This interview was conducted by Professor Joe Kevens, who yo can find @ @Joe
This interview is with Tara Robertson, Senior Manager, Demand Generation, at Chili Piper.
Tara Robertson has repeatedly risen to a tall task: marketing to marketers.
Her peers and colleagues know her as:
- …curious, passionate, deliberate, focused
- …a roll-up-your-sleeves marketer that delivers on-time and on-budget
- …a swiss army knife for marketing teams
- …an absolute delight to work with.
The demand generation world is lucky to have her.
Without further ado, here are Tara’s views on reviews.
1. To kick things off, tell us a little about your podcast, Demand Gen Chat.
2. In the Demand Gen Chat episode with Dev Basu of Powered by Search, Dev spoke about how review sites fit into creating high-converting competitor pages. Specifically, he said, “if you even realize that there are these directory websites (i.e. business software user review sites like G2, Capterra, TrustRadius others), you (as a B2B SaaS vendor) are being compared all day long (to alternative products). It’s just a matter of whether you’re controlling the narrative or not.” What’s your perspective on Dev’s point here?
3. Can you elaborate on why you think reviews matter to a B2B SaaS vendor?
4. How do you get internal buy-in to spend resources on review generation?
5. Your former Uberflip customer marketing colleague, Alana Merdzan, shared a review generation example with Influitive: “We ran a Valentine’s Day Campaign called ‘Spread the Love’ in the A-list (Uberflip’s Customer Advocacy program) and we received a total of 21 positive reviews across TrustRadius, G2 Crowd, and Capterra in just five days!” What’s been your experience working with Customer Marketing on review generation? What have you found works?
6. What advice do you have for B2B SaaS vendors who want to get more reviews?
7. Do you have goals or OKRs on or related to reviews? If so, what are they?
8. Have you used buyer intent data from review sites? If so, how?
9. Are you seeing any change in where you or your advocacy peers go for user reviews? i.e. not to review sites, but to your own personal network directly, or to peer networks in Slack communities?
10. What do you have in store for Demand Gen Chat for the rest of 2022 and beyond?
- Leverage buyer intent data from review sites to build retargeting lists for paid social ads and alert SDRs (and AEs and CSMs while you’re at it) if an account they’re working on takes specific actions on the review site (such as visits our company profile, visits a competitor’s profile, etc.) Consider metadata.io if you use G2 buyer intent data and want to automate the process of using it in your audiences for paid social ads.
- Generate reviews on third-party review sites to create less biased social proof than testimonials and quotes on a vendor’s website. Review sites are less biased because they show a spectrum of user perspectives, good and bad. Still use testimonials and quotes on your website, but don’t stop there with your social proof. Leverage the third-party review sites for added credibility.
- Have someone own review generation and set a goal. Marketers often agree that reviews are important but don’t agree on whose role it is to generate new reviews. A dedicated customer marketer is often the answer. In the absence of one, be mindful of the risk of review generation becoming deprioritized for things your colleagues may perceive to have a more short-term and direct impact on pipeline and revenue (in part due to the limitations of how we attribute and measure marketing success).
- Talk to your customers about the communities that they’re in. Increasingly, software buyers are turning to review sites and their peers in community groups to get a well-rounded perspective on what it’s like to use the software in question.
- Start asking for reviews. Don’t overthink it; you can adjust as you go.
This article was originally published on B2Bsaasreviews.com