G2’s Greatest Review Collection Strategy Hits: Webinar Recap

If you missed the webinar on best practices and strategy hits for review collection led by Katlin Hess, Director of Customer Marketing at G2, and Nicole Cuillo, Senior Product Marketing Manager at G2, you’re in luck!

We’re covering everything discussed in the webinar so you can take advantage of how to make the most out of review generation at G2 and gather feedback from your customers.

How to leverage the G2 algorithm and G2 scoring

Instead of only relying on numeric values, like the star rating, we consider multiple indicators from review data that better reflect how a reviewer feels about a specific software.

The two scoring dimensions are:

• Satisfaction: Based on verified review data, which are the primary factors influencing the G2 Satisfaction score.
• Market Presence: Incorporates data from G2 reviews and third-party sources for a more comprehensive and robust depiction of a seller on G2. This gives buyers the information they need most when assessing products and competitors. 

Review data is included in both of these dimensions, so the more reviews a product or a company has, the better the G2 score and the better information buyers have on what you have to offer.

"People want the inside scoop before purchasing anything, and the same goes for software."

Nicole Cuillo
Senior Product Marketing Manager, G2

Users reading reviews on G2 looking for this inside scoop can take comfort in knowing that G2 is committed to transparency and authenticity as we update our algorithm and improve our scoring methodologies. Our filtering process removes reviews that don’t meet our standards. 

For instance, learn more about how G2 remains committed to authentic reviews in the age of artificial intelligence. 

How to build a review generation strategy

A review generation strategy is more than just a list of your best customers for a review campaign once a quarter. And while that’s a great place to start, there’s so much more G2 customers can be doing to amp up a review gen strategy to capture the experience of all customers.

Here are the four pillars of review collection: 

• Ask everyone for reviews: Doing so not only keeps you FTC compliant, but it also gives prospects a better idea of what it would be like to be one of your customers. 
• Ask for reviews consistently: While a campaign once a quarter is fine, building reviews into your customer lifecycle creates a strategy that is always on. 
• Ask for review updates: Customers who update their reviews ensure you stay up-to-date on review recency, an important factor in your star rating. This also gives prospects a clear picture of long-term happy customers. 
• Respond to reviews: When a review comes in that leans negative, it provides an opportunity to respond and show customers that you care about their feedback and take it seriously. Plus, responding to a review left on G2 means that prospects will see your response.

A diverse review collection strategy is your best bet as a review generation strategy.

Not sure when to ask for reviews? Here are some opportunities and touch-points to lean into:

• After implementation
• During webinars or events
• On your sign-on screen
• After a support ticket has been closed
• In your team’s email signature
• Through a customer newsletter

How to take your review generation to the next level

With so many ways to ask for reviews, it’s easy to set up and start seeing a lot of reviews come through with a lot of great feedback. 

Some simple ways to kickstart your review gen campaigns are:

• Review Us Button: Customers wanted a quick method to turn on and quickly gather reviews – and we listened by developing the Review Us button to add to any website or landing page with easy implementation. It offers a simple design and quick implementation and can be customized to a customer’s brand.
• Review Us Widget: This widget is easy to use and simple to implement, just like the button, but it’s G2 branded with our logo and other visual elements. It drives users directly to G2’s standard review form. We recommend using one of the three available widget styles in conjunction with the button!

If you want to take review generation a step further, there are also several integration options to consider.

• G2 and Pendo: Allows vendors to ask for reviews directly from Pendo Guides in your application. Pair the two to start collecting quality G2 reviews from actively engaged customers. It provides a better product experience by letting users bypass G2 login while skipping user list sharing between you and G2.
• G2 and Delighted: Allows vendors to ask for reviews directly after customer surveys. This option also bypasses G2 login, which consolidates feedback collection while generating reviews. This option also skips user list sharing and collects authentic reviews from active users.
• Review collection API: Not a user of Pendo or Delighted, but looking for similar functionality? G2’s In-App Review Collection API offers vendors the ability to create a customized review prompt with a frictionless user experience. Customization details include the ability to edit copy, placement, trigger parameters, and more.
• G2 and Sendoso: Allows users to offer tangible gifts seamlessly as an alternative way to drive motivation for reviewers. It pleases high-impact customers with incentives while diversifying review collection and re-engaging potential reviewers.

• G2 and chat tools: This option makes it easy to request reviews at the optimal moment by incorporating review asks into your existing chat tool. Seamlessly integrate with existing apps, like Intercom and Zendesk, to strategically request reviews from chat pop-ups.

How to make the most of your reviews

Once you’ve implemented these strategies for review generation, it’s good to know the best ways to use the feedback you’ve received from your customers.

Why is it important to incorporate customer voice?

• About 31% of buyers say review sites are the most consulted information source when making a purchase decision.

• Roughly 80% of buyers use customer testimonials toward the beginning of their decision-making process.

• Around 78% of buyers use customer testimonials toward the end of their decision-making process.

Every review you get is a piece of customer content, shared by a real customer and verified by G2. There are several ways to leverage customer feedback, and the badges you win from G2, in your marketing efforts.

Some ideas include showing reviews on your website homepage, social media profile, various blog posts, your trade show booth, and even in sales slide decks.

For instance, did you catch Serena Williams celebrating customer love and congratulating Luminous on their Summer 2024 G2 Badges on her Instagram story?

The customer is always right

The customer voice is powerful, and there's no better way to hear what your customers have to say about your product or service than with G2 reviews. Plus, it’s never been easier to gather customer feedback and highlight what reviewers have to say with our review collection strategy.

Already a G2 customer and ready to take review generation to the next level? Reach out to your account rep for more tips and tricks!

Not a G2 customer? Learn more about review generation by booking a demo!