The Win-Win-Win of B2B Referrals

How Casual Conversations Could Have Earned Me Referral Rewards

It’s funny how things line up sometimes. One week in June, I had three completely separate conversations that, at the time, didn’t seem remotely connected.

The First Conversation: Stalled Organic Growth

First was Hannah, a marketing manager for a cyber security firm in London. Over lunch, she admitted their organic traffic had plateaued. “We’ve been publishing content every week for over 9 months,” she said, “but I am not seeing any uplift, every month it’s a consistent 4,000 visits. I know we should be ranking for far more keywords, but I don’t know where to begin.”

The Second Conversation: A Tricky Rebrand

Two days later, I bumped into Marco, a brand lead at a fintech company and former colleague at a now-Unicorn, at a networking evening in Shoreditch. He’d just convinced his directors to back a full rebrand, but they had no idea which agency could pull it off without upsetting all of their new acquisitions that were emotionally tied to their current brands.

The Third Conversation: Ads That Weren’t Working

And then there was Leila, a start-up founder I met while working from a co-working space in Manchester. Her new product had launched three months ago, and she was spending around £2,500 a month on Facebook and LinkedIn ads with almost nothing to show for it. “The CFO said it feels like I’m just setting fire to the budget,” she sighed.

Making the Right Connections

Individually, these chats were simply friends and acquaintances venting about work challenges. But later that week, I realised I actually knew the right person for each problem.

I introduced Hannah to an SEO consultancy in Brighton that had recently doubled organic leads for a B2B SaaS platform in under six months by tackling their technical SEO and rewriting the copy on their key landing pages.

I connected Marco with a creative agency in the midlands that had just delivered a successful rebrand for a ‘buy and build’ cloud computing company, modernising their image whilst bringing each of the leaders ‘along for the journey’.

And I put Leila in touch with a paid media specialist in Leicester who’d turned a struggling ad campaign for a logistics start-up into a profitable one by focusing on high-intent audiences and testing multiple creative variations rapidly. Think A/B on steroids.

The Results for Everyone Involved

A few months later, I heard back from all three. Hannah’s traffic was up. Marco’s rebrand seemed to have got his nay-sayers involved in the process ‘on the bus’ and Leila was finally seeing a positive return on her ad spend.

Each supplier gained a new client. Each friend solved a major headache. And, if Paartner had existed back then, I would have received three separate referral rewards - all in the same month - simply for making introductions I would have made anyway.

That’s the “win-win-win” of B2B referrals.

Why Paartner Makes It Simple

When you start listening for the challenges people mention in passing, you begin to see opportunities everywhere. Paartner just makes it easier to act on them.

You sign up, connect people who can help each other, and we take care of the rest. Everyone wins — including you.