How InsideView Exposed Itself to Prospects
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InsideView exposed itself to prospects by embracing naked marketing and soliciting product reviews from customers on G2 Crowd. This allowed existing customers to articulate InsideView's competitive advantages. InsideView promoted G2 Crowd reviews heavily, invited customer support interactions to write reviews, and used competitive reports in paid search. The results were that a single paid search campaign generated 14% of InsideView leads, a 6% lead to opportunity conversion rate, and 34% of the company's total sales pipeline, all due to exposing itself through customer reviews.
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How InsideView Exposed Itself to Prospects
- 2. Adrienne Weissman Chief Marketing & Revenue Officer at G2 Crowd Megan McConnell Senior Customer Marketing Manager at InsideView
- 6. ✓ Identifiable user fan base due to advocacy platform ✓ Product reviews are a key part of the decision cycle for InsideView Sales application ✓ Noisy market ✓ Like the look, feel and ease of use of G2 Crowd ✓ Competitive differentiators best articulated to prospects by existing customers
- 7. What steps did InsideView take to embrace naked marketing?
- 8. ✓ Solicit reviews quarterly from InsideView user base ✓ Promote G2 Crowd heavily in customer communications and on InsideView website ✓ Invite customers who interact with Customer Support to write reviews ✓ Use competitive comparison content in paid search & inbound marketing
- 10. Competitive Comparison Report Used in PPC Campaign
- 11. 14% of all InsideView PPC leads from this one campaign 6% lead-to-opportunity conversion rate 34% of all PPC pipeline generated from this one campaign
- 12. 14% of all InsideView PPC leads from this one campaign 6% lead-to-opportunity conversion rate 34% of all PPC pipeline generated from this one campaign Most leads generated from a PPC campaign (next most was 11%) Highest lead-to-opportunity conversion rate (2x average conversion rate) Highest pipeline generated
- 13. Questions?