Pivoting what you are promoting on the onset of a worldwide pandemic and establishing authority in a brand new market appears like an not possible feat. Except you’re ROI Hunter, which managed to do each – efficiently.
ROI Hunter is a product advertising platform (PMP) that helps e-commerce retailers automate and scale digital promotions to extend profitability and develop sustainably. The platform offers entrepreneurs with efficiency insights and actionable marketing campaign knowledge.
Beforehand, ROI Hunter operated as a Fb Advertising and marketing Associate (FMP). Nonetheless, the corporate knew that in an effort to stay aggressive within the MarTech area, they wanted to reposition themselves.
So by early 2020, the corporate determined to pivot from being an FMP to a PMP.
ROI Hunter was then tasked with establishing model presence and constructing consumer confidence in a wholly new market, all whereas supporting their very own enterprise development.
Boosting belief and establishing authority in a brand new market
The digital world is extremely related but in addition cluttered with shopping for choices. Right now’s consumers don’t blindly select merchandise to purchase – they meticulously analysis and examine their choices in order that they really feel assured of their buy.
“The worldwide pandemic was helpful for omnichannel tech companies and pure-play on-line retailers,” explains Luna Shirley, CRO at ROI Hunter. “Our pivot, primarily based on a powerful imaginative and prescient, was crucial. However the timing wasn’t in our favor.”
- Set up trade authority and construct confidence in a brand new software program area
- Shorten the gross sales cycle and enhance total effectivity within the gross sales course of
Now greater than ever, social proof is vital on the subject of constructing belief and seamlessly guiding consumers down the gross sales funnel. Establishing your model out there and offering genuine consumer evaluations helps validate product claims for potential consumers – and in ROI Hunter’s case, set up authority in a brand new software program market.
By the top of Q2 in 2020, ROI Hunter observed the gross sales cycle had change into longer. Gross sales reps shared that their processes had been extra time-consuming, particularly as a result of they needed to clarify PMP to every prospect.
“Once we pivoted and began pitching PMP to potential consumers, our gross sales cycle grew longer,” says Shirley. “Our gross sales representatives needed to do lots of further explaining about what PMP even is. We had been in the marketplace with a brand new and unknown answer.”
The speed and quantity of recent offers dropped, and gross sales effectivity was at an all-time low. At this level, they knew they wanted to spend money on constructing their model footprint and authority as a PMP.
Constructing confidence and shortening the gross sales cycle with G2 Vendor Options
With a view to enhance model presence and construct shopper confidence, ROI Hunter is aware of it’s essential to be energetic on the platforms consumers use probably the most. And within the B2B SaaS world, that platform is G2. With 60 million annual website guests, G2 is the place individuals go to analysis, examine, and purchase software program and companies.
And so utilizing G2 Vendor Options is a no brainer. This partnership permits ROI Hunter to attach with clients, present social proof, and provides prospects the boldness to make software program buying choices.
- Use G2 Evaluation Technology to gather consumer evaluations and construct shopper confidence
- Leverage G2 Content material Subscription property to cut back the size of the gross sales cycle
ROI Hunter’s technique relies on gathering evaluations to extend total consumer score and model presence on the platform. And the model implements good assessment assortment strategies with G2 Evaluation Technology.
“What helped us throughout this important transformative interval had been real consumer evaluations on G2,” Samuel Kellett, Head of Model & Content material at ROI Hunter displays.
ROI Hunter automates its assessment engine by inserting calls to motion in worker e mail signatures. The objective is to gather evaluations in probably the most natural approach potential. As a substitute of hounding buyer lists with emails asking for suggestions, ROI Hunter encourages their buyer success managers (CSM) to work with their purchasers immediately for evaluations and testimonials.
Roman Šedivý, VP of Buyer Success at ROI Hunter, explains, “We created a factors system for our CSMs in an effort to nurture desired conduct, comparable to proactively asking purchasers for suggestions. We reward our CSMs for getting a buyer to go away a assessment on G2. Since then, the variety of consumer evaluations has skyrocketed.”
ROI Hunter additionally licenses G2 Grid® Studies to point out consumers how they examine to different related merchandise in a goal class, primarily based on satisfaction and market presence scores. They promote G2 badges and Grid® Studies on social media, e mail signatures, opening slides for gross sales decks, and most lately, movies to showcase their badges and development.
VP of Buyer Success at ROI Hunter
The model additionally works with G2 to showcase its finest consumer evaluations on social media. These social property are tailored for the precise channels ROI Hunter makes use of for advertising campaigns.
And to sweeten the deal extra, ROI Hunter companions with the G2 Provides program, triggering a donation to a charitable group when a consumer leaves a assessment.
Extra conversions. Greater effectivity. Shorter gross sales cycle.
Regardless of the potential dangers of pivoting their enterprise, ROI Hunter had the foresight to double down on methods that will enable them to construct consumer confidence and shorten their gross sales cycle over time.
With G2 Evaluation Technology, the corporate elevated its branding presence and established new market authority with genuine consumer evaluations. Moreover, the G2 Content material Subscription helped equip their gross sales reps and CSMs with highly effective property to teach customers and finally shorten the gross sales cycle.
In comparison with 2020 knowledge, ROI Hunter’s gross sales cycle is about 20% shorter. Moreover, their gross sales effectivity has persistently improved, with their December year-over-year (YoY) seeing a 20% enchancment in effectivity, and peaking at roughly 57% throughout July YoY.
shorter gross sales cycle in comparison with 2020
peak enchancment in gross sales effectivity YoY
ROI Hunter was additionally capable of considerably enhance gross sales conversion charges just by incorporating G2 Vendor Options into different strategic gross sales and advertising processes.
Kellett explains, “We considerably invested into account-based advertising (ABM) methods and applied automated nurturing workflows. Our gross sales reps are capable of polish their PMP pitch and acquire confidence as we proceed so as to add outstanding manufacturers to our shopper portfolio.”
Due to these compounded methods, ROI Hunter skilled 1.5x the expansion in gross sales conversion charge over the course of 1 yr.
enhance in gross sales conversion charge in a single yr
Partnering with G2 helped equip ROI Hunter with the mandatory instruments to construct market presence, constantly collect consumer evaluations, and better of all, convert extra gross sales. Kellett displays, “Rising validation out there helped us construct credibility as a PMP and efficiently full our pivot.”
However the story doesn’t finish at their profitable pivot. ROI Hunter continues to leverage G2 of their on a regular basis gross sales and advertising efforts. Kellett explains, “G2 Badges play outstanding roles in our gross sales decks. We additionally show them on our website, on touchdown pages, and in our e mail signatures.”
Kellett notes, “We put on our G2 badges proudly.”
Seeking to validate your model, affect consumers, and shut extra offers? Be taught how one can drive income with G2 Vendor Options.