3 SALES DEVELOPMENT CONTENT Reviews can drive sales development in several ways. To leverage the power of reviews for sales: • Engage with prospects that are active on review sites in your category. Taking advantage of review site features that capture leads or data about prospects that visit your profile can alert you to potential sales opportunities. For example, if buyers at Pepsi have visited your profile and your competitors’ profile multiple times in the past week, your sales team can reach out to Pepsi to learn more about their needs. Act-On Software, a marketing automation platform, has seen a lot of success from engaging with active buyers that visit their profile on G2 Crowd. • Use review content as a sales tool. Pull content from reviews to use in your sales collateral. Or sort and filter reviews to find satisfied users with similar profiles, needs and interests to your prospect. Share these reviews with prospects and use them to start one-on-one conversations that explore prospects’ specific concerns. Act-On Software uses its review content to tailor sales conversations to the prospect’s company size, personalizing their sales outreach. As a result, these prospects have become Act-On’s highest-converting leads. • Leverage third-party reviews to compare your product to your competition. For example, some review sites can create a side-by-side comparison between your product and a competitor’s so you can highlight areas of concern to each prospect. B2B data platform Looker has successfully used G2 Crowd’s comparison reports to differentiate its product and close more deals. 5