Despite the economic headwinds seen this year, the B2B industry is still spending. But, there’s a closer eye on that spend, meaning organizations are under pressure to be more efficient and prove ROI faster. One area ripe for improvement is how B2B companies go-to-market (GTM), as they often struggle to unite marketing, sales, customer success, and product teams — limiting their ability to scale and move faster, while causing a slew of other problems that live in silos.
Recognizing this challenge, and knowing that any strong GTM strategy is rooted in data, we worked with GTM Partners, providing proprietary G2 data to inform “The Comprehensive Guide to Go-To-Market.” As the world’s largest and most trusted software marketplace — with almost 2 million peer reviews across 2,100+ categories — we're proud to serve as a source for this guide, helping GTM leaders unlock new insights.
In reviewing our data, GTM Partners was able to examine the most common trends in GTM software buying over the past five years to observe what solutions people are looking for and where they are choosing to spend their budget. The findings in this guide help software buyers see in aggregate where the market is choosing to spend time and money, as well as the issues they are looking to have addressed. For software vendors, they can gain a holistic view of how their categories are trending to determine how this may impact growth expectations.
Based on data and insights from G2, key takeaways in GTM buying trends highlighted in the guide include:
B2B professionals searched G2 over 7 million times last year for solutions to their GTM challenges.
Solutions that drive customer time-to-value and customer expansion are growing fastest, up 85% year-over-year, pointing to a shift in leadership posture towards the emphasis on Net Revenue Retention (NRR).
Demand for software focused on…
driving growth through marketing initiatives is up 4.9x since 2018 (including categories like Marketing Automation, Website Management, SEO/SEM, ABM, and Event Management).
driving growth by improving existing customer outcomes is up 7.7x since 2018 (such as Customer Success, Learning Experience Platform, and Conversational Support).
helping leaders unify and strengthen their GTM teams is up 8.6x since 2018 (for example, Learning & Development, Employee Engagement, and Performance Management).
For additional findings, download the complete guide —The Comprehensive Guide to Go-To-Market— where you can learn more about the current and future state of GTM, how companies are approaching their GTM strategy, and more.
Palmer Houchins is the VP of Brand Marketing and Communications at G2. He previously served as a senior marketing leader and G2 customer at Mailchimp (acquired by Intuit) and CallRail ($125M+ in funding).