ActiveCampaign Has Robust G2 Evaluations

Final month, our SVP of Product, Kelly O’Connell, spoke on the inaugural US SaaStock occasion. She joined lots of of SaaS professionals centered on progress by offering the most effective software program in the marketplace of their respective classes, which she shared with us was extraordinarily inspiring.

On the convention, Kelly provided her recommendation on the best way to efficiently obtain product-led progress, which is ActiveCampaign’s north star. Every thing we do, we do as a result of it’ll make our product higher, and in flip, will make our prospects’ companies higher—serving to them scale efficiently. Throughout a part of her dialogue, she walked the viewers by way of what a customer-driven roadmap appears to be like like and the best way to remodel to a product-led firm.

A part of how ActiveCampaign achieves that is by way of getting suggestions instantly from our prospects, implementing their concepts into our platform instantly, and understanding what they need in future updates and iterations. B2B software program market G2 helps us seize this buyer suggestions through their evaluate website. Our management workforce reads each single buyer evaluate that is available in so we are able to all perceive the best way to make modifications and enhance sooner or later.

At SaaStock, G2’s CEO and co-founder Godard Abel and our SVP of Product Kelly O’Connell sat down to speak about our partnership, how ActiveCampaign achieved greater than 10,000 4 and 5 star evaluations on G2, and the way we use this buyer suggestions to propel our platform ahead each single day.

Take a look at the complete interview under!

Godard: Hello! I’m actually excited to be right here dwell at SaaStock with my particular visitor Kelly O’Connell. And Kelly is the SVP of Product at ActiveCampaign, an unbelievable advertising and marketing software program firm. And I’m glad she’s right here to share a couple of of her secrets and techniques to success for product groups and for purchasers. However first, how’s SaaStock been for you so far? 

Kelly: It’s been nice. It’s my first SaaStock. It’s been actually nice to satisfy with founders and leaders in progress. It’s nice to symbolize Chicago with G2. I feel we’re the one Chicago firms right here. 

Godard: Sure. Now thrilling to have two – you’re additionally a unicorn. Two Chicago unicorns. Yeah. Representing proper right here at SaaStock in Austin. 

Kelly: Sure, it’s been actually enjoyable! Power is nice. It was good to take heed to a few of your talks earlier as we speak, and I’ll be talking tomorrow. 

Godard: Wonderful. I can’t wait in your presentation tomorrow. 

Kelly: Thanks. 

Godard: And ActiveCampaign. You’re a chief in advertising and marketing software program, advertising and marketing automation software program. And I feel one of many issues we do love and I’ve met your founder Jason, however we love all of your pleased evaluations on G2. I feel you’ve got effectively over 10,000 4 and 5 star evaluations. 

Kelly: We do. G2 is a superb wealth of data to us on how our prospects are feeling, whether or not they discover worth, the place they really feel ache and so simply actually an enormous assist to our innovation, our companies, and our firm.

Godard: And I do know you might be doing nice on G2, however I additionally know your market of promoting software program could be very aggressive. I feel there’s actually lots of, possibly, if not 1000’s of martech distributors listed on G2. And so how does G2 enable you differentiate? 

Kelly: I feel the sheer variety of nice evaluations we’ve seen. I imply, over 10,000 4 and 5 stars evaluations is superb. However I feel additionally having that perception of the place prospects are discovering worth and, extra importantly, the place they’re discovering ache, simply merely serving to our processes, our groups, our product roadmap, the place we should always focus. And that slew of insights is simply vital to success. 

Godard: And the way do you make sense of all of the product suggestions you get? And I’m positive you get it throughout channels, not simply from G2.

Kelly: Oh, yeah.

Godard: However how do you, as a Chief Product Officer, how do you make sense of all of the suggestions?

Kelly: It’s one thing that has been vital to Jason and subsequently the tradition of the corporate because the starting of 2003 once we began the corporate. And so each evaluate, NPS response, CSAT, flows into all the workforce. Jason reads each one. I learn each one.

Godard: Wow.

Kelly: And I feel it’s so vital to listen to prospects in their very own phrases. Far more insightful than studying a report or one thing like that. Which may be a summarization. And so I feel simply that ongoing, fixed pulse of buyer voices and suggestions is so vital. Now, clearly we use it to grasp what ought to we construct, the place ought to we spend extra effort, extra vitality, the place folks would possibly want worth. How can we lean into that extra? However it’s a fixed pulse with the client every single day at ActiveCampaign.

Godard: And that’s superb. I imply, Kelly, you mentioned you learn each evaluate your self. 

Kelly: Yeah.

Godard: That’s a variety of info. 

Kelly: It’s. And I ping product groups if I see one thing, they need to have their eyes on it. So it builds dialog. So we stream every little thing into Slack. There’s a fixed feed after which there may be dialog in there of: Ought to we attain out? Ought to we discuss to them? Ought to we be taught extra? 

Godard: And do you reply to a variety of the evaluations? 

Kelly: We do. So, we even have our product workforce responding to all NPS responses and G2 evaluations. Possibly a discovery or a fast 1:1 is what we have to perceive extra about the issue. Our product groups are instantly participating.

Godard: That’s cool. So that you assign it out and also you be sure that the appropriate product particular person will get the suggestions after which can also reply. 

Kelly: After all, yeah. We don’t need it to simply cease at that one response. We need to have a dialog with these prospects who’re primarily elevating their arms to get suggestions.

Godard: And one other development I feel we’re all speaking about right here at SaaStock is AI. I like that you simply’re having actual human conversations. I feel that’s nonetheless extra valued. 

Kelly: Sure. 

Godard: And I feel it’s so vital in your tradition of buyer success at ActiveCampaign. So I think about you’re going to maintain doing it. However do you suppose AI is a method to make sense of all that suggestions?

Kelly: Completely. I feel AI can assist discover messaging or enable you get a leap begin, you recognize, edit as a substitute of create. However I feel that genuine human connection remains to be completely vital. However AI clearly can detect themes and assist with possibly the best way to make sense of all of it.

Godard: We’ve launched a Market Intelligence product, led by our Chief Product Officer Sara Rossio. 

She’s attempting to assist enterprise leaders – together with her peer product leaders like your self — draw much more perception from all the client suggestions.

Kelly: I feel that will be invaluable. You already know, once more, I feel that ongoing pulse is vital, however it will also be what’s final in your thoughts or one thing. So, seeing these tendencies and values is vital. 

Godard: Switching gears to speak about constructing firm tradition. It’s one thing we’ve fostered at G2 with our PEAK tradition, which stands for Efficiency, Entrepreneurship, Authenticity, and Kindness. At ActiveCampaign, since its founding approach again in 2003, you speak about constructing a buyer centric tradition. When did you be a part of Jason on the firm, Kelly? 

Kelly: Eight years in the past. 

Godard: Wow, eight years. And clearly you’ve got spent a few years constructing this very tradition, buyer centric tradition. However what recommendation do you’ve got? I imply, there’s so many entrepreneurs right here at SaaStock, so many younger firms. How do they construct a buyer tradition like you’ve got? 

Kelly: I feel what we realized is as you scale, it’s really easy to get daring into constructing obstacles and silos between capabilities and possibly even learn a report back to see what’s happening together with your prospects. And I feel it’s been pushing by way of that and breaking these partitions down and getting everybody nearer to the client. How do you get everybody participating with the product, with the client, even when you’re scaling groups and scaling capabilities? And I feel that’s been really easy to fall into. Oh, I work in finance, I don’t want to speak on to prospects. However whenever you begin constructing that empathy extra instantly and also you hear the purchasers and the phrases that they use, I feel it simply builds such a special tradition of what’s vital. What are we constructing? And so I feel that has been troublesome however one thing we’ve been actually intentional about how we get extra folks instantly, seeing what prospects are saying. 

Godard: I feel that’s fascinating, Kelly. It seems like at ActiveCampaign the hot button is to get everybody, each worker, so even folks in finance, however everybody having conversations with prospects. However do you’ve got some mechanisms, instruments to encourage everybody, assist everybody do it? 

Kelly: I feel we proceed to iterate there. So, one factor we simply began earlier this 12 months is my org, the product org is all participating commonly in degree one help. So, they’re seeing ache factors and questions, and that ongoing interplay is even informing our roadmap in actually fascinating methods. One other factor is we constructed form of a central product enablement workforce that’s going to guide all the firm by way of certification on the product, in the marketplace, on prospects. In order that was created this 12 months.

Godard: Oh wow. That’s actually thrilling. So I feel that’s nice recommendation, Kelly, is to actually even have mechanisms, proper, to make it possible for each worker will get that publicity. And I like your concept of degree one help, your product folks. They do help. I bear in mind studying about Jeff Bezos’ Amazon biography. Apparently even Jeff Bezos does that at Amazon. He goes in a name middle for a day and actually learns on the entrance strains. And albeit, it’s additionally an excellent reminder for me at G2. That’s a fantastic concept, Kelly — even getting our product folks into the help. 

Kelly: It’s actually eye opening. I’m going in each different week for a couple of hours and reply tickets. And it feels nice. It feels nice to see their successes and get their wins with them. But in addition, as you notice, wow, this query retains arising again and again. We must always do one thing about that. It’s actually eye opening. 

Godard: So fantastic. Thanks, Kelly, for sharing all this recommendation on this unbelievable buyer centric tradition you construct at ActiveCampaign. And we’re actually excited to see the following 10,000 pleased ActiveCampaign evaluations. And we’re so excited you’re a chief on our platform. And I feel it’s all 100% a results of this buyer tradition you’ve got, as a result of entrepreneurs love ActiveCampaign, and I can see that’s not by probability. It’s due to this very concerted effort, you recognize, you set in to construct the product precisely how the client needs it. So, thanks, Kelly. Fantastic to satisfy you right here. 

Kelly: Thanks a lot. We actually respect your partnership. 

Godard: Thanks. And revel in the remainder of SaaStock.