When a new lead comes in on the recommendation of a customer who has happily championed your brand on your behalf, the return on investment is huge. The conversion on recommendations from friends is higher than from colder channels such as search. Until now, though, we’ve sat back and welcomed these referral leads, cheering when they arrive, many of us thinking that unscripted conversations between friends are too spontaneous to affect, too organic to establish tracking mechanisms for.
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