10 Top Review Tips from B2B SaaS Pros
I’ve had the chance to have ten Views on Reviews interviews.
B2B SaaS practitioners in Customer Marketing, Customer Success, Demand Gen, Community, and the C-Suite have shared their thoughts and recommendations on the matter of reviews. Thank you to the interviewees for sharing .
What are the top 10 tips on reviews?
While it’s hard to pick the 10 top takeaways on reviews in B2B SaaS, here goes: 5 on how to get reviews and 5 on how to leverage them.
Getting Reviews
★ Find review candidates in your NPS survey responses – Nick Bennett
★ Take a multi-channel approach to review generation – Melody Leatherbury
★ Use reviews as a company strategy for growth – Anna Nørager Deigaard
★ Bring Customer Success in on the Marketing Strategy for Reviews – Leona Leong
★ Go beyond Marketing and CSMs to ask for reviews – Bianca Del Vecchio
Find review candidates in your NPS survey responses
> Built a list of customers who rated us in an NPS survey in the last 90 days
> Wrote them an email like an actual human with an incentivized offer
> Sent them review requests (using Marketo)
> Got 73 of 310 to write a review (24% conversion.)
Take a multi-channel approach to review generation
Use reviews as a company strategy for growth
(Reachdesk was ranked the 5th fastest-growing product in 2021 on G2’s Best of Software list and is 18th on the 2022 list. It’s got over 500 reviews in the past 3 years)
Bring Customer Success in on the Marketing Strategy for Reviews
Go beyond Marketing and CSMs to ask for reviews
Marketing: Whether through an email nurture campaign, social media, a webinar or in-person event…
Customer Success: CSMs know who is successfully using the software or service …and their existing relationships with the customer can make an ask more impactful.
Sales: …whether they’re closing a new customer or renewing a longtime one…there’s no better time to ask a customer to share a review (than at renewal.)
Implementation: When potential customers seek out reviews, they’re not just looking for how your software works but the overall experience of working with you as a SaaS provider.
Leveraging Reviews
★ Gather competitive intelligence and refine positioning – Dev Basu
★ Turn short-form reviews into long-form customer stories – Dan Kalmar
★ Bring reviews to life in video – Sam Shepler
★ Engage your prospects (and customers) with review site buyer intent data – Tara Robertson
★ Expand your buyer intent data playbook beyond review sites to include other sources like community – Scott K. Wilder
Gather competitive intelligence and refine positioning
Turn short-form reviews into long-form customer stories
Bring reviews to life in video
Engage your prospects (and customers) with buyer intent data from review sites
1) Build retargeting lists for our paid social ads (this is automated via the G2 > Metadata integration (we run our paid social ads in Metadata.io)
2) Alert SDRs if an account they’re working on takes specific actions on G2 (visits our company profile, visits a competitor’s profile.)