## Customer Stories

## “Referral programs are typically difficult and costly to set up. With Cello, we were able to quickly set up a program to test this new channel and its potential to increase new user acquisition.”  
**Raphael Allstadt, Co-founder & CEO (tl;dv)**

**Mtl. sign-ups**: 0.0%  
**Mtl. Freemium-to-paid CR**: 0%  
**Mtl. Additional Revenue Growth**  
**HQ**: Köln, Germany  
**Funding**: €4.3M  
**Employees**: 11-50  
**Category**: AI-powered meeting recorder  
**Pricing**: Freemium  
**Customers**: B2B  
**Customer with Cello**: Since 2022

## How tl;dv achieved 1k+ monthly referral-based signups

Germany-based tl;dv is one of the fastest-growing AI-powered meeting recorders. They wanted to capitalize on the buzz around generative AI by amplifying the voice of users & influencers to add a high-performing growth channel that could multiply its userbase over time.

Their main challenge was scarce development capacity for the growth initiative due to their ruthless prioritization on AI-powered features for the core product.

Cello provided a preconfigured referral experience that was **implemented in two days** and allowed for easy fine-tuning to tl;dv’s specific needs.

## How did they succeed?

The main success factor in this referral program was the discoverability that tl;dv achieved. The in-product integration with Cello’s preconfigured referral experience allows users to become referrers from within the very tool they want to recommend, making the experience straightforward and hassle-free. After someone views their referral link or signs up, notifications are triggered to the referrer in order to encourage continued referral of the product.

Outside of the product, tl;dv created a multi-channel strategy to ensure a transparent and fast launch of their referral program. They created a strong go-to-market strategy that included a dedicated marketing page ([here](https://tldv.io/ambassador-program/)) directly accessible from their website to provide users with a step-by-step description of the program.

tl;dv also created **lifecycle messaging** to nudge users at the moment when they are most primed for referring, published both **social media posts and promotional emails** in order to connect with affiliates, and conducted **user interviews** to establish the direction for continued improvement.

## The result?

Leveraging Cello’s in-product integration with strong messaging and go-to-market efforts, **tl;dv achieved an average of 1k+ monthly referral-based signups**, **a monthly Freemium-To-Paid CR of 30.3%**. Best of all they could start with the new program in less than a day.