How Siemens is Leveraging G2 to Drive Competitive Advantage

In a highly competitive software market, standing out from the crowd and effectively connecting with prospective customers is crucial for success. 

Siemens Digital Industries Software, the leader in industrial software, wanted to solidify their Solid Edge solution for computer-aided design (CAD) as a market leader and to engage with prospects who were in-market for a solution like theirs. 

To ensure they were showing up for prospects in the research phase of their buying journey, Siemens turned to G2.

Connecting with In-Market Buyers on G2

The team at Siemens  recognized the need to target prospects who were actively researching solution options. They wanted to build awareness and influence purchase decisions earlier in the buying process. 

Susann Kunz, Marketing Manager, Siemens Digital Industries Software, explains, "We were looking for a way to connect with prospects higher up in the marketing funnel. When I searched for our product brands, our own pages were at the top of the results, but when I searched for generic keywords also G2 pages showed up next to ours.” 

By leveraging G2's review platform, the team at Siemens was able to connect with prospects and establish themselves as a market leader through the power of social proof.

Optimized for Success

The team at Siemens wanted to be sure that they were set up for success on G2. They got to work optimizing their G2 profile to match their brand standards and tailored their content to resonate with their diverse customer audiences. 

Furthermore, they ensured that all traffic generated through G2 was seamlessly integrated into their existing systems, streamlining lead capture and follow-up processes. 

But the team at Siemens knew that an optimized profile was just the start of building their presence on G2. They also recognized the significance of customer reviews in influencing purchasing decisions, so, to increase review volume and capture the voice of their customers, they executed a coordinated review generation campaign. 

This increase in reviews allowed Solid Edge to not only stand out from competitors on G2, but they could also leverage customer testimonials from G2 across their website with G2 Widgets. 

And they didn’t stop there. 

By providing informative content and facilitating demos directly through their G2 profile, the team at Siemens was able to engage prospects and nurture them through the sales pipeline, turning those visitors into leads. 

 “G2 enables us to target prospects who are actively searching for a product like ours, and connects them with authentic reviews from our customers.”

Susann Kuntz
Marketing Manager, Siemens Digital Industries Software

In addition to its role in lead generation and brand differentiation, G2 also enables Siemens to capture important feedback from their customers. 

By actively monitoring reviews, the company gains valuable insights into customer satisfaction, pain points, and areas for improvement. In one instance, a review alerted Siemens to an issue at one of their key accounts. Thanks to the visibility and interactivity made possible by the G2 platform, they were able to rectify the situation and prevent customer churn.

Gaining a Competitive Advantage

Siemens’ strategic use of G2 yielded impressive results, reinforcing their market presence and competitive advantage.

Through their optimized G2 profile and targeted efforts, Solid Edge achieved an increased ranking in multiple target categories on G2. This improved their visibility and attracted more prospects actively seeking CAD solutions.

They also improved their star rating on the platform, bolstering their brand reputation and positioning themselves as a trusted provider in the market.

And these initiatives also translated into a boost in overall traffic and lead generation. Kunz, “As a result of these efforts, we’ve also seen a significant increase in active buyers visiting our G2 profile. Our traffic is up 243% compared to just six months ago and our demo requests through G2 are up 47%.”

Siemens’  strategic utilization of G2 has empowered them with a competitive advantage in the software market. By effectively connecting with prospects higher up in the marketing funnel, capturing leads, differentiating themselves from competitors, and gaining valuable customer insights, Solid Edge has successfully strengthened their market position. 

And as a testament to the Siemens team’s success, other teams at Siemens are now working to build their presence on G2. 

 John Fox, VP Marketing at Mainstream Engineering (DISW) summarizes,  “Seeing the success we’ve had, other teams have now started to leverage G2, and we couldn’t be happier to share what we’ve learned with them.”