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?