How InsideView Exposed Itself To Prospects
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How InsideView Exposed Itself To Prospects
Adrienne WeissmanChief Marketing & Revenue Officer
at G2 Crowd
Megan McConnellSenior Customer Marketing Manager
at InsideView
You’re already naked.
Customers are in control.
What convinced InsideView to expose itself?
✓ Identifiable user fan base due to advocacy platform
✓ Product reviews are a key part of the decision cycle for InsideView Sales application
✓ Noisy market
✓ Like the look, feel and ease of use of G2 Crowd
✓ Competitive differentiators best articulated to prospects by existing customers
What steps did InsideView take to embrace naked marketing?
✓ Solicit reviews quarterly from InsideView user base
✓ Promote G2 Crowd heavily in customer communications and on InsideView website
✓ Invite customers who interact with Customer Support to write reviews
✓ Use competitive comparison content in paid search & inbound marketing
The Post-Exposure Results
Competitive Comparison ReportUsed in PPC Campaign
14%of all InsideView PPC leads
from this one campaign
6%lead-to-opportunity
conversion rate
34%of all PPC pipeline generated
from this one campaign
14%of all InsideView PPC leads
from this one campaign
6%lead-to-opportunity
conversion rate
34%of all PPC pipeline generated
from this one campaign
Most leads generated from a PPC campaign (next most was 11%)
Highest lead-to-opportunity conversion rate (2x average conversion rate)
Highest pipeline generated
Questions?
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