Presentation deck from SaaStock 2019

1. Henrique Aragao
General Manager EMEA, G2
The brave new
world of customer
relationships
How to thrive in today’s
competitive landscape

2. Hi everyone
• Product management
• Management consulting
• Pre sales Engineer
$0 - $20M revenue
acquisition
• From AE to MD
• Sales leadership
• Growing a services business
$2 - $30M revenue
acquisition
acquisition
• Sales leadership MBA
• 2nd line management - scale
• Growing a product business
$20 - $100M revenue
• First GM role
• First IPO?
• Fastest scale up ever
$ 🚀🚀
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

3. 3
~$136 billion lost annually over
avoidable customer churn.
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

4. A 5%increase in customer retention
can increase profits 25-95%
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

5. When brands embrace transparency,
9 in 10 are more likely to give a second
chance after a bad experience.
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

6. How do you prevent
churn and retain high-
value customers?
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

7. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
The way we buy
has changed.

8. If you’re buying retail...
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

9. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
If you’re buying travel...

10. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
If you’re considering
your next job...

11. B2C consumers are
also making B2B buying
decisions at work.

12. The problem:
B2B sales hasn’t changed.
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

13. For
marketers…
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
CHAT NOW
CLICK ME
DOWNLOAD

14. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
For
sales…

15. What should we be doing?
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

16. Today’s successful B2B companies are
embracing Customer Voice.
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

17. 17
Jan ‘15 Jan ‘19Jan ‘16 Jan ‘17 Jan ‘18
2x+
And turns out good news can
travel fast if you strap it to a 🚀
4+ Million Buyers Visiting Each Month
~1 Million Verified Customer Reviews
100,000+ B2B Tech Products / Services
$100M Funding from LinkedIn, Accel, IVP
$300k+ donated via G2 Gives
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

18. Customer voice drives success for
companies of any size and stage.
Innovators Growth Enterprise
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

19. We wanted to
know what
buyers think.
So we polled a
few thousand
of them.
The bravenew world of customer relationshipsThe brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

20. 88.4
%of buyers LIKE
learning about
the different
software tools
available
Like
88.4%
Dislike
11.6%
The brave new world of customer relationships

21. 67.3%
of buyers do NOT
think salespeople
are being truthful
when explaining
the product
Truthful
32.7%
Not Truthful
67.3%
The brave new world of customer relationships

22. Which teams are the most trustworthy?
Less
Than 7%
of buyers surveyed
trust sales and
marketing teams -
making both the
least trusted teams
in a business
The brave new world of customer relationships

23. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
WHY?

24. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
EXCESS CHOICE
OVER-SELLING
OVER-MARKETING

25. What matters most
to B2B buyers?
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

26. Personalization
Honesty
Professionalism
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

27. TRUST
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

28. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
BUYERS TRUST
THEIR PEERS

29. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
THE POWER OF
PEER REVIEWS

30. Who would you trust?
The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2

31. The brave new world of customer relationships Henrique Aragao, General Manager EMEA, G2
Embedding Customer Voice in
Your Business
Develop a continuous feedback cycle
Encourage, respond to, and share customer
reviews.
Use customer insights to inform product
decisions
Prioritise enhancements & new features
based on user input.
Add customer content to your sales cycle
Develop content & campaigns to influence
pipe & help close deals