Context
Edenred UAE's existing client base offered an audience for a B2B referral programme. The supplied CV describes a launch reaching more than 20,000 client accounts.
Objective
Create a referral acquisition journey through existing customer touchpoints and follow-up communication. Reach is an input to that journey, not a count of referred businesses or won customers.
Constraints & evidence
The CV supplies distribution channels and reported reach, but not programme dates, invitation-level data, unique-referral counts, reward economics or final customer outcomes. Those missing measures are not estimated here.
My contribution
The CV credits Ashok with launching the referral GTM through email, portal placements, pop-ups and automated follow-ups for non-responders. It places the programme within a broader remit of lead generation, lifecycle automation and sales alignment.
Documented approach
The programme used several existing client touchpoints instead of relying on one launch email. Automated follow-up was part of the described approach. The source does not document the exact creative variants, incentive structure or test results, so none are reconstructed.
Reported result
The supported figure is reach across 20,000+ client accounts. This page intentionally does not convert audience reach into referrals, qualified leads, revenue or a causal lift. Those would require additional evidence.
What this case supports
This is evidence of referral programme orchestration and multi-touchpoint GTM execution. A useful design implication is to measure the handoff from invitation to accepted referral separately from reach. The related article develops that educational framework using explicitly hypothetical scenarios.
Source: Ashok Singh — supplied combined CV (PDF). Read the editorial and evidence notes.