Plytix Reduces CPL by 82% With G2 Vendor Options

Buyer opinions affirm your promoting factors for patrons, however might be difficult to gather.

Capturing genuine opinions about your product helps potential patrons consider software program options and ease shopping for selections. Nevertheless, gathering opinions might be difficult. Plytix leveraged their inner group and partnership with G2 to construct a group rallying round their product, get extra opinions, and enhance advertising and marketing 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 era, Plytix acknowledged the ability of opinions in swaying potential patrons and the affect buyer testimonials had in producing new MQLs.

Though they began 2021 with only one new natural evaluate, by the tip of the yr they have been capable of greater than double their whole variety of opinions. If you happen to have a look at Plytix’s G2 profile now, you’ll discover it brimming with opinions 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 era and cut back the associated fee per lead (CPL).

Linking significant buyer opinions with enterprise KPIs

Each nice victory has a powerful recreation plan behind it and soliciting opinions isn’t any completely different. Plytix realized it needed to leverage opinions to realize future prospects’ belief and increase model visibility. Because of this, they devised a technique to hyperlink buyer opinions 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 organically in 2021 earlier than we determined to see if we may get extra, beginning in August 2021.”

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

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


Plytix needed to generate extra opinions on G2 with two objectives in thoughts:

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

Critiques assist future prospects dive deep into how your product solves issues much like theirs. In truth, 92% of B2B patrons 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 replicate what they honestly stand for: collaborative product data administration. Moreover, they have been in search of smarter methods to generate certified leads in a more cost effective manner.

At this level, they realized the necessity to put money into evaluate era. 

Tuning into prospects and constructing group with G2

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

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


Plytix generated extra opinions and optimized MQL era utilizing:

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

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

Plytix can also be a part of the G2 Offers program to incentivize evaluate campaigns and contribute to worthy causes. Duncan explains, “Our G2 Offers hyperlink has been a giant a part of this venture. We’ve raised nearly $1,000 to date for Ladies Who Code.”

Producing extra person opinions and MQLs at a decrease price with G2

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

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. 

Duncan explains, “As soon as we put some effort into our evaluate era technique, we noticed the variety of MQLs from G2 soar, with the associated fee per MQL reducing 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


person opinions gathered in lower than a yr


of MQLs in January 2022 got here from G2

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

Duncan displays, “We went into this venture simply specializing in G2, and it has been outstanding to see how a rise in opinions 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.