For SaaS distributors, buyer voice is a robust lever to drag in your go-to-market (GTM) technique. At social media administration software program firm Sprout Social, leveraging the voice of the client in a holistic manner throughout the enterprise has been a cornerstone to their success.
Throughout a latest dialog with Natalie Severino, Sprout Social’s VP of Product & Buyer Advertising and marketing, we dug into exactly how her workforce goes about (and excels at) this. Listed below are 5 actionable ideas from Natalie that stemmed from our dialogue on how one can harness and combine buyer voice into your GTM.
1. Seize suggestions all through the client journey
At Sprout, suggestions is gathered at a number of touchpoints alongside the client journey – beginning proper after onboarding. Key moments corresponding to renewal intervals and interactions with the assist workforce are integral in capturing genuine and balanced suggestions.
This steady loop ensures the corporate constantly stays attuned to buyer wants and experiences as issues change, not simply at one second in time.
2. Use opinions for validation and trust-building
As Natalie shared, Sprout locations important emphasis on buyer opinions at varied levels of the customer journey. Whether or not a potential buyer is simply coming into the analysis part or validating a last determination, buyer opinions on platforms like G2 present important validation.
By accumulating sincere opinions in a public discussion board, Sprout builds belief and transparency with its present and potential clients – that are key elements in immediately’s B2B decision-making processes.
3. Information product improvement with real-time buyer suggestions
Each piece of suggestions Sprout receives from its clients is all put to good use. It’s funneled into their product administration instruments to tell roadmap selections. By understanding buyer delight and areas needing enchancment, the corporate can prioritize developments that matter most to its customers.
This proactive method not solely fosters buyer satisfaction but in addition drives product innovation based mostly on actual person experiences.
4. Empower advertising and gross sales with buyer tales
Using G2 Content material, together with scores, badges, and awards, Sprout incorporates this priceless suggestions into their advertising supplies. From their web site homepage to social media posts, the genuine voice of the client is central to their model narrative.
Natalie famous, “We wish prospects to really feel like they’re making a no-regret determination.” Throughout gross sales conversations, incorporating buyer opinions and G2 Grids® helps de-risk the decision-making course of, transferring consumers alongside the funnel extra successfully.
5. Have fun and amplify buyer success
Receiving the primary product honor in G2’s 2024 Greatest Software program Awards was a very proud second for Sprout. Leveraging their worker advocacy answer, they amplified this recognition throughout social media, garnering important engagement.
In truth, in line with Natalie, “It was by far essentially the most shared publish that we have ever had as a corporation.” This not solely celebrated their clients’ successes but in addition enhanced model visibility and credibility, whereas tapping into worker advocacy.
Key takeaways
If one factor is obvious from this dialog, it’s that integrating the voice of the client into each aspect of the go-to-market technique has confirmed instrumental for Sprout Social.
From refining buyer journey touchpoints to informing product improvement and empowering advertising and gross sales, buyer suggestions is the driving power behind their sustained success.
As Natalie aptly suggested, “Take heed to clients extra,” particularly in difficult market circumstances. Letting buyer suggestions information your technique ensures that you simply stay related, trusted, and forward of the curve.
When you missed our reside chat, you’ll be able to catch the on-demand recording.
