Your prospects are your most necessary asset. And should you comply with 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 era and in-house lead qualification companies 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 simple. BoomTown works onerous to implement methods that assist them stand out amongst rivals in an often-crowded digital area.
BoomTown acknowledges the rising significance of on-line social proof, particularly in right now’s ever-changing social setting. And much more importantly, the model is aware of that leveraging person sentiment to maneuver potential patrons down the gross sales funnel is vital to success.
Studying to face out from the net crowd
Nowadays, digital channels are integral for organizations trying to join with and be taught extra about their patrons. However regardless of the prominence of on-line platforms, corporations nonetheless rely upon in-person conferences and occasions to ascertain themselves as trade leaders.
Face-to-face conferences enable corporations to carry the veil and join with patrons in a extra candid manner. So when in-person occasions have been now not a viable choice as a result of pandemic, corporations needed to rely much more on digital channels to attach with present and potential prospects.
Because of this the already-competitive on-line setting grew to become much more congested.
Charlotte Robertson, Senior Advertising Supervisor of Demand Era at BoomTown, remembers: “We have been seeing far more competitors with the shift of much less in-person occasions to extra digital lead era sources.” Robertson continues, “And by June of 2021, our rivals have been going after our viewers, bidding on our Google Adverts key phrases and focusing on our purchasers.”
- Preserve person satisfaction rating within the Actual Property CRM on G2
- Enhance their common ranking on their G2 profile
- Present worthwhile content material for his or her gross sales workforce to leverage on calls
BoomTown wanted to discover a approach to stand out on their core, now overcrowded, on-line channels. To do that, they determined to deal with the platform they knew their patrons leverage probably the most: G2.
First, BoomTown recognized key targets meant to assist unfold model consciousness and construct constructive social proof. These targets included KPIs equivalent to growing their common star ranking 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 aim to gather extra person critiques in hopes of accelerating our total evaluation ranking.”
Subsequent, BoomTown centered on strategic methods to assist its gross sales workforce information patrons down the gross sales funnel. “Offering particular data 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 develop into a software program class chief
However BoomTown knew they couldn’t simply snap their fingers and generate extra critiques and leads. As a substitute, the model pursued a technique based mostly on assembly their present and potential prospects on the platform they already use and belief for software program critiques.
Enter G2 Evaluation Era, BoomTown’s answer for accumulating extra critiques and bettering their total ranking. These evaluation campaigns helped BoomTown collect genuine suggestions about its product from trusted customers.
“We ran incentivized G2 evaluation campaigns each different month and applied a pop-up message inside our CRM software to ask present customers to go away a evaluation,” Robertson explains. “And as a thanks, those that left a evaluation 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 evaluation website
- Run G2 Evaluation Era campaigns to gather extra critiques from actual prospects and enhance the general person ranking
- Present gross sales reps with G2 Examine Reviews to assist them create and shut extra alternatives with potential patrons
Tapping into their present buyer base allowed BoomTown to gather critiques from present customers. Rising the common person ranking and satisfaction rating on G2 would assist solidify their high spot within the Actual Property CRM class.
Guiding patrons down the funnel with G2 Examine Reviews
With extra person critiques and a excessive class rating beneath their belt, BoomTown then leveraged G2 Examine Reviews to realize very important knowledge on their product and rivals. This knowledge was then leveraged by gross sales reps to create and shut extra alternatives.
“We leveraged eight particular person aggressive comparability experiences, 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 software 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) workforce.
And though on-line platforms remained their important 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 evaluation.”
Larger person rankings and extra alternatives
BoomTown set out with three important targets: accumulate extra person critiques, preserve their rating of their goal software program class, and produce content material to help gross sales reps with alternatives. And so they have been capable of accomplish all three in simply twelve months.
Between December 2020 and December 2021, BoomTown collected 220 new person critiques and stored their rating because the #1 in person satisfaction for Actual Property CRM. “We have been even capable of enhance our common ranking from 4.7 to 4.8 stars,” Robertson provides.
“By operating common G2 evaluation campaigns, we have been capable of 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 experiences.”
ranked in person satisfaction within the Actual Property CRM class on G2.com
total person evaluation ranking on their G2 profile web page
BoomTown additionally leveraged G2 Examine Reviews to help its gross sales workforce. These experiences comprise worthwhile insights to assist reps create and shut extra alternatives.
“We allow our gross sales workforce with these experiences to assist them fight head-to-head offers,” Robertson explains. “These experiences have influenced twelve alternatives, together with three closed-won offers, in simply three months!”
new alternatives and three closed-won, influenced by G2 competitor experiences in simply 3 months
G2 Evaluation Campaigns proceed to play a key position in BoomTown’s technique to assemble person critiques and rank excessive of their goal software program class. Moreover, their use of Examine Reviews is vital of their ongoing effort to help the gross sales workforce in shifting alternatives down the funnel.
“We finally needed to assist our reps e book extra conferences and shut extra offers,” Robertson says. “And due to G2, we succeeded.”
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