A Masterclass from Katlin Hess & Emily Malis Greathouse

The voice of the shopper is indispensable when your product is excellent.

From sourcing superb quotes to highlighting market sentiment and the whole lot in between, so many choices can be found so that you can select from. But it surely’s simple to get overwhelmed by the numerous alternatives that lay earlier than you.  

G2 is the world’s largest B2B market, the place software program consumers go to evaluate a various vary of services and products. Software program distributors that understand the facility of buyer advocacy discover success on G2 for quite a few causes.

Any software program model can use G2 to accumulate new consumers and preserve present prospects. With a little bit of know-how, you will discover your solution to the highest of the Grid Report very quickly.

As a part of Attain 2022, our very personal Katlin Hess and Emily Malis Greathouse gave a masterclass on buyer advocacy on G2. This session was full of a ton of wonderful greatest practices and knowledge sellers can use to maximise assessment assortment and enhance their general presence alongside the way in which.

Didn’t get an opportunity to catch the masterclass? No worries – this text breaks it down for you.

The anatomy of G2 Scores and Grid Reviews

The world of B2B software program always modifications. Prospects’ emotions a couple of services or products could shift in weeks or months. G2’s scoring methodology considers this and makes an attempt to create scoring that displays the dynamic nature of buyer software program evaluations.

For brand spanking new and established sellers who need extra from G2, it’s essential to know the elements of your G2 Rating. Emily Malis Greathouse, Director of Market Analysis, spoke about this and different ideas at size, so let’s have a look at how G2 processes information, which can assist us perceive G2 Grid Reviews later.

What’s a G2 Rating?

A profile’s G2 Rating is the calculated common of two different proprietary scores: Satisfaction + Market Presence

If an organization has a median Satisfaction rating of 70 and a Market Presence rating of 60, its G2 Rating is 65. In different phrases, enhancing satisfaction and market presence provides a profile a larger probability of performing higher on G2 Grid Reviews.

How G2 calculates satisfaction scores

The satisfaction rating considers a number of indicators from G2 assessment
information to offer a single rating past star rankings that reveals how blissful reviewers are about utilizing your resolution.

Listed so as of significance, the next parts impression satisfaction scores.

  • Buyer satisfaction with end-user product attributes based mostly on evaluations
  • Reputation and statistical significance based mostly on the variety of evaluations obtained by G2
  • High quality of evaluations obtained
  • Age of evaluations
  • Prospects’ satisfaction with administration-specific product attributes based mostly on person evaluations
  • General buyer satisfaction and Internet Promoter Rating® (NPS) based mostly on rankings by G2 customers

How can I enhance Satisfaction rating elements?

Many G2 sellers ask how they will enhance their G2 Rating. Malis Greathouse solutions that query with some key issues.

  • Evaluation rely: The extra evaluations G2 has for a product, the extra assured we will be within the scores. Collect extra evaluations!
  • Evaluation recency: Software program modifications rapidly; latest evaluations present extra related, up-to-date data. Collect extra evaluations!
  • Evaluation high quality: Opinions with extra questions answered and extra particulars are extra useful. Ask your buyer to depart longer, extra detailed evaluations when requesting evaluations. Additionally: Collect extra evaluations!

TL;DR: Collect extra evaluations!

How G2 calculates market presence scores

Market Presence is a mixture of 15 metrics from G2’s evaluations, publicly obtainable data, and third-party sources. Right here’s a have a look at among the most important data G2 makes use of to measure Market Presence.

  • General assessment rely
  • Evaluation rely from the final 90 days
  • Variety of workers
  • Internet presence
  • Social presence
  • Worker progress and internet presence progress
  • Vendor age
  • Worker satisfaction and engagement

How can I enhance market presence elements?

Since market presence combines totally different metrics past G2 information, there’s solely a lot a vendor can do to have an effect on these elements. Nonetheless, learn on to study which features sellers can affect.

  • Evaluation rely and recency: Two metrics which can be additionally calculated in your Satisfaction rating, assessment rely and recency, play a job in market presence. The very best resolution is to scale the assessment assortment or have a assessment technology technique for ongoing assortment.
  • Internet presence: Each model is aware of the significance of rising consciousness on-line. Your internet presence will be impacted by enhancing search engine optimization rankings, growing web page views in your website, and maintaining a tally of branded search question progress.
  • Social presence: Just like an internet presence as a long-term effort, social presence ought to mirror your natural social media footprint. A complete social media technique ought to embody natural follower and subscriber progress.
  • Worker satisfaction and engagement: Ask your workers to depart a assessment of your organization on websites like Glassdoor. Identical to if you request evaluations on G2, do not search for solely optimistic evaluations however somewhat trustworthy suggestions.

Tip: To study extra about among the information in your Market Presence rating, be sure that to open your my.G2 dashboard and navigate to “Analytics” > “Rivals” to see a breakdown of sure metrics. 

Understanding G2 Grid Reviews

Launched each quarter, G2 Grid Reviews characterize the crème de la crème of B2B software program. Grid Reviews comprise information from each verified person evaluations and vendor data from trusted on-line sources evaluating merchandise based mostly on Satisfaction and Market Presence scores.

However rating excessive on stories isn’t only for delight. Your inclusion in stories closely influences how prospects resolve on a software program platform. Right here’s a breakdown of the various kinds of Grid Reviews:

  • Class Grid Reviews
  • Momentum Grid Reviews
  • Regional Grid Reviews
  • Segmented Grid Reviews
    • Small and Medium-Sized Companies
    • Mid-Market
    • Enterprise

What number of evaluations do I have to be on a Grid Report?

For inclusion on any Grid Report, a software program vendor will need to have a minimum of 10 evaluations in a single goal software program class. As well as, a Class Grid Report wants a minimum of 150 evaluations general and a minimum of 6 software program.


As a result of some software program spans a number of classes, guarantee that you’ve got a minimum of 10 evaluations in a given class. You may verify this by going to your G2 Profile web page and filtering evaluations by class to see what number of you’ll have to qualify for a Grid Report.

The final idea to know about Grid Reviews is how decay impacts your evaluations. Basically, the older the assessment, the much less helpful it’s.

Constructing a assessment technology technique

For the rest of the masterclass, Katlin Hess, Director of Buyer Advertising and marketing, targeted on sharing ideas and greatest practices for using G2 evaluations to drive buyer advocacy. To begin, you’ll want extra evaluations, and Hess lays out a few nice methods to ramp up your assortment.

The 4 pillars of assessment assortment

We’ve talked about how the recency of evaluations performs an enormous half in your profile efficiency in G2. Think about that 85% of shoppers think about evaluations greater than three months outdated irrelevant.

If you wish to get a excessive G2 rating or declare the highest spot on a Grid Report, assessment assortment needs to be an ongoing effort, not a one-and-done train. To supply a basic framework on your efforts, Hess briefly discusses the 4 pillars of assessment assortment.

  1. Ask everybody for evaluations: Prospects flip to evaluations for social proof to assist validate their buying selections. Due to this, evaluations have to be verified and genuine. Optimistic and constructive suggestions each present alternatives, so ask everybody!
  2. Ask for evaluations persistently: Discover alternative ways to automate assessment requests and reiterate the significance of evaluations with inside group members.
  3. Ask for assessment updates: Lean on sturdy relationships with long-time prospects for assessment updates. You’ll acquire insights into what retains them returning and their evaluations contribute to recency.
  4. Present customer support by responding to evaluations: Constructive suggestions is as helpful as optimistic. This lets you acknowledge the shopper’s issues and validate what they’re experiencing whereas additionally bringing consideration to their points. 

Tip: Don’t simply ship assessment requests to prospects with excessive NPS scores! Opinions needs to be as genuine as doable, which means you wish to accumulate evaluations from as many shoppers as doable.

Forms of assessment campaigns

You may attempt three distinct methods to gather extra evaluations on G2. Think about using all of them concurrently; every is a confirmed methodology price contemplating.

  1. G2-managed campaigns: In case you add an inventory of your prospects, we’ll ship three emails in your behalf asking for evaluations. These assessment gen campaigns can expedite assessment assortment considerably and are wonderful for making ready for upcoming Grid Report releases. Additionally, now you can request to arrange a assessment marketing campaign in your my.G2 dashboard!
  2. Self-run campaigns: You attain out to your prospects to solicit evaluations throughout your buyer touchpoints.
  3. All the time-on assortment: You may embed assessment asks instantly into your product utilizing our native API or an integration accomplice. Take a look at this case examine to see how Truckstop elevated evaluations utilizing Pendo.  

Asking for evaluations

Unsure the place to start out with asking prospects to submit a assessment? Bookmark this fast checklist of 12 concepts!

  • After implementation
  • In your sign-in display screen
  • At renewal or quarterly enterprise evaluations (QBRs)
  • By way of your accomplice networks
  • Outreach from our group
  • Throughout webinars or at occasions
  • After a help ticket
  • Following an NPS/CAT response
  • In your e-mail signature
  • In your buyer neighborhood
  • In-product pop-ups
  • By way of G2’s buyer e-newsletter

How to answer buyer evaluations

While you’re capturing genuine suggestions and reaching out to your prospects, you’re in all probability going to get some evaluations that aren’t precisely favorable.

In reality, you must reply to all evaluations in case you take buyer suggestions severely. Doing so

  • Builds belief with prospects and prospects
  • Humanizes your model
  • Will get forward of potential churn
  • Reveals your buyer that you simply worth their enter
  • Lets prospects know that you simply maintain points and take heed to prospects

The 4 Ws of responding to evaluations

Hess shares some ideas to bear in mind when making a assessment response course of on your group. Simply ask who, what, the place, and when!

  • Who ought to reply? Pay shut consideration to the features highlighted within the assessment and have somebody from the suitable group reply. This reveals prospects that you simply’re listening.
  • What needs to be included? Your response ought to thank the reviewer, tackle them by identify, and spotlight particular factors they talked about.
  • The place must you ship it? Your response needs to be tied to a particular assessment and printed in the identical place the assessment was despatched.
  • When must you reply? Ideally, you must reply to all evaluations inside every week. This manner, you’ll be capable to shut the suggestions loop extra rapidly.

Metrics for measuring success

With assessment assortment firing on all cylinders, software program distributors finally wish to understand how these actions on G2 drive success in different areas. To justify their efforts, advertising and gross sales groups should quantify and measure the return on funding (ROI).

All of it comes all the way down to the targets you’re making an attempt to realize. Under you’ll discover the metrics that matter most with regard to your success on G2.

Measuring ROI on G2

G2 helps software program manufacturers join with their excellent prospects to realize success in three areas.

Model constructing:

  • Visitors to your G2 Profile
  • Variety of G2 evaluations
  • Variety of G2 Badges
  • Rating in your class
  • Report efficiency
  • Variety of comparability evaluations

Visitors and conversions:

  • Visitors from G2 to your web site
  • Visitors out of your web site to G2
  • High quality of site visitors (pageviews, time on website, bounce charge)
  • Objective conversions (leads, trials)

Pipeline and gross sales:

  • Pipeline created or influenced by G2
  • Closed gross sales
  • Conversion charges for consumers researching on G2

Change into a buyer advocacy powerhouse

G2’s Attain had a ton of nice data. On this masterclass, attendees bought the within scoop on find out how to higher make the most of the shopper voice and prioritize genuine suggestions. 

With the following tips, you’ll scale your evaluations, perceive your G2 Rating, and work out how to answer buyer evaluations with intelligence and kindness. Very quickly, you’ll attain the summit of the Grid Report and show why your prospects love you.

Excited about seeing extra from Attain? Watch all the on-demand recordings of all of the periods to get nice insights from the consultants. 

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