| Approach | What it contributes | What limits it |
|---|---|---|
| Introductions | Context and a credible opening | Relevant relationships and willingness |
| Partner co-selling | Shared customer value and access | Alignment and partner participation |
| Executive events | Peer interaction and new relationships | Guest quality, cost and follow-up |
| Inbound expertise | Discovery around buyer problems | Distribution and time to build demand |
| Account-based marketing | Familiarity across target accounts | Targeting and coordinated conversion |
Advertising and outbound can complement these channels. Avoid treating them as inherently ineffective; evaluate results in the segment you sell to.
Research the people who influence the purchase, then examine potential routes through customers, former colleagues, advisors and partners. Validate the connection before asking for an introduction. When no route exists, useful research and targeted outreach may still create one.
Assign someone to request the introduction, supply the note, follow up and record the outcome. That is where a network map becomes a commercial programme.
Orbb's Referral Agent supports this relationship-led execution. Compare channels using qualified opportunities and total cost over a comparable period, while acknowledging their different timelines and coverage.