G2 Drives Sales Team Success with Content, Buyer Intent, Review Offerings

February 13, 2024

As the world’s largest software marketplace, with 2.5 million trusted reviews, G2 has long been a secret weapon in B2B marketers’ tech stacks. Providing a direct line to customer feedback and prospective buyers, our Marketing Solutions power campaigns for over 3,000 leading software brands. 

It’s time for sales teams to get in on the fun – especially at a time when it’s increasingly difficult to break through the noise and win over buyers in a tough economic climate. With G2 for Sales, we’re providing software sellers a new way to use their stack to its greatest potential, and never send a blind or cold email again. 

Don’t just take our word for it; G2 customers agree. Here’s what Lesley Ronaldson, VP of EMEA Sales at Gong, had to say about the power of G2 for Sales: 

  • “We know that 77% of sales reps’ time is spent on non-revenue-generating activities. As a sales leader, this is an astonishing loss of productivity. While this challenge is exacerbated in the current economic environment, we have an opportunity to boost productivity and drive growth with data, AI, and apps that are purpose-built for revenue teams. The Gong Revenue Intelligence Platform uses the largest dataset of customer interactions in the industry to help revenue teams increase productivity, predictability, and growth. We're proud to bring G2’s intent data to our platform to provide sellers with another powerful signal for deal execution."

Now, let’s dive into all the details of how G2 is helping sales teams hit (and even exceed) targets, drive a pipeline of warm, high-converting prospects, stay ahead of the competition, and significantly increase deal size, win rates, and sales velocity.

G2 for Sales gives selling teams a competitive edge 

G2’s verified and authentic customer feedback provides selling teams with a third-party validated source to meet their prospect and customer base with — increasing credibility, aiding the buyer research process, and expediting the sales cycle. Additionally, G2 customers can compile insights and direct quotes from their customers’ voice and package them into relevant selling visual assets without requiring marketing or design resources.   

Considering that only 5% of a company’s ideal customer base is in-market at a given time, knowing who that 5% is and reaching them at the right time in their purchasing journey is critical. This is where G2 Buyer Intent data comes in, surfacing crucial account intelligence for teams, including the research, engagement, and buying patterns taking place on G2’s software marketplace. The data arms sellers with information on what software categories, topics, and tools their target accounts’ care about, directly in the platforms they use for sales execution.

Research activity that is indicative of a buyer’s intent to make a purchase, combined with competitive insights such as how tools compare to each other for  “ease of use” or “implementation”, empower sellers to deeply personalize the sales process to the buyer’s needs and expectations. There’s a high chance your customer and prospects are searching on G2, considering that 90 million buyers visit G2 annually to research software for their business in over 2,100 different categories — from CRM and Video Editing to Cloud Data Security and Desk Booking software

What’s more, G2 offers G2 Stack — additional technographic data — with its Buyer Intent packages.  

This enhancement, which we like to call “the ultimate prospecting cheat code,” surfaces prospects’ tech stacks so you can reach out with your solutions that complement a prospect’s existing tools and resources. For a limited time, G2 is offering G2 Stack for free with a new Buyer Intent package purchase for the entirety of the contract. 

Integrate G2 Buyer Intent with leading salestech tools

G2’s latest Buyer Intent integrations also work with the salestech tools you already know and love. With partnerships designed to improve efficiency in sales workflows and drive revenue outcomes faster, we have:

  • Introduced an integration with Gong, empowering sales teams to view a more holistic view of target account activities during active deal cycles. It helps personalize account-based outreach to accelerate pipeline and act on their most likely deals.
  • Expanded our partnership with Salesloft to transform buyer intent signals into next best actions — creating AI-powered sales workflows that drive revenue and enable sellers to focus on deepening relationships.
  • Launched a limited trial offer of ZoomInfo’s B2B contact data for G2 Buyer Intent users, providing suggested contacts and contact data for individuals in relevant roles at the accounts showing purchase intent on G2. This unlocks limited access to ZoomInfo's B2B database, so users can personalize sales engagement with intelligence.

Ensure the entire sales organization is working smarter 

I should also note that G2 for Sales is not just for all customer-facing teams– not just CROs or BDRs.   Here’s how B2B software companies make the most of their investments in G2 and use it throughout entire go-to-market teams: 

  • Leadership: Forecast and ingest data for sales ops. Combine accounts in mid to late stage buying stages on G2 with your sales pipeline and opportunity data to identify  those most likely to close. Build an efficient qualified pipeline and forecast revenue with the right data through G2’s partnerships with Salesforce and Snowflake. Post-sale, measure G2’s impact on deal influence by measuring the number of new business deals that showed intent on G2 before closing.
  • Managers: Keep teams on track for most pertinent  deals. Establish a more focused go-to-market (GTM) strategy using intent data from G2, helping you reliably predict which of your prospects are most likely to convert. View your team’s pipeline and how open opportunities or active deals are interacting with G2 through G2’s partnerships with Gong and Salesloft.
  • BDRs: Narrow and prioritize a universe of accounts. Identify the most qualified leads that are active in research mode, when they are actually in-market, and where they are in the buyers’ journey. Find the right contacts to reach out to at those accounts through integrations with 6sense, Cognism, LinkedIn Sales Navigator, and ZoomInfo.
  • AEs: Prioritize which prospects to go after. With intelligence from G2, prioritize efforts effectively and personalize your message to their interests.  Ensure focus on the highest propensity mid-bottom funnel prospects based on real-time buying behaviors. 
  • RMs: Identify opportunities to upsell and cross-sell. See when your active customer accounts are exploring new solutions on G2, including ones that you sell but they may not purchase yet. Find multithreading opportunities into new stakeholder departments, and use authentic customer reviews to showcase the value you deliver, crank up your credibility, and boost buyer confidence. 
  • Customer Success: Increase retention and mitigate churn risk. Your customers' needs are constantly evolving. Collect their feedback, retain their business, and expand with them. Elevate their voices and use data to stay on top of the entire organizations’ buying patterns – including when they might be exploring alternatives to your product.

Simply put, G2 delivers unmatched depth and breadth of insights on the world of B2B software and services, at the pace of today’s sales cycle. Armed with this real-time data, we’re uniquely positioned to connect software marketers and sales professionals with active in-market buyers.

Revenue leaders, learn more about G2 for Sales and book a demo to find out how G2 can help your team prevent churn, uncover high-converting leads, and amp up sales efficiency. 

G2 Drives Sales Team Success with Content, Buyer Intent, Review Offerings G2’s solutions for Sales teams help them uncover high-converting prospects, stay ahead of the competition, and significantly increase deal size, win rates, and sales velocity. https://learn.g2.com/hubfs/G2forSales-BlogPostFeaturedImage-SalesMomentum@2x.png
Palmer Houchins Palmer Houchins is the VP, Head of Marketing at G2. He previously served as a senior marketing leader and G2 customer at Mailchimp (acquired by Intuit) and CallRail ($125M+ in funding). https://learn.g2.com/hubfs/g2-leadership-palmer-houchins@2x.png https://www.linkedin.com/in/palmerhouchins