How we’ve prioritized the review sites we’re interested in at HubSpot


This article is part of Made @ HubSpot, an internal thought leadership series through which we learn from experiences conducted by our own HubSpotters.

HubSpot CEO Brian Halligan has said it repeatedly: More businesses die from overeating every day than from starvation. They are spread over so many different priorities that it becomes impossible to gain major traction with any of them.

The same goes for managing customer reviews for your business. There are so many different places a business can be looked at today that keeping them all tidy can feel a bit like a game of Whac-a-mole.

(Some examples would be G2, Gartner Peer Insights, and Capterra.)

This was the problem we faced at HubSpot. If we tried to give the same care and attention to each review site, we would have minimal impact on each site. While it was important for us to read and take into account each comment, it was also crucial for us to understand which sites were going to have the most impact in advancing HubSpot’s mission: to help millions of organizations better. develop.

However, how can we determine exactly which sites are likely to have the greatest impact? We had to figure out which sites were healthy brand creators and which were just tasty distractions.

That’s why I developed HubSpot’s “Customer and User Reviews Scoring Algorithm”. I designed the algorithm so that we can objectively consider dozens of different criteria that rate the importance of various third-party sites. With this algorithm, we could figure out how to focus our efforts over the next few months.

The components of the rating algorithm for customer and user reviews

I realized that, for our specific business (as an inside sales based SaaS company), there were three main scores needed to get a full perspective of the review sites in our orbit:

  1. Health score: To what extent is HubSpot currently represented on this site?
  2. Sales activation score: How important is this site for sales promotion?
  3. Acquisition / Visibility score: How important is this site to new user acquisition or the general perception of HubSpot and its products?

For each score, I chose a variety of criteria that I could measure (see below) and rated each site against the criteria. I was then able to benchmark the criteria against each other so that the criteria we felt were more important had a greater influence on the score.

For example, we determined that our score (out of 5) on each review site was greater than the total number of reviews we had on each site.

How we've prioritized the review sites we're interested in at HubSpot

See all the criteria I used to create each score above, and click here to see a sample Google Sheets template of the rating section.

Take advantage of the rating algorithm for customer and user reviews

To really understand each score and how the different review sites stacked up against each other, I plotted the data on two different grids. This process allowed us to see the Sales Activation Score and Acquisition / Visibility Score, each relative to the Health Score.

The grids below represent what that looked like for HubSpot a few years ago. The colors in the grid correspond to the attention to be paid to improving the health of HubSpot on the given site (see corresponding notes in red).

The Sales Enablement Grid – Focused on English

how hubspot prioritized the activation of review sites and the health score matrixAcquisition / visibility grid – focused on English

how hubspot prioritized acquisition of review sites and the health score matrix

Armed with objective data and these practical grids, I was not only able to better direct my own review-driven efforts, but I was also able to gain much better alignment and buy-in from other teams that operate. or influence customer reviews.

Through the campaigns resulting from this research, we’ve been able to generate hundreds of five-star reviews, increase our star rating on our goal sites, and influence countless offers.

If you are looking to turn driving your business and acquire new customers, then a positive online reputation is essential. Addressing these reviews may seem a little intimidating just because of the sheer volume of websites, but fear not! Armed with this scoring system, you can descend the ocean and focus your attention only on what matters.

Check out this template to get started today!

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