Referral marketing programs are most commonly associated with B2C products in retail and finance, but we wholeheartedly believe they are B2B SaaS workable as well. Even if you are skeptical, the potential benefits greatly outweigh the cost of testing. You won’t just be lowering your CAC by having existing customers bring in cost effective leads, you should also end up increasing your retention numbers as customers referred by other customers have a 37% higher retention rate. With B2B SaaS products, cash credits are an awkward incentive as you are selling to a business, not an individual, so a free month of subscription or discount on the buyer’s next bill is usually the way to go.