Tips for Utilizing G2 Intent Data Effectively
Anyone have tips for utilizing/executing on G2 Intent data? or good/bad experiences after purchasing it?
Anyone have tips for utilizing/executing on G2 Intent data? or good/bad experiences after purchasing it?
We flirted w it - YMMV - But it does come w good data for your research team to either sift thru or merge w other TOFU leads to come up w good quality MQLs. at the very least, you should pay for the basic service
They do offer some sort of limited trial - so i'd suggest trying it out. They also tell you that their data is not going to be MOFU
Thank you!
Victoria H. I've got a lot of experience leveraging G2 data successfully! a few things I'd think about when using this data:
in my experience, it's required a fair amount of manual manipulation to limit to the subset of Accounts that's actually meaningful to you. there's typically a lot of noise, overlap with existing customers, non ICP accounts, etc., to get to the net new stuff that you could sell to.
like anything that you're then using Outbound, it requires lots of touches.
but! I've found the accounts it uncovers will convert at a much higher rate than those without intent
don't limit to just your own views... be sure to look at category and competitors, too
following on the above bullet... make bucket the resulting audiences into groups based on what they interacted with, and serve them content specific to that... i.e., how we compare against competitor X, the full landscape of a cateogry, etc. depending on what they interacted wtih
if helpful, I'm happy to chat!
This is incredibility helpful thank you, we are absolutely seeing # 1, a lot of noise and bc we did not purchase a SF integration (too expensive) its more manual than expected to filter out current customers, some junk, etc. Good to know it required a lot of touches. Did you put a handful of SDRs on it outbound? Or the whole team? We are currently testing with two SDRs. I appreciate your thoughts!
happy to help! re: SFDC integration - even with that, I'd expect to be doing a lot of massaging, to be totally honest I think you can go either way, re: # SDRs! we had the whole team but it makes perfect sense to experiment on a smaller level to start... we had a broader play, where we were capturing Intent from multiple sources: G2; web visitors (I've done this thru multiple different tools which are somewhat interchangeable - Leadfeeder, Warmly, Clearbit, a lot of tools can tell you Account of anonymous visitros); Capterra every Account was tagged with below fields:
Intent Date
Intent Source
Intent Topic
SDRs then leverarged Intent Topic to launch a personalized play based on what we knew the Account cared about
this was a few years ago but I did a case study wtih them - I don't work with them or anything like that 🙂 and like I said, have replicated the exact same play using other sources of Intent with success: https://sell.g2.com/case-studies/case-study-kibo-higher-conversions
