How Chameleon Uses G2 and Dreamdata to Close Pipeline 33% Faster and Lower CPA by 50%

B2B marketers often struggle understanding and proving the impact of their marketing budget. In fact, according to a new report, 42% report attribution manually by using spreadsheets and 64% don’t have quantitative tools for demonstrating the impact of marketing spend on company performance.

Chameleon is a digital adoption platform that specializes in building in-product experiences without coding, significantly boosting user adoption and retention for both B2B and B2C SaaS companies. 

Their goal is to empower product leaders, marketers, and scaled CS resources to create these in-app experiences in a way that feels native to their application, while driving user adoption and retention, all without the need for engineering resources.

Enter G2 and Dreamdata.

Jay Filiatrault, Head of Growth at Chameleon, shares insights into how integrating G2 and Dreamdata has transformed the way they approach their go-to-market strategy and decision making. G2's solutions and an integration with Dreamdata introduced clarity and transparency to Chameleon’s marketing channel performance, helping them grow their brand, better engage customers, and make strategic decisions. 

Quantifying impact with data

Chameleon became a G2 customer in 2021 after learning that its users were discovering Chameleon’s product through G2. From there, Chameleon wanted better control over the levers that give them G2 visibility, needed support in soliciting reviews from satisfied customers, and also wanted to optimize their profile for conversions and to enhance market visibility and user acquisition.

Some of the challenges Chameleon faced were centered around enhancing user adoption and optimizing marketing efforts across diverse geographic locations.

“We knew people discovered us through G2, but quantifying its impact was a challenge. We didn’t have the data we needed to make informed decisions."

Jay Filiatrault
Head of Growth, Chameleon

Chameleon knew prospects were discovering the digital adoption platform category and their profile through G2 and wanted to generate more sales meetings with ideal customer profile (ICP) companies in their target market.  

While they understood content and paid marketing efforts had some impact between the first and last touch, Chameleon found quantifying the impact to be difficult and spent significant engineering resources on multi-touch attribution. And despite the effort, it was still a challenge to have a clear picture of what was happening between the first and last touch.

“Attribution is very hard, especially multi-touch attribution. We felt we didn't have the data we needed to make informed decisions on what was influencing pipeline,” shares Jay.

How Chameleon chose Dreamdata as a solution

On their hunt for software that could solve some of these challenges, Chameleon’s shortlist led them to Dreamdata. 

After their review site research and product demos, they felt Dreamdata was the most mature product in their evaluation for multi-touch attribution. The company had a strong reputation, positive reviews in the market, and offered ease of implementation, which helped Dreamdata stand out among other options.

Dreamdata would enable Chameleon to collect and model all their B2B go-to-market data, including everything from their CRM to ad platforms, and even G2’s Buyer Intent data.

With this unified data platform, Chameleon could prove and scale their marketing efforts at every stage of the funnel.

The power of G2 and Dreamdata

Chameleon leveraged G2’s API to integrate with Dreamdata to identify the impact of G2 on their pipeline and revenue, as well as use enriched G2 Buyer Intent data to build highly targeted audiences. 

By combining G2 and Dreamdata, Chameleon was able to: 

• Tap into their centralized data to build custom audiences and sync them directly to LinkedIn Ads and Google Ads with Dreamdata’s Audience Hub.
• Understand how and what content influences pipeline using Dreamdata’s Content Analytics report. These insights informed the redesign of Chameleon’s site navigation and re-building marketing nurture email sequences. Jay shared, “The main goal was to get them into our pipeline, so leveraging inspiration and educational content that has historically driven people to want to evaluate Chameleon, or to help them to decide to purchase us, was a lot of the makeup of that marketing nurture.”  
• Examine their ICP’s activity with Dreamdata’s Customer Journeys, to see when G2 touches are taking place, what those touches are, and who is performing them.
  
  
• Quantify the overall impact G2 is having on their revenue using Dreamdata’s Revenue  Attribution report.

“G2 helps us drive more awareness in the industry, while Dreamdata helps us understand how our prospects and customers are evaluating their buying journey, and what happens next.”

Jay Filiatrault
Head of Growth, Chameleon

Results and future plans

Following the integration with Dreamdata, Chameleon saw significant brand growth on G2, and were able to make informed decisions to expand into new market segments. The team saw increased user adoption rates, higher conversion from free to paid users, and better positioning in competitive categories.

• With Dreamdata, Chameleon can determine more than 1/3 of their pipeline, has a first touch on G2 and is the most significant source of awareness for their brand/product. 
• Deals with G2 as a first touch close 33% quicker than the average (from meeting booked to closed/won).
• Thanks to Dreamdata’s  multi-touch attribution, Chameleon saw that 14% of closed/won deals were impacted by G2 activity this year. 
• Optimizations to paid ad budgets and targeting using Dreamdata Paid Performance increased return on ad spend (ROAS) by 2X and a 50% reduction in cost per acquisition (CPA) between Q1 and Q2 of 2024. 

A better way to measure ROI with multi-touch attribution

Chameleon's experience and results highlight the importance of integrating unique data sources like G2 with attribution solutions like Dreamdata, to understand what impacts B2B customer journeys. 

Jay Filiatrault concludes, “It’s a team effort. We have a great team driving these initiatives, and tools like G2 and Dreamdata are pivotal in helping us achieve our goals.”

By leveraging G2 Buyer Intent data and Dreamdata, Chameleon continues to solidify its presence in the competitive digital adoption category and connect with its best customers.