December 2, 2023

Whilst a newly minted group, UpContent knew that the buyer voice is a essential element in their corporation technique.

This customer-first mindset has enabled UpContent not to most effective leverage their G2 profile as a spot for possibilities to peer visitor evaluations but additionally as a hub for internally taking pictures visitor comments. This comments is a very powerful to take a pulse test on how their shoppers really feel and tell the path in their product roadmap.    

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

I spoke with UpContent’s CEO Scott Rogerson and Content material Supervisor Bethany Dameron to talk about how they’ve carried out a CLG manner, why it’s essential to their industry, and the way others can to find price through taking note of the buyer voice.

A customer-led enlargement manner

Whilst product-led enlargement is usually a robust technique for higher companies, smaller firms might have the benefit of having a customer-led enlargement manner. It is because many smaller organizations merely wouldn’t have the assets or visitor base to put in force a product-led manner.

Alternatively, any measurement corporation can use visitor comments. 


Buyer-led enlargement is a method that is helping firms remember what shoppers are announcing, to find tactics to include it, and ceaselessly toughen their merchandise because of visitor comments.

This comes to a large number of listening at the corporation’s section to get a deep working out of the purchasers’ wishes and the way they are able to satisfy them. That’s the place G2 comes into play.

“We see G2 Evaluations as property for us that we will pull price from.” 

Scott Rogerson
CEO at UpContent

UpContent makes use of evaluations up to conceivable on a company-wide stage. They have got the G2 Evaluations + Slack Integration arrange in order that when new evaluations are available in, all in their groups are instantly alerted to them. 

Evaluations lend a hand each division higher perceive their shoppers. Buyer good fortune tries to make a connection to the reviewer, despite the fact that they evaluation anonymously, to get additional details about their enjoy. Content material groups use evaluations to higher perceive trade phrases and distinctive use instances. 

Every now and then, gross sales will ship out evaluations as a substitute of full-length case research to get their level throughout extra succinctly. With G2, they are able to clear out particular firmographics to peer evaluations from folks very similar to the prospective shoppers they’re talking with. 

Ask someone and everybody

One tip is to invite all shoppers for evaluations, it doesn’t matter what they are saying. Now not asking a visitor for a evaluation since you suppose they’re going to go away a foul one signifies that you aren’t totally taking pictures your shoppers’ voice.  

UpContent asks its shoppers for evaluations quarterly – and it isn’t in keeping with what NPS ranking they go away, however somewhat the choice of actions the buyer plays. For instance, any visitor that has a minimum of six classes of their account shall be requested to go away a evaluation.

That is particularly essential since their product workforce seems to be at their evaluations for enhancements. With out listening to the unfavorable, they’d by no means know what must be subtle. Moreover, different shoppers might really feel the similar means, and this one critique might lend a hand strengthen the product for plenty of extra folks. 

As CEO, Scott takes the time to for my part reply inside every week to each evaluation that’s left to thank the reviewer. He feels that it’s essential that the reviewer acknowledges the individual responding to them in order that they are able to construct upon the prevailing courting, and the dialog can proceed if wanted.

Rogerson perspectives unhealthy evaluations as a step towards enlargement and alter.

“My view is that it is the evaluation solutions, no longer the celebrities, which can be maximum useful, whether or not it is certain or unfavorable.”

Scott Rogerson
CEO at UpContent

He appreciates that, on account of the construction of the G2 evaluation shape, unfavorable evaluations come with what the customers do like in regards to the product, and that just right evaluations additionally come with one thing they don’t like. Although UpContent does get a five-star ranking, visitor good fortune will continuously probe the reviewer and ask if there’s anything else that they may toughen.

In spite of everything, not anything is easiest. 

CLG in motion

Whilst some firms focal point on lead era and prospecting for his or her G2 profiles, UpContent is enthusiastic about taking note of their shoppers first. 

Their product workforce meets weekly to talk about the worries in their shoppers. There’s additionally a weekly prioritization assembly to make adjustments to the roadmap in keeping with comments. 

Those conferences don’t seem to be with regards to what’s favored or what might be stepped forward – as a substitute, they discover what a metamorphosis to their product would seem like if it had been higher, and methods to carry that to existence. 

If there’s a brand new grievance, that’s an indication to keep watch over it. If one individual has a unfavorable interplay with the product, then extra folks might be experiencing the similar factor.

Discovering the best are compatible

Finding out about and finding the best shoppers for his or her product is of the maximum significance. Asking questions like, “What form of visitor can we need to draw in?” and “What sort of visitor works best possible with our device?” is helping form UpContent’s advertising and gross sales technique.

Dameron provides that the G2 comparability device makes it easy to grasp which shoppers will have to move with UpContent’s product over their competition. 

“With the G2 comparability device, it makes it simple to grasp if customers will have to move right here or in different places. Or they see that we are in fact a actually nice are compatible.”

Bethany Dameron
Content material Supervisor at UpContent

Although, on the time, UpContent isn’t the device a possible client chooses, Rogerson says they in most cases come again round. He’d somewhat have fewer proper shoppers than extra of the mistaken. 

Slightly recommendation on enforcing CLG

Rogerson does have some recommendation for firms which can be new to G2 and evaluations. 

1. Cross into evaluation era with the best way of thinking. “With G2, you shouldn’t be expecting rapid effects,” Rogerson cautions. It’s all in regards to the lengthy sport. Get started on yr one and be expecting to peer an excellent go back through yr two or 3. Be energetic and don’t wait and check out to catch up – evaluations are one thing that must be constructed and picked up over the years. 

2. Evaluations are property. By no means be afraid to invite for comments. It’s necessary for the good fortune of your product and your customers. Rogerson provides, “With a bit of luck, seeing responses to evaluations makes different shoppers need to go away a evaluation. It is like writing a letter to Santa. Get a reaction, and you might be gonna write once more subsequent yr.”

3. G2 is an funding. Rogerson perspectives G2 as a spot for making an investment somewhat than an running expenditure. UpContent doesn’t have a look at the choice of leads generated to guage the good fortune in their profile, they focal point on what their shoppers are announcing. 

It is all in regards to the adventure

Having the fabrics and assets to turn updates on your product and your product’s adventure is necessary. This permits you to see how a lot you’ve grown and the way you’ve addressed any issues that experience arise in evaluations. 

This, in flip, displays your shoppers that you are taking their comments critically. 

Via embracing the facility of the purchasers’ voice, companies could make higher choices and create higher merchandise for his or her audience. It is important when embarking on a customer-led enlargement trail with G2 to be affected person, acquire comments via energetic listening, and regularly overview what will also be tweaked for development.

Excited about taking a CLG manner along with your shoppers however not sure the place to begin? Your shoppers can proportion authentic, depended on comments about your services and products with G2 Evaluation Technology