Empowering Sales with Customer Voice: Alteryx's Strategic Use of G2

The buyer journey is changing significantly. And smart SaaS companies know that customer voice is no longer a nice to have, it’s a requirement. 

At Alteryx, a leading AI and data analytics company, they knew that there was power in the customer voice, but when Luis Gonzalez joined as the Head of Global Customer Advocacy, the advocacy efforts were fragmented and ad hoc. 

There was a pressing need to formalize these efforts into cohesive programs especially given Alteryx’s award-winning and bustling 500k+ community of users and fans.  "Before then, advocacy existed, but kind of in pockets here and there," Gonzalez explains. 

He also discovered that Alteryx had minimal presence on G2, with only a handful of reviews and no structured approach to leveraging customer feedback.

Uncovering Customer Insights

Gonzalez knew that G2 was an important part of the modern buying journey. "I raised the importance of G2 to our leadership team, and explained to them that there are millions of people who visit G2 looking for solutions like ours" he says, a move that significantly changed the company's marketing approach.

With leadership buy-in, Gonzalez set out to build a review generation strategy that would capture the voice of their customers across the customer lifecycle. 

They solicited customer reviews throughout their customer touchpoints, in their advocacy community,  and even partnered with G2 to bring an on-site review booth to their user conference. “I will recommend bringing G2 to an event until I'm blue in the face,” Gonzalez shares, “because it is unreal, the number of reviews generated and the value.”

Turning Customer Voice into Sales Gold

With reviews rolling in, Gonzalez set his sights on infusing customer voice content across sales and marketing collateral. And the best part is that because this content was generated on G2, it was validated by a reputable third party.  

Each quarter, G2 also puts out reports and category rankings. As a result of their review generation efforts, Alteryx regularly earned over 90 leader badges, and they knew there was power in enabling the sales team to use these in their conversations.

In an effort to add some context to the badges they had earned, Gonzalez really dug into the report results index. “In the results index, we were ranked number one in a number of categories,” Gonzalez shared, “but I also saw that we were faster to ROI versus our competitors. And when I started to do the math, it translated to 3.5x faster time to value for our customers.” 

Gonzalez used the results index data to weave a strong value proposition story that showcases Alteryx as a powerful, fast-to-ramp and value-delivering platform.

Today, Alteryx uses G2 Badges, Reports and review content across a number of programs at Alteryx. In alignment with the integrated marketing, field marketing, sales enablement, and content teams, they have built a dedicated internal page that has every resource featuring G2 content with things like customer review quote slides, blog posts, G2 badges, signature graphics and reference pages for each of their target personas. These pages enable multiple marketing teams to leverage G2 assets powered by customer reviews to be leveraged on digital campaign efforts.

Alteryx’s customers are fervent fans of the platform, and the honest insights they provide via reviews are of utmost value to Alteryx as well as the overall data & analytics audience. 

“The Alteryx customer is extremely smart and well-educated in the data and analytics space, they use a range of tools and platforms with Alteryx as their core, we’re extremely proud to have incredible relationships with them” says Gonzalez.

By educating and equipping their teams with impactful marketing materials derived from G2 data, Alteryx transformed customer feedback into a powerful sales enablement tool.

From 20 Reviews to Industry Leader

The impact of these initiatives was profound. Alteryx went from a negligible presence on G2 to earning over 90 badges each quarter and featuring prominently in multiple categories, and in 2023 earned a spot on G2’s Top 100 Best Software Products list.

Notably, implementation speed and user adoption statistics Gonzalez surfaced from G2 data were critical in impacting a significant $10 million contract, when a prospect asked for recent “customer reviews and feedback”.

Through a strategic focus on customer advocacy and leveraging G2 Marketing Solutions, Alteryx has successfully transformed their customer engagement efforts into go to market gold. 

Gonzalez shares “there’s been a lot of work across a number of functions at Alteryx, a lot of dedication put  into it, but it’s been really fun to watch.”