When I speak with other marketing and sales leaders, we’re in agreement that leveraging data-driven insights is essential for success.
One such valuable resource for doing this is G2 Buyer Intent data, which provides real-time signals about potential customers' interests and actions.
Recently, I sat down with Bobby Narang, Co-Founder and Chief Customer Officer at Opensense, to discuss how they're using G2’s data to supercharge their sales efforts and drive business growth. To date, Opensense has identified 230+ prospects who are in market for email signature management that the GTM team otherwise would not have been aware of.
6 ways to gain a competitive edge with G2
In our conversation, we uncovered six key strategies for harnessing the power of G2 for a competitive sales advantage.
1. Activate and optimize G2 Reviews
Opensense's journey with G2 began with a strategic focus on the company’s listing and reviews. In our discussion, Bobby emphasized the importance of getting as many reviews as possible and ensuring that satisfied customers share their feedback publicly.
Authentic, customer reviews can establish your brand's credibility and create a solid standing in your market niche. Since then, Opensense has established team goals to gather a set number of reviews each quarter to ensure they’re putting their best foot forward - all the time.
2. Leverage G2 Buyer Intent for ABM
With over 80 million global buyers visiting G2 annually, Opensense recognizes that G2 is a trusted platform for buyers. With this in mind, Opensense was excited to tap into G2’s Buyer Intent data which helps them know who’s in the market for their email signature solution in real-time.
And because these signals are generated by verified buyers researching their products, a competitor’s products, or the overall software category, Opensense can trust that this data can help them be more pointed and efficient in their account-based marketing (ABM) strategy to drive more pipeline.
3. Transition from overreliance on paid ads
Historically, Opensense relied heavily on paid ads, Google, and inbound leads to fuel their business growth. However, they wanted to be more in control of their outbound strategy and make it more integrated with other initiatives.
G2's intent data has increasingly become a valuable resource for spearheading the company's outbound efforts and reaching potential customers who show interest in their solutions.
4. Integrating G2 into Opensense’s tech stack
G2’s data is integrated into Opensense’s Slack, where real-time notifications and signals are shared with the sales team. The signals trigger actions such as identifying key contacts, with contact tools like LinkedIn Sales Navigator and Apollo.io, and launching tailored engagement sequences.
Appreciating the simplicity and convenience of Slack for a company of his size, he doesn’t see the need for extensive integrations.
5. Filter and identify high-intent signals
Intent data provides various signals, indicating the depth of potential customers' interest. To prioritize the most important signals that are actioned first, Opensense’s leadership team has leaned in and handpicks the highest valued signals and sends them directly to their SDR team for immediate action.
In one instance, they found the right person evaluating email signature software, which led to a closed-won deal. This early success encourages the team to keep refining their strategy and using intent data to drive even more wins.
6. Improve sales forecasting with intent data
Intent data can also play a vital role in sales forecasting and planning. When high-intent signals are combined with validated conversations and contact data, it provides a clear picture of the potential deal's progress.
This data not only increases confidence in forecasting, but also guides sales teams toward focusing on the most promising opportunities.
Supercharging your sales
Bobby’s insights offer a compelling view into how G2 intent data can supercharge your sales strategies. By activating reviews, leveraging G2's brand presence, supplementing paid ads, and effectively using high-intent signals, Opensense has significantly improved its sales processes. Their approach also highlights the value of intent data in refining sales forecasting and planning.
Incorporating G2 intent data into your business's DNA, as Bobby’s team at Opensense has done, can help your company unlock new growth opportunities, enhance customer engagement, and stay ahead in today's competitive landscape.
So, if you're ready to amp up your sales efforts and harness the power of G2 Buyer Intent, Opensense's success story provides a valuable roadmap to follow.
