Standing out in a crowded market is a problem that many SaaS corporations face. However in the event you’re something like Highspot, you perceive the facility your clients have in serving to solidify your house available in the market. 

Highspot is a income platform that aligns gross sales, advertising and marketing, and buyer success to extend the impression of shoppers’ most important progress initiatives. The corporate launched in 2011 and has since grown to 1,000+ staff, serving 8 million customers from 5 world workplaces. 

Whereas Highspot is a frontrunner within the income enablement platform market, they’re embedded in an area that’s crowded and continues to evolve quickly. Highspot understood that to remain aggressive, they needed to successfully inform their firm’s story – over and over. 

When Highspot first partnered with G2, they have been trying to capitalize on alternatives that bolstered the corporate’s worth proposition by means of buyer voice – at scale.

Reinforcing Highspot’s worth proposition

When tackling a crowded, ever-evolving market, some of the efficient methods to construct belief with prospects and stand out in a class is thru social proof. 

Targets

  • Make sure the firm story continues to interrupt by means of a crowded, ever-changing market
  • Solidify market placement within the gross sales enablement class
  • Leverage buyer voice and G2 information reviews to amplify messaging at scale and drive new gross sales

Highspot knew the optimistic impression leveraging the voice of their clients might have in affirming their worth available in the market and in reaching extra prospects and guiding them by means of the gross sales funnel. 

Jarod Greene, Vice President of Product Advertising and marketing at Highspot, says, “We all know {that a} highly effective approach to get our message out at scale is to let our clients inform it. G2 is a platform we glance to, not simply to gather the voice of shoppers, but additionally to have that voice validated.”

Capitalizing on the facility of trusted, validated evaluations

“Once I consider G2, I believe belief,” says Greene, who believes {that a} essential function of G2 is that consumers and sellers can relaxation assured that the rankings and evaluations are genuine and validated.

He is aware of that G2 is open and unbiased, evaluations are customer-generated, and distributors cannot pay or use affect to be listed increased on class pages.

Greene discusses why this issues. He says, “On this enterprise of buyer sentiment  – getting a way of what the collective has to say – it’s important to be trusted. There are numerous platforms on the market and methods to border your worth proposition, however belief underpins each purchaser’s resolution. If consumers cannot belief the platform, then it is unlikely they’re going to belief you.”

Greene continues, “G2 delivers the genuine voice of the client, and they’re absolutely clear with their algorithms. With G2, individuals can really feel assured that the system just isn’t gamed, it’s not pay-for-play or pretend information. That’s large.”

Options

  • Leverage G2 dashboards to rapidly and simply perceive Highspot’s most vital information
  • Assess Highspot’s fame and placement available in the market by means of G2 Evaluate Experiences that function a side-by-side comparability of as much as 4 competing merchandise
  • Use G2 Content material Subscription to simply share Highspot efficiency information with potential clients by means of accessible, glossy infographics and social media property

Highspot advantages from G2’s 6 million guests monthly and greater than 1.7 million customers who’ve already left evaluations on the G2 platform. Greater than 900 customers have written or videotaped genuine, verified evaluations on Highspot’s G2 profile alone.

Not solely can the Highspot workforce relaxation assured that they’re receiving genuine, validated, buyer evaluations which might be then prepared and ready for in-market consumers, however they’re additionally capable of see how these evaluations place them in relation to their opponents; G2 Compare Reports function a side-by-side comparability of as much as 5 competing merchandise based mostly on satisfaction scores.

With regards to understanding how Highspot is seen by clients and consumers alike, the workforce has up-to-the-minute efficiency information accessible on easy-to-access dashboards. No time-consuming instruments or a number of options are wanted. No ready till the top of the week or month for important data. Groups can measure their efficiency when they should, every time they should. 

G2 dashboards make Highspot’s most vital information seen, comprehensible, and actionable, in order that they will measure and enhance their efficiency. “The dashboards are gold,” says Greene, “ It is, at a look, all the things I have to see to know what we’re doing, what we may very well be doing higher, and the impression it is had on our visitors and purchaser intent.” 

G2 dashboards additionally permit Highspot to see how they stack up towards their opponents and provides them an general image of what’s occurring available in the market, each proper now and traditionally.

Greene shares,  “We are able to see the place we rank throughout all of the reviews we’re in. The power to see what’s trending up, what’s trending down, and what’s coming subsequent has been an enormous worth add for us. And to have the ability to travel—when it comes to one yr, six months, 90 days—has been wonderful.”

Highspot is a G2 Content Subscription shopper, which suggests they will share their information from Grid, Index, and Evaluate Experiences with current and potential clients by means of glossy visuals and infographics, together with shareable social content material that’s plug-and-play for LinkedIn or Fb. This permits Highspot’s buyer voice to do the promoting for them!

“Human beings naturally reply to psychological fashions,” says Greene. “They like placing issues in bins, seeing classes, understanding that  ‘high proper’ means good and ‘backside left’ means rising. They want these visuals. G2 checks a significant field for us and permits us to say, ‘This is our class, and listed below are different distributors inside the class. Let’s let our clients do the speaking, and let’s let their clients do the speaking.’ ”

G2 is a important device in serving to Highspot shut and win clients

Highspot loves what their clients are saying on G2, a lot in order that they rely closely on the location of Highspot evaluations and information of their buyer conversations. When new G2 Experiences are launched, Greene says, the workforce instantly updates their buyer slideware and makes the G2 Grid hyperlinks a name to motion. 

The outcomes communicate for themselves. 

35%

of alternatives instantly cited G2 as having a Medium or Excessive Impression on their buying resolution; of the Excessive Impression, 75% grew to become closed received

85%

of all closed-won alternatives have been influenced by at the least one G2 Report

Greene says that 35% of Highspot alternatives instantly cited G2 as having a Medium or Excessive Impression on their buying resolution – of the Excessive Impression, 75% grew to become closed received enterprise. Total, 85% of closed received alternatives have been influenced by at the least one G2 Report. 

“There’s most likely not a single gross sales dialog that we now have that doesn’t have G2 as part of it,” says Greene. “Our capacity to make use of G2 in a customer-facing dialog, whether or not in presale,  renewal, or growth, has been large.” 

Join with consumers, speed up offers. Learn the way G2 Marketing Solutions can assist you validate your model and win extra alternatives.

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