InsideView exposed itself to prospects by embracing naked marketing and soliciting product reviews from customers on G2 Crowd. This allowed existing customers to articulate InsideView's competitive advantages. InsideView promoted G2 Crowd reviews heavily, invited customer support interactions to write reviews, and used competitive reports in paid search. The results were that a single paid search campaign generated 14% of InsideView leads, a 6% lead to opportunity conversion rate, and 34% of the company's total sales pipeline, all due to exposing itself through customer reviews.

1. How
InsideView
Exposed Itself
To Prospects

2. Adrienne Weissman
Chief Marketing & Revenue Officer
at G2 Crowd
Megan McConnell
Senior Customer Marketing Manager
at InsideView

3. You’re already
naked.

4. Customers are
in control.

5. What
convinced
InsideView to
expose itself?

6. ✓ 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

7. What steps did
InsideView take
to embrace
naked marketing?

8. ✓ 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

9. The Post-
Exposure
Results

10. Competitive Comparison Report
Used in PPC Campaign

11. 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

12. 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

13. Questions?