“G2 Clicks gave us quick wins, high quality traffic, and clear proof that G2 audiences align well with our ideal customer profile (ICP).”
Product Fruits is a product adoption platform designed to help product-led teams onboard, educate and retain users through in-app guidance tools like product tours, checklists, tooltips, announcements and an integrated help center.
Their primary users are product managers and customer success teams at SaaS companies who need a fast, flexible way to improve onboarding and feature adoption without relying on developers. Product Fruits has a global footprint, with strong traction across North America and Europe.
Like many teams in a competitive space, they were looking for new ways to get in front of ready to buy software shoppers—ideally those who already understood the problem they solve. That search led them to G2.
As a lean team of marketers and GTM operators focused on lead generation and product-led growth, Product Fruits had recently begun scaling its inbound strategy. They wanted to capture high-intent leads already in the decision-making stage of the buying journey.
The goal: strengthen Product Fruits’ presence in the Digital Adoption Platforms software category. G2 felt like a natural complement to their existing search-based marketing funnel, but they faced two constraints: a tight marketing budget and limited bandwidth to trial new tools.
“We had heard from many of our peers that G2 had potential, but we needed to validate that their traffic aligned with our ICP before committing.” explains Daniel Musialek, Head of Marketing at Product Fruits.
“Buyers on G2 are already in the research mindset and looking at competitors in our category. The ability to appear alongside them and drive traffic to our site felt like a unique opportunity to capture demand we weren’t reaching elsewhere” said Musialek.
G2 Clicks, G2’s pay-per-click (PPC) advertising solution, offered a low-investment way to test the value of G2’s traffic and its potential as a viable growth channel. Already listed on G2, the team used the my.G2 self-service portal to quickly launch their campaign.
“G2 Clicks was easy to set up and gave us clear visibility into our performance.”
Daniel Musialek, Head of Marketing, Product Fruits
And perform, their ads did. While traffic volume was lower than some of their other channels, Product Fruits immediately valued the quality of visitors from G2. Today, they receive an average of 20 high-quality clicks per month—with a lead conversion rate 2x higher than their search ads.
“Performance on our ads speaks to the high intent of G2 users and validates it as a quality channel for bottom-of-funnel acquisition” Daniel said.
Beyond a sky-high conversion rate, Product Fruits also noted the quality and size of companies converting through G2 Clicks. These leads tend to have larger budgets and are a better fit for sales.
“G2 Clicks helped us reach high-intent buyers we weren’t capturing elsewhere. It’s been a smart, efficient way to generate leads.”
Daniel Musialek, Head of Marketing, Product Fruits
The success of G2 Clicks quickly led Product Fruits’ growth team to consider upgrading to a G2 subscription.
“Clicks gave us a proof of concept. We saw real value in the traffic and recognized the opportunity to build more visibility, trust, and capture buyer demand through an upgraded profile.”
To Daniel, the decision to upgrade felt like a natural step to scale their G2 presence. However, they needed buy-in from leadership. Product Fruits’ leadership team is data-driven and focused on ROI, making the results from Clicks a key validation point that justified the investment.
In addition to Clicks performance, other motivators included:
Product Fruits now has a Core subscription and continues to run G2 Ads using both G2 Clicks and Paid Promotions. Their marketing team owns the platform and uses it to drive demand and build buyer trust.
What’s been most valuable?
“The data and insight into our in-market buyers. G2 gives us visibility into which companies are researching our product and competitors, helping us prioritize outreach and tailor messaging.”
Musialek also praised the onboarding experience and support team for their responsiveness and ability to share best practices.
Product Fruits sees G2 as a key channel for both brand building and demand generation. Since upgrading, they’ve seen stronger visibility and differentiation on their profile.
“A richer profile makes us stand out more in a crowded category and helps buyers evaluate us with confidence.”
They also value how G2 helps them reach prospects who are actively researching their category—even if they haven’t discovered Product Fruits yet. “This expands our reach into prospects we would have otherwise missed,” says Musialek.
What’s next? Product Fruits plans to continue running G2 Ads and invest more in review generation to build trust and strengthen their presence.
“We’re very satisfied with G2. It’s become an integral part of our demand generation mix and helps us connect with quality buyers at the right moment,” concluded Musialek.
Interested in G2 Clicks? Start your first campaign through self-service in my.G2, or learn more here.
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