G2 is the world’s largest software review site and provider of buyer intent data. 6sense is an industry-leading revenue platform that uncovers buying signals to help your teams target the right audience at the right time.
Over 90 million buyers visit G2 to review software, read their peers’ experiences, and discover new solutions. This makes G2 the place for highly relevant insights about your buyers — it’s where they go to do some serious research.
The integration between 6sense and G2 empowers users to incorporate multiple intent data sources for precise segment targeting at scale, impacting models to predict buying stages, and to inform marketing and sales engagement based on the buyer’s journey. Ultimately, revenue teams can drive more pipeline and deliver on revenue targets.
Let’s explore this powerful integration and look at some use cases for how these insights drive real results.
How 6sense and G2 Combine for Unparalleled Insights
G2’s incredibly powerful intent data comes from buyers visiting their site’s:
- Category pages
- Profile pages
- Pricing pages
- Sponsored content
- Competitor pages
- Alternative pages
When you have insights into specific products, pricing, or competitors your prospects are researching, you can prioritize the right accounts and optimally engage them without wasting resources pursuing accounts that aren’t a good fit for your solution. When all your engagement, intent, and predictive data is available in one platform, your data becomes more actionable across all your teams and drives results.
Integrating this intelligence into 6sense makes it possible to:
- Build dynamic segments
- Build and view lists of accounts that are in market and looking for solutions like yours right now
- Uncover a wealth of prospective accounts researching and viewing content on G2
- View and understand G2 activity happening by buyers at your hottest accounts — in or out of your pipeline
- Impact predictive models and refine how accounts are qualified for seamless handoff to sales
With G2’s intent data, you gain a clearer picture of which accounts are in-market, what they’re interested in, and what messaging will resonate with them for a more targeted campaign strategy.
Use Cases for the 6sense and G2 Intent Data Integration
Because G2 provides full-funnel insights (from pre-buying intent to post-purchasing), there are numerous ways you can use this intelligence. Let’s look at a few of the plays available with this integration:
Use Case #1: Uncover Prospective Accounts
Only 10% of your accounts are in-market at any given time. The data from G2 helps you identify which buyers – who aren’t already in your target account list or list of ideal customer profil – are looking for solutions like yours.
For instance: When an account is visiting category and competitor pages but hasn’t visited your actual product page, this is your signal to target them with a campaign that drives more awareness to your brand and product.
Use Case #2: Personalize Outbound Sales Engagement
Sellers have a hard time prioritizing who to target next. The combination of G2 and 6sense intent data make it easy to know which accounts are showing the most interest, and which deserve prioritized engagement. When buyers are scouring G2 for your product, category, or competitors, it’s time to leverage 6sense Sales Intelligence and personalize outreach to the accounts’ interests and buying stage.
Use Case #3: Identify Expansion Opportunities
Upselling and cross-selling within an existing customer account represents enormous revenue opportunities. G2’s intent data signals when your customers are researching a solution you can offer but they don’t currently purchase from you. This enables you to strategically target them with solution-specific awareness campaigns or tailor sales outreach to reflect that solution offering.
Use Case #4: Monitor Customer Health
Intent data isn’t just useful before a prospect becomes a customer. G2 and 6sense can help you monitor customers who are at-risk. If a customer you thought was rock-solid suddenly starts showing keen interest in a competitor’s solution via searches and exploration on G2, you can leverage the power of your customer success manager for outreach or pour resources into competitive takeout efforts.
Use Case #5: Competitive Retargeting Campaigns
When intent signals are telling you that an in-market account is researching alternatives to a product in your category or comparing you to a competitor, target them with creative digital ad that demonstrate your competitive advantage, getting you in the door before your competitors.
Conclusion
Combining G2’s unparalleled intent data with 6sense’s AI-driven insights leads to game-changing results:
- Earlier engagement with interested buyers
- Better personalization of sales outreach
- Stronger relationships with customers
Interested in learning more about the power of combining G2 and 6sense? Schedule a demo today.
