The Power of Referrals and Word of Mouth

This chapter discusses the importance of referrals and word of mouth in lead generation, particularly for senior clients. It explores the characteristics of firms that can effectively leverage referrals and highlights the marketing channels and high-level sources that can have a significant impact on funding and client acquisition. The chapter also explores scenarios where referrals can be a viable strategy and touches on the idea of firms within certain verticals referring to each other.