𝐓𝐡𝐫𝐞𝐞 𝐫𝐞𝐚𝐬𝐨𝐧𝐬 𝐈 𝐥𝐨𝐯𝐞 𝐰𝐨𝐫𝐤𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 G2's 𝐈𝐧𝐭𝐞𝐧𝐭 𝐃𝐚𝐭𝐚

An overview of how to use G2's intent signals in your marketing strategy

For anyone who is unfamiliar with it, third-party intent signals provide data that identifies companies that are in the market for the solution you are offering. There are several solutions for intent signals with different methodologies to deduce the level of purchase intent of a company. Many are black-boxes that, for example, use partnerships with a bunch of content publishers and analyze the relative increase from a baseline for certain type content consumption related to your product to infer purchase intent. Others are simpler to understand, and consequently easier to act upon with considerable customization for, say, an ABM approach.

G2 falls in the latter category. Here are 3 reasons I like working with G2 intent signals,

1. 𝐄𝐚𝐬𝐞 𝐨𝐟 𝐈𝐧𝐭𝐞𝐫𝐩𝐫𝐞𝐭𝐚𝐭𝐢𝐨𝐧 - Simplicity is often underrated. But when it comes to intent signals, understanding what the signal indicates is pretty powerful. G2’s signals clearly identify companies that are doing one or more of these four things - viewing the category page for the solution you offer, viewing your profile page, viewing alternatives to your solution, and comparing your solution with a competitor. Straightforward and easy to understand

2. 𝐀𝐛𝐢𝐥𝐢𝐭𝐲 𝐭𝐨 𝐜𝐮𝐬𝐭𝐨𝐦𝐢𝐳𝐞 𝐲𝐨𝐮𝐫 𝐨𝐮𝐭𝐫𝐞𝐚𝐜𝐡 / 𝐭𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠 - The ease of interpretation lends itself well to customizing your outreach, whether it is through paid ads or cold emails. If you know a certain company is either researching you directly or comparing you with a competitor, or simply exploring the category you are in, you can create a well-targeted outreach strategy.

3. 𝐓𝐡𝐞 𝐚𝐮𝐱𝐢𝐥𝐢𝐚𝐫𝐲 𝐛𝐞𝐧𝐞𝐟𝐢𝐭 𝐨𝐟 𝐫𝐞𝐝𝐮𝐜𝐢𝐧𝐠 𝐜𝐡𝐮𝐫𝐧 - This one applies mainly to companies with a large client base, but theoretically to any company because G2 won't be able to identify every company on its website and not all of your clients will research alternatives on G2. However, if you see a current client looking for alternatives to you or viewing a competitor’s profile, your Customer Success or Account Management team can be on top of it. This, of course, does not eliminate the need for good ongoing customer success efforts, and proactive steps to reduce churn.

𝐓𝐡𝐞 𝐩𝐫𝐞-𝐫𝐞𝐪𝐮𝐢𝐬𝐢𝐭𝐞 𝐟𝐨𝐫 𝐦𝐚𝐤𝐢𝐧𝐠 𝐭𝐡𝐞 𝐦𝐨𝐬𝐭 𝐨𝐮𝐭 𝐨𝐟 𝐭𝐡𝐢𝐬 - Having a strong presence on G2 and being among the top providers in your category so that the volume of the signals is meaningful to act upon and justify the spend.