Your competitor's unhappy users, on G2 and Capterra, with their name on it

The play in three steps

1Trigger

A 1 to 3 star review of a competitor on G2 or Capterra, less than 30 days old, signed with a company name.

2What it means

They pay for a tool that fails them and they wrote it down in public. Budget: already there. Pain: already worded. You just have to read.

3Move to make

One line with their own complaint in it, then a closed question. They already bought the category, so sell the vendor, not the category.

Who it targets

Ideal customer: Companies your size that run a competitor and just gave it 3 stars or less.
Decision maker: The reviewer, when the review is signed. When only a role is public, the head of that function at the named company.
Where the signal is read: Your competitors' review pages on G2 and Capterra, scraped every week, plus a competitor's tool dropped from a stack when the footprint shows it. Signed reviews give you the person. Anonymous ones give you the angle, and that is all they give.
Window: 30 days. A bad review is a decision in progress. It closes fast.

First email

Subject {competitorName} not cutting it anymore, {firstName}?

{firstName}, saw your review of {competitorName} on {reviewSite} ("{reviewQuote}").

So you already paid for this problem once, and it is still there rn.

But if I could get you [the thing they said was missing] without [what they dread] (you just [the one thing they do], that's it), would you be interested in hearing more ?

{yourFirstName}
{yourDomain}

PS: if you hate calls and talking to humans (I get it), you can also test for yourself for [your trial], no strings attached ;-)