Growth Marketing Camp
Growth Marketing Camp

Episode 20 · 1 year ago

How a Multichannel Approach Increased Reviews by 600%

ABOUT THIS EPISODE

OnBoard Demand Generation Manager, Dylan Caraker, took their 12 reviews on sites like G2 and Capterra, and increased them by 600% to gain over 800 reviews utilizing their CSM team and a multichannel approach. In this episode, learn how you can tackle your own customer review process and gain more social proof.

Welcome to growth marketing camp, where we sit down with our favorite marketers to de mystify growth and give you the insights to help turn your next campaign into a major success. Let's get into it. Welcome to a new episode of Growth Marketing Camp. Today we're talking to Dylan character. Dylan is the demand generation manager at on board. That's so excited to have you on the pond. Welcome it. Thanks so much for having me. I appreciate it. Awesome. Yeah, very excited for this one. Just to get things going, it would be awesome if you could just tell us a little bit about your background and how you arrived to be the demand jen manager at an onboard. Sure. So, I actually started in marketing a little bit late out of the gate. I didn't originally started marketing until I was probably twenty five and I just kind of realize that that's what I wanted to do. So I just really jumped in and have been just kind of working my way up and I finally landed a digital marketing manager position at passageways, which is now on board, and so I've been here ever since and have been promoted to demandion manager. Awesome. If you don't I'm asking what were you doing before you got into marketing? I actually worked in higher education. I was an a enrollment counselor actually I thought I wanted to be in admissions. My whole entire life work with students. But I just kept thinking, okay, how we remarketing to students? What can we do better to get more students? And that's when I realized, Hey, you're actually not the right field. You can do marketing and higher education, but you can't do higher education marketing without being in marketing at all. Sure, that makes a lot of sense to me. I got my starting sales and still, and you know, have a foot in sales, but really felt in marketing also a little bit late, Mid Twenty S. I'm sorry, I feel you there. So you're now at on board. Tell us a little bit about you know what on board is like? What is the product? Who Do you serve? If you can give us kind of an idea about that would be awesome.

Sure. So on board at its core is a board intelligence platform. A lot of people know them as board portals or board management software, but basically a board portal makes decision making easier for board professionals, administrators, trustees, board members committee, people just baking, basically by creating a system of record for directors and executives to really dive in with good data analytics, anywhere, any time, and really kind of bring their board level up to the next level, as opposed to just having five hundred pages worth of a board book, physical paper. Sure, sure. And are your clients? I mean I know that you know most companies have boards. So what is your ICP like? Who is WHO's your ideal customer? Yep, ideal customer profile would be anybody with a board, basically anybody from higher education to not for profit to big fortune, five hundred companies and anyone in between, and anyone with any committees that serve under any boards, such as banks and loan committees. Awesome. Speaking of nonprofits, we had talked briefly before this call. You guys did something pretty cool at the beginning of the pandemic around nonprofits. Isn't that correct? Yes, we realize that not for profits still need to do work, they still need to do the great work that they're doing, and so we actually offered on board for free for four months coming out of the pandemic and making sure that everybody was still able to get that work done. So we realized how important this was and really kind of put that offer out there and if they bought on board, great, if they didn't buy on board, that's great too. They were able to get their work done and in the time that they needed to. That's amazing. I love that story and I'm you know, as we kind of come out of the pandemic, I'm hearing more and more businesses that have done similar things and it does warm my heart. I think that often times people look at business and they see it as something very cold, but it's stories like that that, you know, I think, really humanize our efforts and I think that's wonderful. So, switching gears a little bit, as you know, the main thrust of...

...earth marketing camp is to talk about a specific campaign and give our audience of marketers, you know, some best practice, is, some good takeaways. Is there a campaign that you can think of you know that you've ran at your time at on boarder passageways, that really stands out to you? Definitely, I really think part of my job is to obviously create demand and generate leads, but also part of my job involves online review sites and that includes maintaining online review sites for our company as well as getting reviews. So, I mean a really memorable time was back in late two thousand and nineteen, so like November two thousand and nineteen. I was tasked with get as many reviews as you possibly can so that we can get more at bats on those platforms like cat, Tara and g too awesome. And presumably you were targeting folks, obviously, that were already customers and I understand you know, getting more reviews is great. When you say more at bats on the platform, could you dig into that a little bit, just for you know, maybe the folks who are in paying, you know, close attention to their reviews on you. Two were kept, are sure? I mean so if you're like look at kept Sara in any specific category and you drop in and you find a one product that has one hundred reviews versus a product that has a thousand reviews all at four point five or above, that's a product that you want to take into consideration. Hey, I don't even know their name. However, they have a thousand reviews compared to product a that I really know and have heard their name before. But maybe product B might be for me, because they have all these advocates for them. So it's really a good opportunity for companies that maybe aren't as well known or don't have a lot of marketing dollars to spend and for throw out there for brand awareness, to really kind of push the envelope, because customers would do the review if you ask. Awesome. Yeah, I think that is a really important lesson. You...

...know, just ask right. Cool. So tell me a little bit about the channels that you used to to drive these reviews? Sure, so the first step was really about identifying the types of channels that we can actually use right, because we did not know. So I took the time to learn about the whole entire implementation process, the whole customer journey and trying to find out, hey, when is really the best time to even ask for review? Do you want to ask people right after they've been implemented? Maybe they're super happy, that's a great time, but maybe do they know the product? Or do I ask them after they've done their free trial? Hey, I hope they're happy with the product, so that might be a good opportunity as well. So trying to find unique opportunities as well as targeting specific segments became extremely important. So we use things like in APP popups. We attached request to our invoices. We attached requests to people. Once support tickets were completed, we notice, hey, people are rating support tickets and they got our support team got five out of five. Hey, great, this is actually a pretty happy customer. Maybe we should follow that up. We just fixed their problem, hey, and maybe they can give us a review. So we did that. We also implemented at the end of a successful thirty day trial and also we try it again at the end of the implementation phase. That way we knew that people were in that kind of happy space and we're ready to really kind of get on board and move forward with the actually using their portal. They also our most successful was with just straight up emails, literally asking people, Hey, can I have a review? I would really appreciate it. This really helps us meet our goals. This helps us become kind of leaders in this space. This also helps your peers by trying to figure out, Hey, what's really the best board portal? I mean, we know you already love on board. Let's double down on that and put a review to it. And Hell, you don't even have to put your name and you don't even have to attach your name. You can make it anonymous if you want. We just want that review from you. So...

...there was a lot of implementation on the actual back end of that as well, because we wanted to make sure that we were targeting the right people. So that kind of leads into another portion where, within sales force we have the ability to target people by specific titles and said, Hey, our administrators, they've got time to do reviews. Do Trustees and board members? Not Really. So we were able to target those people, bring them out and really kind of just do a more targeted review campaign, and our customer success team was instrumental and helping get that off the board, because they were the ones that were going through hundreds of people trying to figure out, Hey, is this even a good person to ask for a review? Are They grumpy right now? Are they thrilled with onboard right now? Maybe don't know and I have no idea about that. So there's no like there's an onboard health meter and sales force, but there's not an individual health meter and sales force that we have implemented. So trying to gage that was really tough. But it was just about asking and seeing if we could do that. We also utilized open sense. We are able to take on the targeting. We directly, at a great with Marquetto so we took the targeting aspect that opened, since they would provide and create an individualized banner that would target those people that were in that specific campaign and integrate that with sales for so that I would pull that banner specifically when our CSM emailed them. So very at all. We between late two thousand and nineteen, November two thousand and nineteen, and just as of today, we've increased our reviews by over six hundred percent. We went from ninety five reviews to close to eight hundred reviews on Cap Tera, and that's how we got it done. Wow, that's amazing. I always love it when opens and helps out. So of those of those many channels that you tried, I'm curious. So it sounds like email was particularly useful. Did you find places other than email that happen to be really successful, like of the multitude that you tried? Yeah, are in that. Pop ups really did well because we were able to individually target our administrators and...

...we are individually targeting them with unique identifier as their email, because that's their log in. So we were able to do that. So that was a really good one. Also, we did retargeting campaigns for people who not necessarily did. They clicked on our landing page but then they bounced out, so we did retargeting on them as well, because they already are cookie by Marquetto so we were able to do that as well. And then it's just our CSM's hound and the pavement and asking people for reviews. So those were a few other tactics that we utilize to really push the envelope. Awesome. Curious on the retargeting campaign. Was it just like display ads as they were running on the Internet? Yep, it was just display ads saying hey, could you give us a review? Wow, I'm curious. It's so my backgrounds and in programmatic advertisings, so so intimately aware of running banner campaigns and retargeting campaigns. Was that a successful channel for you? Did you see movement? It was not a whole lot, but it was. It was definitely up there. I wouldn't say it was our top channel, obviously, but and it certainly wasn't our bottom channel as well. Surprisingly enough, like the support ticket aspect and implementation was one of our lower channels. But retargeting, people keep seeing it, they're going to do it eventually. Interesting. That's really interesting. Yeah, I'm a huge advocate of you know, get those impressions, make them relevant and results will follow. I also think it's really cool that you work so closely with your CSN team. Is that pretty typical within the organization? Like having that, like working cross functionally? Oh, one hundred percent. Yeah, there's always the headbutting of sales and marketing that goes on, but I mean that's typical and a lot of organizations. But CSMS, they're incredibly important. They keep our churn rate low, they keep our our customers engaged and they help our customers if they ever have an issue. So they're incredibly important. So getting them on board was instrumental in helping them to understand that, hey, if you have a happy customer, that they are going to churn and you are going to have a higher renewal rate as a CSM and that one turn help the company. So we actually put some numbers to it to prove that, hey, this actually does work and hey,...

...we are getting more leads because of your hard work. So we did see our leads gradually go up as our reviews went up, because we are getting more at bance. Therefore, they're getting more people in their pipeline to really help out and to move forward down the pipe. That's incredible, very cool. So, looking back at the campaign, is there anything that you would have changed or done differently? You know, not even necessarily something that produce negative results, but just like, you know, if you were to go back and do it all over again, knowing how the campaign turned out and also with, you know, another what year of experience, is there anything that you would have done differently? Yeah, I definitely think that. I we would have. I would have liked to implement some sort of automation into this process. There wasn't really an opportunity to do that because it was kind of a little bit wonky. Other priorities started happening. We recently went through a rebrand, there's a lot of other things that took place. Plus covid was happening. So it was kind of a big deal and we are trying to shift focus and be as agile as possible. So if that all didn't happen, I feel like automation would have been great because we would have been able to hey, as soon as you hit the implementation phase or as soon as you're out of the implementation phase, you're going to be a marquetto email is going to pop and it's going to be automatically set from your CSM, saying hey, just notice you got out of the implementation face congratulations. Were so excited for you. We would love for you to just leave us a review if you if it all possible. If not, that's perfectly fine, and then Bam, Bam, Bam, there's all the links to really leave those reviews and get that done. So some sort of automation would have been nice to have. Yeah, that's a great point and I know that often, you know, when an initiative comes down the Pike and you have to move on a quickly, you know it's not always possible to like sit back and be like, oh, how can we quickly automate all of this instead, you know, just getting it done. Yeah, that makes sense to me. Has This campaign informed any of your other demandagin efforts, like,...

...did you take any learnings from this, and then are you applying them to other aspects of your day to day. Actually, yes, we did find out that our people actually love doing reviews, our customers love doing reviews. So that actually helped us really kind of identify and move the review process to the next step. Okay, great, so after somebody does a review on caps are, what happens then? What happens next? Because there were on at least twenty five online review sites that are out there for strictly for software, and there's so many more that we could be on as well. But we started saying, okay, great, so we have all these reviews on Captara. What's next? What are we going to do? And we took our lead flow that was coming out of other online review sites and we saw, okay, hey, maybe what if we did reviews on those as well? What would happen? So we created something called super promoters. Super promoters was just a little box in sales for set. You Double Click, the CSM goes in there, double click set and says, Hey, this person really loved, they love on board. There an advocate of on board, there one of your one percenters, and so to these people, as soon as that email, that a little box is clicked, an email shoots out and fires out from Marquetto and says, Hey, thank you so much for being a super advocate of on board. We really appreciate you. If you could help us out and do an online review site. On these three review sites, boom, boom, boom. We were able to get at least twenty five more reviews on each online review site that we were targeting, like trust, radius, Trust Pilot, crows desk, source forge, all these ones that were they maybe got a lead here and there, but now we're seeing an increased amount of leads from those simply because we just asked. Wow, that's amazing and it's actually it's kind of surprising to me that there would be people out there that would be interested. It would be in that like super promoter level that would be interested in like just continually reviewing. But...

...what a gayness. And I think it because a few things to unpack, right. How important, you know, having that checkbox in sales forces, right, just being able to walk quickly identify it and then identifying them, and then you know they'll go and do three and four more reviews, like that's money in the bank. Actually, is money in the bank, because you know it's money in the bank for us, but also these online review sites, they're going to pay you. They pay you to do reviews. You just go on there and you know a lot of them have incentives. Twenty dollars, thirty dollars, ten dollar starbucks Gift Card for five minutes of my time all day. Sure, Dale, that's really interesting. I feel like I actually I didn't know about their incentive programs. I haven't done much work with review sites. Normally I feel like it's the other way around, where businesses are giving their customers incentives to go and give them reviews. But you definitely that aspect as well, like with Cattara and G two and a lot of other online review sites, when you signed up with them, they will actually give you a credit. Like with G two, with renewals, you automatically get five hundred to a thousand bucks to give to whoever you want. It's within the package, it's there, it's it's free money that GTWO gives you to because they're getting more customers, they're getting a better SEO rank, they're the ones that are actually benefiting from reviews as well, not just us. So they'll pay you for it. Very cool. Yeah, great, good things to know for all you folks out there and who are thinking about reviews. So switching gears a little bit. A few more questions. Curious if you had any advice for, you know, folks who are engaged in growth marketing right now. Just like a nugget of advice, something that they should do, something that they should stop doing. What do you have to say to other growth marketers out there? Sure, I mean, I think the main thing that you can do is just experiment. If you fail, it's cool. Learned from it. That's the best thing that you can do. Measure your experiments, create smart goals and just what you can and...

...if it doesn't work, come back and say here's why it didn't work, but here's how I'm going to fix it as well. So make sure that you're reporting, reporting, reporting. Awesome. Yeah, you know, that's been a big topic on the pod lately and in our organization as well, this notion of you know, experiment, experiment, experiment, do experiments where there's, you know, very minimal downside but the upside is potentially through the roof and it's not even a failure at that point, like if it doesn't work, it's just a learning experience, you know, right that's great advice and it is cool to know that it's like right in line with you know, everyone in the industry is is thinking about it, and I think that's great cool. Are there any marketers in the world that you're following right now that you think other folks should be paying attention to? Always, always, yeah, like Seth, go to Neo Patel, Gary Vander Chut, people like that that are influencers that have their thumb on the latest news. They know what's coming down the pipeline and they can interpret things and their blogs, their content, is something that I go to every day. I scroll through linkedin every morning just kind of see what's happening out there. I mean get any news I possibly can, anything from anybody. Is always great to learn. As market as you should always be learning, absolutely always be learning. I totally agree. So, you know, you mentioned some big names in marketing. Do you have any strategies? And maybe it's just goes back to that experiment on how to take you know, some of these kind of these giants of the field who come out and say things like so assuredly about where things are going? How do you take their content and apply it to your role as a marketer. Is that something that you think about? It definitely is, but first you have to actually understand what they're saying, right. I mean if they're on the cutting edge, maybe sometimes they're so in the cutting edge that their way to ahead of the curve and you just quite don't understand what that even means. Sure, and you have no idea what's going to happen. So I just think you should always have a file going about...

...ideas. I literally have a file of ideas bookmarked and it just kind of sits there until I think about it. Sometimes I produced through him and say sometimes I say, Oh yeah, this might be a good idea right now, let's maybe throw this out there, and they're just my ideas. They're not anybody else until it's share. I love that. I'm currently reading a book by James Alt Churn called skipping the line, and if you don't follow him, you most certainly should. He's spectacular and he's a huge advocate of both experiments and keeping a running log of ideas just, you know, really working your creative muscle, because if you don't, then you know it atrophies. Yeah, exactly. Yeah, no, I think that's really good advice. So last question, Dylan. If folks want to find you, where should they head? Like then link ten percent. Yeah, awesome, I'll be on there and I'll talk to him in the morning. Wonderful. Well, thank you so much for coming on the POD. Really appreciate it. I think this conversation is super valuable. I think it'll get people's, you know, brains flowing about the possibility of, you know, a potentially new marketing channel. Right, if they're not thinking about reviews, they probably should be, especially if there is software company. But yeah, thank you so much. This has been awesome. Yeah, thanks so much for having me. I really appreciate it. Thanks for listening to growth marketing camp. If you enjoyed this episode, we'd love it if you would give it a quick five star rating or share it with a friend or colleague looking to get a little more inspiration for their next campaign. If you want to learn more about the company behind the show, had to open sensecom. That's open, ske skecom. Will catch you on the next episode.

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