How UpContent Is Fueling Buyer-Led Progress With G2

At the same time as a newly minted group, UpContent knew that the shopper voice is a vital part of their firm technique.

This customer-first mindset has enabled UpContent to not solely leverage their G2 profile as a spot for prospects to see buyer opinions but additionally as a hub for internally capturing buyer suggestions. This suggestions is essential to take a pulse examine on how their prospects really feel and inform the course of their product roadmap.    

This all performs into UpContent’s customer-led development (CLG) technique. 

I spoke with UpContent’s CEO Scott Rogerson and Content material Supervisor Bethany Dameron to debate how they’ve applied a CLG strategy, why it’s vital to their enterprise, and the way others can discover worth by listening to the shopper voice.

A customer-led development strategy

Whereas product-led development is usually a highly effective technique for bigger companies, smaller firms could profit from having a customer-led development strategy. It’s because many smaller organizations merely would not have the assets or buyer base to implement a product-led strategy.

Nonetheless, any measurement firm can use buyer suggestions. 


Buyer-led development is a technique that helps firms bear in mind what prospects are saying, discover methods to include it, and repeatedly enhance their merchandise on account of buyer suggestions.

This entails quite a lot of listening on the corporate’s half to get a deep understanding of the shoppers’ wants and the way they will fulfill them. That’s the place G2 comes into play.

“We see G2 Opinions as property for us that we will pull worth from.” 

Scott Rogerson
CEO at UpContent

UpContent makes use of opinions as a lot as potential on a company-wide degree. They’ve the G2 Opinions + Slack Integration arrange in order that when new opinions are available in, all of their groups are instantly alerted to them. 

Opinions assist each division higher perceive their prospects. Buyer success tries to make a connection to the reviewer, even when they evaluation anonymously, to get additional details about their expertise. Content material groups use opinions to raised perceive business phrases and distinctive use circumstances. 

At instances, gross sales will ship out opinions as an alternative of full-length case research to get their level throughout extra succinctly. With G2, they will filter particular firmographics to see opinions from folks much like the potential prospects they’re talking with. 

Ask anybody and everybody

One tip is to ask all prospects for opinions, it doesn’t matter what they are saying. Not asking a buyer for a evaluation since you suppose they may depart a foul one implies that you aren’t totally capturing your prospects’ voice.  

UpContent asks its prospects for opinions quarterly – and it isn’t based mostly on what NPS rating they depart, however somewhat the variety of actions the shopper performs. For instance, any buyer that has a minimum of six periods of their account will likely be requested to go away a evaluation.

That is particularly vital since their product group seems at their opinions for enhancements. With out listening to the damaging, they might by no means know what must be refined. Moreover, different prospects could really feel the identical manner, and this one critique could assist improve the product for a lot of extra folks. 

As CEO, Scott takes the time to personally reply inside per week to each evaluation that’s left to thank the reviewer. He feels that it’s vital that the reviewer acknowledges the particular person responding to them in order that they will construct upon the prevailing relationship, and the dialog can proceed if wanted.

Rogerson views dangerous opinions as a step towards development and alter.

“My view is that it is the evaluation solutions, not the celebs, which are most useful, whether or not it is constructive or damaging.”

Scott Rogerson
CEO at UpContent

He appreciates that, due to the construction of the G2 evaluation type, damaging opinions embrace what the customers do like in regards to the product, and that good opinions additionally embrace one thing they don’t like. Even when UpContent does get a five-star ranking, buyer success will usually probe the reviewer and ask if there’s something that they might enhance.

In spite of everything, nothing is ideal. 

CLG in motion

Whereas some firms concentrate on lead era and prospecting for his or her G2 profiles, UpContent is targeted on listening to their prospects first. 

Their product group meets weekly to debate the considerations of their prospects. There’s additionally a weekly prioritization assembly to make adjustments to the roadmap based mostly on suggestions. 

These conferences are usually not nearly what’s favored or what might be improved – as an alternative, they discover what a change to their product would appear like if it had been higher, and easy methods to carry that to life. 

If there’s a brand new criticism, that’s an indication to keep watch over it. If one particular person has a damaging interplay with the product, then extra folks might be experiencing the identical factor.

Discovering the suitable match

Studying about and discovering the suitable prospects for his or her product is of the utmost significance. Asking questions like, “What kind of buyer can we wish to appeal to?” and “What sort of buyer works finest with our software?” helps form UpContent’s advertising and marketing and gross sales technique.

Dameron provides that the G2 comparability software makes it easy to know which prospects ought to go together with UpContent’s product over their rivals. 

“With the G2 comparability software, it makes it straightforward to know if customers ought to go right here or elsewhere. Or they see that we’re truly a very nice match.”

Bethany Dameron
Content material Supervisor at UpContent

Even when, on the time, UpContent isn’t the software program a possible buyer chooses, Rogerson says they often come again round. He’d somewhat have fewer proper prospects than extra of the flawed. 

A bit of recommendation on implementing CLG

Rogerson does have some recommendation for firms which are new to G2 and opinions. 

1. Go into evaluation era with the suitable state of mind. “With G2, you shouldn’t anticipate fast outcomes,” Rogerson cautions. It’s all in regards to the lengthy sport. Begin on 12 months one and anticipate to see an incredible return by 12 months two or three. Be lively and don’t wait and attempt to catch up – opinions are one thing that must be constructed and picked up over time. 

2. Opinions are property. By no means be afraid to ask for suggestions. It’s important for the success of your product and your customers. Rogerson provides, “Hopefully, seeing responses to opinions makes different prospects wish to depart a evaluation. It is like writing a letter to Santa. Get a response, and also you’re gonna write once more subsequent 12 months.”

3. G2 is an funding. Rogerson views G2 as a spot for investing somewhat than an working expenditure. UpContent doesn’t take a look at the variety of leads generated to judge the success of their profile, they concentrate on what their prospects are saying. 

It is all in regards to the journey

Having the supplies and assets to point out updates to your product and your product’s journey is important. This lets you see how a lot you’ve grown and the way you’ve addressed any considerations which have come up in opinions. 

This, in flip, exhibits your prospects that you simply take their suggestions severely. 

By embracing the ability of the shoppers’ voice, companies could make higher selections and create higher merchandise for his or her goal market. It is vital when embarking on a customer-led development path with G2 to be affected person, collect suggestions via lively listening, and frequently consider what could be tweaked for enchancment.

All in favour of taking a CLG strategy together with your prospects however uncertain the place to begin? Your prospects can share real, trusted suggestions about your services with G2 Overview Technology

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