Improving Targeting in Online Review Email Campaigns: Tips Needed | CMAweekly Customer Marketing and Advocacy Slack

CMAweekly Customer Marketing and Advocacy Slack Icon

Improving Targeting in Online Review Email Campaigns: Tips Needed | CMAweekly Customer Marketing and Advocacy Slack

Laurie Timms
·
Hire me and I’ll help you. 😉
😕2
❤️1
Katlin Hess
·
Hey Karilla Dyer! I head up customer marketing at G2, and one of our Product Management leads and I did a G2 MasterClass for Customer Marketers where we covered a few different tactics. Happy to chat more if you're interested, but I grabbed a screenshot of a few of the most relevant slides below. But overall I love the way you're thinking about reviews -- as much as they're for marketing/sales collateral, they're a great source of customer feedback too! And personally I've seen customers have SO much success with the review accelerators--basically always-on asks in product. The forms are shorter, and there's no login/authentication required so customers are much more likely to leave reviews.
❤️4
Alexie Glover
·
Katlin's webinar was so awesome! Highly recommend. There's a few different elements to what you've shared. It sounds like you're doing a good job of reaching your audience, but that maybe the volume game is getting you down in terms of just plain positive reviews AND surpassing your competition. Depending on your competitors and the space you're trying to break into, you might be facing an unequal playing field. For example, if you're in contention with Salesforce in any of your categories, they drive something like 1,000 reviews at their Dreamforce conference ... which is volume the rest of the companies on those reports can't usually meet. That said, have you looked at leveraging lower-level users or events to increase your volume? You can also evaluate your incentive and whether there are creative ways to increase engagement with your requests. And in terms of sharing the feedback you're receiving, a few good ideas: creating a Slack channel that highlights your wins and relevant poor reviews (surfacing directly to the team's mentioned), sharing reviews with your social team to get them in your channels and in front of your colleagues, creating slide decks that highlight the positive reviews for sales/customer-facing teams, or simply raising directly to the teams mentioned or the teams who would be "owning" the negative area of the review.
❤️3
Amy Ng
·
Tagging Tamara Kecman here as I know she's been focusing on reviews in a very competitive space and experimenting with segmentation too
❤️1
Vera
·
An answer to your second question: This might be creating more work for yourself but in the past i've worked on voice of the customer reports that aggregates what customers are saying across channels that were owned (user groups, community) and 3rd party (social, reviews). This helped surface any patterns/trends to folks at a higher level. I think your callout is fair and sometimes you just need to take a moment to show the proof.
👍2
👍🏾1
Axel Lavergne
·
Karilla Dyer I just had a quick look at Wrike on the PM category. You have 3670 reviews in total, and the guys in front have 5000 (Notion) or over 10 000 (others). Even with 50 extra reviews over your top competitors per week, you'd need 140 weeks (aka 3 years) to win. And they all have always-on campaign and freemium pricing from the looks of it, so you'd need some serious volume to get there. The only reasonable win you can hope for is getting above Airtable, which is at 2000 reviews currently. For that, you can probably run a "refresh your review campaign" by scraping your own g2 reviews and reaching out to all those that reviewed you previously. My 2 cents: I would shift the conversation on whether surpassing competitors on g2 even makes sense – it very likely doesn't. You could look into winning on GPI, or on other platforms (Salesforce Appexchange for ex) instead, where you'd be much more likely to win and where the upside could be even bigger. Especially with every competitor so heavily focused on a single platform.
👍3