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

The average B2B customer completes about 57% of the buying process before even engaging with the supplier.

In this process, review sites like G2 play an indispensable role, providing the increasingly wary buyer with unique product insights from real customers.

But it doesn't stop there. Review sites are a two-way street. Not only are they a boon for cautious buyers, they are incredibly beneficial for sellers. Customer feedback in reviews may be used to improve product functionality, integration and support, as well as improve messaging and positioning.

On the go-to-market side, G2 helps drive site traffic, build pipeline, offer valuable buyer intent signals, build brand loyalty, and shorten your cycle time sale.

That's why we at Dreamdata have implemented a strategy that extracts as much value as possible from G2. This guide walks you through 5 simple steps we've taken to get the most out of our G2 reviews.

Step 1: Learn from your reviews (the ultimate customer feedback)

G2 offers a fountain of fresh reviews straight from your users, and with them, invaluable feedback on everything from product features to integration.

Despite this, most companies leave G2 strictly the responsibility of marketing teams (and perhaps sales as well), letting feedback get lost in the noise.

You should consider G2 reviews, especially substantive reviews (more on this in step 5), as a free source of feedback that will save a lot of time for your product manager, your UX designer and your Customer Success Managers (CS).

In addition, marketers and market leaders can also test their messaging and positioning by analyzing G2 reviews. Are customers solving the problem you wanted them to solve? Are you in the right category? Is there a smooth product-market fit? The answers lie in what customers say on their own.

At Dreamdata, we have a structured process in place to ensure we get the most out of G2 review feedback.

How to leverage feedback from your G2 reviews

To get the most out of your customer feedback, you need to have a process in place to sift through reviews and escalate them to the relevant teams. This involves four steps:

Assign a guardian. You must first designate a gatekeeper to review notices. This is someone (or a team) who frequently reviews your latest G2 reviews and identifies the different helpful feedback elements in each. Sort reviews. These comments should then be sorted into the relevant areas of the organization. For example, product feature feedback should be in-product, CS integration feedback, etc. Send feedback to relevant teams. You then need to have a proper process in place to channel feedback to the right stakeholder to ensure it is not overlooked or ignored. Follow up with the client. Sometimes reviews may lack detail. So in situations where there are good reviews, but missing the details needed for action, contact the customer and ask if they would be willing to walk you through the issue. Also, as we'll see in Step 5 below, responding to reviews is always good practice. Step 2: Integrate reviews and badges into your marketing

Reviews are also valuable as a marketing tool in their own right. Nick Bennett said it well when he pointed out that "a satisfied customer is the best publicity you can get". There is nothing else that can beat the actual users of your service or product offering their opinion. Reviews provide the validity and social proof that shoppers are looking for.

In this way, we see G2 as a portal of (mostly) happy customers offering you free advertisements.

And the best part is that G2 makes their presentation as simple as possible with just links, badges and widgets to use wherever you want. So basically, there's no excuse for not doing it.

How to Use G2 Badges and Reviews to Boost Your Marketing Efforts

Our team has integrated G2 badges and reviews into virtually every available channel to great effect. Here's how you can use G2 to boost your marketing initiatives.

of consumers won't make a purchase if a website doesn't have a trust badge or logo.

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