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Is anybody utilizing G2 beyond seeking more positive reviews? Their lead capture and buyer intent functionalities are interesting, as well as their traditional review outreach tools. I'm wondering if anybody has gone hardcore into a G2 strategy that is delivering ROI (and is worth the $18k). Thanks!
We currently push all the intent data into 6sense and utilize the data from there. In that way it's been valuable. We do not use the direct integration with SF. We've also been 100% inbound until recently so this was helping with our paid ad performance. Now we have a BDR team this data is significant for them. We run the reviews, but our demand gen team manages the intent data, I'd be happy to ask about performance to see if I can get you any additional information.
Overall, we find value in the spend with G2 for the content and the intent data that we use in 6sense.
However, if your team isn't set up to integrate and use it/train on using it, it's not a useful spend. We have paid in past companies and it sat there and was a waste. On the other side, I had sales teams begging for it at Algolia, but no on wanted to pay for it.
We also use the intent data on the customer side for upsell (for our content product) and churn prevention, if a heavy search is happening against or competitors happens our CS team is notified. We are still playing around with this so no real ROI to report.
If you feel comfortable reaching out, I'm sure Katlin would have a customer or two she could link you up with who power uses the data for more insights and best practices.
