Track Buyer Behavior on G2 and Attribute to Revenue and ROI with New Integrations

Understanding and attributing every step of a buyer's journey to actual revenue can be a formidable challenge. To help tackle this, G2 recently partnered with three leading attribution partners: Dreamdata, Factors.ai, and HockeyStack. 

These integrations are set to empower SaaS marketers by offering simplified approaches to multi-touch and various attribution modeling. The solutions provide aggregated, comprehensive insights into buyer journeys on G2 and attribute those crucial intent signal touchpoints directly to revenue.

Unifying Data to Reveal Holistic Buyer Journey Insights

By integrating  G2 Buyer Intent signals into the multi-touch attribution platforms of Dreamdata, Factors.ai, and HockeyStack, mutual customers gain the ability to visualize and analyze comprehensive buyer journeys across the G2 ecosystem, both pre- and post-sale. A detailed timeline reveals activities occurring on G2 alongside a myriad of signals from other first and third-party data sources such as website engagement, paid digital advertising, and other third parties, providing a truly holistic view of a prospect's interactions as they do pre-purchase research.

Removing the Guesswork from Attribution for Impactful Channel Analysis

When G2 Buyer Intent data is incorporated into a company’s larger attribution framework, it allows customers to measure influenced and sourced revenue and calculate ROI from their data investment. The mutual customers who have activated these integrations have consistently revealed that G2 presence in a buyer journey leads to increased close rates, larger deal sizes, and shorter sales cycles. Impressively, Chameleon determined through integrating G2 and Dreamdata, that more than one third of their pipeline shows a first touch on G2, and those deals close 33% faster. 

Empowering Sales Teams with Predictive Insights

For sales teams and other go-to-market roles, these integrations offer a unified view of a company's interests and interactions, enabling them to engage and convert prospects with precision. Whether it’s buyer intent signals, website interactions, or content downloads, having all data aggregated in a single pane of glass allows for informed decision-making to drive successful outcomes. 

After an analysis of mutual customer data, Dreamdata was able to measure that the value of deals with a G2 intent signal are an average of 2x larger, and Factors.ai users see a 23% higher Average Contract Value than the compared outbound accounts without G2 influence in the deal cycle. 

Measuring  the ROI of Marketing Investments

Integrating G2 within these attribution platforms enables marketing teams to take input value on costs for each marketing channel activated, tracking the conversion data through to CRM closed revenue to understand what investments are working, where to optimize, and where to invest more. According to recent data, opportunities involving G2 have a striking 21% better close rate than those without. 

As an example, Chameleon leveraged Dreamdata to determine 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!

Unlock these new attribution integrations today!

Incorporating G2 into your marketing attribution models means not just amplifying your understanding of your buyers’ journeys but actively enhancing your revenue generation engine. Whether you're mapping new business trajectories or safeguarding existing accounts against churn, Dreamdata, Factors.ai, and HockeyStack provide the tools necessary to harness G2 insights effectively. 

Embrace this opportunity to achieve unparalleled precision in your buyer journey analyses, and propel your SaaS marketing efforts toward greater success. To learn more, reach out to us for a demo and tune into the upcoming LinkedIn Live events with Factors.ai and Dreamdata next month.