PaperCut Generates $8 Million in Pipeline With G2 Marketing Solutions

Customers trust you only when they see the real you, know you're good at what you do, and feel your empathy.

Companies struggle to build this trust triangle because they’re leveraging run-of-the-mill, paid marketing efforts that don't really tell prospects why they should consider your product. As a result, marketing teams don’t have a clear picture of what’s influencing customers as they move through their funnel. 

If this sounds familiar, take a page out of PaperCut's story. They’re driving pipeline growth while serving buyers the right content and building trust with them.

PaperCut offers waste-free print management solutions for printers and multifunction devices (MFDs). They help small, medium, and large businesses slash printing costs and promote sustainability by giving their customers control over who is printing (and how much!). They work with certified partners to help customers select and configure the solution best for them. 

PaperCut was struggling to maintain a stream of fresh testimonials from their customers to potential buyers. They knew prospects wanted to hear from people just like them, so they partnered with G2 to help curate an authentic place to hear what others really think about working with PaperCut.

PaperCut partnered with G2 and not only became the leader in the print management software category, but also generated $8 million in the pipeline with G2 - which not only benefits PaperCut but its global network of partners and resellers.

Earning buyers’ trust while generating great onsite content. 

SEO has always been the PaperCut team's go-to strategy to get potential customers to their website. These prospects viewed website content but didn't take meaningful action that helped drive growth. They spent a lot of time re-engineering existing content for quick traffic wins but still struggled with capturing the attention of the right prospects at the right time. 

Early 2022 PaperCut started looking outwards to its peers in different software industries to do things differently. What they saw was many successful companies had partnered with G2 to leverage the love their customers had for their product to build trust. While also giving prospects something valuable that can be used to generate leads for the business. They had a proud legacy of customers participating in a testimonial page on their website, but gathering new testimonials to keep things fresh was a real struggle when they had many competing priorities for their attention.

Since PaperCut sells software that supports printers and normally people purchase printers through printer resellers, customers' initial introduction to print management happens offline. So the team knew customers will take multiple paths to discover their products, including review sites like G2.

At this point, they knew the power of leveraging the voice of their customer campaigns. So they set out to build a trustworthy third-party home for buyers to learn about PaperCut, get the inside scoop, and find evergreen customer voice content. 

PaperCut turned to  G2 Marketing Solutions to help. 

Driving leads with reviews and grid report

PaperCut knew that to build trust with their prospects and move them down the funnel, they needed authentic customer testimonials that spanned across use cases. After partnering with G2, PaperCut prioritized review generation across their customer base.  

Next, PaperCut worked on maintaining its G2 profile to amp up branding efforts and get in front of high-intent buyers at the perfect moment. Campbell continues, “We are very interested in maintaining the public profile to amplify branding, which gives us real estate on G2.” 

They also started using the Content Marketing Subscription to gain trust and boost sales with licensed G2 Grid Reports, content, and social assets. This content allowed the PaperCut team to leverage high-quality, validated content in their evergreen campaigns without the need to re-engineer their campaigns every time.

Becoming the category leader and generating $8 million in the pipeline

The PaperCut team also noticed that other vendors were using G2 Badges. With a focus on review generation and support from G2's team, they were able to amp up their review game and gain an average of 4.4 review ratings from their existing customers (and earn a set of badges themselves). 

You remember the trust triangle, right? PaperCut nailed it by amplifying the voice of their current customers for prospects to see. This validation was vital in building trust with buyers and driving leads. Soon, they became the category leader and established themselves as the top choice for print management software buyers on G2.

The best part? Using the Grid Report as gated content generated an impressive $8 million in the pipeline. 

But they’re not stopping there. In the future, PaperCut also plans to use G2’s Buyer Intent Data to power their outbound prospecting. They aim to nurture leads with hyper-personalized experiences and push notifications at each stage of the buying journey. 

Trust is the new currency of customer acquisition and retention. Earn your buyers’ trust, inspire confidence, and drive demand with G2 Marketing Solutions.