Nick Bennett Got ROASTED on LinkedIn - Here's Why | The Echo Chamber

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Welcome to The Echo Chamber. Quick riffs and hot takes from around B2B Marketing. 

On today's show the guys discuss the ethics of gifting for reviews on G2.  

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Conversations from the front lines of marketing. This is B two B growth. Welcome back. We are doing a little series here on bdob growth that we're playing around with called the Echo Chamber, where we are going to be talking about topics that B two B marketers are talking about on the Internet and we're gonna throw in our two cents. So my name is James Carberry, I'm the founder of Sweet Fish Media and I'm joined today with our director of audience growth, Dan Sanchez, our head of community Benji Block, and today we're gonna be talking about something that we saw on Linkedin. I guess it was about a week and a half ago, maybe. We saw Nick Bennett get roasted on Linkedin for doing something that some say is brilliant and some say is unethical. So Dan, give us a little bit of the skinny on what Nick Bennett from Alice did, uh, and we're going to riff on it...

...for a few minutes. Man, I remember this linkedin post because all marketers were like freaking genius when they saw it, but at the same time it made a lot of people wonder. So essentially what happened is he posted. He posts every day. He's very popular on Linkedin. He's probably got thirty, probably north of Thirty Five K followers. If it's done very well, and he's he's much loved. I don't think I've seen nick get roasted or argued with at all. But he posts about a campaign he did to boost the amount of reviews, positive reviews, going onto g two, which is a very popular review site for SAS. It's very critical that people have high reviews on G twos. People check it. G Two ranks and a lot of search terms when comparing different SASS or service could be two B service companies, especially SAS products, and he wanted to get more reviews. So he was very clever. His Post outlined his plan to essentially segment his email list by everyone who had given him a high net promoter score, which is a how likely would you believe to refer the product to a friend, score out...

...of ten, and everybody knows, who knows about the NPS score, that eight nines and tens of promoters, six and sevens are neutral and five and downs or detractors. So he took everybody that gave it eight, nine and ten and sent them a email. It's probably two hundred somewhere between two hundred and two hundred fifty people he's contacting. That scored him high and three. So it's a good amount. Seventy three reviews. So conversion. Yeah, absolutely insane. Yeah, it worked really well. It worked really well. WAS IT UNETHICAL? I guess, is the question that I want to jam on for a little bit here. Benji, what are your thoughts here? Well, first got to say I'm a fan of Nick Bennett because he has been on B two B growth in the last month. So the time of this was also interesting because I was like more aware following him and then watching this blow up. And Yeah, like you said, Dan, he posts every day. So like the next couple posts. Also, he's like,...

I'm overwhelmed by responses. There's so many people are in my inbox getting so many leads from this. But also, man, people can be mean. So it's like all over the map. To me, the comments are just gold here, like I would just be reading through these because it just gives so many different perspectives. But yeah, for Linkedin, some of these were heavy handed. There's a guy who comment. He just said so buying reviews got it where it's like just so simple and flat and like. To me, the ethical side of it is like he didn't pay them to go use Alice and then write a g two review about it. He did target those that already were essentially raving fans, but I don't know, it doesn't seem unethical to me. It just leaves me in a place where I'm going. I don't know that I would trust review sites, as you're going to see this burst in a ton of people reviewing because g two does these quarterly reviews and then it falls off again because the pressure is not there to get new...

...reviews, and most of them are good in this case. So I don't know. That's that's my initial thoughts. Like it's not wrong, it's just how much weight do you put on g two when you know that other companies are also doing this? Yeah, Dan, what's your hot take here? No genius move. It's such a good result because I don't know if you've left a g two review, but they're really hard to give. Their very thorough. They take at least ten to fifteen minutes to leave a review. You've got to take snapshots to the APP on the inside to prove that you actually have used it. So, as a marketer, I'm just like, Dang, that was a big lift for what people it's huge. Is it unethical? As a consumer? I don't like it. As a marketer, I think it's great. As a consumer. You see it happen on Amazon a light. People will like literally run facebook ad campaigns being like hey, by my thing, I'll reimburse you for it, just leave me, leave me a review, and they boost their commodity product to the top of the thing, which I don't trust Amazon reviews nearly as much as I used to because of that very thing. You think? It's slightly different, though,...

Dan, than Amazon, because these weren't people that he paid to go get Alice and then reimburse them. I think it's different in that I'm still looking at it knowing that things like that are going on. So as a marketer, I'm always kind of like taking everything with a grain of salt. I'm always hesitant to trust any review testimonial. I just things like that happen all the time, knowing also that usually it's rarely people in the middle. So usually your biggest fans and you're the people that hate you the most that leave reviews. So hopefully you read a little bit of both and try to figure it out. Is it unethical to the point where I wouldn't do it? No, I would still do it. I still think it's fair. I don't think it's over the line. I think the Amazon thing probably is over the line, James. What were your thoughts when you saw it? Yeah, I think for me the fact that he did this with people that already love Alice. To your point, Benji, he didn't go and pay people to try Alice and and then have them leave a review as part of the...

...compensation. He emailed people that had already given Alice in eight, nine or ten on the MPs. So they were already raving fans. He just figured out a really clever way using his product. That's what Alice does, is like personalized gifts, and so it was a brilliant way to leverage the value of his own product to activate a group of people that had already raised their hand and said I'm a raving fan of Alice and I would tell my friends to use this product. He just pointed them to a specific place where they can use that product. You had mentioned, Benji, a comment that Gitano left on here. What was that comment? I thought it was hilarious. Whenever you said it felt exactly like Gitano. Yeah, another another fan boy moment, because we love Gitano here at B two B growth. But he said, extremely valuable marketing exercise right here. This is one of the top things I marketer can be doing to create R O I for any business.

In fact, this is so good that I would not have shared it publicly. At least thirty companies are going to steal this exact template. Keep this one in the secret swipe file next time. And Nick said, yeah, man, I didn't expect this to blow up as much as it did. Lesson learned for sure, and they kind of went back and forth on that. But it is one of those things where, like, I mean, Gitano knows, knows his stuff, and when he's saying that, I'm like this, this was so big. I mean, do you guys know how many it was at? Hundred likes, loves, celebrates, whatever on linkedin four comments so that everybody was just in on it. Yeah, this was probably around based on that engagement, I'm guessing it was around views of this post. So so to say that thirty company that's probably under selling it. I mean there's probably gonna be more than thirty companies that that used this for a post that blows up like that, which, hey, I mean I don't know that it's gonna work as well because it's so the giving one something...

...personalized is ingrained into the Alice product. It's literally what it does. So I don't know that there's going to be as as much natural synergy if other people start doing it, but you're sure going to see companies trying to do this. It would be worth it. So it's not just just not that hard to do. It's just not that hard. Yeah, Dan, you had mentioned that. You had mentioned something hilarious too in the pre call about if we had seen nick do this on twitter. Like we we say he got roasted on Linkedin, and you know, Benji, you're you're looking through the comments. You're like, yeah, he got roasted, but people were still like, I don't know if it's ethical. Don't get me wrong, like I would do it too. People were relatively linked in right when's the nice social media platform. People are on their best behavior because it's a business context. Their coworkers and bossy every reply. If it were twitter, be hell fire to be totally roasted and would have been called a Nazi or something like. He would have just had a label. I do them. That...

...was just way over the top. It would have been I thought it was hilarious. Yeah, there's direct comments where they're like they're kind of calling them out, like so buying reviews or this is unethical. But that's as like mean spirit as it gets on Linkedin. It's just pretty different ballgame on twitter. Totally different ballgame on twitter. All right, y'all. Well, I'm really excited for this series, the Echo Chamber. We're gonna be talking about what's being talked about in the land of B Two B marketing world on the Internet, and so stay tuned. We're gonna do these once a week for the next few weeks. It may pop, it may not. If you love this series, hit up Dan Bingji or myself on Linkedin. Let us know that that you're like in this series and and that will really be the fuel that keeps us going on, whether we whether we keep doing this or not. It was Super Fun, so hopefully we can. We can keep it going for a while. But anyway, if you have not already followed B two B growth on your favorite listening platform, going ahead and do that and leave us a rating. You don't even have to leave a review,...

...just tap the number of stars you think the show deserves. We'll see you back next time on G TWOP GROWTH.

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