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Looker Achieves 6x Average CTR Promoting Their G2 Grid Report on LinkedIn

June 29, 2020


A success story about how one of our customers, Looker, improved conversion rates of their ideal prospects and increased leads YoY by promoting their G2 Grid Report on LinkedIn. More on the full story below:

Customer profile:


Looker is a business intelligence software and big data analytics platform that helps you explore, analyze and share real-time business analytics easily. Looker powers data-driven cultures at more than 2,000 industry-leading and innovating companies. 

Business need:

Connecting with buyers at the right time

Looker found that prospective buyers evaluating business intelligence platforms often utilize networks such as LinkedIn during the due diligence stage of the buying process. Looker needed a way to connect with these buyers during this consideration period to deliver valuable, relevant information, with the ultimate goal of bringing them into the sales process. 

Previously, Looker had promoted various content assets on LinkedIn to engage these prospects, such as case studies, blogs, and advertisements. These campaigns succeed by increasing leads, but fell short of the lead to opportunity conversion rate Looker aimed to achieve. Looker needed a campaign that would continue to drive leads from LinkedIn and also convert to opportunities at a high rate. 

Promoting the G2 Business Intelligence Grid Report™ on LinkedIn 

To increase leads and drive higher conversion rates, Looker chose to promote its status as a Leader on the G2 Business Intelligence Platforms Grid™ Report with a G2 Sponsored Content campaign on LinkedIn. 


Looker has a strong presence on G2 with reviews from companies of all sizes and industries. With a satisfied customer base that has continued to grow, they earned Leader status on the G2 Business Intelligence Grid™ Report. Using a Sponsored Content campaign on LinkedIn, Looker was able to target their ideal prospects with G2 Business Intelligence Reports.  

The Grid offers product insights ranging from overall satisfaction to ease of implementation and usability. By offering these prospects a trusted, third-party asset, Looker was able to provide valuable content to the right people at the right time.

“We try a lot of content pieces, a lot of strategies, but what always works for us, from a lead to opportunity standpoint, is the G2 Grid Report.”

Shilpa Narwade
Director, Head of Global Demand Generation, Looker

Shilpa went on to say, “ When we try new pieces of content, we always compare it to what G2 is bringing in, and if it’s less we won’t push it.”



increased conversion rate able to target their ideal prospects with G2's Business Intelligence Grid


average click-through-rate on LinkedIn compared to the average campaign.


increase in leads generated YoY via paid channels

Higher quality leads and increased customer awareness

Promoting G2 content via LinkedIn Sponsored Content has been a winning combination for Looker. According to LinkedIn, Looker’s campaign is consistently the top sponsored content across all technology advertisers and generates 6x the average click-through rate compared to the average campaign. 

For Looker, leads from this campaign have doubled year over year for paid channels. The campaign’s 3% conversion rate has outperformed other content assets, including other third party analyst reports, and maintained a higher than average click through rate on LinkedIn for more than six months.

“G2 works for us because it's actually customers who use the product and know the ins and outs, so the stronger parts of the product come out quickly.”

Shilpa Narwade
Director, Head of Global Demand Generation, Looker

Shilpa added, "If you’re a buyer undergoing due diligence, this is exactly what you want to know.” 

Talk to us today to see what a G2 Grid™ Report can do for you! Get started here.

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Start using G2 today to gather reviews, boost your traffic, and identify buyers — for FREE