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Build & optimize your viral channel: referrals

You already have your most valuable marketing asset at your fingertips: your existing customers.

Online course:
Referral marketing

By Dominic Coryell,

Principal Product Manager @ Instacart

Course length: 3h 30min

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English subtitles Certificate included

Some of the companies that train their teams at CXL:

This course has been archived.

You may still enjoy the course, but you will not be able to take the exam to earn a certificate.

Since this course was recorded, we have significantly improved our production standards. We are constantly working and launching new courses, and training updates. Check the Growth Marketing Minidegree for the most up-to-date content.

Please refer to our course catalog to access the list of courses to earn certificates.

This course was archived.

Note: Since this course was recorded, we have significantly improved our production standards.

Please refer to our course catalog to access the list of courses to earn certificates.

Learn how to acquire more valuable users and reduce how much you spend to achieve your goals.

Acquiring new users through referrals is the most important marketing activity for your business. You not only acquire more valuable users, but also reduce how much you need to spend in order to acquire them.

What this course will teach you…

  • A step-by-step implementation guide to turn your existing users into new users, indefinitely
  • How companies like TOMS, Bonobos, Hotels.com, Shutterfly and more all leveraged their existing customers to grow their organic customer base using referrals
  • “Sideways” strategies to get referrals that don’t involve you directly asking your users to “refer a friend” again and again.

Skills you will master

AcquisitionCustomer Lifetime ValueMarketingReferral marketingReferral programsViral Channels

Dom played an integral part in helping us more than double our supply volume in less than a month. Just in time for the upcoming holiday season!

Karen Horiuchi, CEO @ Glambot

Dom has a tremendous focus on building systems and tuning growth experiments in systematic ways that allows for clear testing and results. His skills double as a Head of growth and growth product lead. We all have a lot to learn from Dom.

Sieva Kozinsky, CEO @ StudySoup

This course is right for you if…

  • You have existing users who like your product (measure with a high NPS)
  • You currently have a referral program you don’t feel like you can manipulate.
  • You don’t yet have a referral program, but have high “direct” traffic ration that must be cause by word-of-mouth-activities (WOMA).
  • You were at one point excelling at referral marketing and have hit a plateau

This course is probably not for you if…

  • You do not yet have Product/Market Fit (PMF)
  • You have a low NPS
  • You have an extremely long sales cycle with high enterprise value that has no mid/top funnel optimization points

Dom is an excellent growth marketing teacher and mentor. He deeply understands and is able to effectively communicate that growth marketing derives first from the mindset then the process. He has the understanding to teach you both.

Philippe LeBlanc, CEO @ Flixel

You’ll walk away with

  • A complete five-step formula squeeze every possible referral out of your existing CRM by optimizing each of the 4 referral levers:
  • Formula to find the right incentive to get users to share
  • Formula to find the most valuable sharing channel
  • Formula to help advocates pick the right people to share with
  • Formula to get referred users to convert
  • Formula to help nurture referrals
  • A model to map out the referral channel and make predictions like other channels
  • A referral roadmap integrated into existing marketing campaigns to maximize touch points and keep your program top of mind
  • A model to measure normally intangible brand mentions

This results in an evergreen channel to reduce CPA and increase CLTV of all your other channels.

Dominic Coryell

Principal Product Manager @ Instacart

Dominic Coryell, (aka DistroDom) is a tech entrepreneur in San Francisco. As a Co-Founder of Talkable, he understands referral intimately since he’s built programs for companies like TOMS, Bonobos, Hotels.com, Shutterfly and so many more. He’s spent years in the weeds optimizing referral programs to make sure that referrals as a channel are valuable and relevant.

Dom has also coached hundreds of startups during his time as a Partner on the 500 Startups Distro Team and educating founders on how to grow faster and secure funding with his online traction program GIMME GROWTH.

Currently, he is the Principal Product Manager at Instacart.

Your full course curriculum

Referral Marketing

1 Build a Referral Plan and Model

Building a referral program has many moving pieces that should be thought out and planned ahead of time. This class will teach you about all of those pieces, by using current relevant examples, then will give you a framework to build your plan using al …

2 Implement Your Referral Program

There are really two options to launch a referral program: build it yourself or user a 3rd party tool. We’ll go over how to make the decision based on your plans and in-house capabilities as well as all open-source and 3rd party options. Topics covered …

3 Promote Your Referral Program

Referral programs will not work unless they are promoted on site in the correct way. In this lesson we will cover how to show off your referral program onsite, in-app, through email and how to constantly keep it top of mind using the campaign methodolo …

4 Optimize Your Referral Program

Referral programs, compared to other acquisition activities, have 4 levers. In this lesson we will go through how to optimize each lever.  We’ll also cover how to use referrals to reach your current objectives, should they be driving revenue, driv …

This online course comes with a certificate to prove completion

Completing this training earns you a CXL certificate of completion you can add to your Linkedin profile.

What our students say about our online marketing courses:

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Learn Referral Marketing: FAQ

Who is this course for?

This course is right for you if…

  • You have existing users who like your product (measure with a high NPS)
  • You currently have a referral program you don’t feel like you can manipulate.
  • You don’t yet have a referral program, but have high “direct” traffic ration that must be cause by word-of-mouth-activities (WOMA).
  • You were at one point excelling at referral marketing and have hit a plateau

Some careers that will especially benefit from this course are growth marketer, demand gen marketer, product marketer, and ecommerce marketer.

What will you learn?

After taking this course, you will learn:

  • A step-by-step implementation guide to turn your existing users into new users, indefinitely
  • How companies like TOMS, Bonobos, Hotels.com, Shutterfly and more all leveraged their existing customers to grow their organic customer base using referrals
  • “Sideways” strategies to get referrals that don’t involve you directly asking your users to “refer a friend” again and again.

What does the course include?

Our Referral Marketing training includes 4 lessons, 3h 30min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Referral Marketing Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 3h 30min long.