Let’s face it: As product marketers, proving an ROI from the content we create is a constant, uphill battle. We’ve done all we can to meticulously curate our product story. We even embedded interactive demos on our website as a way to go to market with that product story, and our sales pipeline is already reaping the benefits.
We clearly have a great deal of control over a prospect’s experience on our website; that’s our home turf. But prospects rely on more than just a company’s own word when evaluating software. More often than not, they seek out third-party reviews on sites like G2, TrustRadius, and more to hear opinions from real users of a product or service.
In fact, according to G2’s 2022 Buyer Behavior Report, a whopping 85% of buyers use third-party review sites to help influence their purchase decisions. So how do we put our best foot forward when prospects navigate away from our home turf and into the often unpredictable world of third-party software reviews?
The answer is simpler than you might think.
Reprise customers like Unbabel, Conquer, and more have already cracked the code and begun forging the next frontier of product engagement: embedding their Reprise demos directly onto their G2 profiles.
With G2’s new Interactive Demo function, you can now put your product in front of customers simultaneously as they read reviews and compare your software to the competition. Based on the data we’ve seen thus far, engagement on interactive demos is typically 2-3x higher than on more traditional forms of media like video and print content.
We know by now that buyers make the majority of their software purchase decisions on their own time, often before ever engaging with a sales rep. The latest figures suggest that prospects get around 60-70% of the way to a decision before they’re ready to hear from someone. That being the case, shouldn’t we do all we can to show up with authority at every possible point in their buying journey?
"Embedding an interactive demo on your G2 review page is a great way to show prospects how you deliver value with your software, rather than simply telling them about it," said Katlin Hess, Director of Customer Marketing at G2. "Pair that level of interactive engagement with customer feedback in your G2 reviews and your G2 profile becomes an even more powerful product asset."
To learn more about how to add an interactive demo to your G2 profile, take a look at this step-by-step product walkthrough.