New attribution integrations offer a comprehensive look at the impact of buyer intent while the Executive Summary helps optimize category and competitive performance

G2, the world’s largest and most trusted software marketplace, has announced two new capabilities designed to help go-to-market teams maximize the value of their investment in G2. By integrating buyer activity on G2 with revenue outcomes through partnerships with leading marketing attribution providers, G2 enables marketers to gain insights that optimize their marketing strategies and improve their return on investment.

Evolving B2B Purchasing Landscape

A recent G2 survey revealed that 49% of software buyers now include only 1 to 3 products on their evaluation shortlist, an increase from 33% last year. Additionally, 49% of buyers reported taking over 4 months to decide on a $20,000+ software purchase, up from 41% previously. This trend indicates a competitive B2B purchasing process, where short lists are shrinking and buyers are spending more time evaluating their software options.

Optimizing Marketing Efforts

“Under greater pressure to win over customers and prospects, marketers are looking to optimize across every channel,” said Sara Rossio, Chief Product Officer at G2. “With heightened market pressure, understanding the buyer journey and impactful marketing efforts is crucial. We are introducing new capabilities that connect buyer activity on G2 to actual revenue, uncovering insights to inform and enhance go-to-market strategies.”

New Multi-Touch Attribution Integrations

G2 has partnered with marketing attribution leaders Dreamdata, Factors.ai, and HockeyStack to provide multi-touch attribution capabilities. These partnerships allow marketers to connect data across various marketing and sales channels, helping them identify which efforts are driving business impact.

With these integrations, vendors on G2 can:

1. Capture Holistic Buyer Journeys: Track account activity on G2 and across other channels, providing a comprehensive view of the purchasing path and linking G2 intent signals to key metrics like close rates and sales cycle length.

2. Optimize Spending and Audience Segmentation: Identify valuable signals that drive outcomes, enabling marketing teams to optimize their efforts and trigger automated outreach when specific intent signals are detected.

3. Quantify Marketing Impact: Clearly track the results of marketing investments, establishing a direct link between G2 Buyer Intent signals, channel performance, and revenue outcomes.

Case Study: Chameleon’s Success with G2 Integration

Chameleon, a product adoption platform, exemplifies the benefits of integrating G2 with Dreamdata. The company discovered that over one-third of their pipeline originated from G2, making it the most significant source of awareness for their product. Moreover, deals that included G2 as a first touch closed 33% faster than average.

“Attribution is very hard, especially multi-touch attribution,” said Jay Filiatrault, Head of Growth at Chameleon. “We didn’t realize how much influence G2 had on brand awareness until we integrated Dreamdata and saw that G2 is present in almost all of our ideal customer buying journeys.”

Enhanced Attribution Reporting

In addition to new partnerships, G2 has enhanced its attribution reporting capabilities via integrations with LinkedIn Matched Audiences and HubSpot. This enhancement provides marketers with insights into intent performance on paid social campaigns and deal influence, all within the my.G2 platform.

Visualizing Company Performance with Executive Summary

G2 has introduced the Executive Summary feature, which provides marketing leaders with at-a-glance insights on marketplace and category performance. This simple dashboard allows customers managing multiple G2 profiles to visualize their reach and impact across their product portfolio.

The Executive Summary includes:

• Portfolio Performance: Understand which profiles excel in their categories and which require attention, along with trends in reviews, badges, and Grid® positions compared to previous quarters.
• Competitive Insights: Stay updated on category trends, including share of traffic data, alerts for new entrants, and review trends among top competitors.
• Highlights and Opportunities: Quickly extract key insights from the past quarter, such as rank shifts, report wins, and review collection trends, helping teams celebrate successes and plan for the upcoming quarter.

With the introduction of new marketing attribution capabilities and the Executive Summary feature, G2 empowers go-to-market teams to better understand buyer behavior and optimize their marketing efforts. These enhancements enable companies to drive more value from their G2 investment and improve their overall customer experience strategies.