Dreamdata launches G2 dashboard: G2 intent data and attribution
Article updated Aug 2024
We’re happy to announce our new G2 integration and dashboard. G2 users are now able to integrate their business intent reports with Dreamdata, enabling them to not only see and act on G2’s intent data but also attribute revenue and pipeline generated to the touches.
In this post, we’ll give you a run-through of all the changes, as well as some use case examples to show just how you can maximize your G2 buyer intent data.
Contents:
G2: a fountain of buyer intent data
The Dreamdata G2 dashboard
Dreamdata-G2 Five use cases (+ bonus 👀)
G2: a fountain of buyer intent data
G2 is an online marketplace for business software - On the one hand, G2 helps software buyers make more informed buying decisions by giving them easy access to insights, reviews, and comparisons of software products within and across categories.
On the other, G2 helps sellers of business software showcase their products to prospective customers. But perhaps more importantly, G2 feeds data back to sellers, giving them insight into these prospective customers. Not least, making them aware of who is looking at their product.
This fountain of buyer intent data, as we shall see in more detail below, helps businesses optimize their marketing and sales efforts. You can learn more about intent data in this article.
By integrating G2 with Dreamdata you can visualize the buyer intent data and connect this with the rest of the B2B data from across your ecosystem.
You can then filter to find those prospects who are early in their buying journey, including both those who have not found your product yet, AND those who have found your product and who may or may not be convinced, yet, and therefore still comparing your product with other similar products.
The benefit is ultimately threefold: you are not only able to enhance your sales process (by missing fewer opportunities) but also have a single source of truth for your data. And of course, you’re able to attribute these visits to see whether or not they’re impacting pipeline and revenue.
Before we examine some of these use cases, let’s take a look at the dashboard. Pssst you can always skip straight to the use cases and see how you get to this 👇
The Dreamdata G2 dashboard
The first step is, of course, integrating G2 with Dreamdata.
This is straightforward. Just get the API key, go to ‘Souces’ on the Dreamdata app, find G2, copy the API key, and enable.
Once you’ve made the integration you’ll have access to the dashboard from the Paid menu.
First, you’ll have to set your filters - which sit at the top of the page.
The first is setting your data parameters, ‘stage’ (the pipeline stage you want to be analysing), and ‘attribution model’. You can read more about revenue attribution models here.
Once these are in place, you’re able to filter by:
Country
Url
Visit Type - which mirrors G2’s “buyer intent signals”, which are:
G2 Profile Visit: A Buyer who visited your G2 Profile page
Sponsored Content Visit: A Buyer who viewed your Sponsored Content on a competitor profile on G2.com
Category Visit: A Buyer who visited your category page (the name of the category will be available if you’re in multiple)
Alternatives Visit: A Buyer who visited an Alternatives page for someone in your category, where you were listed as one of the alternative options (the name of the competitor is available in the data)
Comparison Visit: A Buyer who ran a comparison between your product and up to four other products
Get more details on G2 Buyer Intent signals here and dive deeper into the G2 dashboard filters here.
Below the filters, you’ll find an overview of the G2 funnel for the selected period.
You get an overview of visitor numbers, companies showing intent, and the number of those companies with intent that are not in your CRM. (more on the filters below).
You also see the attributed number of leads/prospects/deals and value. In other words, the number of customer journeys in which G2 was a touch and how much revenue can be attributed to these. This figure varies depending on the stage and attribution model applied.
Important note for getting historical G2 data
When you connect G2 to Dreamdata the G2 API will only send over data for the last 7 days - which isn’t ideal if you’ve been using G2 for a while. However, you can get your G2 data for the last 12 months onto Dreamdata by following
these instructions.
From the headline value figure, you can compare the amount of revenue and deals to the subscription you have with G2 and assess its value.
Now, underneath the overview, you get the first report outlining buyer intent details per company, including:
visited URL,
the company name,
country,
whether or not the company is in your CRM,
and if they are in you pipeline (lead/prospect/deal)
We’ll dig into use cases for this a little further below.
Below this, you get a visualization of the number of companies showing buying intent over time. Giving a graphical representation of intent traffic they get on G2.
You then get the second report which gives you a closer look at the attribution side of things. The report attributes toward the number of deals and revenue a URL has generated.
What’s more, once the companies are in your funnel, you’ll be able to view all the touches the account has made so far in our Customer Journey map. See more here.
Dreamdata-G2 use cases
Ok, now that we’ve gone through the dashboard’s visuals and reports we can dig our teeth into how you might want to be using them.
All said it’s clear that the dashboard enables a host of valuable insights and metrics. These can be leveraged by all revenue teams, from Sales, to Marketing, to Ops and Customer Success.
Here are some use cases:
1. Qualifying leads
The reports offer a pre-qualification list that’s perfect for identifying who among the companies showing intent are within your target audience - and indeed if they’re already in your CRM. This list can then be activated through outbound or marketing activities.
2. Outbound outreach
The intent data shown in the reports help better understand customer’s intent and to some extent behavior, which offers a cheat sheet for any outbound, especially cold, outreach.
From the visited URLs you’re able to learn which companies are researching your product, category, and competitors on G2. You can then find the personas at those companies you might want to contact.
If you’re in the Social Selling scene, you can also connect with these relevant individuals and bring them into your network.
Couple this with Dreamdata’s on-site tracking, and you have a very good overview of what the prospect might be looking for, helping you tailor and personalize your outreach.
Check out Dreamdata’s social selling story in this post.
3. Activate target campaigns for ABM
The list also serves as a useful resource for ABM targeting. The data also doubles up as an aid for personalization, especially where comparisons have been made with competitors.
4. Reduce churn
Customer success teams can use the dashboard to monitor if any current customers are researching alternatives by performing comparisons. Customer Success can then reach out to customers and try to ameliorate any issues the customer may be experiencing with the product.
5. Optimize your G2 content
In attributing towards unique URLs, with Dreamdata you’re very quickly able to identify which URLs may be underperforming. For instance, your sponsored content might not be having any impact on pipeline or revenue.
At a higher level too, you’ll be able to assess the value of the G2 channel/subscription as a whole.
6. Bonus - See G2 touches on your customer journey maps
It is said that seeing is believing - and that’s no different for B2B go-to-market pros.
Dreamdata maps every touch of every user, of every account - and with our integration, this includes G2. Which means that you can see exactly where G2 touches are happening on each customer journey.
These customer journey insights can further help shape your sales efforts.
We hope these have provided some inspiration for maximizing your G2 data. You can read more about Setting up G2 integration here.
Why not try for yourself by signing up to Dreamdata Free today?
