Your prospects are your most essential asset. And if you happen to 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 expertise for lead technology and in-house lead qualification providers that may scale with companies of all sizes.
Scroll by BoomTown’s G2 profile and also you’ll see that it speaks for itself, with rave person critiques and badges showcasing them as a software program class chief. For sure, BoomTown is a good software program in the actual property trade.
However this recognition didn’t come straightforward. BoomTown works exhausting to implement methods that assist them stand out amongst rivals in an often-crowded digital house.
BoomTown acknowledges the rising significance of on-line social proof, particularly in right this moment’s ever-changing social atmosphere. And much more importantly, the model is aware of that leveraging person sentiment to maneuver potential consumers down the gross sales funnel is crucial to success.
Studying to face out from the web crowd
This present day, digital channels are integral for organizations seeking 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 method. So when in-person occasions have been not a viable possibility as a result of pandemic, firms needed to rely much more on digital channels to attach with current and potential prospects.
Which means the already-competitive on-line atmosphere turned much more congested.
Charlotte Robertson, Senior Advertising Supervisor of Demand Era at BoomTown, recollects: “We have been seeing far more competitors with the shift of much less in-person occasions to extra digital lead technology sources.” Robertson continues, “And by June of 2021, our rivals have been going after our viewers, bidding on our Google Adverts key phrases and concentrating on our purchasers.”
- Preserve person satisfaction rating within the Actual Property CRM on G2
- Enhance their common score on their G2 profile
- Present helpful content material for his or her gross sales staff to leverage on calls
BoomTown wanted to discover a strategy to stand out on their core, now overcrowded, on-line channels. To do that, they determined to concentrate on the platform they knew their consumers leverage essentially the most: G2.
First, BoomTown recognized key objectives meant to assist unfold model consciousness and construct constructive social proof. These objectives included KPIs comparable to growing their common star score 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 person satisfaction,” Robertson explains. “And we additionally set a purpose to gather extra person critiques in hopes of accelerating our total assessment score.”
Subsequent, BoomTown targeted 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 turn out to be a software program class chief
However BoomTown knew they couldn’t simply snap their fingers and generate extra critiques and leads. As an alternative, the model pursued a method based mostly on assembly their present and potential prospects on the platform they already use and belief for software program critiques.
Enter G2 Overview Era, BoomTown’s answer for accumulating extra critiques and bettering their total score. These assessment campaigns helped BoomTown collect genuine suggestions about its product from trusted customers.
“We ran incentivized G2 assessment campaigns each different month and applied a pop-up message inside our CRM device to ask present customers to depart a assessment,” Robertson explains. “And as a thanks, those that left a assessment by our app have been entered right into a raffle to win a $50 present 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 Overview Era campaigns to gather extra critiques from actual prospects and improve the general person score
- Present gross sales reps with G2 Evaluate Studies 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 typical person score and satisfaction rating on G2 would assist solidify their prime spot within the Actual Property CRM class.
Guiding consumers down the funnel with G2 Evaluate Studies
With extra person critiques and a excessive class rating beneath their belt, BoomTown then leveraged G2 Evaluate Studies to achieve important information on their product and rivals. This information was then leveraged by gross sales reps to create and shut extra alternatives.
“We leveraged eight particular person aggressive comparability reviews, plus a grasp report showcasing BoomTown’s platform in opposition to these eight rivals,” Robertson says.
Sr. Advertising 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 foremost 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 organising a brag ‘n’ swag sales space at our person convention in June,” Robertson displays. “We gave our purchasers a BoomTown branded YETI cup as a thanks for leaving a G2 assessment.”
Larger person rankings and extra alternatives
BoomTown set out with three foremost objectives: accumulate extra person critiques, keep their rating of their goal software program class, and produce content material to help gross sales reps with alternatives. They usually have been in a position to accomplish all three in simply twelve months.
Between December 2020 and December 2021, BoomTown collected 220 new person critiques and saved their rating because the #1 in person satisfaction for Actual Property CRM. “We have been even in a position to improve our common score from 4.7 to 4.8 stars,” Robertson provides.
“By operating common G2 assessment campaigns, we have been in a position to get extra person critiques,” Robertson continues. “This helped us preserve our rating within the Actual Property CRM class and see greater rankings within the comparability reviews.”
ranked in person satisfaction within the Actual Property CRM class on G2.com
total person assessment score on their G2 profile web page
BoomTown additionally leveraged G2 Evaluate Studies to assist its gross sales staff. These reviews include helpful insights to assist reps create and shut extra alternatives.
“We allow our gross sales staff with these reviews to assist them fight head-to-head offers,” Robertson explains. “These reviews have influenced twelve alternatives, together with three closed-won offers, in simply three months!”
new alternatives and three closed-won, influenced by G2 competitor reviews in simply 3 months
G2 Overview Campaigns proceed to play a key function in BoomTown’s technique to assemble person critiques and rank excessive of their goal software program class. Moreover, their use of Evaluate Studies is crucial of their ongoing effort to assist the gross sales staff in transferring alternatives down the funnel.
“We finally needed to assist our reps guide extra conferences and shut extra offers,” Robertson says. “And because of G2, we succeeded.”
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