A success story about how one of our customers leveraged the power of their G2 buyer intent data to drive 200 MQLs and generate more than $100k in annual recurring revenue from clients who found them on G2. More on the full story below:
Standing out against larger competitors
A major marketing automation software company was executing a high-impact review strategy through its partnership with G2. The company was successfully obtaining and utilizing reviews in its sales and marketing cycle, and was eager to take the next step in its G2 strategy.
The company needed a way to identify and target in-market buyers for marketing automation solutions and nurture those buyers through their sales funnel. Knowing G2 offers a vast amount of data from real users and buyers, the company turned to G2’s Buyer Intent data for in-market buyer intelligence.
Generate high-quality leads with G2
With a list of companies showing intent on G2, the company was ready to retarget those accounts with LinkedIn’s Matched Audiences capability. LinkedIn’s community of 550M+ business professionals made it a seamless solution: G2 provided the data--buyers with authentic purchase intent--and LinkedIn offered a way to target those buyers at scale.
Utilizing G2 Buyer Intent data, the company uploaded a list of 10,000 companies showing purchase intent on G2 into LinkedIn’s Matched Audience function. The G2 data to LinkedIn data achieved an 85% match rate, higher than any other data they have leveraged in the past.
Additionally, uploading the list of in-market companies into LinkedIn’s Matched Audience tool gave the brand 100x scale by matching back 1 million professionals who work at those organizations.
After building an in-market audience, the brand ran a Sponsored Content campaign on LinkedIn over three months. Each month the data was refreshed to bring in new prospects for targeting. The Sponsored Content nurtured those decision makers with content, ultimately leading to a conversion.
in-market accounts identified by G2
social actions via LinkedIn sponsored updates
marketing qualified leads (MQLs)
in revenue and growing
Increased both qualified leads generated and overall revenue
The true success came from the conversion of 200 leads attributed to G2 Buyer Intent data. In the fourth quarter of 2017 alone, the investment in G2’s Buyer Intent data resulted in more than $100,000 in revenue. By utilizing G2 Buyer Intent data on LinkedIn’s Matched Audience, the marketing automation company was able to close deals and nurture leads at all stages of the funnel.
In addition to leads, the campaign generated an above benchmark click-through rate of 5% and 660,000 impressions, and garnered 382 additional social actions taken, such as likes, follows, and comments. The campaign also increased traffic to both the company’s website and its G2 profile, with a 10% month-over-month increase in search volume
Yoni Solomon is the CMO at
Uptime.com, delivering web monitoring peace of mind to thousands of customers around the world. He has spent a decade launching new products for G2.com ($257M raised, Inc. 5000 Fastest Growing Companies for 2020), PowerReviews (#49 on Deloitte's Fast 500, #1 in Chicago in 2018), and Vibes ($45M raised in 2016). Yoni's thought leadership on go-to-market strategy is published in Forbes. He's been recognized as one of tech's most influential product marketers by the Product Marketing Alliance, which named his team at G2 2019's Product Marketing Team of the Year.
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