• ASAPP: Building Customer Proof Within Enterprise Constraints
• SciNote: Turning G2 Into a Growth Channel

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 two-fold.

1. Enterprise partners have a long legal/communication approval process.
2. Internally, there has been hesitation to push partners 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 Account Directors and our Customer Service Team to invite customers to join us at webinars and events, then turn 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 we use 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. Sales consistently used 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, 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.

We therefore made achieving top G2 category position an explicit KPI for the year.

This was at a time when G2 was updating its algorithm: that reviews will start to depreciate significantly after 12 months. So in addition to achieving top position in the category and increasing our review count, we also need to protect the position given may of our reviews are about to lose their impact.

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

2X review count to 200+. Achieved #1 in Electronic Lab Notebook category and prevented ranking 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.