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How to Win Over Software Buyers Who Are Actually In-Market

January 5, 2024

How to Win Over Software Buyers Who Are Actually In-Market

For demand-gen marketers like myself, we know that finding and reaching in-market buyers can feel like searching for a needle in a haystack. And that’s not too far off from what’s happening — considering that just 5% of your ideal customer profile (ICP) is in-market at any given time.

At G2 Reach 2023, I had the pleasure of teaming up with G2 VP of Revenue of Marketing Robin Iszak-Tseng to discuss how to win over this 5% sliver of buyers once you’ve found them. 


There are some key factors every demand generation marketer should consider when creating a campaign strategy. Knowing when, where, and how to send the right message could set you miles ahead of the competition.

Here are just a few top tips from my session with Robin for winning over in-market buyers.

1. Prioritize people over funnel

As marketers, it's easy to be overly focused on funnel stages or moving people through a journey. However, the real game-changer is adopting a people-first approach. After all, you might be targeting accounts, but who makes up accounts? People.

We need to deliver content, messaging, and offers that make maximum impact. But how do we achieve this? By prioritizing the creation of value and enthusiasm with our audience. Think about the last time you received something extremely timely and targeted, with value that was almost exactly what you needed. These instances are few and far between, but this is what you should strive for.

2. Warm up, don’t spam

Gone are the days of cold, uninvited outreach. It's crucial to utilize channels more efficiently in order to warm up our audience and get them to opt-in. Emphasis should be put on creating engaging, inviting experiences, which will, in turn, begin the trust-building process.

Refer to point 1 above for inspiration: If your content is strong and your outreach is well-timed, you stand a better chance of people opting in themselves than having to chase cold leads.

3. Show up where your buyers are researching

"There isn’t anyone just scrolling G2 for fun," as Robin humorously noted. Why? Because potential buyers are on G2 with intent to research and make purchase decisions.

As the world's largest and most trusted software marketplace, 90 million people across the world visit — researching, comparing, and buying software on G2 annually. Therefore, to reach the 5% of an audience that’s in-market, it’s essential to be on G2. 

It’s also important to put your best foot forward - in front of those 90M buyers - with your G2 Profile. Make sure you or someone at your company is an admin on your G2 Profile so that it is regularly updated and reflects your brand. Upgrade your profile to capture in-market buyers and convert them to website traffic, offer exclusive deals for G2 shoppers, and uncover the accounts researching your company, your category, and even your competitors.

4. Understand the buyer journey

The buyer's journey today is neither straightforward nor short. It takes anywhere from 12 to 16 touch points for a potential buyer to convert – and that is likely a lower-priority conversion, like an eBook download or webinar registration, not a demo request.

Moreover, with the diversification of search activity outside Google, potential buyers are now seeking feedback from communities, personal and professional networks, and forums. A one-size-fits-all approach simply won't cut it anymore. As marketers, it's time to personalize content and understand our buyer’s journey margins better.

5. Leverage user reviews

Reviews are gaining increasing importance as people look for authentic experiences of others before making a final decision. In fact, 84% of software buyers say they use online review sites.

The B2B shopping experience continues to mirror consumer behaviors, where we read reviews on a restaurant, a hotel, or a pair of shoes before making an informed purchase. And while good reviews are always desirable, even bad reviews are helpful, as they humanize a brand and give feedback on areas to address.

6. Embrace Buyer Intent data

Buyer Intent data can show you the specific accounts looking at your G2 Profile, your category, or even… your competitors. It can also show you current customer accounts who might be researching competitors or comparing you to other companies in your category, indicating a churn risk.

By integrating your G2 Buyer Intent data into platforms like Slack, 6Sense, Demandbase, Salesloft, Gong, and LinkedIn Sales Navigator, you can drastically improve sales and marketing alignment by using these insights everywhere.

These insights from our discussion highlight the importance of equipping yourself with data and technology for refined targeting, utilizing trusted platforms like G2 for maximum reach, and humanizing your brand for the highest level of engagement. As we continue to navigate this challenging period where prospects are increasingly difficult to engage, it’s more important than ever to focus on what works and deliver the best possible experience to our prospects and customers. 

Demand generation marketing isn't about spreading a wide net; it's about knowing where your fish is and using the right bait. Through understanding and engaging with the consumer, you can effectively optimize your strategy for the best results.

Just remember: right message, right person, right time, right channel.

To catch this full session from Robin and me, watch the recording from G2 Reach 2023

Get a Data Walk-Through

Discovers buyers researching your G2 profile, category or competitors. Get on a free data tour with one of our experts.

Get a Data Walk-Through

Discovers buyers researching your G2 profile, category or competitors. Get on a free data tour with one of our experts.

How to Win Over Software Buyers Who Are Actually In-Market At G2 Reach 2023, G2’s VP of Revenue of Marketing and Director of Demand Gen presented a Masterclass session for Demand Gen Marketers, sharing tips and tactics for winning over software buyers who are actually in-market.
Michael Pannone Michael Pannone is G2's Director of Global Demand Generation and oversees lead generation strategies, multi-channel campaigns and messaging, digital channel performance and optimization, and paid advertising from APAC to AMER for all business segments. From brand awareness and events, to full-funnel conversion optimization and customer lifecycle marketing, Michael’s passion is connecting audiences to business outcomes and results to the bottom line. He received a Bachelor of Business Administration in both Marketing and Management from Georgia State University, and resides in Atlanta, GA. When Michael is not at work you can find him working on his hobby business, spending time with his two dogs, cooking, or doing DIY house projects.

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