ROI Hunter sees a 1.5x increase in sales conversion rate with G2

Pivoting your business at the onset of a global pandemic and establishing authority in a new market seems like an impossible feat. Unless you're ROI Hunter, who managed to do both – successfully.

ROI Hunter is a product marketing platform (PMP) that helps e-tailers automate and scale digital promotions to increase profitability and grow sustainably. The platform provides marketers with performance insights and actionable campaign data.

Previously, ROI Hunter operated as a Facebook Marketing Partner (FMP). However, the company knew that to stay competitive in the MarTech space, it needed to reposition itself.

So at the beginning of 2020, the company decided to switch from an FMP to a PMP.

ROI Hunter was then tasked with establishing brand presence and building user confidence in an entirely new market, while supporting the growth of their own business.

Build trust and establish authority in a new market

The digital world is highly connected, but also cluttered with purchasing options. Today's shoppers don't blindly choose which products to buy - they meticulously research and compare their options in order to be confident in their purchase.

“The global pandemic has been good for omnichannel technology companies and pure-play online retailers,” says Luna Shirley, CRO at ROI Hunter. “Our pivot, based on a strong vision, was necessary. But the timing was not in our favor."

Challenges: Establish industry authority and build trust in a new software space Shorten the sales cycle and increase the overall efficiency of the sales process

Now more than ever, social proof is key when it comes to building trust and guiding buyers seamlessly through the sales funnel. Establishing your brand in the market and providing authentic user reviews helps validate product claims for potential buyers – and in the case of ROI Hunter, establishes authority in a new software market. .

At the end of the second quarter of 2020, ROI Hunter noticed that the sales cycle had lengthened. Sales reps shared that their processes took longer, especially because they had to explain the PMP to every prospect.

"When we realigned our business and started offering the PMP to potential buyers, our sales cycle lengthened," says Shirley. "Our sales reps had to provide a lot of extra explanation about what the PMP even is. We were on the market with a new and unknown solution.

The speed and volume of new business dropped, and sales effectiveness was at an all-time low. At this point, they knew they had to invest in building their brand footprint and authority as a PMP.

Build trust and shorten the sales cycle with G2 Seller Solutions

In order to increase brand presence and build consumer trust, ROI Hunter knows it's crucial to be active on the platforms shoppers use most. And in the B2B SaaS world, that platform is G2. With 60 million annual visitors to the site, G2 is where people go to find, compare and buy software and services.

So using G2 Seller Solutions is a no-brainer. This partnership allows ROI Hunter to connect with customers, provide social proof, and give prospects the confidence to make software purchasing decisions.

Solutions: Use G2 Review Generation to collect user reviews and build consumer trust Leverage G2 content subscription resources to reduce sales cycle time

ROI Hunter's strategy is based on collecting reviews to increase overall user rating and brand presence on the platform. And the brand is implementing smart review collection methods with G2 Review Generation.

"What has helped us during this crucial transformational period are authentic user reviews on G2," says Samuel Kellett, Brand and Content Manager at ROI Hunter.

ROI Hunter automates its rating engine by placing calls to action in employee email signatures. The goal is to collect reviews in the most organic way possible. Instead of pestering customer lists with emails asking for feedback, ROI Hunter encourages its Customer Success Managers (CSMs) to work directly with their customers for reviews and testimonials.

Roman Šedivý, Vice President of Customer Success at ROI Hunter, explains, "We created a points system for our CSMs to drive desired behavior, such as proactively asking customers for feedback. We reward our CSM for getting a customer to leave a review on G2. Since then, the number of uses...