---
schema_version: "1"
id: 5ee47ea1409bc83aadecb2a83789acbd8e54e3ca94df175bc1a2716b688316f8
title: B2B Referral Management Strategy
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/b2b_referral_promotion_strategy.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.b2b_referral_promotion_strategy.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 7a9e4b8967dcaf268225fafd57f814e8d533c69461f9c56b7e0072b2ed4a3339
description: Every brand crafts its referral program uniquely to align with its specific requirements. B2B Referral Management helps businesses design and manage multiple promotions simultaneously or one promotion at a time based on the brand’s marketing strategy. Brands can also customize each promotion's stages, define rewards, and target specific audiences to perfectly fit their unique B2B objectives.
products:
  - Marketing
  - Marketing Cloud Account Engagement
release: "264"
---
# B2B Referral Management Strategy

Every brand crafts its referral program uniquely to align with its specific requirements. B2B Referral Management helps businesses design and manage multiple promotions simultaneously or one promotion at a time based on the brand’s marketing strategy. Brands can also customize each promotion's stages, define rewards, and target specific audiences to perfectly fit their unique B2B objectives.

### Required Editions

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small edition"><colgroup><col></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Available in: Lightning Experience</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Available in: <strong>Enterprise</strong>,&nbsp;<strong>Performance</strong>, <strong>Unlimited</strong>, and&nbsp;<strong>Developer</strong>&nbsp;Editions with Referral Marketing</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Available in: <strong>Enterprise</strong>,&nbsp;<strong>Performance</strong>, and <strong>Unlimited</strong>&nbsp;Editions with Partner Ecosystem Management - Members or Partner Ecosystem Management - Login. <a href="https://help.salesforce.com/s/articleView?id=sales.b2b_referral_prm.htm&amp;language=en_US" target="_blank">Learn more about Referral Marketing with Partner Ecosystem management.</a></td></tr></tbody></table>

## Business Requirements

Here are some of the key questions that channel managers must answer to translate the brand's business requirements into a referral promotion:

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:33.33333333333333%">
          <col style="width:66.66666666666666%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d13731e96">QUESTION</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d13731e99">HOW B2B REFERRAL MANAGEMENT HELPS channel managers ANSWER THE QUESTIONS</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="QUESTION" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e96 ">Who is the target audience of the promotion?</td>

            <td data-label="HOW B2B REFERRAL MANAGEMENT HELPS channel managers ANSWER THE QUESTIONS" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e99 ">
              <p>Channel managers can select a campaign as the promotion's target audience.</p>
              <p style="margin-bottom:0;">If
                a promotion doesn't have a target audience, all the advocates of the referral
                program are automatically considered as the target audience.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="QUESTION" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e96 ">Who does the promotion reward?</td>

            <td data-label="HOW B2B REFERRAL MANAGEMENT HELPS channel managers ANSWER THE QUESTIONS" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e99 ">A promotion can reward both advocates and the referred parties, either the
              advocates or the referred parties, or in rare cases, reward neither. Based on the
              objective of the promotion and the promotion's budget, channel managers decide whom
              the promotion rewards.</td>

          </tr>
          <tr class="">
            <td data-label="QUESTION" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e96 ">What are the activities for which advocates and their referred parties are
              rewarded?</td>

            <td data-label="HOW B2B REFERRAL MANAGEMENT HELPS channel managers ANSWER THE QUESTIONS" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e99 ">After deciding the target audience for a promotion and whom to reward, the
              partner manager decides the activities that the promotion rewards.</td>

          </tr>
          <tr class="">
            <td data-label="QUESTION" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e96 ">When do advocates and their referred parties complete the activity that they’re
              rewarded for?</td>

            <td data-label="HOW B2B REFERRAL MANAGEMENT HELPS channel managers ANSWER THE QUESTIONS" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e99 ">
              <p>A referral promotion's journey consists of five stages. For most industries and
                use cases, the first two stages are common: launching the promotion and inviting
                advocates to join the promotion. The third, fourth, and fifth stages differ between
                promotions. </p>
              <p style="margin-bottom:0;">channel managers decide the promotion stages where advocates and the
                referred parties must complete the activities that the rewards are provided
                for.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="QUESTION" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e96 ">How many businesses can an advocate refer and how many times are advocates
              rewarded by the promotion?</td>

            <td data-label="HOW B2B REFERRAL MANAGEMENT HELPS channel managers ANSWER THE QUESTIONS" class="slds-cell-wrap" style="vertical-align:top;" headers="d13731e99 ">
              <p>Channel managers can set limits for their promotions. They can set two types of
                limits. The first limit is on the number of times advocates can be rewarded. The
                second limit is on the number of businesses advocates can refer in a day.</p>
              <p style="margin-bottom:0;">Both
                limits ensure that the promotion remains within the approved budget and stays
                protected from fraudulent referrals.</p>
            </td>

          </tr>
        </tbody>
      </table>