We are a B2B Marketing Services agency. We also have extremely happy clients (directors / managers of marketing) that are happy to provide a raving testimonial, but as soon as we finish a project -- they're pretty done with us. Out of sight, out of mind. When we ask "Could you connect me with a few people I should talk to?" we get the typical response of "let me think about who" and then you never hear back from them. To combat this - we've tried to share our ICP or even go through their Linkedin to ask for a specific person. No response. I believe it happens this way since marketers are focused on one campaign at a time and when our services (badass animated video for sales and marketing) aren't needed - we're not a priority (we don't do retainer business; that's another story)). Often, these people come back for repeat business in 6-12 months. As soon as they need another video, we're friends again and communication with us is a high priority. We have a monthly marketing email to TRY to help keep us top of mind with these folks.
I have worked on this with other clients and we had better success asking for referrals early on in the process rather than after or at the end of the process. It also helps to be specific in your ask. Rather than asking to be connected to people, ask if they know companies in (industry) who have (specific problem). Being specific triggers names far better than a general ask which is almost always met with them thinking about it.
Answered 8 years ago
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