Connect Buyer Activity to Revenue with G2's New Measurement Tools

The B2B purchasing process is becoming increasingly competitive, as 49% of software buyers include only 1 - 3 products on their evaluation shortlist – up from 33% last year. Under greater pressure to win over customers and prospects, marketers are looking to optimize across every channel. Yet with an expanding competitive landscape and dozens of touchpoints across a typical buying cycle, it can be harder than ever to track the impact of efforts and close the revenue attribution loop.

That’s why we’re introducing two new capabilities to help go-to-market teams drive additional value from their G2 investment. By directly connecting buyer activity on G2 to revenue outcomes via integrations with leading marketing attribution providers and analyzing portfolio performance opportunities on the G2 marketplace, marketers can now unlock the insights and recommendations needed to make their marketing dollars work even harder.

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 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.

Activate integrations with Dreamdata, Factors.ai, or HockeyStack and 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. And, they observed that deals with G2 as a first touch closed 33% faster than average!

Jay Filiatrault, Head of Growth at Chameleon, noted:  “Attribution is very hard, especially multi-touch attribution. 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. For customers – from small-business to enterprise –managing one or more profiles on G2, we’re bringing together company-level metrics on one simple dashboard, revealing for the first time the reach and impact of G2 across your entire 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 critical 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.

Learn more & connect with your G2 team to activate these offerings!

If you’re interested in learning more about these new offerings, be sure to join today’s webinar at 11 am ET or catch the recording on-demand. 

Your G2 account team would also love to discuss how the new multi-touch attribution integrations and Executive Summary dashboard can help your team see more value from G2. And if you’re not yet a G2 customer, reach out to us for a demo!