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Plytix Reduces CPL by 82% With G2 Vendor Options

Buyer evaluations affirm your promoting factors for consumers, however could be difficult to gather.

Capturing genuine opinions about your product helps potential consumers consider software program options and ease shopping for choices. Nevertheless, gathering evaluations could be tough. Plytix leveraged their inside group and partnership with G2 to construct a neighborhood rallying round their product, get extra evaluations, and enhance advertising certified leads (MQLs).

Plytix is product data administration (PIM) software program that helps small- and medium-sized companies create, handle, and streamline product data. The platform additionally allows customers to deal with versatile variation, handle product relationships, and compute attributes.

Whereas some mid-market firms do not prioritize evaluate technology, Plytix acknowledged the facility of evaluations in swaying potential consumers and the impression buyer testimonials had in producing new MQLs.

Though they began 2021 with only one new natural evaluate, by the tip of the 12 months they had been in a position to greater than double their whole variety of evaluations. Should you take a look at Plytix’s G2 profile now, you’ll discover it brimming with evaluations and badges showcasing the product as a software program class chief.

You might not see it, however these buyer testimonials performed a pivotal function in serving to Plytix optimize MQL technology and scale back the fee per lead (CPL).

Linking significant buyer evaluations with enterprise KPIs

Each nice victory has a powerful sport plan behind it and soliciting evaluations isn’t any completely different. Plytix realized it needed to leverage evaluations to achieve future prospects’ belief and increase model visibility. For that reason, they devised a method to hyperlink buyer evaluations to key efficiency indicators (KPIs). 

“We did not have a evaluate gathering technique in place,” says Ashley Duncan, PPC and Internet Content material Lead at Plytix. “We solely had one evaluate are available in organically in 2021 earlier than we determined to see if we might get extra, beginning in August 2021.”

Low evaluate numbers weren’t solely impacting Plytix’s presence on G2, but additionally meant MQLs had been trickling in.  

Duncan explains, “Earlier than specializing in evaluate technology, we solely had a couple of MQLs per thirty days coming organically from G2, however they had been barely a drop within the general MQL pond. They had been costing us practically what we had been paying for MQLs on different channels like Google Advertisements and LinkedIn.”


Plytix needed to generate extra evaluations on G2 with two targets in thoughts:

  • Enhance efficiency on G2 with buyer evaluations
  • Enhance the variety of MQLs and decrease the fee per MQL

Evaluations assist future prospects dive deep into how your product solves issues just like theirs. The truth is, 92% of B2B consumers usually tend to buy after studying a trusted evaluate.

One evaluate was by no means going to chop it for Plytix. They needed their G2 profile to mirror what they honestly stand for: collaborative product data administration. Moreover, they had been in search of smarter methods to generate certified leads in a more cost effective means.

At this level, they realized the necessity to spend money on evaluate technology. 

Tuning into prospects and constructing neighborhood with G2

There isn’t a greater place than G2 when an organization needs to get in entrance of shoppers researching software program. With greater than 60 million annual guests, G2 is the very best place to gather, show, and promote social proof.

Plytix used G2 Evaluation Technology to automate evaluate assortment, construct credibility, and entice potential consumers.


Plytix generated extra evaluations and optimized MQL technology utilizing:

  • G2 Evaluation Technology campaigns to gather actual buyer evaluations and drive curiosity of their product
  • G2 Content material Subscription to affect prospects with competitor comparability experiences

Plytix’s buyer success and advertising groups work collectively to translate buyer relationships into G2 evaluations. Plytix sends each buyer who leaves them a evaluate a pair of branded socks and a handwritten be aware, ensuing within the creation of the unofficial “Plytix Socks Membership”, which now has members across the globe.

Plytix can be a part of the G2 Provides program to incentivize evaluate campaigns and contribute to worthy causes. Duncan explains, “Our G2 Provides hyperlink has been an enormous a part of this mission. We’ve raised nearly $1,000 thus far for Women Who Code.”

Producing extra consumer evaluations and MQLs at a decrease price with G2

It didn’t take lengthy for Plytix to climb to the highest of their main software program class on G2. They even ended up with essentially the most evaluations of all PIM suppliers after redoubling efforts to generate buyer evaluations.

To share these outcomes and solidify their market presence, Plytix leveraged the G2 Content material Subscription to share G2’s goal, third-party comparability experiences. Plytix’s gross sales group makes use of these experiences to affect prospects with correct, evaluate information on the convenience of use and customer support. 

Plytix additionally used G2 report information to create and share digital belongings for focused campaigns on social media platforms. 

Plytix uses G2 data to create digital assets

Duncan explains, “As soon as we put some effort into our evaluate technology technique, we noticed the variety of MQLs from G2 soar, with the fee per MQL lowering proportionally.”

Inside 5 months, Plytix noticed a pointy enhance within the variety of MQLs from G2.

“11% of our MQLs got here from G2, which is a report and makes G2 our second-best performing paid channel,” clarifies Duncan.


decrease price per MQL from G2 in January 2022, in comparison with Plytix’s general price per MQL


consumer evaluations gathered in lower than a 12 months


of MQLs in January 2022 got here from G2

G2 Vendor Options proceed to play a key function in how Plytix collects buyer evaluations, generates extremely focused leads, and reduces their price per MQL.

Duncan displays, “We went into this mission simply specializing in G2, and it has been exceptional to see how a rise in evaluations on G2 can correlate with extra enterprise.”

Need to promote extra software program? Get in entrance of firms researching your product with G2 Vendor Options.



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