.png#keepProtocol)
Pivoting your enterprise on the onset of a worldwide pandemic and establishing authority in a brand new market feels like an unattainable feat. Until 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 Accomplice (FMP). Nevertheless, the corporate knew that with a view 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 person confidence in a completely 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 linked but in addition cluttered with shopping for choices. Right now’s consumers 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 vital. However the timing wasn’t in our favor.”
Challenges:
- Set up trade authority and construct confidence in a brand new software program house
- Shorten the gross sales cycle and enhance general effectivity within the gross sales course of
Now greater than ever, social proof is important relating to constructing belief and seamlessly guiding consumers down the gross sales funnel. Establishing your model available in the market and offering genuine person critiques 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 have 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 quite a lot of further explaining about what PMP even is. We have 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 a view to enhance model presence and construct client confidence, ROI Hunter is aware of it’s essential to be lively on the platforms consumers 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 individuals go to analysis, evaluate, and purchase software program and providers.
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.
Options:
- Use G2 Assessment Era to gather person critiques and construct client confidence
- Leverage G2 Content material Subscription belongings to scale back the size of the gross sales cycle
ROI Hunter’s technique is predicated on amassing critiques to extend general person ranking and model presence on the platform. And the model implements good evaluation assortment strategies with G2 Assessment Era.
“What helped us throughout this important transformative interval have been real person critiques on G2,” Samuel Kellett, Head of Model & Content material at ROI Hunter displays.
ROI Hunter automates its evaluation engine by putting calls to motion in worker electronic mail signatures. The aim is to gather critiques in probably the most natural approach attainable. As a substitute of hounding buyer lists with emails asking for suggestions, ROI Hunter encourages their buyer success managers (CSM) to work with their shoppers instantly for critiques and testimonials.
Roman Šedivý, VP of Buyer Success at ROI Hunter, explains, “We created a factors system for our CSMs with a view to nurture desired habits, similar to proactively asking shoppers for suggestions. We reward our CSMs for getting a buyer to depart a evaluation on G2. Since then, the variety of person critiques has skyrocketed.”
ROI Hunter additionally licenses G2 Grid® Reviews to indicate consumers 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 lately, movies to showcase their badges and development.
Roman Šedivý
VP of Buyer Success at ROI Hunter
The model additionally works with G2 to showcase its greatest person critiques on social media. These social belongings are tailored for the particular channels ROI Hunter makes use of for advertising campaigns.
And to sweeten the deal extra, ROI Hunter companions with the G2 Offers program, triggering a donation to a charitable group when a person leaves a evaluation.
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 might enable them to construct person 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 person critiques. Moreover, the G2 Content material Subscription helped equip their gross sales reps and CSMs with highly effective belongings to coach 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.
20%
shorter gross sales cycle in comparison with 2020
57%
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 carried out 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 consumer portfolio.”
Due to these compounded methods, ROI Hunter skilled 1.5x the expansion in gross sales conversion charge over the course of 1 12 months.
1.5x
enhance in gross sales conversion charge in a single 12 months
Partnering with G2 helped equip ROI Hunter with the required instruments to construct market presence, repeatedly collect person critiques, and better of all, convert extra gross sales. Kellett displays, “Rising validation available in the market 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 web site, on touchdown pages, and in our electronic mail signatures.”
Kellett notes, “We put on our G2 badges proudly.”
Seeking to validate your model, affect consumers, and shut extra offers? Study how one can drive income with G2 Vendor Options.
.png#keepProtocol&description=ROI+Hunter+Sees+1.5x+Improve+in+Gross+sales+Conversion+Price+With+G2){kind=link}