Why Warm Intros Are The New Performance Marketing

In a privacy-first world, traditional performance marketing is an even bigger challenge, and customer acquisition costs (CAC) are skyrocketing.

In this session, Anuj will reveal why warm introductions are the new power move for marketers, growth strategists, and startup leaders looking to scale efficiently.

Attendees will discover how to build trust-based growth engines through authentic referral systems and networks.

This session will provide actionable frameworks to transform trust into a scalable acquisition strategy that delivers high-converting leads and long-term growth.

Transcript

1. Why Warm Intros Are The New Performance Marketing Anuj Adhiya
 Techstars Speakerdeck.com/anujadhiya @AnujAdhiya @AnujAdhiya
2. @AnujAdhiya #Heroconf 566% Revenue Increase in 30 Days! What Changed?
3. @AnujAdhiya #Heroconf Most companies ignore their relationship assets
4. @AnujAdhiya #Heroconf Today You'll Get: ✅ Score your company's network maturity ✅ 4-pillar framework to systematize relationships ✅ Turn scattered connections into growth engine Let me show you the framework...
5. CONNECT GOALS RELATIONSHIP VALUE MAP CENTRALIZE ACTIVATE @AnujAdhiya #Heroconf
6. @AnujAdhiya The Performance Marketing Hamster Wheel #Heroconf More ads → More emails → More cold outreach ⚠ Just digging deeper without moving forward
7. @AnujAdhiya The Performance Marketing Hamster Wheel #Heroconf More ads → More emails → More cold outreach ⚠ Just digging deeper without moving forward Like a car stuck in mud: More gas ≠ Progress You need: Traction, not more spending
8. @AnujAdhiya Traditional Agencies Say: "Better targeting will fi x it" "More compelling creative" "Latest AI-powered tools" Reality: Same approach = Same results #Heroconf
9. @AnujAdhiya Connected companies thrive, disconnected ones dive. #Heroconf
10. @AnujAdhiya The Great Marketing Shift • New CAC up 14% in 2024 #Heroconf
11. @AnujAdhiya The Great Marketing Shift • New CAC up 14% in 2024 • $2 spent for every $1 of new ARR #Heroconf
12. @AnujAdhiya The Great Marketing Shift • New CAC up 14% in 2024 • $2 spent for every $1 of new ARR • 71% higher conversion from referrals #Heroconf
13. @AnujAdhiya The Great Marketing Shift • New CAC up 14% in 2024 • $2 spent for every $1 of new ARR • 71% higher conversion from referrals The economics have fl ipped #Heroconf
14. @AnujAdhiya Performance Marketing: ↗ More expensive, ↘ Less effective Warm Introductions: ↘ Lower cost, ↗ Higher conversion #Heroconf
15. @AnujAdhiya Performance Marketing: ↗ More expensive, ↘ Less effective Warm Introductions: ↘ Lower cost, ↗ Higher conversion Winners today: Run better relationships, not just better ads #Heroconf
16. @AnujAdhiya Identity Evolution Required From: Transaction Processor To: Network Navigator Your network = Critical business asset Are you investing in it strategically? #Heroconf
17. @AnujAdhiya Traditional Business Approach: Sales owns → Customer relationships Executives own → Partner relationships HR owns → Talent relationships Result: Fragmented, unmeasured network value #Heroconf
18. @AnujAdhiya Stop chasing leads and start charting connections. #Heroconf
19. @AnujAdhiya #Heroconf ✅ Systematically approached their network ✅ Facilitated strategic connections ✅ Made it easier for referrals to happen November to December: What Actually Changed? Result: 566% sales increase in 30 days
20. @AnujAdhiya #Heroconf What if your organization could: •🎯 Turn scattered relationships into systematic growth •📊 Get organized about who you know •🤝 Collaborate on opportunities strategically •📈 Expand your reach with purpose
21. @AnujAdhiya #Heroconf The Framework: From: Hoping for lucky connections To: Engineering predictable results Method: Data + Collaboration + Cultivation how it works...
22. GOALS RELATIONSHIP VALUE MAP CENTRALIZE ACTIVATE CONNECT @AnujAdhiya #Heroconf
23. @AnujAdhiya #Heroconf Network Goal Template: "By _______ (date), we will complete _____ (number) introduction requests to _______ (target type) prospects" "Success = _____ (number) meetings scheduled with quali fi ed prospects" "Responsible team: _______" Example: "By March 31st, we will complete 15 introduction requests to enterprise CTO prospects. Success = 8 meetings scheduled with quali fi ed prospects. Responsible team: Sales + Marketing"
24. GOALS RELATIONSHIP VALUE CENTRALIZE 🎯 Set a Goal 👥 Invite Team to Join 👁 Visualize Network Strength and Reach @AnujAdhiya #Heroconf
25. GOALS RELATIONSHIP VALUE QUICK WIN - This Month: Network Audit Challenge • Survey team's connections to top 10 target orgs • Discover collective reach you didn't know existed • Create baseline for measuring growth @AnujAdhiya #Heroconf CENTRALIZE
26. GOALS RELATIONSHIP VALUE MAP CENTRALIZE 🏷 Categorize Relationship Data 📋 Co-Create Opportunity Lists 🎯 Match Opportunities to Goals @AnujAdhiya #Heroconf
27. @AnujAdhiya #Heroconf Strategic Relationship Identi fi cation Checklist: ✓ High Long-term Value: Could this relationship create $100K+ in opportunities over 2+ years?
28. @AnujAdhiya #Heroconf Strategic Relationship Identi fi cation Checklist: ✓ High Long-term Value: Could this relationship create $100K+ in opportunities over 2+ years? ✓ Mutual Bene fi t Potential: Can we provide signi fi cant value to them too?
29. @AnujAdhiya #Heroconf Strategic Relationship Identi fi cation Checklist: ✓ High Long-term Value: Could this relationship create $100K+ in opportunities over 2+ years? ✓ Mutual Bene fi t Potential: Can we provide signi fi cant value to them too? ✓ Aligned Goals: Are we working toward similar outcomes or complementary objectives?
30. @AnujAdhiya #Heroconf Strategic Relationship Identi fi cation Checklist: ✓ High Long-term Value: Could this relationship create $100K+ in opportunities over 2+ years? ✓ Mutual Bene fi t Potential: Can we provide signi fi cant value to them too? ✓ Aligned Goals: Are we working toward similar outcomes or complementary objectives? ✓ In fl uence & Reach: Do they have decision-making power or strong network connections?
31. @AnujAdhiya #Heroconf Strategic Relationship Identi fi cation Checklist: ✓ High Long-term Value: Could this relationship create $100K+ in opportunities over 2+ years? ✓ Mutual Bene fi t Potential: Can we provide signi fi cant value to them too? ✓ Aligned Goals: Are we working toward similar outcomes or complementary objectives? ✓ In fl uence & Reach: Do they have decision-making power or strong network connections? ✓ Trust Building Opportunity: Is there potential for deep, long-term trust? Rule: Only 5-10 strategic relationships per person maximum
32. @AnujAdhiya #Heroconf Relationship Scoring System: Strength Score (1-3): 1=Acquaintance, 2=Professional Contact, 3=Personal Relationship Strategic Value (1-3): 1=Helpful, 2=Important, 3=Critical to Goals
33. @AnujAdhiya #Heroconf Relationship Scoring System: Strength Score (1-3): 1=Acquaintance, 2=Professional Contact, 3=Personal Relationship Strategic Value (1-3): 1=Helpful, 2=Important, 3=Critical to Goals Priority Score = Strength × Strategic Value (Max = 9) Action by Score: 1-3=Annual check-in, 4-6=Quarterly touch, 7-9=Monthly nurturing Example: Sarah Chen, Acme Corp CTO, Strength=2, Strategic=3, Priority=6 → Quarterly
34. @AnujAdhiya #Heroconf Name Company Title Category Strength Strategic Priority Can Intro To Last Contact Next Action Owner Sarah Chen Acme Corp CTO Prospect 2 3 6 Enterprise buyers Oct 15 Coffee meeting Alex Mike Lau TechFlow VP Sales Connector 3 2 6 SaaS prospects Nov 2 Intro to Sarah Jamie Lisa Park InnovateVC Partner Influencer 2 3 6 Startup founders Sep 20 Event invite Sarah David Kim GlobalTech CEO Strategic 1 3 3 C-level contacts Aug 10 LinkedIn message Sam Emma Wilson MediaCorp CMO Advocate 3 2 6 Marketing leads Nov 5 Article share Inez
35. GOALS RELATIONSHIP VALUE CENTRALIZE @AnujAdhiya #Heroconf QUICK WIN - This Quarter: Decision-Maker Mapping • List your top 10 target accounts • Map all existing paths to decision-makers • Identify relationship gaps to fi ll MAP
36. GOALS RELATIONSHIP VALUE MAP CENTRALIZE ACTIVATE 📊 Track Progress Towards Goals 📝 Share & Re fi ne Introduction Lists 🤝 Facilitate Warm Introductions @AnujAdhiya #Heroconf
37. @AnujAdhiya #Heroconf The 4-Step Intro Process: Step 1: Request with clear value for both parties Step 2: Connector reviews and decides (approve/modify/decline) Step 3: Intro made with context for both sides Step 4: Follow-up within 1 week + outcome tracking Key Rule: Always get permission before making any introduction
38. @AnujAdhiya #Heroconf Template for Requesting Intros: "Hi _______ (Connector name), I'd love an introduction to _______ (Target name) at _______ (Company). Value for them: They could bene fi t from _______ (speci fi c value) Value for us: We could help them with _______ (speci fi c help) Context: We're both working on _______ (shared challenge/ interest) Happy to provide more details if helpful. No worries if timing isn't right! Thanks, _______ (Your name)"
39. @AnujAdhiya #Heroconf Template for Making Intros: "Hi _______ (Person A) and _______ (Person B), I'd like to introduce you both because _______. (shared interest/mutual bene fi t) _______ (Person A): Brief relevant background and what they bring _______ (Person B): Brief relevant background and what they bring Suggested next step: _______ (speci fi c action they could take) I'll let you both take it from here. Enjoy the conversation! Best, _______ (Your name)"
40. GOALS RELATIONSHIP VALUE MAP CENTRALIZE QUICK WIN - This Month: Build, then Spend Strategy • Identify 3 strategic introductions you can make • Lead with value for others fi rst • Then ask for intros that map to your biz goals @AnujAdhiya #Heroconf ACTIVATE
41. GOALS RELATIONSHIP VALUE MAP CENTRALIZE ACTIVATE 🔍 Deepen Relationship Insights 💡 Get Nurturing Recommendations 🌟 Foster Strategic Relationships @AnujAdhiya #Heroconf CONNECT
42. @AnujAdhiya #Heroconf Systematic Relationship Nurturing Schedule: Tier 1 (Priority 7-9): Monthly Contact • Month 1: LinkedIn comment/share, Month 2: Direct message, Month 3: Coffee/call Tier 2 (Priority 4-6): Quarterly Contact • Q1: Industry article share, Q2: Event invitation, Q3: Introduction offer, Q4: Year-end check-in Tier 3 (Priority 1-3): Bi-Annual Contact • Mid-year: Brief catch-up message, End of year: Holiday greeting + updates Rule: Add value before asking for value
43. GOALS RELATIONSHIP VALUE MAP CENTRALIZE ACTIVATE CONNECT QUICK WIN - This Month: Gap Analysis • Identify 5 strategic relationship gaps • Assign ownership for building/deepening connections • Create 90-day relationship development plan @AnujAdhiya #Heroconf
44. GOALS RELATIONSHIP VALUE @AnujAdhiya #Heroconf
45. GOALS RELATIONSHIP VALUE CENTRALIZE @AnujAdhiya #Heroconf Foundation
46. GOALS RELATIONSHIP VALUE @AnujAdhiya #Heroconf Opportunities MAP CENTRALIZE Foundation
47. GOALS RELATIONSHIP VALUE @AnujAdhiya #Heroconf Motion MAP CENTRALIZE ACTIVATE Foundation Opportunities
48. GOALS RELATIONSHIP VALUE NETWORK-FIRST FRAMEWORK @AnujAdhiya #Heroconf Continuous Deepening CONNECT Motion MAP CENTRALIZE ACTIVATE Foundation Opportunities
49. @AnujAdhiya #Heroconf Let's Assess Your Organization
50. @AnujAdhiya #Heroconf Q1: Network Goals Raise your 🖐 if: • Your org has clear, measurable network-related goals • These goals are reviewed and updated regularly Look around - see where most orgs are
51. @AnujAdhiya #Heroconf Q2: Team Involvement Raise your 🖐 if: • Your entire team is actively involved in network management • With clear roles and responsibilities
52. @AnujAdhiya #Heroconf Q2: Team Involvement Raise your 🖐 if: • Your entire team is actively involved in network management • With clear roles and responsibilities Most companies: Some people, no system
53. @AnujAdhiya #Heroconf Q3: Warm Introductions Raise your 🖐 if: • You have systematic processes for warm introductions • You track introduction requests and outcomes
54. @AnujAdhiya #Heroconf Q3: Warm Introductions Raise your 🖐 if: • You have systematic processes for warm introductions • You track introduction requests and outcomes The gap between random and systematic
55. @AnujAdhiya #Heroconf Your Likely Maturity Level: • 0-1x hands up: Level 0-1 (Chaotic/Basic) • 2x hands up: Level 1-2 (Basic/Pro fi cient) • 3x hands up: Level 2-3 (Pro fi cient/Optimized) Most organizations: Level 0-1
56. @AnujAdhiya #Heroconf
57. @AnujAdhiya #Heroconf Data Fragmentation • Relationships scattered across systems • Inconsistent data quality Solution: Progressive integration approach
58. @AnujAdhiya #Heroconf Privacy & Trust • People hesitant to share network information • Fear of relationship exploitation Solution: Transparent policies + control
59. @AnujAdhiya #Heroconf Breaking Silos • Departments don't collaborate on networking • Duplicate outreach to same contacts Solution: Shared goals + cross-functional projects
60. @AnujAdhiya #Heroconf Short-term Pressure • Quarterly results vs. relationship building • Hard to measure relationship ROI Solution: Portfolio approach + quick wins
61. @AnujAdhiya #Heroconf Keys to Success: • Start with willing participants
62. @AnujAdhiya #Heroconf Keys to Success: • Start with willing participants • Show early wins quickly
63. @AnujAdhiya #Heroconf Keys to Success: • Start with willing participants • Show early wins quickly • Integrate into existing work fl ows
64. @AnujAdhiya #Heroconf Keys to Success: • Start with willing participants • Show early wins quickly • Integrate into existing work fl ows • Measure what matters
65. @AnujAdhiya #Heroconf The Secret Success ≠ Reinventing your pitch Success = Making referrals easier The revelation: Operationalize what works randomly
66. @AnujAdhiya #Heroconf Think About This: Ever had an unexpected big win through a teammate's connection? Or a partnership from a casual introduction?
67. @AnujAdhiya #Heroconf Think About This: Ever had an unexpected big win through a teammate's connection? Or a partnership from a casual introduction? "If only we could make this happen more often"
68. @AnujAdhiya #Heroconf Think About This: Ever had an unexpected big win through a teammate's connection? Or a partnership from a casual introduction? "If only we could make this happen more often" Good news: You can.
69. @AnujAdhiya #Heroconf The Secret Formula: Network + Operations = Predictable Growth Not just having relationships But operationalizing them through: Data + Collaboration + Continuous Cultivation
70. @AnujAdhiya #Heroconf Why Consultants Hate This: • Threatens their business model • Can't sell you more ads/tools/funnels • Relationships don't require monthly spend It works too well to ignore
71. @AnujAdhiya Company success scales when warm intros become your performance marketing. #Heroconf
72. @AnujAdhiya #Heroconf Get Your Network-First Maturity Score ✅ Score your company across all 4 pillars ✅ Identify your biggest opportunity gaps ✅ Know exactly where to focus next Scan now →