A success story about how one of G2’s customers, DialogTech, made the most of Buyer Intent data as a way to be proactive in closing more deals, including one that brought in six figures. More on the full story below:
DialogTech is a platform that provides marketers with transparency into the voice of their consumers through AI-driven conversation insights.
Powering a market pivot
DialogTech was in need of a tool to provide a more holistic view of prospects at the top of their funnel. They were planning to pivot into the enterprise space--where sales cycles are known to be longer--and wanted to ensure a successful market transition.
To do so, DialogTech needed deeper insight to better understand the buyer journey and timing of enterprise prospects.
Make the most of Buyer Intent with G2
DialogTech, using their G2 profile, decided to leverage G2’s Buyer Intent data, which provided them with the ability to proactively enable their Sales and Success teams with critical business and timing insights--gleaned before customers or prospects ever filled out an online form.
Their goals were to:
Set up buyer intent notifications
Monitor prospect activity
Reach out with targeted content
Going from reactive to proactive
Today, every member of DialogTech’s Sales and Success teams is armed with Buyer Intent insights and receives notifications to always remain up-to-date with the research activities of their assigned prospect and customer accounts.
When an inbound email notification comes in, DialogTech team members can immediately see the G2 pages visited by one of their accounts. Prospect accounts seen either viewing DialogTech or a competitor’s G2 profile, are routed to DialogTech’s Business Development team for qualification--and ultimately passed to an Account Executive for next steps.
DialogTech also leverages Buyer Intent data to consistently stay a step ahead with their customers as renewal dates approach. Customer accounts seen conducting vendor comparisons within G2 are routed to Customer Success for a proactive follow-up. This allows DialogTech to catch and address potential churn before it ever happens.
average enterprise deal size.
enterprise deals closed using G2 Buyer Intent activity.
Real insights powering real results
A few months into using G2’s Buyer Intent data, DialogTech received a Buyer Intent notification from an enterprise prospect they had engaged with a year ago. At that time, DialogTech’s prospect was still in the discovery phase and was not ready to make a buying decision.
As planned, DialogTech’s Business Development team contacted and qualified the opportunity before passing it to its assigned Account Executive. Thanks to Buyer Intent proactively uncovering and sparking this key conversation, DialogTech closed this enterprise opportunity for $100,000.
Of the deal, Marty Pankau, Senior VP of Success at DialogTech, said, "If we hadn’t been proactive and reached out to our prospect when we did, the deal may have stalled or gone to a competitor.