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Standing out in a crowded market is a problem that many SaaS firms face. However if you happen to’re something like Highspot, you perceive the facility your prospects have in serving to solidify your house out there.
Highspot is a income platform that aligns gross sales, advertising and marketing, and buyer success to extend the influence of consumers’ most crucial progress initiatives. The corporate launched in 2011 and has since grown to 1,000+ staff, serving 8 million customers from 5 world places of work.
Whereas Highspot is a frontrunner within the income enablement platform market, they’re embedded in an area that’s crowded and continues to evolve quickly. Highspot understood that to remain aggressive, they needed to successfully inform their firm’s story – again and again.
When Highspot first partnered with G2, they have been trying to capitalize on alternatives that bolstered the corporate’s worth proposition by buyer voice – at scale.
Reinforcing Highspot’s worth proposition
When tackling a crowded, ever-evolving market, one of the efficient methods to construct belief with prospects and stand out in a class is thru social proof.
Targets
- Make sure the firm story continues to interrupt by a crowded, ever-changing market
- Solidify market placement within the gross sales enablement class
- Leverage buyer voice and G2 information experiences to amplify messaging at scale and drive new gross sales
Highspot knew the constructive influence leveraging the voice of their prospects may have in affirming their worth out there and in reaching extra prospects and guiding them by the gross sales funnel.
Jarod Greene, Vice President of Product Advertising at Highspot, says, “We all know {that a} highly effective strategy to get our message out at scale is to let our prospects inform it. G2 is a platform we glance to, not simply to gather the voice of consumers, but in addition to have that voice validated.”
Capitalizing on the facility of trusted, validated evaluations
“After I consider G2, I believe belief,” says Greene, who believes {that a} essential characteristic of G2 is that consumers and sellers can relaxation assured that the rankings and evaluations are genuine and validated.
He is aware of that G2 is open and unbiased, evaluations are customer-generated, and distributors cannot pay or use affect to be listed larger on class pages.
Greene discusses why this issues. He says, “On this enterprise of buyer sentiment – getting a way of what the collective has to say – it’s important to be trusted. There are numerous platforms on the market and methods to border your worth proposition, however belief underpins each purchaser’s choice. If consumers cannot belief the platform, then it is unlikely they will belief you.”
Greene continues, “G2 delivers the genuine voice of the client, and they’re absolutely clear with their algorithms. With G2, folks can really feel assured that the system shouldn’t be gamed, it’s not pay-for-play or faux information. That’s large.”
Options
- Leverage G2 dashboards to rapidly and simply perceive Highspot’s most essential information
- Assess Highspot’s fame and placement out there by G2 Evaluate Reviews that characteristic a side-by-side comparability of as much as 4 competing merchandise
- Use G2 Content material Subscription to simply share Highspot efficiency information with potential prospects by accessible, modern infographics and social media property
Highspot advantages from G2’s 6 million guests per thirty days and greater than 1.7 million customers who’ve already left evaluations on the G2 platform. Greater than 900 customers have written or videotaped genuine, verified evaluations on Highspot’s G2 profile alone.
Not solely can the Highspot group relaxation assured that they’re receiving genuine, validated, buyer evaluations which might be then prepared and ready for in-market consumers, however they’re additionally capable of see how these evaluations place them in relation to their rivals; G2 Evaluate Reviews characteristic a side-by-side comparability of as much as 5 competing merchandise primarily based on satisfaction rankings.
Relating to understanding how Highspot is seen by prospects and consumers alike, the group has up-to-the-minute efficiency information accessible on easy-to-access dashboards. No time-consuming instruments or a number of options are wanted. No ready till the tip of the week or month for important info. Groups can measure their efficiency when they should, every time they should.
G2 dashboards make Highspot’s most essential information seen, comprehensible, and actionable, in order that they will measure and enhance their efficiency. “The dashboards are gold,” says Greene, “ It is, at a look, the whole lot I must see to know what we’re doing, what we could possibly be doing higher, and the influence it is had on our site visitors and purchaser intent.”
G2 dashboards additionally permit Highspot to see how they stack up in opposition to their rivals and provides them an total image of what’s taking place out there, each proper now and traditionally.
Greene shares, “We are able to see the place we rank throughout all of the experiences we’re in. The power to see what’s trending up, what’s trending down, and what’s coming subsequent has been an enormous worth add for us. And to have the ability to shuttle—when it comes to one 12 months, six months, 90 days—has been superb.”
Highspot is a G2 Content material Subscription shopper, which suggests they will share their information from Grid, Index, and Evaluate Reviews with present and potential prospects by modern visuals and infographics, together with shareable social content material that’s plug-and-play for LinkedIn or Fb. This permits Highspot’s buyer voice to do the promoting for them!
“Human beings naturally reply to psychological fashions,” says Greene. “They like placing issues in bins, seeing classes, understanding that ‘high proper’ means good and ‘backside left’ means rising. They want these visuals. G2 checks a serious field for us and permits us to say, ‘This is our class, and listed below are different distributors inside the class. Let’s let our prospects do the speaking, and let’s let their prospects do the speaking.’ ”
G2 is a crucial device in serving to Highspot shut and win prospects
Highspot loves what their prospects are saying on G2, a lot in order that they rely closely on the position of Highspot evaluations and information of their buyer conversations. When new G2 Reviews are launched, Greene says, the group instantly updates their buyer slideware and makes the G2 Grid hyperlinks a name to motion.
The outcomes converse for themselves.
35%
of alternatives instantly cited G2 as having a Medium or Excessive Influence on their buying choice; of the Excessive Influence, 75% turned closed gained
85%
of all closed-won alternatives have been influenced by a minimum of one G2 Report
Greene says that 35% of Highspot alternatives instantly cited G2 as having a Medium or Excessive Influence on their buying choice – of the Excessive Influence, 75% turned closed gained enterprise. General, 85% of closed gained alternatives have been influenced by a minimum of one G2 Report.
“There’s in all probability not a single gross sales dialog that we have now that doesn’t have G2 as part of it,” says Greene. “Our potential to make use of G2 in a customer-facing dialog, whether or not in presale, renewal, or growth, has been great.”
Join with consumers, speed up offers. Find out how G2 Advertising Options will help you validate your model and win extra alternatives.
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