There’s one thing all B2B SaaS companies all agree on – understanding when prospects are actively evaluating solutions can mean the difference between closing a deal and missing an opportunity. This is a concept that Tesorio leveraged into measurable business growth through their implementation of G2's tools.
Tesorio, the first Connected Financial Operations platform that helps finance teams turn revenue into cash-faster, has successfully leveraged G2's suite of tools to enhance their market presence, refine their marketing strategies, and drive sales efficiency. By implementing G2's Buyer Intent data, Review Generation, and Content Subscription, Tesorio has identified high-intent prospects, showcased customer success stories, and achieved measurable business growth from opportunities influenced by G2 signals..
As a continuous leader in G2's Accounts Receivable and Credit and Collections categories, and a three-time winner of G2's Best Software List, Tesorio demonstrates how strategic use of customer feedback and market intelligence can drive sustainable growth in the competitive fintech space.
Tesorio believes that revenue isn't real until you get paid. They have positioned themselves as a crucial partner for finance teams looking to modernize their operations and accelerate cash flow.
"The world's best Finance and Accounting teams use Tesorio, an AI-powered SaaS platform that transforms financial operations by structuring financial data, automating critical workflows, and connecting systems across the order-to-cash process," explains Demi Hingeley, Manager of Marketing at Tesorio. "Tesorio streamlines manual processes—from invoicing to collections to reconciliation—and boosts efficiency, visibility, and cash flow predictability—so teams can reinvest time and capital into strategic initiatives that drive growth.”
Tesorio primarily serves B2B SaaS companies in the mid-market to enterprise space, particularly fast-growing tech companies with complex financial operations so they can turn revenue into cash and reinvest in growth faster.
Before upgrading their G2 package to include Buyer Intent Data, Tesorio faced significant challenges in identifying high-intent prospects and understanding customer behavior. They struggled to efficiently target potential buyers and leverage customer reviews for business growth.
"Before we upgraded our G2 package, we had limited visibility when it came to understanding who was actively researching solutions like ours," recalls Hingeley. "We didn't have a great way to identify high-intent prospects or know when potential customers were comparing us with competitors."
The lack of intent signals meant their sales team was often working with incomplete information, unable to prioritize accounts effectively or time their outreach strategically.
"The biggest gap was around buyer signals - our sales team needed better intelligence about who was in-market and actively evaluating solutions," explains Hingeley.
"Without G2 Buyer Intent, we were missing out on those crucial signals that could help us time our outreach better and focus on the accounts most likely to convert."
Demi Hingeley
Product Marketing Manager, Tesorio
Tesorio implemented a comprehensive strategy that combined multiple aspects of what G2 has to offer customers.
First, they leaned into review generation. Tesorio continuously works with customers to collect authentic feedback about their experiences. By maintaining up-to-date reviews, they provide prospects with genuine user experiences that build trust and credibility.
"We're constantly working with our customers to share their experiences," says Hingeley. "It's been cool to see their genuine feedback about how they're using Tesorio to transform their financial operations."
Next was a Content Subscription, which has been particularly valuable for Tesorio's marketing team. "The Content Subscription has been a great win for us!" Hingeley enthuses. "We actively promote our G2 Grid ranking and leverage data points where we outshine competitors. It's really powerful to show prospects where we excel through an independent third party."
This subscription provides ready-to-use content and custom social assets that are already branded for Tesorio, saving significant time for their small team.
"We get great infographics and comparison reports that we can quickly plug into our campaigns and sales materials," Hingeley explains. "Being a small team, this is a time-saver - we don't have to create everything from scratch."
Finally, perhaps most transformative has been the implementation of G2's Buyer Intent data, which has fundamentally changed how Tesorio identifies prospects and prioritizes outreach.
"These signals help us be much smarter about our outreach timing and have really improved how we prioritize accounts,” shares Hingeley.
Ryan Dolin, an Emerging Account Executive at Tesorio, confirms the impact: "G2 Buyer Intent has made my outreach much more effective. I can spot exactly which accounts are ready to talk and tailor my approach based on their interests, which has helped us close deals an average of 20% faster. Engaging active buyers at the right time has significantly improved my conversion rates, making G2 Buyer Intent one of the most valuable tools in my sales toolkit."
This strategic approach has transformed their sales process from guesswork to data-driven decision making: "Rather than just guessing who might be interested, we can focus on companies that are actually in the market for a solution like Tesorio."
The implementation of G2's tools has yielded significant results for Tesorio across multiple areas.
The impact on Tesorio's sales process has been substantial. "G2 has been invaluable to our team. It particularly supports our Emerging Account executive, who relies on the daily notifications for effective outreach," explains Hingeley. "Previously, without G2 signals, we were making educated guesses about buyer readiness. Now, we can engage only with accounts ready to make decisions, saving time and boosting efficiency."
This targeted approach allows their small team to maximize effectiveness.
G2 reviews have also helped Tesorio refine their content strategy and identify opportunities for customer education.
They were able to harness customer feedback from G2 reviews to develop targeted content, shedding light on lesser-known or user favorite features and amplifying the product's value.
“This strategy has significantly increased customer awareness and highlighted the product's strengths. I use those insights to fuel our content across newsletters, social, and more, especially around features customers love.”
Demi Hingeley
Product Marketing Manager, Tesorio
She adds, “As a product marketer, I use G2 reviews to understand how customers talk about the product and where there might be gaps in awareness. If I see requests for features we already have, that tells me we need to adjust our messaging. It helps me make sure we're clearly communicating value across our content and customer touchpoints like our product newsletter.”
Beyond qualitative improvements, Tesorio has seen concrete business results from their G2 strategy:
"The visibility and credibility gained from G2 reviews have helped drive inbound interest, support sales conversations, and validate our solution for finance leaders looking to streamline their financial operations," explains Hingeley.
For Tesorio, G2 has evolved from merely a review site to a strategic partner in their growth journey.
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Tesorio plans to continue to take advantage of G2 as a core component of their marketing and sales strategy, with a focus on gathering meaningful customer feedback and finding new ways to showcase those stories across their marketing channels.
"We're really happy with how we're using G2 right now and we love how G2 doesn't pay to play, reviews are from real users," says Hingeley. "We're always looking for creative ways to maximize the partnership."
For other G2 customers looking to see the type of success that Tesorio experienced, Hingeley suggests, “"Don't just dabble with G2. While the reviews are great, the real value comes from leveraging the full platform strategically. Make sure you have someone dedicated to owning the relationship and maximizing all the resources they offer."
She emphasizes that success comes from a holistic approach: "Our success really took off when we started treating G2 as more than just a review site and began using their comparison reports, buyer intent data, and content in our marketing and sales efforts."
Finally, Hingeley stresses the importance of authentic enthusiasm: "G2 has made it fun and helped us with great ways to amplify our customers' voices. I think when you're excited about showcasing your customer feedback and success stories - not just another thing to cross off the list - everything else falls into place."
By strategically taking advantage of G2's comprehensive toolkit, Tesorio has transformed their approach to sales and marketing—proving that when customer voices are amplified and buyer signals are properly utilized, even small teams can achieve remarkable growth in competitive markets.
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