. Now it’s time to reward your referral partners so they keep sending leads your way.
Easy, yet meaningful rewards you can gift referrers include:
- Cash bonuses – Simply pay a set amount for each converted referral
- Gift cards – Offer gift cards to local restaurants, coffee shops, or retail stores
- Service credits – Offer credit that partners can use for your services or pass along to their own clients
Incentives are a great way to motivate partners and their participation, but they work best when tied to results. Phil suggests only paying commissions when a referral turns into a sale. This keeps the referral program fair and focused on real results.
5. Nurture your B2B referral partnerships
B2B referral partnerships aren’t a “set it and forget it” kind of thing. To run a successful B2B referral program, you need to nurture those partnerships so your business stays on their radar, even when they’re not actively sending referrals.
To keep your partnerships strong in the long run:
- Schedule regular check-ins to stay aligned on goals and performance
- Share insights on market trends, customer feedback, or product updates
- Celebrate wins together by acknowledging milestones and results
- Be proactive and look for ways to help your partner succeed before they ask
Use newsletters to keep in touch with referral partners
Phil recommends sending a monthly or quarterly newsletter to keep referral partners in the loop and remind them who to recommend, without much work.
Here are some ideas of what to include in your newsletter email campaigns:
- Show real work. Share photos or quick stories from recent jobs. Partners can use these as conversation starters with customers.
- Educate and add value. Include tips, checklists, or insights related to your industry (e.g., an arborist might send “5 signs your trees need a summer inspection”).
- Share customer success stories. Short testimonials or case studies build continuous trust and credibility.
- Seasonal updates and reminders. Tie updates to upcoming seasons or events (e.g., “Fall storms are coming—here’s how to prepare”).
Pro Tip: Add contacts you meet through BNI groups, chambers of commerce, or networking events to your email list. Even if you only send updates four times a year, it keeps your business front and center when referral opportunities arise.
With Jobber, you can whip up professional newsletters in a snap with editable templates. Easily run newsletter email campaigns to keep partners engaged and your B2B referral program growing.
Bonus: Partnering with local charities and school PTAs
Local charities and school parent-teacher associations (PTAs) are always looking for simple, effective ways to raise funds. Partnering with them creates a win-win opportunity: they raise money for their cause, and you gain high-quality referrals for your business.
It’s a killer offer that, nine times out of ten, every charity is gonna say, ‘Yes, please sign us up!
Follow similar steps as outlined earlier, but take it a step further by making it easier for your referral partners to promote your services. Remove as much extra work from their plate as possible to set them up for success.
Booking form template
Create a booking form that you can link to your email and social media templates.
Here’s a sample form template to get you started. Customize it to fit your business, style, and referral program:
[First Name]
[Last Name]
[Phone]
[Email]
[Address]
[Service options (dropdown or checklist)]
Organization you want to donate to: [Input field / dropdown list of participating charities or school PTAs]
Donation amount: [Input field / preset options (e.g., $50)]
Email promo script template
This email script template can be shared with charities and school PTAs so they can forward it to donors, parents, or community members:
Subject line: Support Our School with a Spring Tune-Up!
Hi [First Name],
Get your AC ready and help our PTA raise funds. [Your Company Name] will donate $50 for every tune-up booked using the link below.
[Insert scheduling link / QR code]
[Add deadline for urgency]
Thank you,
[School Name] or PTA
Social media promo template
Create polished social media graphics that local charities and school PTAs can post on Facebook, Instagram, or newsletters to promote the fundraiser.
Use the template below as a starting point, then customize the design and messaging to match your business and the organization’s audience:
📣 Spring Fundraiser Alert
Partnering with [Your Company Name] to raise funds for [School Name]!
✅ Schedule an AC tune-up
💵 $50 goes to [school name / our PTA]
🔗 Book here: [Insert booking link / QR code]
Let’s stay cool & support our kids!
8 best practices for a successful B2B referral program
Follow these tips so your B2B referral marketing thrives for the long haul:
- Set clear goals and expectations. Agree on what success looks like, outline responsibilities, and decide how you’ll measure results to avoid misalignment later.
- Choose the right referral partners. Look for potential referrers that share your values, complement your strengths, and have similar growth goals to ensure a strong, lasting fit.
- Build trust from day one. Be transparent, share honest information, and deliver on promises to establish credibility and confidence.
- Communicate openly and regularly. Set clear channels, schedule check-ins, and keep each other informed to stay aligned and prevent misunderstandings.
- Focus on mutual value. A successful referral creates wins for both sides, whether that’s new leads, boosting profit, or increased visibility.
- Create a value-driven partner experience. Go beyond transactions by offering tools, resources, and support that make working with you simple, rewarding, and beneficial.
- Stay flexible and adapt. Markets, customers, and strategies change, so be willing to adjust plans and evolve the partnership as needed.
- Measure and review performance. Track key results (e.g., cash flow, revenue, leads) and use regular reviews to strengthen the referral partnership over time.
Watch warm, steady leads flow in
A B2B referral program might take a little effort up front, but the rewards are huge.
You’ll generate higher-quality leads, strengthen your brand reputation in the community, and create a steady stream of profit that doesn’t depend on ad algorithms or pricey lead-gen sites.
I pretty much guarantee that if you install this in your business, there’s no way that you are not gonna get new clients and grow your business.
Want to watch how to set up a B2B referral strategy in action? Watch Phil’s full session below.
Frequently Asked Questions
-
When referral partners feel confident in your reliability, long-term partnership success follows.
Use these best practices to earn and build trust with potential partners:
• Be transparent. Share honest data, goals, and challenges so potential referrers know what to expect.
• Show credibility. Highlight past successes, positive Google reviews, or case studies.
• Deliver early value. Offer helpful resources upfront without asking for anything back.
• Communicate openly. Set clear expectations, stay consistent, and always follow through on your commitment. -
Strong communication from the start helps you build trust and momentum. Try these tips to keep everyone aligned:
• Set clear channels. Agree on where updates will happen (e.g., email, Slack, or project tools) to avoid missed messages.
• Keep it simple. Skip the jargon and focus on clarity, next steps, and shared goals.
• Be proactive. Share updates regularly, especially if challenges come up, so there are no surprises.
• Listen actively. Take the time to understand your partner’s needs and respond thoughtfully to strengthen the relationship. -
The best incentives make it worthwhile for partners to bring you business, while still being sustainable for you. Focus on rewards that align with your shared goals and motivate action.
Here are referral reward ideas to get you started:
• Cash bonuses – Pay a set amount out to partners for each converted referral
• Gift cards – Send partners gift cards to local restaurants, coffee shops, or retail stores
• Service credits or discounts – Offer credits or discounts to partners/their customers for future services
• Exclusive perks – Give partners/their customers early access to new services, priority booking, or premium add-ons
• Recognition and exposure – Spotlight partners on your website, in newsletters, or through case studies to boost their reputation too -
Even the best incentives won’t work if referrals are hard to give. The easier you make it for partners to share, the more likely they’ll do it.
Here are some ways to simplify referrals for your partners:
• Provide shareable assets. Create pre-written email templates, social media posts, or graphics they can copy and paste.
• Share referral links or QR codes. Give each partner a tracking link or QR code so referrals are easy and traceable.
• Automate reminders. Use your CRM to send gentle nudges (e.g., “Know anyone moving into a new home that needs cleaning? We’d love your referral!”) to keep the program top of mind. -
B2B referral programs can have real financial and legal implications. Handling them early on prevents headaches later.
Here are a few key areas to prepare for:
• Get it in writing. Document program and partnership terms, deliverables, and exit plans so expectations are clear for both sides.
• Plan for taxes. Referral payments may be considered a marketing expense for businesses and taxable income for partners. Check with your local tax office about which forms you might need to issue.
• Stay compliant. Some businesses may have rules around data sharing and/or privacy. Consult with a professional to ensure your program stays onside.
• Protect your brand. Clarify ownership of any co-created content, logos, or branded materials.
Disclaimer: For specific tax and legal advice for your service business, consult a qualified legal professional in your jurisdiction to ensure compliance. -
Measuring the right metrics helps you see if your referral program is driving real value, not just activity. Focus on metrics that reflect the objectives of your collaboration, and choose realistic indicators that can be quantified and tracked over time.
Here are key B2B referral marketing metrics to track:
• Number of referrals – How many total referrals are coming in from partners?
• Referral-to-lead conversion rate – What percentage of referrals become qualified leads?
• Lead-to-customer conversion rate – How many referred leads actually become paying customers?
• Revenue from referrals – How much new business is directly tied to referred customers?
• Customer lifetime value (CLV) – Do referred customers spend more or stay longer compared to non-referred customers?
• Cost per acquisition (CPA) – Is your referral program bringing in customers more affordably than other marketing channels?
• Partner engagement – How active are your partners in sharing links, codes, or submitting referrals?
Create a clear reporting process, do regular financial reviews, and use agreed-upon KPIs to track performance and adjust when needed.