Unlocking Revenue Potential: Insights from Marketing Experts

Recently, I was lucky enough to host a fantastic panel of industry leaders and G2 customers who shared their experiences and strategies for leveraging G2 to drive revenue. 

The panel included: Hannah Jordan, Director of Digital Marketing at Demandbase; Vera Flores, Senior Customer Marketing Manager at Gong; and David Guo, Manager of Marketing Analytics at Autodesk.

The conversation was incredibly thought provoking, so I wanted to share how they make the most of G2 to enhance marketing efforts, drive pipeline, and ultimately impact the bottom line.    

How customers leverage G2 to drive revenue

A central theme of our panel was how these industry leaders utilize G2 to drive their revenue strategies. Vera Flores from Gong was quick to chime in by sharing, "As a customer marketer, I’m always trying to find the value I bring to the business. G2 is instrumental in showing our category leadership and how we stand out within our industry." Vera also highlighted how G2 impacts a wide range of metrics, particularly in tracking category leadership, which is crucial to demonstrating industry prominence.

David Guo of Autodesk presented a two-pronged approach, categorizing the use of G2 into demand generation and operational efficiency. He explained, “Our banner ads proudly feature our G2 leadership badge, reinforcing our position in the construction project management space. Operationally, we parse G2 data for at-risk accounts, ensuring proactive engagement long before renewals lapse.”

Hannah Jordan noted how data from G2 informed Demandbase’s mid-market strategy, stating, “80% of our mid-market opportunities were on G2 prior to opening an opportunity with us. Capturing this intent data allowed us to preemptively reach out to potential clients.” This approach not only helps fill pipeline gaps but gives Demandbase an advantage over their competitors. 

How to build an interconnected strategic approach

As we all know, it’s never a single team that’s involved in pipeline strategy, so we next chatted about how they collaborate with different stakeholders across the org to benefit from G2 insights. Hannah collaborates across various teams, from customer marketing to demand generation, to ensure that G2 reviews and intent data inform advertising campaigns and sales strategies. She mentioned, "It’s about marrying peer and analyst feedback to craft a compelling narrative around our leadership."

David also highlighted the importance of a collaborative approach, especially within larger companies such as Autodesk. The coordination between growth marketing and operations was crucial, as David stated, "Being the liaison between teams ensures we operationalize G2 data effectively and maintain stakeholder buy-in."

How G2 provides value as a 'partner' and creates larger cross-functional opportunities

Next, it was all about moving away from a ‘vendor’ relationship into how each one of the panelists ‘partners’ with G2 to drive results. David shared a seamless data migration process facilitated by the G2 team, while Hannah praised the proactive recommendations and insights her G2 account team provided to improve the desired results.

The panelists also discussed the importance of collaborating with various stakeholders within their organizations to maximize the value of G2. 

Hannah mentioned that she works closely with customer marketing, the content team, and demand generation. She emphasized the importance of aligning G2 insights with analyst reports and integrating them into demand generation strategies.    

David also highlighted his collaboration with the marketing and operations teams. He stressed the importance of liaising between these teams to ensure smooth implementation and demonstrate the value of G2 data. He elaborated, “I try to assist both the two teams in making the implementation as smoothly as possible, as painless as possible, and at the same time be able to show the value that after we get the data so that the operations side can justify keeping this partner onboarded for next year.”  

Vera jumped in to state that customer marketing at Gong oversees the voice of the customer and collaborates closely with product marketing and corporate communications.  She emphasized the role of G2 in providing customer insights, informing product messaging, and identifying customer advocates.    

She shared, “Gong is known for our raving fans. We have so many and are so lucky to have them, and G2 is often one of the places we turn to to identify who those raving fans are.”

How to use G2 data to deliver meaningful results

Data's role as a crucial asset was reiterated throughout the panel discussion. G2's ability to provide actionable insights from buyer intent and customer feedback stood out as a game-changer. As Vera put it, "The voice of the customer—both positive and negative—fuels Gong’s product roadmap and customer success strategies."

David emphasized the importance of responsiveness and highlighted G2's support during a data warehouse transition. Vera praised G2's proactive recommendations and insights into market trends, which she finds more valuable than other vendors.

When asked about the value they find in the G2 platform, all three of our panelists highlighted the importance of data, insights, and success.

Vera highlighted the value of customer feedback and insights for driving product improvements. She shared, “I’ve seen so much value in leveraging feedback from G2 reviews and bringing it to our product team so they can see firsthand what our customers are saying and the gaps in our product. That way, we can quickly resolve any gaps, continue solid relationships with our raving fans, and keep them as raving fans.”

David shared more about the ability to operationalize G2 data through their Snowflake integration, which enables Autodesk to enhance demand generation - both in warming up leads and actioning when ready, lead scoring, and at-risk prevention. Hannah pointed out the unique value of G2's intent data, which is based on specific data insights  that trigger a variety of actions throughout the buying cycle. .    

Finally, Hannah emphasized the use of G2 Intent Data by sharing, “I think a lot of these other platforms offering this intent data have gaps as to how it all comes together. However, with G2, I know exactly what I’m looking at when it comes to intent data, and we can capitalize on it in real-time. Not many vendors can offer what G2 offers and actually back it up.”

And, a quote I thought I’d never hear on a customer panel, “G2’s intent data is like catching your spouse on Tinder.” We’ll leave that one unsourced. However, the impact of G2 buyer intent was clear across the conversation - from implementation to action triggers throughout the buying cycle. 

Looking forward: unlocking G2's revenue impact

In wrapping up our panel, we were left with a clear understanding of the powerful role G2 plays in shaping modern revenue strategies and powering a data-driven market presence. G2 has insights that aren’t available anywhere else. It’s what makes us stand out and what turns our customers into G2 champions.