Capitalizing on Referrals in Your Marketing Plan
November 15, 2011 at 2:00 PM EST, 1:00 PM CST, 12:00 PM MST, 11:00 AM PST

 There's little debate that the strongest marketing tactic ever created is a referral. Receiving a company endorsement from a respected source simply cannot be beat when compared to paid advertising and other traditional forms of marketing. And that's because you have real, trustworthy people — not your marketing department — touting your company's services.

In this session, you'll learn the easiest ways to secure testimonials from clients and partners, as well as from people inside your own firm. Endorsements from your own technical staff are sometimes the most powerful arsenal in your marketing toolbox. Learn the five steps for creating internal advocates for your brand.

So maybe your firm has already received some great testimonials, but now what? Don't fall into the trap of simply dropping them in a proposal (boring!) and forgetting about them. With the rise in social media, it's never been easier or more cost-effective to spread the good word to the outside world. Learn how to create a Referrals Program — using both external and internal advocates — that will have real impact to your bottom line. Now's the time to leverage the power of Brand Ambassadors and to make their endorsements work for you.

Hosted by:


AGC Construction Marketing Forum


Learning Objectives

During this Webinar, you will learn the easiest ways to: 

  • create a Referrals Program using both external and internal sources
  • secure great testimonials from clients and partners
  • create internal advocates — beyond marketing and BD folks — and turn your own technical staff into your company's biggest "Brand Ambassadors" 
  • leverage digital channels and social media tools to make those referrals work harder for you in spreading the word


About the Speaker


Robin Broder, Vice President of Marketing, MMC Corp

Robin Broder is the VP of marketing for MMC Corp, a holding company that owns two national construction brands: MW Builders, a national general contractor, and MMC Contractors, an ENR-ranked top 12 mechanical contractor. In her position, Robin manages all communications efforts from two perspectives: internal (educating employees) and external (delivering messages to clients). In both cases, her ultimate goal is to create "brand ambassadors" both inside and outside the firm. Prior to joining MMC Corp, Robin spent a decade at Fleishman-Hillard, the world's largest PR firm, where she provided marketing strategy to world-class brands including Hallmark, Proctor & Gamble, and Hewlett-Packard. She frequently conducts training sessions on a variety of topics including social media, communications, customer service, proposals, and media training.

CEU Credits

SMPS webinars are approved for 1.5 hours of Certified Professional Services Marketer (CPSM) CEUs and AIA LU Hours. Recordings of SMPS webinars are approved for 1.5 hours of CPSM hours only.

Per-Site Registration Fee*

SMPS Member Site Registration: $179
Nonmember Site Registration: $239

AGC Members:
Use the code "AGC2011" to receive the SMPS Member price of $179 for this Webinar. Enter the code on the check out screen to receive the discount.

*Remember: Webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Recordings of SMPS Webinars are available for purchase and training at

Add To Cart
Select a Session Format:
 Online Archive Webinar Recording ($179.00 for SMPS Members, FREE for CPSM Certified Members, $239.00 for Non-Members)
 CD-ROM Webinar Recording ($179.00 for SMPS Members, $179.00 for CPSM Certified Members, $239.00 for Non-Members)



For Registration Questions, Call (800) 274-9390.