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Hey @Yash - have run outbound campaigns using this data. However slightly manual. We used to get the email alert on buyer intent data. Those emails were fed to SDR / BDR team. If already in discussion, would trigger an email on the lines of “Hey, someone from your team did check us out on G2. Would be great to move our discussion forward, let me know” If not, start outbound campaign with G2 intent as a talking point. Of course we ran Ads as well.

Thanks @Sid! Interesting that you did outbound. Since G2 gives you the company name only, the data creation process would have to be quite manual. Specially if you have a buying committee that differs a lot across industries. How were the results overall and in comparison to ads? Secondly, do you think running outbound on G2 intent data is regular practice in SaaS companies?

For companies that were in our Outbound list, we had a reply rate of 60-70% For Companies that were not in the ICP, we sat 20-30% I think. I am unsure if it is a standard practice. IMO it should be.

Woah! That’s awesome. Quick follow up question- you mentioned the process was manual..have you come across any solution to automate the data creation process? Maybe some ABM SaaS that allows you to run ads but then provides the data that gets generated for outreach as well.

Tbh ads could be served by DemandBase, Influ2 types of tools as long as we had a list. Data creation was from Apollo / Lusha etc. A tool that stitched all these parts - unsure tbh

Got it! Thanks :) Just wanting to confirm with a couple of more marketers about their experience with G2 intent. Could you tag anyone?

@Yash - I told you. You'll get better answers here.

Hehe. Yess!

@Swarnendu Dutta @Aniruddh Jain Everyone in SaaS btw must be using G2 intent data in one way or the other.

Yes! Ads definitely..my guess is that outbound isn’t that prevalent. Let’s see

I did run a project on Outbound using G2 intent in my prev org. As you and @Sid already added the data creation process was manual. Basically the process was G2 intent - auto added to HubSpot - Slack alert - Data team manually enriches the data every 2 days - assigned to Sales - contacts get auto enrolled to sequences - weekly tracking.

Were the results good ? You mentioned contacts get auto enrolled to sequences so I am assuming there wasn’t a customised/personalised sequence for every account ?

The sequences were personalised based on: 1. The intent category which we got from G2 into HubSpot. 2. The persona of the prospect. Results were okayish but tbh a lot of the results depends on the quality of data and the sequence.

Yeah I tried as well but in my case results weren’t good. IMO the reason was that these companies were in late stage of research and the opportunity to influence decision was largely gone. These were advanced buyers. Your marketing works best for people in early stage in terms of ROI. Many people mistake clicks from G2 ABM campaign as rightful attribution but these people may already be coming to your sites anyways.

Yup true. I have had mixed reviews from folks regarding quality of G2 data. Though since it is 1st party intent I think it should be way better than the likes of bombora etc

Also over the years I have grown to dislike G2 a lot. They encourage unfair business practices especially when it comes to pay-to-review. Also they try and maximise their SoV with their badges which are largely useless as everyone has them. Also they try and push so many junk products that really don’t help much except emptying your pockets.

Regarding these accounts being advanced buyers, not completely sure if all/most of them are. G2 segments the data by decision/consideration/awareness stages. Although, no idea how accurate that segmentation is or what is the thesis behind it

We recently kicked started the G2 intent campaign. I believe using a tool like 6Sense or a LinkedIn Salesnav feature where they tell who's been researching about your company helps to zero down your prospects.