How Sprout Social Drives Go-To-Market Strategy with Customer Voice

For SaaS vendors, customer voice is a powerful lever to pull in your go-to-market (GTM) strategy. At social media management software company Sprout Social, leveraging the voice of the customer in a holistic way across the business has been a cornerstone to their success. 

During a recent conversation with Natalie Severino, Sprout Social’s VP of Product & Customer Marketing, we dug into precisely how her team goes about (and excels at) this. Here are five actionable tips from Natalie that stemmed from our discussion on how to harness and integrate customer voice into your GTM. 

1. Capture feedback throughout the customer journey

At Sprout, feedback is gathered at multiple touchpoints along the customer journey – starting right after onboarding. Key moments such as renewal periods and interactions with the support team are integral in capturing authentic and balanced feedback.

This continuous loop ensures the company consistently remains attuned to customer needs and experiences as things change, not just at one moment in time. 

2. Use reviews for validation and trust-building

As Natalie shared, Sprout places significant emphasis on customer reviews at various stages of the buyer journey. Whether a prospective customer is just entering the research phase or validating a final decision, customer reviews on platforms like G2 provide essential validation.

By collecting honest reviews in a public forum, Sprout builds trust and transparency with its current and prospective customers – which are key factors in today’s B2B decision-making processes.

3. Guide product development with real-time customer feedback

Every piece of feedback Sprout receives from its customers is all put to good use. It is funneled into their product management tools to inform roadmap decisions. By understanding customer delight and areas needing improvement, the company can prioritize advancements that matter most to its users.

This proactive approach not only fosters customer satisfaction but also drives product innovation based on real user experiences. 

4. Empower marketing and sales with customer stories

Utilizing G2 Content, including ratings, badges, and awards, Sprout incorporates this valuable feedback into their marketing materials. From their website homepage to social media posts, the authentic voice of the customer is central to their brand narrative.

Natalie noted, “We want prospects to feel like they're making a no-regret decision.” During sales conversations, incorporating customer reviews and G2 Grids® helps de-risk the decision-making process, moving buyers along the funnel more effectively.

5. Celebrate and amplify customer success

Receiving the number one product honor in G2’s 2024 Best Software Awards was a particularly proud moment for Sprout. Leveraging their employee advocacy solution, they amplified this recognition across social media, garnering significant engagement.

In fact, according to Natalie,  “It was by far the most shared post that we've ever had as an organization.” This not only celebrated their customers’ successes but also enhanced brand visibility and credibility, while tapping into employee advocacy. 

Key takeaways

If one thing is clear from this conversation, it’s that integrating the voice of the customer into every facet of the go-to-market strategy has proven instrumental for Sprout Social.

From refining customer journey touchpoints to informing product development and empowering marketing and sales, customer feedback is the driving force behind their sustained success. 

As Natalie aptly advised, “Listen to customers more,” especially in challenging market conditions. Letting customer feedback guide your strategy ensures that you remain relevant, trusted, and ahead of the curve.

If you missed our live chat, you can catch the on-demand recording.