Process B2B Referral Event Action

Use the Process B2B Referral Event action in Flow Builder or through Connect API to create tracking records for referral activities that advocates and their referred party complete during the last three stages of promotions. The action also automates the issuing of rewards after advocates and their referred party complete eligible activities. For each activity, a transaction journal is created and other records are created or updated. Use the additional elements in Flow Builder to decide the eligibility criteria for referral activities. You can also add follow-up actions after the Process B2B Referral action.

Required Editions

Available in: Lightning Experience

Available in: Enterprise, Performance, Unlimited, and Developer Editions with Referral Marketing

Available in: Enterprise, Performance, and Unlimited Editions with Partner Ecosystem Management - Members or Partner Ecosystem Management - Login. Learn more about Referral Marketing with Partner Ecosystem management.

Common Business Scenarios Supported by the Action

Use Case	Example
The referral promotion belongs to an insurance company and the brand rewards businesses only after the opportunity converts	In the flow, add conditions before the action to check whether the referred party’s has converted. If yes, pass the activity on to the action to reward the friend.
The referral promotion belongs to a Hotel Management Solutions company that wants to boost new client contracts for its integrated cab service booking.	In the flow, add conditions before the action to check whether the referred hotel has successfully processed its first 50 bookings through the new cab service integration. If yes, pass the activity on to the action to reward the advocate (cab company partner) and the referred hotel.
The referral promotion belongs to an Industrial Automation Solutions manufacturer, and the referred manufacturing business can finalize its new machinery support contract(reward) only after completing a mandatory on-site operational training session at their factory.	In the existing flow that manages business customer onboarding and training milestones, add the action to validate this step for the referred party.

Stage 3

During the first and second stages, the promotion only interacts with the advocates. In the third stage, advocates refer . To track an advocate’s referral, define the values for these fields:

Event Type—Specify Refer as the event type.
Referral Code—Specify the code of the advocate who referred a business and the code of the promotion that the activity is a part of. Separate the codes with a hyphen.
Activity Date Time—Specify the date and time when the referral event was completed.
Referral Lead ID— Specify the lead ID of the party who was referred.

Stage 4

After advocates refer the referred party in the third stage, a lead record is created for the referred party. The lead qualifies and converted into Account and Opportunity. To track qualification of the referred party, define the values for these fields:

Event Type—Specify Qualify as the event type.
Referral Code—Specify the code of the advocate who referred a business and the code of the promotion that the activity is a part of. Separate the codes with a hyphen.
Activity Date Time—Specify the date and time when the business signed up.
Referral Account ID—Specify the ID of the referred party's account record.

Stage 5

An opportunity is considered closed or won after a referred party signs a deal with the company. To track this successful conversion by a referred business, define the values for these fields:

Event Type—Specify Closure as the event type.
Referral Code—Specify the code of the advocate who referred a business and the code of the promotion that the activity is a part of. Separate the codes with a hyphen.
Activity Date Time—Specify the date and time when the opportunity was closed or won.
Referral Account ID—Specify the ID of the referred party’s account record.

Important Create a custom Referral Code field on both the Lead and Opportunity objects to store the advocate's unique referral code for the referred party. In the flow that manages advocate referrals, use the Update Record action to add the advocate's referral code to the Lead record created for their referral. To pass the Referral Code value from Lead to Opportunity on Lead Conversion, map these Referral Code fields.

If you don’t want to run the action as part of a flow, you can run it as an invocable action, Connect API or as part of an Apex class.

Tip To ensure that the Process B2B Referral Event action doesn’t create duplicate accounts for advocates and duplicate accounts and leads for referred parties, create matching rules and duplicate rules on the Contact and Person Account objects.