Word of mouth is crucial to a company’s growth. But historically, B2B companies haven’t been able to track, measure, or influence word-of-mouth systematically. Meanwhile, our B2C counterparts have benefited from referrer codes and trackable invitations for over a decade!

Stefan Bader, Founder/CEO at Cello, figured out a fintech solution to enable B2B companies to incentivize referrals. So he knows more about “user-led growth” than anyone else. After investing in his seed round, I was excited to dive deep into this new functional discipline that growth marketers everywhere should be mastering.

We discussed:

* How does user-led growth relate to product-led growth?

* What are the metrics for best-in-class user-led growth?

* What growth marketing tactics can multiply referrals?

…and many other topics, as we unpacked this new category.

You can listen to the conversation or else read the lightly edited transcript. Enjoy!

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