How can you use G2 to identify prime targets in a lagging segment and turn those targets into pipeline?
If you are Demandbase—a customizable account-based marketing (ABM) platform that helps companies identify and target the right customers, at the right time, with the right message—you take G2 Intent Data and run it through your own ABM platform to create targeted campaigns that work!
Demandbase has been a G2 customer since 2014 and became an integration partner in 2021 when G2 Buyer Intent + Demandbase was launched. While G2 has always been an important tool for Demandbase, the team really leveraged its integration with G2 this past quarter to impressive effect, uncovering game-changing information that has pushed their pipeline forward millions of dollars.
Hannah Jordan, Digital Marketing Director at Demandbase, and her team recently recognized that while they were performing well in their corporate and enterprise segments, the mid-market segment was lagging.
“It was just becoming harder to generate opportunities and for people to hit their numbers mid-market,” says Jordan. “On a call with G2, they asked if we wanted them to analyze any opportunity data. The answer was obvious: yes, mid-market.”
The results were interesting to say the least. Eighty percent of Demandbase’s mid-market opportunities were on G2 approximately a month before the opportunities opened.
“It was the first time that someone found a crystal-clear signal,” says Jordan. “Now, we can use G2 Intent Data on which mid-market companies visited G2 and enable the sales team to use those signals as outreach points while following up with digital marketing campaigns through our integration with G2.”
Only 5 percent of buyers are in-market at any given time. That’s a tough target to hit.
G2 Intent Data reveals which buyers are looking for solutions in a specific category, or if existing customers might be looking elsewhere, such as a competitor. Customers who use the G2 + Demandbase Integration bring the power of G2 insights and Demandbase together to discover high-intent accounts showing interest in their Product, Category, and Competitor Pages on G2 while dynamically building audiences and targeting high-intent accounts with Demandbase ABM campaigns.
In house, Demandbase is using their integration to automatically receive G2 intent data and generate a daily report outlining what customers and prospects are doing on G2 such as comparing Demandbase with competitors. While the sales team uses the information in their order of operations for targeted outreach, the Demandbase marketing team simultaneously creates a one-to-one take out ad campaign and custom page for that prospect. They also know when an existing customer is looking at competitors so the team can be sure to connect and reestablish a strong relationship.
“We use the information for a dual sales and marketing approach,” says Jordan. “On my end, I will use our Demandbase advertising platform, select the company that G2 has identified, select any keywords that I want to go after, and then upload creative and a personalized landing page for prospects. I will also create email alerts for our sales team that lets them know when an ad campaign has had a certain number of impressions. Sometimes, it’s nice to give sales a little bit of a warmup with display, so we approach prospects in multiple ways.”
Additionally, Demandbase creates a seamless experience for potential customers checking them out on G2 with a web chat integration. If someone visits Demandbase from G2 the prospect will receive a customized chat that says, “Welcome from G2! Here's a few resources to help you get started at Demandbase,” says Jordan. “We make sure that the experience is tied up with a nice bow!”
Jordan says, “We’ve seen a lot of success with the G2 Buyer Intent + Demandbase Integration—Great ROI.”
What does that ROI look like? Last quarter, Demandbase got 12 opportunities alone from competitive take-out campaigns (strategic marketing initiatives to win over customers from a competitor) using G2 Intent Data in which they were able to prioritize outreach and surround them with display.
Jordan adds, “Just in the display one-to-one campaigns that we launched—even when they aren't paired with the competitive angle—we saw 10 opportunities directly from those. That's like $3.5 million in pipeline.”
in pipeline sourced through G2
Perhaps, best of all, Jordan says, the G2 staff feels like a reliable extension of her own team, always there to push the team towards greater success. “There are fantastic people at G2! They’re always thinking about how to help us, proactively pulling useful data. They also make integrations super easy. I love my calls with them.”
What’s next? Demandbase is focused on building on their growth and targeting churn prevention. “If a customer is looking at a competitor on G2, that is automatically getting pushed into Demandbase, and we are jumping into action to make sure that customer is happy and stays with us. We’re excited to further optimize those opportunities to prevent churn,” says Jordan.
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