Dreamdata’s Guide to Maximizing the Value of Your G2 Reviews

The typical B2B buyer completes round 57% of the buying process earlier than ever even partaking with the seller. 

On this course of, overview websites like G2 play an indispensable position, providing the more and more suspicious purchaser distinctive insights into merchandise – from precise prospects.

However it doesn’t finish there. Assessment websites are a two-way avenue. Not solely are they a boon to cautious patrons, however they’re extremely useful to distributors. Buyer suggestions in critiques can be utilized to enhance product options, onboarding, and assist, in addition to assist excellent messaging and positioning.

On the go-to-market aspect of issues, G2 helps drive web site visitors, generate pipeline, supply worthwhile purchaser intent alerts, construct model loyalty, and shorten the size of your gross sales cycle.

For this reason we right here at Dreamdata have carried out a method that squeezes as a lot worth as doable from G2. This playbook walks you thru 5 easy steps we’ve taken to get essentially the most out of our G2 critiques.

Step 1: Study out of your critiques (the last word buyer suggestions)

G2 presents a fountain of recent critiques immediately out of your customers, and with them, invaluable suggestions on every little thing from product options to onboarding.

Regardless of this, most corporations go away G2 strictly underneath the purview of promoting groups (and maybe additionally gross sales), leaving the suggestions to get misplaced within the noise.

It is advisable consider G2 critiques, particularly substantive ones (extra on this in step 5), as a free supply of suggestions that can save your product supervisor, UX designer, and buyer success (CS) managers tons of time.

Moreover, entrepreneurs and go-to-market leaders also can put their messaging and positioning to the take a look at by analyzing G2 critiques. Are prospects fixing the issue you supposed them to resolve? Are you in the correct class? Is there a easy product-market match? The solutions lie in what prospects are saying on their very own accord.

At Dreamdata, we’ve launched a structured course of to make sure we take advantage of G2 overview suggestions.

How you can get worth from the suggestions in your G2 critiques

To get essentially the most out of your buyer suggestions, you’ll want to arrange a course of for sieving by means of critiques and passing them alongside to related groups. This entails 4 steps:

  1. Assign a gatekeeper. You first have to assign a gatekeeper to overview the critiques. That is somebody (or a workforce) who incessantly goes by means of your newest G2 critiques and identifies the completely different parts of helpful suggestions in every.
  2. Type critiques. This suggestions then must be sorted into the related areas of the group. For instance, suggestions on a product function ought to come underneath product, onboarding suggestions underneath CS, and so forth.
  3. Ship suggestions to related groups. You then must arrange an acceptable course of for getting the suggestions to the correct stakeholder to make sure they aren’t forgotten or ignored.
  4. Comply with-up with the shopper. At instances, critiques can lack element. So in conditions the place there’s good suggestions coming by means of, however missing the mandatory element to motion, attain again out to the shopper and ask in the event that they’d be prepared to stroll you thru the difficulty. Plus, as we’ll focus on in step 5 under, responding to critiques is at all times good follow.

Step 2: Incorporate critiques and badges into your advertising

Evaluations are additionally worthwhile as a advertising device in their very own proper. Nick Bennett said it best when highlighting that “a contented buyer is the most effective commercial you will get”. There’s little else that may beat precise customers of your service or product providing their opinion. Evaluations give the validity and social proof patrons are in search of. 

On this method, we consider G2 as a portal of (principally) pleased prospects providing you with free advertisements. 

And the most effective factor is that G2 makes showcasing them as straightforward as pie with merely hyperlinks, badges, and widgets to make use of wherever you please. So mainly, there’s no excuse not to.

How you can use G2 Badges and critiques to spice up your advertising efforts

Our workforce has built-in G2 Badges and critiques in nearly each accessible channel to nice impact. Right here’s how you should use G2 to spice up your advertising initiatives.


of shoppers gained’t make a purchase order if an internet site doesn’t have a belief badge or brand.

Supply: G2

G2 Badges

As you accumulate critiques, you’ll turn out to be eligible for G2’s “Finest Of” lists. Then, G2 will begin showering you with Trust Badges. Use them.

G2 Badges not solely give proof of the way you’re rating in your classes, however additionally they spotlight the features of your product and providers which have actually clicked along with your reviewers. What’s extra, G2 Badges have turn out to be recognizable to nearly everybody within the B2B area, that means that they themselves supply an additional layer of validity and social proof.

Dreamdata’s Guide to Maximizing the Value of Your G2 Reviews

Here’s a brief record of the place you’ll be able to add your badges:

  1. Web site homepage
  2. Conversion pages
  3. Product pages
  4. Social media profile banners (each for the corporate’s profiles and workers’, offered they’re positive with having it, in fact)
  5. Advertisements (Google, LinkedIn, Fb, and many others.)
  6. Natural social posts – together with memes, like this one:

dreamdata G2 badge meme

G2 Stories

Past the badges, G2 Reports are additionally a helpful supply of inspiration for weblog posts. These can showcase how effectively your organization is doing in related classes or present backing for product and have posts.

Person critiques

Utilizing extracts of critiques in ads or organic social media posts is one other nice method to market your product.

Step 3: Use G2 Purchaser Intent knowledge to hurry up pipeline

This B2B go-to-market benchmarks report exhibits that B2B buyer journeys the place a overview web site is the primary contact are 63% shorter than the typical. This may be on account of plenty of components, not least how the journey is measured. 

However just a few issues are actually true of overview websites like G2: patrons have a one-stop store for researching and evaluating competitor manufacturers, reducing brief the time-consuming strategy of doing this by means of a search browser.

dreamdata length of customer journey chart

However it will get much more attention-grabbing. G2 Buyer Intent knowledge is out there to distributors, and if used to its potential, is a good hack for distributors themselves to hurry up their pipeline.

How you can velocity up pipeline with intent knowledge

This step requires a extra technical software, however as we have now discovered at Dreamdata, the advantages are price it.

To get the most effective use of your G2 intent knowledge as a pipeline accelerator, you’ll want to mix it with web site monitoring knowledge and knowledge from instruments throughout your go-to-market tech stack to get a transparent image of what B2B prospects are doing. 

There are off-the-shelf instruments, like our personal Dreamdata platform, which let you simply join your go-to-market knowledge. When you’ve bought an in depth buyer journey map that exhibits what prospects and potential patrons are as much as, you’ll be capable to:

  1. Arrange advertising retargeting campaigns (assume ABM). If we see an recognized account has been studying our critiques or evaluating us on G2, we’re capable of arrange a extremely personalised retargeting marketing campaign throughout advert platforms.
  2. Conduct gross sales outbound outreach: Intent knowledge helps us higher perceive prospects’ intent, and to some extent conduct, which presents a cheat sheet for any outbound outreach.

From the visited URLs, you’re capable of study which corporations are researching your product, class, and rivals on G2, so you’ll be able to hit them up with personalised and well timed outreach. Collectively, these efforts will assist velocity up your gross sales cycle and finally generate extra income.

Step 4: Measure the affect of G2 on the B2B buyer journey

As with every go-to-market motion, your G2 efforts should be measured by way of influence on pipeline and income.

Are the leads coming by means of G2 truly occurring to buy your product? Are you performing in all related classes? With out this certainty, you’re unable to confidently assess what components of your G2 actions it’s best to proceed working, and which could be price doubling down on.

As an attribution software program supplier, we take efficiency measurement fairly critically, and monitoring our G2 efforts has helped us enhance our ROI on these actions.

How you can enhance efficiency by measuring G2 efforts in pipeline and income generated

Like most go-to-market motions, the trick is to scrap what’s failing and repeat (and scale) the efforts which might be bringing worth. That’s why attribution instruments like Dreamdata are actually integrating G2 Purchaser Intent into the go-to-market knowledge combine.

Tying G2 to pipeline and income requires that you simply join the information from throughout your go-to-market tech stack, together with your automation, advert, and buyer relationship administration (CRM) platforms.

Analyzing G2 efforts

When you’ve bought knowledge flowing and stories set as much as make sense of it, you’ll be able to analyze which offers and the way a lot income G2 has impacted. Then you’ll want to:

  • Determine which actions carried out greatest, together with which classes are doing greatest.
  • Assess what your present rankings are in these completely different classes through your G2 account.
  • Accumulate extra critiques with a concentrate on these classes.
  • Repeat and watch demand in your product develop.

Step 5: Preserve these critiques coming in

All of the earlier steps are (clearly) depending on critiques. Whether or not it’s getting recent suggestions on product releases, gathering modern new badges, or getting worthwhile intent knowledge, you want to maintain critiques coming in – and your rating in your software program classes up.

And this isn’t only a static race-to-the-top-and-forget-about-it course of. G2 Grid Report rankings are weighted by the freshness of critiques (i.e. how latest they’re). So you’ll want to maintain them up constantly.

At Dreamdata, we’ve tried to solid the widest doable web to seize critiques, and are fairly happy with the outcomes up to now.

How you can maintain G2 critiques rolling

There are 4 essential techniques for guaranteeing variety in your overview asks and conserving them flowing steadily: 

  1. All the time-on critiques: Discover area in your web site and/or electronic mail flows to include an open invite for patrons to overview. Once more, G2 makes it straightforward with widgets.
  2. 1-1 outreach: There’s nothing like in-person (or on-line) asks. Attempt introducing overview requests in onboarding flows, post-sales catch-ups, or throughout related processes. Your buyer success workforce is probably going your go-to for this course of.
  3. Automated campaigns: Arrange a devoted marketing campaign in your electronic mail, chat, and even paid advertisements to spur prospects to put in writing critiques. (Psst: this may turn out to be useful when getting near the quarterly G2 Stories.)
  4. Responding to suggestions: There’s additionally lots to be gained from replying to critiques. Add a remark with a response and a phrase of due to make the reviewer really feel valued. 

Playbook abstract: get essentially the most worth out of your G2 critiques

Our expertise at Dreamdata has taught us the superior worth of G2 critiques. On this playbook, we’ve walked you thru 5 easy steps we’ve taken to get essentially the most out of our G2 critiques.

Key takeaways

Dreamdata’s 5 steps to get essentially the most of G2 critiques:

  • Step 1: Study out of your critiques (the last word buyer suggestions)
  • Step 2: Incorporate critiques and badges into your advertising
  • Step 3: Use G2 Purchaser Intent knowledge to hurry up pipeline
  • Step 4: Measure the affect of G2 on the B2B buyer journey
  • Step 5: Implement an always-on overview technique to maintain them coming in

Arrange an inner course of for pushing suggestions from critiques to the respective groups. Leverage G2 Badges and critiques in all features of your go-to-market technique: in your web site’s homepage, product pages, and conversion pages, in your show advertisements and social advertisements, and in your natural social media exercise.

Moreover, your intent knowledge (and knowledge from throughout your go-to-market tech stack) can assist paint an in depth image of your buyer journey. Use these insights to ping your leads with personalised and well timed outreach and tailor-made retargeting advertisements.

Observe the efficiency of all of your G2 efforts to know what’s working and what isn’t. By measuring efficiency, you’ll be able to scrap what isn’t working and scale the most effective performers.

And bear in mind: all of those steps hinge on critiques. Whether or not it’s getting suggestions in your newest function launch or rating as a class chief on the subsequent Grid Report, you want critiques. Add overview prompts to electronic mail flows and onboarding processes, arrange a devoted marketing campaign, and also you’re assured to have all of G2’s advantages flowing for years to return!

Whether or not it’s utilizing buyer suggestions to enhance product options, drive visitors, or generate pipeline, G2 critiques are an indispensable weapon within the B2B armory.

Able to kick off your overview marketing campaign? Get customers to share genuine, marketable suggestions about your services with G2 Review Generation

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