CMO · Playbook · Intermediate · Saves 35+ hours
Customer Review Generation Playbook
A playbook for systematically generating customer reviews on G2, Capterra, TrustRadius, and other platforms.
What's included
- Review platform strategy
- Customer identification criteria
- Outreach templates
- Incentive guidelines
- Response management
- Performance optimization
Best used when
- Building social proof
- Improving platform rankings
- Launching on new platforms
- Competitive positioning
- Driving organic discovery
The template
The Template
REVIEW PLATFORM STRATEGY
Platform Prioritization
| Platform | Audience | Priority | Target Reviews/Yr |
|---|---|---|---|
| G2 | Tech buyers | ||
| Capterra | SMB buyers | ||
| TrustRadius | Enterprise | ||
| Gartner Peer Insights | Enterprise | ||
| Google Business | Local/broad | ||
| Industry-specific | Vertical |
Platform Requirements
| Platform | Min Length | Media Allowed | Verification |
|---|---|---|---|
| G2 | 40 words | Screenshots | LinkedIn/email |
| Capterra | 50 words | Yes | |
| TrustRadius | 200 words | Yes | |
| Gartner | 300 words | No | Work email |
CUSTOMER IDENTIFICATION
Review Candidate Criteria
| Criterion | Weight | Score (1-5) |
|---|---|---|
| NPS score (9-10) | 30% | |
| Recent positive interaction | 20% | |
| Active product user | 20% | |
| Not recently asked | 15% | |
| Quality of potential review | 15% | |
| TOTAL | 100% | /5 |
Threshold: Score 4+ = candidate
Timing Triggers
| Trigger | Ask Within |
|---|---|
| NPS 9-10 submitted | 48 hours |
| Successful implementation | 2 weeks |
| Positive support interaction | 1 week |
| Renewal completed | 2 weeks |
| Milestone achieved | 1 week |
OUTREACH TEMPLATES
Initial Ask (Email)
Subject: Quick favor? (3 min)
Hi [Name],
Given your success with [Company] - [specific result] - would you
mind sharing a quick review on [Platform]?
It takes about 3 minutes and helps others discover us.
[Direct link to leave review]
As a thank you, we'll send you [incentive].
Appreciate you!
[Name]
Follow-Up (If No Response)
Subject: Re: Quick favor?
Hi [Name],
Just bumping this - your review would really help. Here's the link:
[Direct link]
If you're too busy, no worries at all.
Thanks,
[Name]
In-App Message
Love using [Company]? Help others discover us!
Leave a review on [Platform] and get [reward].
[Leave Review Button]
INCENTIVE GUIDELINES
Compliant Incentives
| Allowed | Not Allowed |
|---|---|
| Gift card for completing (not rating) | Pay for 5-star only |
| Swag/merchandise | Cash payment |
| Donation to charity | Discounts on product |
| Entry into raffle | Require specific content |
Suggested Incentive Levels
| Platform | Effort Level | Suggested Incentive |
|---|---|---|
| G2 | Low | $15-25 gift card |
| Capterra | Low | $15-25 gift card |
| TrustRadius | Medium | $25-50 gift card |
| Gartner | High | $50-75 gift card |
RESPONSE MANAGEMENT
Response Protocol
| Review Type | Response Time | Who Responds |
|---|---|---|
| 5-star positive | 24-48 hours | Marketing |
| 4-star constructive | 24 hours | Marketing + Product |
| 3-star or below | Same day | CS leader |
| Factually incorrect | Same day | Marketing + Legal |
Response Templates
Positive Review:
Thank you for the kind words, [Name]! We're thrilled [specific mention]
is helping you achieve [result]. Looking forward to continuing to
support your success!
Constructive Review:
Thank you for sharing this feedback, [Name]. We hear you on [issue].
Our team is actively working on [improvement]. Would love to discuss
further - [contact info].
PERFORMANCE TRACKING
| Metric | Formula | Target |
|---|---|---|
| Reviews/month | New reviews added | |
| Average rating | Sum of ratings / Count | >4.5 |
| Response rate | Responded / Total reviews | 100% |
| Conversion rate | Reviews left / Asks sent | >15% |
| Platform ranking | Category position | Top 10 |
Frequently asked questions
What is the Customer Review Generation Playbook?
A playbook for systematically generating customer reviews on G2, Capterra, TrustRadius, and other platforms.
Who is the Customer Review Generation Playbook for?
It is built for CMOs and their teams working on Customer Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Customer Review Generation Playbook take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Customer Review Generation Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Customer Review Generation Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.