This post is a part of Produced @ HubSpot, an internal thought leadership series through which we all extract lessons from experiments conducted by our very own HubSpotters.
HubSpot CEO Brian Halligan has said it many times: More companies die each day from overeating than from starvation . They spread themselves throughout so many different priorities that it becomes impossible to gain major traction with any of them.
The same is true when it comes to managing customer reviews for your business. There are so many different places a business could be reviewed today that keeping them all in order can really feel a bit like a game associated with Whac-a-mole.
(A few examples would be G2, Gartner Peer Insights, and Capterra. )
This was the problem we confronted at HubSpot. If we attempted to give the same care plus attention to every single review site, we’d only have a minimal effect on each site. While it had been important for us to read and consider every piece of feedback, it was also crucial for us to understand which sites were going to have the most impact in moving HubSpot’s mission forward: helping millions of agencies grow better.
However , just how exactly could we determine which sites were prone to have the greatest impact? We needed to determine which sites were healthy brand-builders and which were simply tasty distractions.
That is why I developed HubSpot’s “Customer and User Review Rating Algorithm”. I designed the algorithm so we could objectively consider dozens of different requirements that assess the importance of numerous third-party sites. With this protocol, we could determine how to focus our own efforts over the coming weeks.
The Components of the Customer plus User Review Scoring Criteria
I realized that, for our specific business (as an inside sales-based SaaS company), there were three primary scores necessary to obtain a full perspective of the review sites in our orbit:
- Wellness Score : How positively is HubSpot currently represented on this site?
- Sales Enablement Score : How important are these claims site to sales enablement?
- Acquisition/Visibility Score : How important is this site towards the acquisition of new users or the general perception of HubSpot and its products?
For each score, I actually chose a variety of criteria I can measure (see below) plus scored each site contrary to the criteria. I was then able to weigh the criteria against one another so that criteria we deemed more important would have a greater influence over the score.
For example , all of us determined that our review rating (out of 5) on each review site was more important than the overall number of reviews we had on every site.
See most importantly of the criteria I used to produce each score, and click the link to see an example Google Bedsheets template of the scoring rubric.
Leveraging the Customer and User Review Scoring Algorithm
To really understand each score and how the different review sites stacked up against each other, I plotted the data on two various grids. This process allowed us to see the Sales Enablement Score and Acquisition/Visibility Score each plotted against the Health Score.
The grids below symbolize what this looked like regarding HubSpot a couple of years ago. The colors of the grid match how much attention should be dedicated to improving HubSpot’s health over the given site (see the particular corresponding notes in red).
The Sales Enablement Grid — English Focused
The Acquisition/Visibility Grid — English Focused
Using objective data and these handy grids, I was not only able to better direct my own review-oriented efforts, but I was furthermore able to gain much better positioning and buy-in from other teams that leverage or impact customer reviews.
As a result of the particular campaigns that came out of this particular research, we were able to drive hundreds of five-star reviews, bring up our star rating on our goal sites, and influence countless deals.
If you’re seeking to spin your business’s flywheel and acquire new customers, then a positive online reputation is a must-have. Approaching these reviews can feel a bit intimidating simply because of the sheer volume of web sites, but fear not! Armed with this scoring system you are able to boil down the ocean and focus your attention purely on what matters.
Check out this design template to get started today!