A success story about how one of G2’s customers, MoEngage, leveraged G2’s marketplace to boost brand awareness, establish credibility, and drive demand for their customer engagement platform.
More on the full story below:
MoEngage is an insights-led customer engagement platform built for customer-obsessed marketers and product owners. MoEngage enables hyper-personalization at scale across multiple channels like mobile push, email, in-app, web push, on-site messages, and SMS. With AI-powered automation and optimization, brands can analyze audience behavior and engage consumers with personalized communication at every touchpoint across their lifecycle.
Boost brand awareness, drive demand, and collect customer insights
While MoEngage had a superior product and high customer satisfaction, the team noticed they were not able to capture the attention of potential buyers. They knew they needed more social proof of their superior product and high customer satisfaction to improve their conversion rates with high-intent G2 marketplace visitors.
Additionally, they were hoping to drive more demand for their product, and understand more about their buyers in order to shorten sales cycles.
Scale G2 Reviews and utilize G2 Buyer Intent Data
In order to establish themselves as a reliable, credible brand, MoEngage set out to scale the volume and quality of the reviews on their G2 product profile. This would build trust with G2 Profile visitors, and earn MoEngage a better position on the G2 Customer Engagement Grid Report. In order to ensure their reviews would be both comprehensive and honest, they would focus their campaign on customers with high health scores.
Once brand and reputation was established through review collection, MoEngage planned to turn those profile visits into a demand gen driver. By leveraging G2 Buyer Intent signals, MoEngage would be able to build comprehensive account based marketing campaigns targeting accounts that visited their profile, their category, their competitors’ profiles, or compared them in a side-by-side comparison. This ABM play would close the gap between the marketing and sales teams, and deliver consistent, relevant messaging to in-market buyers throughout the buyer journey.
MoEngage kicked off their review collection initiative by implementing an email campaign to their top customers.
They adopted a structured, 3-step approach to drive review collection on a quarterly basis:
Target specific accounts with high health scores using their pre-build email campaign
Reach out on a 1:1 basis to 3-4 high-touch users per account
Partner with their dedicated G2 Customer Success Managers to identify best practices and tips for driving the most genuine, comprehensive reviews possible
Next, MoEngage operationalized their G2 Buyer Intent Data. They leveraged G2’s integrations to Hubspot, Salesforce, Google Sheets, and LinkedIn Matched Audiences by sending buyer intent signals to the databases MoEngage’s marketing and sales teams used most.
This powered the marketing team to create automated, personalized email and LinkedIn ad campaigns to capture demand of in-market buyers. Once qualified, these MQLs would be sent to sales to filter and prioritize outreach based on account type, name, and activity.
Finally, MoEngage set up lead scoring in HubSpot as a way to prioritize accounts for nurture campaigns. It also made it possible to identify who is a “hot lead” based on lead scoring, so the lead could be pushed from an MQL to an SQL at a rapid pace.
increase in reviews in one year generated since upgrading their G2 profile
higher review count led to an increase in G2 product page views
higher G2 traffic, which translated into an increase in the number of users being directed to the MoEngage website from their G2 profile
higher traffic to their G2 profile. This led to more Buyer Intent signals to target using G2’s LinkedIn Matched Audiences integration, resulting in a significant increase in conversion.
40% higher conversion of in-market buyers resulted in over 500 marketing qualified leads
More than 360 sales qualified accounts were influenced by MoEngage's G2 profile
by ramping up their G2 profile, sales influenced over 130 opportunities
Better insights, more reviews
After running a comprehensive review campaign and utilizing Buyer Intent Data throughout their tech stack, MoEngage was not only able to dramatically increase their brand awareness and demand.
Better yet, they're also a leader in seven categories including:
Mobile App Analytics
Customer Journey Analytics
MoEngage was also featured as one of the Top 50 Software Products for Marketers' globally.
BONUS VALUE: MoEngage was then able to parlay their high ranking on G2’s Grid Report by sharing G2 Content in their blogs, social media campaigns, and Google Ad copy to highlight their increasing credibility.
“Once we began driving traffic to G2 to scale our reviews, everything else fell into place. We finally had the data we needed to better understand our buyers, target the right in-market accounts, and win deals against major competitors, just as we set out to do.”
Arti Prasad Head of Social and Paid Media, MoEngage
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