Squaretalk Experiences 85% Opportunity-to-Sale Conversion Rate With Gartner Digital Markets

Squaretalk claimed its profile on the Gartner Digital Markets platform to strengthen its presence in target markets and reach a wider audience including BPO call centers, companies with proactive sales, CX and retention teams, traders, telemarketers, market researchers, insurance agents, and financial advisors. 

To give buyers the confidence they need to choose Squaretalk for their contact center operations, the company made the voice of its customers the heart of its go-to-market strategy.

“We recognized the crucial role that reviews play in the consideration stage for potential customers, especially when it comes to choosing a contact center vendor. The risk associated with onboarding 50+ agents is significant, and people are likely to read all available reviews before making a decision,” said Noam Dorr, Marketing Manager at Squaretalk. 

After claiming its profile, the company began collecting customer reviews, which helped boost its brand reputation and validate its marketing messaging. Dorr noted that “The guidelines and resources provided by Gartner Digital Markets were very helpful to kickstart our reviews collection program. We used the incentivized review campaign link and implemented several workflows to encourage review collection from customers, such as including a dedicated banner in the email signatures of our customer-facing roles (customer service reps and customer success managers). Additionally, after every successful interaction with our support team, users would receive an email politely asking them to leave a review.” 

With an effective strategy to collect customer feedback, the company was able to collect more than 80 reviews on its Capterra product profile.  

Squaretalk also leveraged social proof content by showcasing earned badges and review quotes on its website, landing pages, and pitch decks. “Our sales team has found including badges and review quotes in pitch decks to be very successful. Not only does it establish our credibility as a category leader in the contact center software industry, but we have also seen that including badges on our website contributes to an increase in conversion rates,” Dorr explained. The company experienced a 53% increase in conversion rate since implementing a multi-step form and including badges next to it on its website.

To maximize its reach with a diverse range of buyers searching for software in different categories and international markets, the company upgraded to a sponsored profile and launched Pay-Per-Click (PPC) campaigns. To optimize these campaigns through its sponsored profile, Squaretalk set up dynamic landing pages across different categories which allowed the company to reach its target audience no matter what the buyers were searching for on Gartner Digital Markets.

Dorr said, “What’s great about Gartner Digital Markets is that we can target different audiences by optimizing our profile and landing pages across categories. Our software fits into several use cases so creating dynamic landing pages customized by category and location allowed us to cast the widest net while segmenting prospective buyers.”

This was beneficial for the company as its ideal prospects may have their call centers set up in one country but manage their operations in another country. Dorr explained, “For example, if a U.K.-based manager has a call center based in the Philippines and wants to search for call center software, we want to be sure we show up in their search, and Gartner Digital Markets’ localized sites help us do that.” 

Squaretalk closely monitors the performance of its PPC campaigns by tracking key metrics impacting conversion rates and manages its advertising budget accordingly. “We’ve seen that leads from Gartner Digital Markets have the highest conversion rate compared to other channels. That means they are high-quality leads more likely to attend demo calls and progress through the sales funnel.” 

Almost one-third (28%) of marketing-qualified leads (MQLs) who attended a Squaretalk demo call converted into sales-qualified leads (SQLs), and 42% of them moved down the funnel to the opportunity stage. 

In just one year, Squaretalk closed 22 deals from leads originating from Gartner Digital Markets, achieving an 85% opportunity-to-sale conversion rate. Beyond attributed sales, Dorr highlighted the role that the Gartner Digital Markets platform has in influencing other purchases indirectly by raising brand awareness and keeping Squaretalk top-of-mind for buyers. 

“Our data shows that many early touchpoints come from Capterra, while late touchpoints often originate from direct or organic traffic. I imagine that people initially visit our website via Capterra and then return later on by searching our brand name,” explained Dorr.