Pivoting your corporation on the onset of a world pandemic and establishing authority in a brand new market feels like an unattainable feat. Until you’re ROI Hunter, which managed to do each – efficiently. 

ROI Hunter is a product advertising platform (PMP) that helps e-commerce retailers automate and scale digital promotions to extend profitability and develop sustainably. The platform offers entrepreneurs with efficiency insights and actionable marketing campaign information. 

Beforehand, ROI Hunter operated as a Fb Advertising Accomplice (FMP). Nonetheless, the corporate knew that with a purpose to stay aggressive within the MarTech house, they wanted to reposition themselves. 

So by early 2020, the corporate determined to pivot from being an FMP to a PMP.  

ROI Hunter was then tasked with establishing model presence and constructing person confidence in a completely new market, all whereas supporting their very own enterprise development.

Boosting belief and establishing authority in a brand new market

The digital world is extremely related but in addition cluttered with shopping for choices. At the moment’s consumers don’t blindly select merchandise to purchase – they meticulously analysis and examine their choices in order that they really feel assured of their buy. 

“The worldwide pandemic was helpful for omnichannel tech companies and pure-play on-line retailers,” explains Luna Shirley, CRO at ROI Hunter. “Our pivot, based mostly on a powerful imaginative and prescient, was mandatory. However the timing wasn’t in our favor.”


  • Set up trade authority and construct confidence in a brand new software program house
  • Shorten the gross sales cycle and improve general effectivity within the gross sales course of

Now greater than ever, social proof is essential with regards to constructing belief and seamlessly guiding consumers down the gross sales funnel. Establishing your model available in the market and offering genuine person evaluations helps validate product claims for potential consumers – and in ROI Hunter’s case, set up authority in a brand new software program market. 

By the top of Q2 in 2020, ROI Hunter observed the gross sales cycle had grow to be longer. Gross sales reps shared that their processes have been extra time-consuming, particularly as a result of they needed to clarify PMP to every prospect. 

“After we pivoted and began pitching PMP to potential consumers, our gross sales cycle grew longer,” says Shirley. “Our gross sales representatives needed to do a number of further explaining about what PMP even is. We have been in the marketplace with a brand new and unknown resolution.” 

The rate and quantity of latest offers dropped, and gross sales effectivity was at an all-time low. At this level, they knew they wanted to spend money on constructing their model footprint and authority as a PMP. 

Constructing confidence and shortening the gross sales cycle with G2 Vendor Options

So as to improve model presence and construct shopper confidence, ROI Hunter is aware of it’s essential to be energetic on the platforms consumers use essentially the most. And within the B2B SaaS world, that platform is G2. With 60 million annual web site guests, G2 is the place folks go to analysis, examine, and purchase software program and providers. 

And so utilizing  G2 Seller Solutions is a no brainer. This partnership permits ROI Hunter to attach with clients, present social proof, and provides prospects the arrogance to make software program buying selections. 


  • Use G2 Evaluate Era to gather person evaluations and construct shopper confidence
  • Leverage G2 Content material Subscription property to cut back the size of the gross sales cycle

ROI Hunter’s technique relies on gathering evaluations to extend general person ranking and model presence on the platform. And the model implements good overview assortment strategies with G2 Review Generation

“What helped us throughout this significant transformative interval have been real person evaluations on G2,” Samuel Kellett, Head of Model & Content material at ROI Hunter displays. 

ROI Hunter automates its overview engine by inserting calls to motion in worker e-mail signatures. The objective is to gather evaluations in essentially the most natural means attainable. As an alternative of hounding buyer lists with emails asking for suggestions, ROI Hunter encourages their buyer success managers (CSM) to work with their shoppers straight for evaluations and testimonials. 

Roman Šedivý, VP of Buyer Success at ROI Hunter, explains, “We created a factors system for our CSMs with a purpose to nurture desired habits, comparable to proactively asking shoppers for suggestions. We reward our CSMs for getting a buyer to go away a overview on G2. Since then, the variety of person evaluations has skyrocketed.”

ROI Hunter additionally licenses G2 Grid® Studies to indicate consumers how they examine to different comparable merchandise in a goal class, based mostly on satisfaction and market presence scores. They promote G2 badges and Grid® Studies on social media, e-mail signatures, opening slides for gross sales decks, and most not too long ago, movies to showcase their badges and development. 

“G2 badges are the proof of our clients’ success and Grid® Reports represent our growth and impact on the industry.”

Roman Šedivý
VP of Buyer Success at ROI Hunter

The model additionally works with G2 to showcase its greatest person evaluations on social media. These social property are tailored for the particular channels ROI Hunter makes use of for advertising campaigns. 

And to sweeten the deal extra, ROI Hunter companions with the G2 Gives program, triggering a donation to a charitable group when a person leaves a overview.

Extra conversions. Greater effectivity. Shorter gross sales cycle.

Regardless of the potential dangers of pivoting their enterprise, ROI Hunter had the foresight to double down on methods that may enable them to construct person confidence and shorten their gross sales cycle over time. 

With G2 Evaluate Era, the corporate elevated its branding presence and established new market authority with genuine person evaluations. Moreover, the G2 Content material Subscription helped equip their gross sales reps and CSMs with highly effective property to coach customers and in the end shorten the gross sales cycle. 

In comparison with 2020 information, ROI Hunter’s gross sales cycle is about 20% shorter. Moreover, their gross sales effectivity has constantly improved, with their December year-over-year (YoY) seeing a 20% enchancment in effectivity, and peaking at roughly 57% throughout July YoY.


shorter gross sales cycle in comparison with 2020


peak enchancment in gross sales effectivity YoY

ROI Hunter was additionally capable of considerably improve gross sales conversion charges just by incorporating G2 Vendor Options into different strategic gross sales and advertising processes. 

Kellett explains, “We considerably invested into account-based advertising (ABM) methods and applied automated nurturing workflows. Our gross sales reps are capable of polish their PMP pitch and acquire confidence as we proceed so as to add outstanding manufacturers to our shopper portfolio.”

Due to these compounded methods, ROI Hunter skilled 1.5x the expansion in gross sales conversion price over the course of 1 12 months.


improve in gross sales conversion price in a single 12 months

Partnering with G2 helped equip ROI Hunter with the mandatory instruments to construct market presence, repeatedly collect person evaluations, and better of all, convert extra gross sales. Kellett displays, “Rising validation available in the market helped us construct credibility as a PMP and efficiently full our pivot.” 

However the story doesn’t finish at their profitable pivot. ROI Hunter continues to leverage G2 of their on a regular basis gross sales and advertising efforts. Kellett explains, “G2 Badges play outstanding roles in our gross sales decks. We additionally show them on our web site, on touchdown pages, and in our e-mail signatures.”

Kellett notes, “We put on our G2 badges proudly.”

Seeking to validate your model, affect consumers, and shut extra offers? Be taught how one can drive income with G2 Seller Solutions