G2 review campaign

We take a similar approach to Jordan.  The advocacy team will source the candidate for a review and we work with CS to follow up.  We have also done email campaigns and have done programs through G2.  We have also been successful having a G2 booth at our user conference so we can catch customers in the glow of  that positive event feeling.

We've had a similar approach to Jordan which was owned by Marketing (Customer Marketing specifically) 

Recently in our NPS follow up emails, we include the link to G2 to the promotors and ask if they could write a review. We've been able to get a lot of reviews added from that outreach, and it hasn't added any additional work to the CSMs since they are already sending out the NPS follow up emails.

We are looking to boost our presence for one of our products on G2. Looking for best practices on running a campaign around getting customers to participate. 

who should own the overall process, what works in a campaign, what role should the CS teams play?

any thoughts or tips would be helpful thanks in advance. 

jay

Hey @Jay Nathan - How we do it over here is our Marketing team (Customer Marketer) is responsible for maintaining our status of being top in our categories in the G2 segment we participate in but Customer Success is the engine for it.  With the comes the knowns of, how do we have a consistent review pipeline, how do we target the right people, how do we close the loop on every review we can, etc.

What our engine looks like:

• Our CSM Team keeps their sentiment pulse on both account (Are we multi-threaded, would they speak highly of us, are they seeing results, etc.) and contacts themselves (for example, would they openly advocate for us). This creates the lists for targets (Accounts / Contacts):
  • The Marketer is then able to use that information in a more targeted campaign if we are looking to increase Champion/Buyer reviews
  • End-User reviews we'll target account by account (we can have several hundred at each account for perspective - we don't monitor CSM status per end-user though) - if the account is super healthy we ask them to leave feedback proactively (generally via email)
• NPS, CSAT, and social channels
  • We also monitor both social and NPS - if someone is speaking positively about us we proactively ask them to review.  A good tactic here is having the email come from yourself versus a Marketing Manager (if you have the bandwidth).  There are areas to automate this as well.

We also do use our product a bit as well to thank our amazing reviewers/advocates - it's a nice way to thank them for their time and add a personal touch.  For example, someone recently loved getting a Nike Running Vest as they are starting to enter the cooler season of the year where they are - they have also provided great product feedback in addition as this helps us continue the feedback loop on the frontline.

Having a true owner of the success of G2 is super important versus putting reviews on CSMs (having in Marketing works amazing for us).  But you need an engine to help that person pull the right data from and that's where we try to embed it in the CSMs day to day - it also can be used for several other things (Case Studies, Health Scorecards, Conference Speakers, etc.).

Cheers,
-Sean

Thanks Jordan, great feedback here!

@Jay Nathan we have done this a few times pretty successfully. It has been owned by both marketing and sales at different times. More recent and successful was marketing owning this.

What we did:

1) Exported promoters from our NPS
2) Sent an email campaign out to them asking them to review

We have done this with G2 as a partner where G2 also offers a benefit for the reviews which is great for our customers!