How UpContent Is Fueling Customer-Led Growth With G2

avatar
by Samuel Pordengerg Dec 17, 2022 News
How UpContent Is Fueling Customer-Led Growth With G2

The customer voice is a key component of the company's strategy.

UpContent has been able to leverage their G2 profile as a place for prospects to see customer reviews but also as a hub for internally capturing customer feedback. It's important for them to get feedback on how their customers feel about their product.

Up Content has a customer-led growth strategy.

I spoke with Scott Rogerson, CEO of UpContent, and Bethany Dameron, Content Manager, about how they implemented a CLG approach, why it's important to their business, and how others can find value by listening to the customer voice.

A customer-led growth approach

Smaller companies might benefit from having a customer-led growth approach. Many smaller organizations don't have the resources to implement a product led approach.

Customer feedback can be used by any company.

PLG vs. CLG

Customer-led growth is a strategy that helps companies take into account what customers are saying, find ways to incorporate it, and continually improve their products.

This involves a lot of listening to the company to get a deep understanding of the customers needs and how they can fulfill them. That is where G2 comes into action.

“We see G2 Reviews as assets for us that we can pull value from.” 

Scott Rogerson

CEO at UpContent

Reviews are used as much as possible by the company. When new reviews come in, all of their teams are immediately notified.

Every department is helped by reviews. Customer success tries to connect with the reviewer even if they don't want to be known. Content teams use reviews to better understand their industries.

Sales will sometimes send out reviews instead of full-length case studies in order to get their point across more clearly. They can use G2 to see reviews from people they are talking to.

Ask anyone and everyone

Asking customers for reviews is one of the best tips. If you don't ask a customer for a review because you think they will leave a bad review, you aren't capturing their voice.

The number of activities the customer performs is more important than the number of times they leave a review for Up Content. Customers that have at least six sessions in their account will be asked to leave a review.

The product team looks at their reviews for improvement. They wouldn't know what needs to be refined without the negative feedback. This one critique may help improve the product for many more people.

Scott personally responds to every review within a week to thank the reviewer. He feels that it is important for the reviewer to recognize the person who is responding to them so that they can continue the conversation.

Rogerson sees bad reviews as a way to grow.

“My view is that it's the review answers, not the stars, that are most helpful, whether it's positive or negative.”

Scott Rogerson

CEO at UpContent

Negative reviews include what the users do like about the product, and good reviews include things they don't like. Customer success will often look at the reviewer and ask if there is anything they can improve on.

Nothing is flawless.

CLG in action

UpContent focuses on listening to their customers first, instead of focusing on lead generation and prospecting.

They meet weekly to discuss customer concerns. There is a weekly meeting to make changes to the plan.

These meetings are about looking at what a better product would look like and how to bring that to life.

If there is a new complaint, that is a sign that something is wrong. More people could be interacting with the product in the same way if one person has a negative experience.

Finding the right fit

It's important to learn about and discover the right customers for their product. Asking questions such as, "What type of customer do we want to attract?" and "What kind of customer works best with our tool?" helps shape Up Content's marketing and sales strategy.

Dameron says that the G2 comparison tool makes it easy to know which customers should use UpContent.

“With the G2 comparison tool, it makes it easy to know if users should go here or elsewhere. Or they see that we're actually a really great fit.”

Bethany Dameron

Content Manager at UpContent

Rogerson says they usually come back around if UpContent isn't the software they choose. He would rather have fewer wrong people than right.

A little advice on implementing CLG

Rogerson has some tips for companies that are new to G2.

This is the first thing. Review generation can be accomplished with the right frame of mind. Rogerson warns against expecting immediate results with G2. If you start on year one, you will see a great return by the second or third year. Don't wait and try to catch up, reviews need to be built and collected over time.

There are two There are reviews that are worth something. Asking for feedback is never a bad idea. It is important for the success of your product. It's similar to writing a letter to someone. You will write again next year if you get a reply.

There are three. It is an investment. Rogerson thinks G2 is a good place to invest. They don't look at the number of leads generated to evaluate the success of their profile, they look at what their customers are saying

It's all about the journey

It is important to have the materials and resources to show the latest updates to your product. You can see how much you've grown and how you've addressed any concerns that have come up in reviews.

This shows your customers that you care about them.

Businesses can make better decisions and create better products by listening to their customers. When starting a customer-led growth path with G2, it's important to be patient, listen, and evaluate what can be improved.

Would you like to take a CLG approach with your customers? Customers can give honest feedback about your products and services.