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Aptitude 8 Sees a 120% Increase in Customer Reviews on G2

March 13, 2024

Navigating the world of customer engagement and feedback is no small feat. Whether you’re just starting out or are a seasoned pro, knowing how to put your best foot forward in the digital world can be daunting.

Aptitude 8 began their review collection journey knowing how powerful it was to leverage the voice of their customers to stand out from their competitors. 

As specialists in onboarding and configuring HubSpot, Aptitude 8’s expertise lies in optimizing key elements of business success - people, platforms, and processes. Their mission is to enhance overall business performance from the foundation upwards.

Aptitude 8's approach to leveraging G2's platform has transformed their business strategy and customer interactions, setting a new standard.

Establishing Market Leadership and Meeting Buyers Where They Are

Before partnering with G2, Aptitude 8 faced the challenge of effectively establishing themselves as a leader in their market and showcasing their historical success to potential clients. 

They needed  a platform that could authenticate the top-tier work they were doing for their customers,  streamline the sales process, and help them stand out in a crowded partner marketplace. 

Aptitude 8 was  looking for new ways to target SaaS companies who needed support onboarding and managing Hubspot. Because G2 attracts millions of software buyers and vendors every month, they knew G2 would be a great place to connect with those prospects.  

"One of our core targets within our business is software. And B2B software and G2 are just like peanut butter and jelly, it's great!" 

Christopher Barnett
VP of Revenue, Aptitude 8

Tactical Use of G2's Review Content

Once Aptitude 8 was capturing reviews on G2, they looked at ways to integrate that positive customer feedback in touchpoints with prospective buyers.

They started utilizing review content from G2 in one-to-one email conversations, and in HubSpot sequences they were using to nurture prospects. The integration of authentic customer feedback in these communications significantly boosted Aptitude 8's credibility and they saw an increase in engagement with potential clients.

But capturing reviews for Aptitude 8 wasn't just about review count. They were after the real, tangible voice of customer feedback G2 could give them. Christopher Barnett, VP of Revenue at Aptitude 8 shared, "More than just reviews, G2 is a validity metric for us, demonstrating our commitment to quality service."

Beyond reviews, Aptitude 8 also successfully integrated G2's Buyer Intent data with HubSpot, enabling them to pre-qualify leads effectively and identify new target markets. This strategic move allowed Aptitude 8 to prioritize leads from G2 based on Buyer Intent while also considering their qualification and fit within the target market.

By focusing on review generation and leveraging Buyer Intent data, they saw substantial expansion in their market influence and improvements in their sales and marketing approaches.

Enhanced Lead Generation and Deal Closure

Since leveraging G2, Aptitude 8 experienced a notable increase in leads and deals, as well as heightened activity within their sales pipeline.

“We're seeing more leads created, more deals created from G2 because we're able to show them a valid profile of the awesome work that we've done historically." 

Christopher Barnett
VP of Revenue, Aptitude 8

Utilizing G2 data, Aptitude 8 has successfully identified and adapted to new market trends, allowing for expansion into new customer segments.


increase in web traffic originating from G2


increase in customer reviews on G2

significantly faster 

reference process for sales

All Coming Together

G2's robust platform for reputation management and lead generation has allowed Aptitude 8 to not only increase their pipeline but also enhance their speed and efficiency in the sales cycle. G2 has enabled Aptitude 8 to showcase authentic customer reviews and success stories, which play a crucial role in building trust with potential clients. 

As a result, the credibility and visibility of Aptitude 8 has been greatly amplified. Their ability to utilize the power of innovative tools has helped to transform their business processes and boosted their customer voice.

Want to boost your credibility and increase your leads? With G2 Review Generation, your clients can provide authentic and reliable feedback about the services you offer.

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connect with buyers
Connect with Primed-to-Purchase Buyers

Reach companies that need you, right when they’re ready to buy.

Aptitude 8 Sees a 120% Increase in Customer Reviews on G2 Aptitude 8 revolutionized their customer engagement and sales strategy using the voice of their customers with G2 reviews. https://learn.g2.com/hubfs/Aptitude8_logo.png
Erin Boyd Erin Boyd is the Customer Education and Marketing Manager at G2, where she supports all customer education efforts. For the past six years, she's focused on the experience and success of customers through marketing initiatives. Outside of work, you can find her enjoying classic films, watching live music, and exploring new travel destinations. https://learn.g2.com/hubfs/1658328463038.jpeg https://www.linkedin.com/in/erin-cathleen-boyd/