Unlocking Growth: Stefan Bader on Revolutionising B2B Referrals and Building Cello

The StartUp to ScaleUp Game Plan

In today's episode, I interviewed Stefan Bader, a two-time founder and the current CEO of Cello—a SaaS scale-up pioneering the way B2B companies incentivize referrals.

Stefan shares the pain points he encountered as Chief Revenue Officer at Shore, a company akin to Square but focused on European markets. His growth team faced challenges in implementing a user referral program. The lack of suitable third-party solutions led Stefan to a pivotal realization: there was a significant business opportunity in creating a B2B referral system. Thus Cello was born, aimed at enabling users to refer software to others and share in the revenue generated.

In this episode, Stefan delves into the key components of a successful B2B referral program, explaining how Cello addresses them. He talks about different types of referral programs, from user and affiliate referrals to influencer and value-added referrals. Stefan emphasizes the importance of native integration into the user journey and setting the right incentives to drive successful referrals.

Stefan also discusses the psychological aspects behind referrals, revealing how user psychology plays a crucial role in influencing customer behaviour. His insights into leveraging intrinsic, extrinsic, and social incentives offer a fascinating glimpse into the science behind Cello's early success.

Moreover, Stefan touches upon the concept of advocacy and how Cello fosters it among its users. By amplifying positive experiences and leveraging user psychology, Cello helps companies accelerate word-of-mouth growth at a fraction of the cost of traditional customer acquisition channels.

As Cello continues to grow, Stefan shares his vision of creating a go-to-market operating system for digital products, expanding beyond user referrals to include various growth loops. He also discusses the challenges and benefits of being a remote-first company, highlighting their approach to maintaining communication, collaboration, and culture in a dispersed team.

Stefan reveals why his second hire at Cello was a VP of People, a move that goes against conventional wisdom. He explains how this decision has helped build a strong team culture and attract high performers from the very beginning.

Stefan's journey is filled with valuable lessons for any entrepreneur. From the importance of shipping fast and treating fundraising like a sales process to making impactful people decisions and constantly adapting to change, his experiences offer a wealth of knowledge.

One of the most intriguing aspects of Stefan's story is the concept of the "reality distortion field," a term famously associated with Steve Jobs. Stefan explains how this ability to make people believe in your vision, even when it seems crazy, is crucial for sales, fundraising, and overall success.

Join us in this compelling episode as Stefan Bader takes us through his entrepreneurial journey, the creation of Cello, and his vision for the future. Whether you're an aspiring entrepreneur or a seasoned professional, Stefan's insights are sure to inspire and inform.

For more Cello insights head over to https://cello.so/ & for advice on hiring senior talent for B2B software ventures check out https://alpinasearch.com/