For software program firms, sustaining an genuine evaluate technique is not nearly accumulating suggestions — it is about making a steady dialogue with prospects that drives worth throughout the whole group.
Throughout G2 Attain, I spoke with Jen Anderson, former Director of Buyer Advertising and marketing at Sprout Social, about how they’ve constructed a evaluate program that powers their go-to-market success.
The ability of genuine buyer voice
What stands out about Sprout Social’s strategy is their dedication to authenticity in buyer suggestions. With over 3,500 evaluations and a 4.4 out of 5 ranking on G2, their success did not occur in a single day — it is the results of years devoted to capturing and amplifying buyer voice.
As Jen emphasised throughout our dialogue, they do not simply inform their prospects’ tales; they let prospects share their very own experiences straight.
Constructing a strategic evaluate assortment framework
Sprout Social’s evaluate technique is remarkably well-structured, specializing in three key approaches:
- Submit-onboarding engagement, when prospects have skilled preliminary success
- Steady suggestions assortment at a number of touchpoints all through the shopper journey
- Broad, inclusive evaluate solicitation that welcomes all buyer views
What additionally makes their strategy significantly efficient is their customized outreach technique. The workforce connects with prospects after significant interactions, like QBRs, with messaging that emphasizes the worth of their suggestions in serving to others make knowledgeable choices. They maintain the evaluate course of easy and supply a token of appreciation for the shopper’s time, guaranteeing excessive participation charges.
This framework establishes a gentle stream of genuine suggestions that informs each facet of their enterprise. As Jen emphasised throughout our dialogue, Sprout Social has a devoted workforce that evaluations and responds to each piece of suggestions acquired, creating a real suggestions loop that drives steady enchancment.
Maximizing affect throughout the group
What actually units Sprout Social’s technique aside is how they leverage their G2 presence throughout totally different enterprise capabilities. Their advertising and marketing workforce prominently options G2 Badges and evaluations on their web site, whereas their gross sales workforce makes use of rankings and buyer suggestions as highly effective third-party validation.
Their buyer success groups combine evaluate requests into the shopper journey, making a structured suggestions loop that drives steady enchancment.
The affect of this complete technique extends past advertising and marketing and gross sales. As a publicly traded firm, Sprout Social has efficiently integrated their G2 presence into their investor relations narrative.
Their current recognition because the #1 Finest Software program Product in G2’s 2024 Finest Software program Awards serves as a robust indicator of their market place and buyer satisfaction ranges.
Key takeaways for constructing a profitable evaluate technique
Based mostly on our dialogue, listed here are the important components of an efficient evaluate program:
- Preserve a constant, always-on strategy to gathering suggestions
- Give attention to authenticity by soliciting evaluations from all prospects
- Combine evaluate assortment into a number of touchpoints of the shopper journey
- Leverage evaluations throughout totally different enterprise capabilities
- Use suggestions to drive steady product and repair enhancements
The success of Sprout Social’s evaluate program demonstrates that when organizations decide to gathering and performing on genuine buyer suggestions, they create worth that resonates all through the whole enterprise.
Their story exhibits that evaluations aren’t nearly scores — they’re about constructing belief, driving enchancment, and making a basis for sustainable progress.
As we transfer ahead in 2025, I am excited to see how extra organizations will embrace this complete strategy to buyer voice and evaluations.
Need to be taught extra about constructing a profitable evaluate technique? Watch my full dialog with Jen Anderson on-demand, together with all of this yr’s G2 Attain classes.