For a lot of firms, capturing buyer suggestions and successfully leveraging the voice of their prospects is usually a main problem.

However should you’re something like Salesloft, you received’t simply got down to gather critiques, you’ll make buyer suggestions an integral a part of your organization technique. 

Salesloft is a gross sales engagement platform launched in 2011 by CEO Kyle Porter to assist sellers execute all of their digital promoting duties, talk with patrons, perceive what to do subsequent, and get the teaching and insights they want. The rising firm is headquartered in Atlanta, Georgia, and utilized by gross sales groups at IBM, Shopify, Sq., Cisco, and extra.

Salesloft began its partnership with G2 in 2014, however didn’t have an excellent technique in place for buyer outreach. Alexandria Snow, Product Advertising Director at Salesloft, joined the staff in 2018 and realized there was an enormous alternative to raised leverage the G2 platform.

The staff was a “bit gun-shy when it got here to coordinating peer evaluate methods and reaching out to prospects for suggestions,” explains Snow. Additionally they weren’t digging into the myriad stories accessible by way of G2, and the data they have been gleaning was not getting shared internally to drive critiques or gross sales methods.

Capturing the voice of the client

Snow understood the facility of utilizing buyer voice to drive gross sales. She had beforehand managed a small expertise buyer success staff. She knew there have been limitless prospects accessible on G2 to extend market presence, maximize critiques, attain energetic patrons, and develop gross sales.

So, she set to work and instantly reached out to her G2 buyer assist staff.

Objectives:

  • Leverage the client voice to drive gross sales
  • Empower the gross sales staff to make use of G2 Evaluations all through the gross sales cycle
  • Attain energetic patrons and develop pipeline

When Snow linked with G2, she shared an inventory of shoppers who is perhaps open to writing a evaluate or recording a video evaluate on G2. The G2 staff rapidly set to work making a G2 Evaluation Marketing campaign to ship a scheduled cadence of emails with a hyperlink to the Salesloft G2 touchdown web page to solicit suggestions – aware to area these asks and reminders out in a non-intrusive approach. 

Power Plan prospects like Salesloft obtain reward playing cards equal to $1,000 to thank their prospects for taking the time to offer a evaluate. Present playing cards may be distributed in numerous increments as desired, and are awarded whatever the content material of the evaluate.

Salesloft G2 product profile

“I liked having G2 deal with our evaluate outreach marketing campaign once I was busy, but in addition liked that I might pause with G2 sending our emails straight, and I might use our personal system for customized emails from me when time allowed – with all critiques going to our G2 touchdown web page. This communication partnership resulted in an 85% response charge,” says Snow. 

All critiques submitted by prospects are put by way of G2’s evaluate moderation course of, which requires customers to validate their skilled use of the product and their id by way of LinkedIn or by sharing an energetic product screenshot.

This ensures the credibility and trustworthiness of G2 critiques. Evaluations give in-market patrons direct, trusted insights into how individuals like them (aka your prospects) actually really feel about you and your product.

G2 Options get “gold” from prospects and in entrance of latest ones

With so many new critiques, Snow was desperate to leverage them to drive gross sales. She says, “The subsequent step was, how will we get this gold in entrance of our prospects?”

G2 makes that half easy. 

Salesloft already advantages from the hundreds of thousands of eyes a month that go to the G2 web site to analysis, evaluate, and purchase software program and companies. As a Energy Plan buyer, Salesloft has superior G2 profile customization, permitting them to inform their advertising and branding story the best way they need to.  

Salesloft additionally has a G2 Content Subscription, which implies they’ve entry to a strong bundle of user-driven content material confirmed to affect prospects and prospects – sourced straight from G2 Reviews.

With Content material, Salesloft can spotlight its standings in G2 Reviews compared to rivals and let prospects inform the story of their product’s worth. There are not any designers wanted to create modern customized infographics or social property to share G2 data with potential patrons.

Options:

  • Leverage G2 Advertising Options to construct model consciousness in a goal software program class
  • Run G2 Review Generation campaigns to gather extra critiques from prospects
  • Present gross sales reps with G2 Evaluate Reviews to assist them create and shut extra alternatives with potential patrons

Snow says, “From our G2 critiques and stories, we curated a giant deck of slideware that we name our Buyer Story Flipbook. It is considered one of our hottest gross sales instruments!”

Snow additionally makes use of the data within the Flipbook to current internally to the Salesloft staff on their rankings and development, and she or he shares the G2 Report hyperlinks with staff members so they are going to “go forth and prosper.”  

Salesloft G2 Content for Customer Reference and Validation

The pinnacle of the staff, CEO Kyle Porter, is especially obsessed with G2 stories, critiques, and dashboards. Snow says, “Our CEO loves G2. It’s most likely his favourite metric as a result of it represents the person voice.”

Snow continues, “[Porter] likes to learn particular person critiques and discuss the place we’re rating. He all the time desires to know what is going on on with G2 and stories. We’ve it arrange in our Slack channel. It is one thing that he checks commonly and one thing that all of us really feel actually keen about.”

Along with utilizing G2 content material in each gross sales presentation and to encourage workers to enhance, Salesloft additionally leverages G2 content material on the principle web page of its web site. There, you possibly can see the voices of actual prospects like Account Government Coralie and the Head of US Gross sales John.

Salesloft highlights that they’ve over 2,600 critiques on G2 with a superb 4.8/5.0 total star score. 

Salesloft G2 landing page

Snow and staff additionally use critiques and stories to take motion. 

She explains, “ We make some extent of being very aware of G2 critiques, and every time potential, we discover the precise particular person or division accountable for any unfavorable suggestions and guarantee they’ve reached out to the client on to make it proper. This data can be necessary in order that our staff members get suggestions straight when one thing goes mistaken to allow them to enhance.”

“As reviews come to G2, it’s important for us to respond to them, especially if a customer is unhappy.”

Alexandria Snow
Product Advertising Director at Salesloft

Salesloft prioritizes being aware of prospects, which is why G2 Discussions are additionally an necessary characteristic for Snow and the staff. G2 Discussions allow G2 guests to ask questions on merchandise and obtain responses to them. It’s a chance for Salesloft to straight have interaction with customers or patrons to assuage issues, present detailed responses, or push them over the end line to buy.

G2 critiques drive main pipeline development

Snow credit G2 with having a large affect on Salesloft’s gross sales. She notes that G2 influenced $781,250 in Salesloft income and $1,822,053 in pipeline.

$781,250

income straight influenced by G2

$1,822,053

in pipeline pushed by G2

85%

marketing campaign response charge

Nonetheless, Snow says this doesn’t account for the “prolific nature of G2 quotes leveraged in Salesloft supplies all through the deal cycle. G2 is actually in every single place! After I say it is concerned in each deal, I do not assume there is a single deal that comes throughout Salesloft that does not embody a G2 touchpoint.”

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