For software program firms, sustaining an genuine evaluation technique is not nearly gathering suggestions — it is about making a steady dialogue with prospects that drives worth throughout all the 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 evaluation program that powers their go-to-market success.
The ability of genuine buyer voice
What stands out about Sprout Social’s method is their dedication to authenticity in buyer suggestions. With over 3,500 evaluations and a 4.4 out of 5 score 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 evaluation assortment framework
Sprout Social’s evaluation 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 evaluation solicitation that welcomes all buyer views
What additionally makes their method notably efficient is their personalised outreach technique. The group 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 hold the evaluation course of easy and supply a token of appreciation for the shopper’s time, guaranteeing excessive participation charges.
This framework establishes a gradual stream of genuine suggestions that informs each side of their enterprise. As Jen emphasised throughout our dialogue, Sprout Social has a devoted group 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 really units Sprout Social’s technique aside is how they leverage their G2 presence throughout completely different enterprise features. Their advertising and marketing group prominently options G2 Badges and evaluations on their web site, whereas their gross sales group makes use of rankings and buyer suggestions as highly effective third-party validation.
Their buyer success groups combine evaluation 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 latest recognition because the #1 Greatest Software program Product in G2’s 2024 Greatest Software program Awards serves as a robust indicator of their market place and buyer satisfaction ranges.
Key takeaways for constructing a profitable evaluation technique
Primarily based on our dialogue, listed below are the important components of an efficient evaluation program:
- Keep a constant, always-on method to gathering suggestions
- Give attention to authenticity by soliciting evaluations from all prospects
- Combine evaluation assortment into a number of touchpoints of the shopper journey
- Leverage evaluations throughout completely different enterprise features
- Use suggestions to drive steady product and repair enhancements
The success of Sprout Social’s evaluation program demonstrates that when organizations decide to gathering and performing on genuine buyer suggestions, they create worth that resonates all through all the 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 method to buyer voice and evaluations.
Need to study extra about constructing a profitable evaluation technique? Watch my full dialog with Jen Anderson on-demand, together with all of this 12 months’s G2 Attain classes.
