How UpContent Is Fueling Buyer-Led Development With G2

Whilst a newly minted group, UpContent knew that the client voice is a important element 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 evaluations but additionally as a hub for internally capturing buyer suggestions. This suggestions is essential to take a pulse test on how their clients really feel and inform the route 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 carried out a CLG strategy, why it’s vital to their enterprise, and the way others can discover worth by listening to the client voice.

A customer-led development strategy

Whereas product-led development could be a highly effective technique for bigger companies, smaller firms might profit from having a customer-led development strategy. It’s because many smaller organizations merely do not need the sources or buyer base to implement a product-led strategy.

Nevertheless, any dimension firm can use buyer suggestions. 


Buyer-led development is a method that helps firms have in mind what clients are saying, discover methods to include it, and constantly enhance their merchandise on account of buyer suggestions.

This includes a number of listening on the corporate’s half to get a deep understanding of the purchasers’ wants and the way they’ll fulfill them. That’s the place G2 comes into play.

“We see G2 Critiques as belongings for us that we are able to pull worth from.” 

Scott Rogerson
CEO at UpContent

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

Critiques assist each division higher perceive their clients. 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 evaluations to raised perceive trade phrases and distinctive use instances. 

At occasions, gross sales will ship out evaluations as a substitute of full-length case research to get their level throughout extra succinctly. With G2, they’ll filter particular firmographics to see evaluations from folks just like the potential clients they’re talking with. 

Ask anybody and everybody

One tip is to ask all clients for evaluations, it doesn’t matter what they are saying. Not asking a buyer for a evaluation since you assume they are going to go away a foul one signifies that you aren’t absolutely capturing your clients’ voice.  

UpContent asks its clients for evaluations quarterly – and it is not based mostly on what NPS rating they go away, however relatively the variety of actions the client performs. For instance, any buyer that has no less than six classes of their account might be requested to go away a evaluation.

That is particularly vital since their product staff appears to be like at their evaluations for enhancements. With out listening to the unfavourable, they’d by no means know what must be refined. Moreover, different clients might really feel the identical means, and this one critique might 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 individual responding to them in order that they’ll construct upon the prevailing relationship, and the dialog can proceed if wanted.

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

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

Scott Rogerson
CEO at UpContent

He appreciates that, due to the construction of the G2 evaluation type, unfavourable evaluations embody what the customers do like in regards to the product, and that good evaluations additionally embody one thing they don’t like. Even when UpContent does get a five-star ranking, buyer success will typically probe the reviewer and ask if there’s something that they may 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 clients first. 

Their product staff meets weekly to debate the issues of their clients. There’s additionally a weekly prioritization assembly to make modifications to the roadmap based mostly on suggestions. 

These conferences will not be nearly what’s preferred or what might be improved – as a substitute, they discover what a change to their product would appear to be if it have been higher, and deliver that to life. 

If there’s a brand new grievance, that’s an indication to regulate it. If one individual has a unfavourable interplay with the product, then extra folks might be experiencing the identical factor.

Discovering the precise match

Studying about and discovering the precise clients for his or her product is of the utmost significance. Asking questions like, “What sort of buyer will we need to appeal to?” and “What sort of buyer works finest with our device?” helps form UpContent’s advertising and marketing and gross sales technique.

Dameron provides that the G2 comparability device makes it easy to know which clients ought to go along with UpContent’s product over their rivals. 

“With the G2 comparability device, it makes it straightforward to know if customers ought to go right here or elsewhere. Or they see that we’re really 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 relatively have fewer proper clients than extra of the flawed. 

Just a little recommendation on implementing CLG

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

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

2. Critiques are belongings. By no means be afraid to ask for suggestions. It’s very important for the success of your product and your customers. Rogerson provides, “Hopefully, seeing responses to evaluations makes different clients need to go away a evaluation. It is like writing a letter to Santa. Get a response, and also you’re gonna write once more subsequent yr.”

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

It is all in regards to the journey

Having the supplies and sources to indicate updates to your product and your product’s journey is significant. This lets you see how a lot you’ve grown and the way you’ve addressed any issues which have come up in evaluations. 

This, in flip, exhibits your clients that you simply take their suggestions critically. 

By embracing the facility of the purchasers’ voice, companies could make higher choices 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 by way of lively listening, and regularly consider what might be tweaked for enchancment.

All in favour of taking a CLG strategy together with your clients however not sure the place to begin? Your clients can share real, trusted suggestions about your services with G2 Assessment Technology

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