February 3, 2025
by Eric Gilpin / February 3, 2025
For software companies, maintaining an authentic review strategy isn't just about collecting feedback — it's about creating a continuous dialogue with customers that drives value across the entire organization.
During G2 Reach, I spoke with Jen Anderson, former Director of Customer Marketing at Sprout Social, about how they've built a review program that powers their go-to-market success.
What stands out about Sprout Social's approach is their commitment to authenticity in customer feedback. With over 3,500 reviews and a 4.4 out of 5 rating on G2, their success didn't happen overnight — it's the result of years dedicated to capturing and amplifying customer voice.
As Jen emphasized during our discussion, they don't just tell their customers' stories; they let customers share their own experiences directly.
Sprout Social's review strategy is remarkably well-structured, focusing on three key approaches:
What also makes their approach particularly effective is their personalized outreach strategy. The team connects with customers after meaningful interactions, like QBRs, with messaging that emphasizes the value of their feedback in helping others make informed decisions. They keep the review process simple and offer a token of appreciation for the customer’s time, ensuring high participation rates.
This framework establishes a steady stream of authentic feedback that informs every aspect of their business. As Jen emphasized during our discussion, Sprout Social has a dedicated team that reviews and responds to every piece of feedback received, creating a true feedback loop that drives continuous improvement.
What truly sets Sprout Social's strategy apart is how they leverage their G2 presence across different business functions. Their marketing team prominently features G2 Badges and reviews on their website, while their sales team uses rankings and customer feedback as powerful third-party validation.
Their customer success teams integrate review requests into the customer journey, creating a structured feedback loop that drives continuous improvement.
The influence of this comprehensive strategy extends beyond marketing and sales. As a publicly traded company, Sprout Social has successfully incorporated their G2 presence into their investor relations narrative.
Their recent recognition as the #1 Best Software Product in G2's 2024 Best Software Awards serves as a powerful indicator of their market position and customer satisfaction levels.
Based on our discussion, here are the essential elements of an effective review program:
The success of Sprout Social's review program demonstrates that when organizations commit to gathering and acting on authentic customer feedback, they create value that resonates throughout the entire business.
Their story shows that reviews aren't just about ratings — they're about building trust, driving improvement, and creating a foundation for sustainable growth.
As we move forward in 2025, I'm excited to see how more organizations will embrace this comprehensive approach to customer voice and reviews.
Want to learn more about building a successful review strategy? Watch my full conversation with Jen Anderson on-demand, along with all of this year's G2 Reach sessions.
As Chief Revenue Officer, Eric Gilpin oversees all aspects of G2's revenue generation. An experienced leader with 20+ years of experience building and scaling large technology businesses, Eric joined G2 from Upwork, where he helped lead the company to a successful IPO in 2018. Before that, he held a number of leadership roles at CareerBuilder, most recently as President of Vertical Sales. Eric also serves as a limited partner at the GTMfund investor network as well as an advisory board member at Sales Assembly.