Your prospects are your most necessary asset. And should you observe BoomTown’s footsteps, you’ll leverage them to construct model consciousness and promote extra pipeline.
BoomTown is a number one actual property buyer relationship administration (CRM) platform. The platform boasts instruments and know-how for lead era and in-house lead qualification providers that may scale with companies of all sizes.
Scroll by way of BoomTown’s G2 profile and also you’ll see that it speaks for itself, with rave consumer critiques and badges showcasing them as a software program class chief. Evidently, BoomTown is a good software program in the true property trade.
However this recognition didn’t come simple. BoomTown works exhausting to implement methods that assist them stand out amongst rivals in an often-crowded digital area.
BoomTown acknowledges the rising significance of on-line social proof, particularly in immediately’s ever-changing social surroundings. And much more importantly, the model is aware of that leveraging consumer sentiment to maneuver potential consumers down the gross sales funnel is essential to success.
Studying to face out from the net crowd
These days, digital channels are integral for organizations trying to join with and be taught extra about their consumers. However regardless of the prominence of on-line platforms, firms nonetheless rely on in-person conferences and occasions to determine themselves as trade leaders.
Face-to-face conferences enable firms to raise the veil and join with consumers in a extra candid manner. So when in-person occasions had been now not a viable choice as a result of pandemic, firms needed to rely much more on digital channels to attach with current and potential prospects.
Which means that the already-competitive on-line surroundings grew to become much more congested.
Charlotte Robertson, Senior Advertising and marketing Supervisor of Demand Era at BoomTown, recollects: “We had been seeing far more competitors with the shift of much less in-person occasions to extra digital lead era sources.” Robertson continues, “And by June of 2021, our rivals had been going after our viewers, bidding on our Google Adverts key phrases and concentrating on our purchasers.”
- Preserve consumer satisfaction rating within the Actual Property CRM on G2
- Improve their common ranking on their G2 profile
- Present precious content material for his or her gross sales staff to leverage on calls
BoomTown wanted to discover a technique to stand out on their core, now overcrowded, on-line channels. To do that, they determined to give attention to the platform they knew their consumers leverage probably the most: G2.
First, BoomTown recognized key objectives meant to assist unfold model consciousness and construct constructive social proof. These objectives included KPIs akin to rising their common star ranking and sustaining their high-ranking standing of their core software program class on G2.
“We needed to maintain our standing because the #1 Actual Property CRM in consumer satisfaction,” Robertson explains. “And we additionally set a objective to gather extra consumer critiques in hopes of accelerating our general assessment ranking.”
Subsequent, BoomTown centered on strategic methods to assist its gross sales staff information consumers down the gross sales funnel. “Offering particular info for our gross sales reps to make use of when going head-to-head with a competitor was additionally a really excessive precedence for us,” Roberston remarks.
Utilizing G2 Vendor Options to change into a software program class chief
However BoomTown knew they couldn’t simply snap their fingers and generate extra critiques and leads. As a substitute, the model pursued a technique based mostly on assembly their present and potential prospects on the platform they already use and belief for software program critiques.
Enter G2 Evaluation Era, BoomTown’s resolution for amassing extra critiques and enhancing their general ranking. These assessment campaigns helped BoomTown collect genuine suggestions about its product from trusted customers.
“We ran incentivized G2 assessment campaigns each different month and carried out a pop-up message inside our CRM device to ask present customers to go away a assessment,” Robertson explains. “And as a thanks, those that left a assessment by way of our app had been entered right into a raffle to win a $50 reward card every month.”
- Leverage G2 Vendor Options to construct model consciousness in a goal software program class on a trusted B2B assessment website
- Run G2 Evaluation Era campaigns to gather extra critiques from actual prospects and improve the general consumer ranking
- Present gross sales reps with G2 Examine Reviews to assist them create and shut extra alternatives with potential consumers
Tapping into their current buyer base allowed BoomTown to gather critiques from present customers. Growing the common consumer ranking and satisfaction rating on G2 would assist solidify their prime spot within the Actual Property CRM class.
Guiding consumers down the funnel with G2 Examine Reviews
With extra consumer critiques and a excessive class rating underneath their belt, BoomTown then leveraged G2 Examine Reviews to realize very important knowledge on their product and rivals. This knowledge was then leveraged by gross sales reps to create and shut extra alternatives.
“We leveraged eight particular person aggressive comparability stories, plus a grasp report showcasing BoomTown’s platform towards these eight rivals,” Robertson says.
Sr. Advertising and marketing Supervisor, Demand Gen at BoomTown
Robertson continues, “We additionally created two touchdown pages to make use of for aggressive search phrases and uploaded them into our gross sales enablement content material device for reps to share with their open alternatives.”
These touchdown pages opened up a completely new lead supply for BoomTown’s enterprise improvement representatives (BDR) staff.
And though on-line platforms remained their predominant focus, BoomTown took key ways from their digital technique to attach with customers as in-person occasions began up once more.
“Our greatest win capturing new critiques was establishing a brag ‘n’ swag sales space at our consumer convention in June,” Robertson displays. “We gave our purchasers a BoomTown branded YETI cup as a thanks for leaving a G2 assessment.”
Increased consumer rankings and extra alternatives
BoomTown set out with three predominant objectives: acquire extra consumer critiques, keep their rating of their goal software program class, and produce content material to help gross sales reps with alternatives. And so they had been in a position to accomplish all three in simply twelve months.
Between December 2020 and December 2021, BoomTown collected 220 new consumer critiques and stored their rating because the #1 in consumer satisfaction for Actual Property CRM. “We had been even in a position to improve our common ranking from 4.7 to 4.8 stars,” Robertson provides.
“By operating common G2 assessment campaigns, we had been in a position to get extra consumer critiques,” Robertson continues. “This helped us hold our rating within the Actual Property CRM class and see larger rankings within the comparability stories.”
ranked in consumer satisfaction within the Actual Property CRM class on G2.com
general consumer assessment ranking on their G2 profile web page
BoomTown additionally leveraged G2 Examine Reviews to assist its gross sales staff. These stories include precious insights to assist reps create and shut extra alternatives.
“We allow our gross sales staff with these stories to assist them fight head-to-head offers,” Robertson explains. “These stories have influenced twelve alternatives, together with three closed-won offers, in simply three months!”
new alternatives and three closed-won, influenced by G2 competitor stories in simply 3 months
G2 Evaluation Campaigns proceed to play a key function in BoomTown’s technique to assemble consumer critiques and rank excessive of their goal software program class. Moreover, their use of Examine Reviews is essential of their ongoing effort to assist the gross sales staff in shifting alternatives down the funnel.
“We finally needed to assist our reps ebook extra conferences and shut extra offers,” Robertson says. “And due to G2, we succeeded.”
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