In today's crowded software marketplace, standing out from the competition is more challenging than ever.
Buyers are becoming more selective when building their shortlists, and GTM leaders are constantly searching for that “secret something” to cut through the noise and capture potential buyers' attention.
The good news is that the answer might be closer than you think – it's the voice of your customer.
Our latest ebook covers everything you need to know about amplifying customer voice to power your pipeline, stay ahead of the competition, and better inform your GTM strategy.
But if you need the TDLR, here are some of our best tips:
1. Amplify customer voice to build trust and brand credibility
Trust has become the cornerstone of B2B software purchasing.
Our latest Buyer Behavior Report, for example, reveals that 77% of buyers consider third-party software review sites a trusted information source when researching software, and 31% rely on these platforms as their primary research tool when evaluating their options.
To reach these buyers, make sure you claim your profiles on review sites like G2. Then, ensure you have a consistent flow of high-quality reviews from customers. This helps your brand stand out from the competition and strengthens your reputation as a leader in your space.
Plus, recent reviews can also help you land a top quadrant position or a G2 "Leader" badge for your category.
You can then leverage these reviews and leader badges in your content, campaigns, or sales enablement material to transform generic marketing claims into powerful, experience-driven narratives that resonate better with today’s buyers.
As a result, you can better nurture them, build trust, and move them further down your funnel towards conversion.
Pro tip: Optimize your G2 Profile to showcase key features, customer success stories, and detailed product information.
2. Uncover hidden competitive and market insights
Customer reviews also offer an unfiltered window into your market's true landscape. They reveal:
- Precise language customers use to describe their challenges
- Specific features that most drive buying decisions
- Real-world comparisons of your product against competitors
Collecting and analyzing these insights drives better product innovation and more strategic decisions when developing new features or building your product roadmap.
“G2 gets us that constructive feedback that other channels don't, and it's detailed enough that we can really take action from it. That's really helped us improve our products.”
Danielle Walsh
Digital Marketing Program Manager, Truckstop
3. Target high-intent prospects and nurture them with relevant content
In today's market, where only 5% of your ideal customers are actively in-market to buy, every buying signal matters.
G2's buyer intent data transforms digital footprints left by buyers researching solutions into meaningful revenue growth and expansion opportunities by revealing exactly who's ready to buy and what matters most to them.
Turn insights into action:
- Identify prospects deep in their buying journey.
- Personalize outreach based on comparison patterns.
- Target prospects considering your competitors.
- Enhance campaigns with relevant customer success stories.
- Spot customers researching alternatives before they churn.
Pro tip: Create a "shadow funnel" to target buyers researching your competitors. Or use customer reviews, ratings, and report comparisons in your paid search or display ads to capture their attention when they're actively evaluating solutions.
4. Unify competitive strategies across teams
The most successful brands have a unified approach to competitive intelligence. By sharing competitive insights across marketing, sales, and product teams, you:
- Develop a 360-degree view of market dynamics
- Create consistent, compelling narratives
- Enable sales teams with powerful, data-backed messaging
5. Transform competitive data into strategic actions
From refining product roadmaps to creating targeted marketing campaigns, customer voice becomes your most powerful tool for always-on competitive insights.
And when every GTM team works from the same real-time competitive intelligence, you generate more than just successful marketing campaigns.
You build a customer experience that turns prospects into advocates, helps you make more shortlists, and ultimately wins more deals.
Ready to unlock your competitive advantage?
Download your copy of our ebook now to unlock the full potential of your customer's voice and gain a competitive advantage.
