Pivoting your small business on the onset of a world pandemic and establishing authority in a brand new market appears 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 knowledge. 

Beforehand, ROI Hunter operated as a Fb Advertising Companion (FMP). Nevertheless, the corporate knew that with a view 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 consumer confidence in a completely new market, all whereas supporting their very own enterprise progress.

Boosting belief and establishing authority in a brand new market

The digital world is extremely linked but additionally cluttered with shopping for choices. As we speak’s patrons don’t blindly select merchandise to purchase – they meticulously analysis and evaluate 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 robust imaginative and prescient, was needed. 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 enhance general effectivity within the gross sales course of

Now greater than ever, social proof is important in terms of constructing belief and seamlessly guiding patrons down the gross sales funnel. Establishing your model available in the market and offering genuine consumer opinions helps validate product claims for potential patrons – 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 seen the gross sales cycle had turn into 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 patrons, our gross sales cycle grew longer,” says Shirley. “Our gross sales representatives needed to do plenty of further explaining about what PMP even is. We have been available on the market 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 put money into constructing their model footprint and authority as a PMP. 

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

With a view to enhance model presence and construct client confidence, ROI Hunter is aware of it’s essential to be lively on the platforms patrons 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, evaluate, 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 boldness to make software program buying selections. 


  • Use G2 Evaluation Era to gather consumer opinions and construct client confidence
  • Leverage G2 Content material Subscription property to cut back the size of the gross sales cycle

ROI Hunter’s technique relies on gathering opinions to extend general consumer score and model presence on the platform. And the model implements good evaluation assortment strategies with G2 Review Generation

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

ROI Hunter automates its evaluation engine by inserting calls to motion in worker e mail signatures. The objective is to gather opinions in essentially the most natural method potential. As a substitute of hounding buyer lists with emails asking for suggestions, ROI Hunter encourages their buyer success managers (CSM) to work with their purchasers instantly for opinions and testimonials. 

Roman Šedivý, VP of Buyer Success at ROI Hunter, explains, “We created a factors system for our CSMs with a view to nurture desired conduct, akin to proactively asking purchasers for suggestions. We reward our CSMs for getting a buyer to depart a evaluation on G2. Since then, the variety of consumer opinions has skyrocketed.”

ROI Hunter additionally licenses G2 Grid® Stories to indicate patrons how they evaluate to different related merchandise in a goal class, based mostly on satisfaction and market presence scores. They promote G2 badges and Grid® Stories on social media, e mail signatures, opening slides for gross sales decks, and most lately, 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 consumer opinions 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 consumer leaves a evaluation.

Extra conversions. Increased 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 consumer confidence and shorten their gross sales cycle over time. 

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

In comparison with 2020 knowledge, ROI Hunter’s gross sales cycle is about 20% shorter. Moreover, their gross sales effectivity has persistently 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 in a position to considerably enhance 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 in a position to polish their PMP pitch and achieve confidence as we proceed so as to add outstanding manufacturers to our consumer portfolio.”

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


enhance in gross sales conversion fee in a single 12 months

Partnering with G2 helped equip ROI Hunter with the required instruments to construct market presence, constantly collect consumer opinions, 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.”

Trying to validate your model, affect patrons, and shut extra offers? Study how one can drive income with G2 Seller Solutions