Theresa Liao

Building Content and Marketing Systems That Power Growth

Customer Marketing

ASAPP

Building Customer Proof Within Enterprise Constraints

While ASAPP works with many enterprise customers, a major challenge has been to display customer proof such as logos and testimonials on the website. The barriers are twofold.

  1. Enterprise customers have long legal/communication approval processes.
  2. Internally, there has been hesitation to push customers further.

Instead of waiting or putting more pressure on customers or the internal team to go through the process, I pushed for a different approach: I worked closely with the Account Directors and our Customer Success Team to invite customers to join us at webinars and events, then turned those sessions into on-demand recordings and blog posts with shorter approval cycles.

This reduced the wait for formal customer proof in a competitive category and generated the materials that the sales team uses every day to move prospect conversations.

Example 1. Example 2. Example 3.

Results: Engaged 5 enterprise customers to participate in public webinars/events, generating 16 customer proof assets. The sales team consistently use these assets in prospect conversations without requiring a new testimonial or case study approval process.

SciNote

In addition to building SciNote’s customer-driven webinar pipeline to produce customer testimonials, stories, and webinars, I also developed SciNote’s G2 review program.

Turning G2 Into a Growth Channel

We had seen organic traffic coming from G2, and based on Sales feedback, it played an important role in prospect conversations. However, we were significantly behind our competitors in review count and category standing.

So we made an aggressive decision to include achieving top G2 category position as an explicit KPI for the year.

This was at a time when G2 was updating its algorithm, meaning that reviews would start to depreciate significantly after 12 months. So in addition to achieving the top position in the category and increasing our review count, I also needed to protect the position given many of our reviews were about to lose their impact.

Source: G2 https://documentation.g2.com/docs/research-scoring-methodologies

Instead of jumping directly into launching emails to ask for reviews, I built the following G2 playbook as a repeatable process that would ensure that we not only achieved the top position, but also maintained it with an easily repeatable process.

SciNote G2 customer review program showing how I built and maintained a top category position by understanding G2’s algorithm, increasing reviews, and countering review depreciation; deployed a repeatable review campaign across email, Customer Success, QBRs, in-product pop up, and newsletters; and leveraged G2 reviews and badges across the website, sales assets, social media, and email.
Results: Doubled the review count to 200+. Achieved #1 in the Electronic Lab Notebook category and prevented rank degradation. G2 became a strong inbound and lead generation channel. A major prospect also cited SciNote's strong G2 presence in a conversation with the CEO.