Pivoting your enterprise on the onset of a world pandemic and establishing authority in a brand new market seems like an unattainable feat. Except you’re ROI Hunter, which managed to do each – efficiently.
ROI Hunter is a product advertising and marketing platform (PMP) that helps e-commerce retailers automate and scale digital promotions to extend profitability and develop sustainably. The platform gives entrepreneurs with efficiency insights and actionable marketing campaign information.
Beforehand, ROI Hunter operated as a Fb Advertising and marketing Accomplice (FMP). Nonetheless, the corporate knew that as a way to stay aggressive within the MarTech house, 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 very related but additionally cluttered with shopping for choices. At the moment’s patrons don’t blindly select merchandise to purchase – they meticulously analysis and evaluate 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, based mostly on a powerful imaginative and prescient, was needed. However the timing wasn’t in our favor.”
- Set up trade authority and construct confidence in a brand new software program house
- Shorten the gross sales cycle and improve total effectivity within the gross sales course of
Now greater than ever, social proof is important on the subject of constructing belief and seamlessly guiding patrons down the gross sales funnel. Establishing your model out there and offering genuine consumer opinions helps validate product claims for potential patrons – 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 seen the gross sales cycle had turn 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.
“After we pivoted and began pitching PMP to potential patrons, our gross sales cycle grew longer,” says Shirley. “Our gross sales representatives needed to do a variety of further explaining about what PMP even is. We had been in the marketplace with a brand new and unknown resolution.”
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 the intention to improve model presence and construct client confidence, ROI Hunter is aware of it’s essential to be energetic on the platforms patrons use probably the most. And within the B2B SaaS world, that platform is G2. With 60 million annual web site guests, G2 is the place folks go to analysis, evaluate, and purchase software program and companies.
And so utilizing G2 Seller Solutions is a no brainer. This partnership permits ROI Hunter to attach with clients, present social proof, and provides prospects the arrogance to make software program buying selections.
- Use G2 Assessment Era to gather consumer opinions and construct client confidence
- Leverage G2 Content material Subscription property to cut back the size of the gross sales cycle
ROI Hunter’s technique is predicated on amassing opinions to extend total consumer ranking and model presence on the platform. And the model implements good assessment assortment strategies with G2 Review Generation.
“What helped us throughout this significant transformative interval had been real consumer opinions on G2,” Samuel Kellett, Head of Model & Content material at ROI Hunter displays.
ROI Hunter automates its assessment engine by putting calls to motion in worker electronic mail signatures. The aim is to gather opinions in probably the most natural method 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 opinions and testimonials.
Roman Šedivý, VP of Buyer Success at ROI Hunter, explains, “We created a factors system for our CSMs as a way to nurture desired conduct, resembling 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 opinions has skyrocketed.”
ROI Hunter additionally licenses G2 Grid® Reviews to indicate patrons how they evaluate to different comparable merchandise in a goal class, based mostly on satisfaction and market presence scores. They promote G2 badges and Grid® Reviews on social media, electronic mail signatures, opening slides for gross sales decks, and most not too long ago, 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 opinions on social media. These social property are tailored for the precise channels ROI Hunter makes use of for advertising and marketing campaigns.
And to sweeten the deal extra, ROI Hunter companions with the G2 Gives 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 may enable them to construct consumer confidence and shorten their gross sales cycle over time.
With G2 Assessment Era, the corporate elevated its branding presence and established new market authority with genuine consumer opinions. Moreover, the G2 Content material Subscription helped equip their gross sales reps and CSMs with highly effective property to coach customers and in the end shorten the gross sales cycle.
In comparison with 2020 information, ROI Hunter’s gross sales cycle is about 20% shorter. Moreover, their gross sales effectivity has constantly 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 improve gross sales conversion charges just by incorporating G2 Vendor Options into different strategic gross sales and advertising and marketing processes.
Kellett explains, “We considerably invested into account-based advertising and marketing (ABM) methods and carried out automated nurturing workflows. Our gross sales reps are capable of polish their PMP pitch and achieve confidence as we proceed so as to add distinguished manufacturers to our shopper portfolio.”
Due to these compounded methods, ROI Hunter skilled 1.5x the expansion in gross sales conversion price over the course of 1 yr.
improve in gross sales conversion price in a single yr
Partnering with G2 helped equip ROI Hunter with the mandatory instruments to construct market presence, constantly collect consumer opinions, 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 and marketing efforts. Kellett explains, “G2 Badges play distinguished roles in our gross sales decks. We additionally show them on our web site, on touchdown pages, and in our electronic mail signatures.”
Kellett notes, “We put on our G2 badges proudly.”
Trying to validate your model, affect patrons, and shut extra offers? Be taught how one can drive income with G2 Seller Solutions.