G2 Introduces New Capabilities to Help SaaS Marketers Connect Buyer Activity to Revenue

“We didn’t realize how much influence G2 had on brand awareness until we integrated Dreamdata and saw that G2 is present in almost all of our ideal customer buying journeys.”

A G2 survey revealed 49% of software buyers include only 1 – 3 products on their evaluation shortlist – up from 33% last year. At the same time, 49% of buyers took 4+ months to make a purchase decision on a $20,000+ piece of software — up from 41% last year. This indicates the B2B purchasing process is becoming increasingly competitive, as short lists shrink and buyers spend extra time scrutinizing software investments.

“Under greater pressure to win over customers and prospects, marketers are looking to optimize across every channel,” said Sara Rossio, Chief Product Officer at G2. “With greater market pressure, it is more important than ever to understand the buyer journey and the most impactful marketing efforts. That’s why we’re introducing new capabilities to help software and services vendors connect buyer activity on G2 to actual revenue — uncovering this hidden impact to inform and optimize how they go-to-market.”

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Clearly see the impact of G2 buyer activity with multi-touch attribution integrations.

New partnerships with marketing attribution leaders Dreamdata, Factors.ai, and HockeyStack connect data from various channels and activities across the marketing and sales journey so marketers can double down on what’s driving business impact. With multi-touch attribution modeling, marketers who integrate G2 with these partners can understand the full impact of G2 Buyer Intent signals, analyze and optimize channel performance with clear ROI metrics, and build a high performing, efficient revenue engine.

By activating integrations with Dreamdata, Factors.ai, or HockeyStack, vendors on G2 unlock the ability to:

• Capture holistic buyer journeys: See when accounts are visiting G2 and what they’re doing on other channels, offering an end-to-end snapshot of an organization’s path to purchase, and tying G2 intent signals to meaningful insights like close rates and sales cycle length.
• Optimize spending and audience segmentation: Reveal the most valuable signals for driving outcomes across the buyer journey, allowing for optimization of what’s driving revenue. Trigger automated scoring and sales outreach when specific intent signals are detected.
• Quantify marketing impact: More clearly track the outcomes of marketing and data investments, establishing a clear link between G2 Buyer Intent signals, channel performance, and revenue outcomes.

One example showcasing the benefits of tracking and measuring G2’s impact via one of these integrations comes from product adoption platform Chameleon. With Dreamdata, Chameleon determined that more than one-third of their pipeline had a first touch on G2 – the most significant source of awareness for their product. They also observed that deals with G2 as a first touch closed 33% faster than average.

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“Attribution is very hard, especially multi-touch attribution,” said Jay Filiatrault, Head of Growth at Chameleon. “We didn’t realize how much influence G2 had on brand awareness until we integrated Dreamdata and saw that G2 is present in almost all of our ideal customer buying journeys.”

In addition to these new partner offerings, G2 has also enhanced attribution reporting via the Linkedin Matched Audiences and HubSpot integrations, providing additional insights into intent performance on paid social campaigns and deal influence – right within the my.G2 platform.

Visualize company performance on G2 across your entire brand portfolio.

G2’s new Executive Summary provides marketing leaders with at-a-glance insights on marketplace and category performance on G2. By bringing together company-level metrics on one simple dashboard, customers managing one or more G2 Profiles can visualize the full reach and impact of G2 across their product portfolio.

These insights are paired with recommendations that guide go-to-market teams where to focus next. Executive Summary is now available to all G2 customers, and provides performance metrics to run your business. With G2 Executive Summary, marketing leaders gain visibility into:

• Portfolio Performance: Easily understand which profiles are performing at the top of their category, and which need some attention. Plus, see how reviews, badges, and Grid^® positions are trending compared to previous quarters.
• Competitive Insights: Stay ahead of category trends with share of traffic data, new entrant alerts, and review trends across top competitors.
• Highlights and Opportunities: Quickly extract the most important insights from the past quarter’s performance – including rank shifts, report wins, and review collection trends. Celebrate wins, share results, and plan for the quarter ahead.