As some of you may recall, JMP entered a new business relationship with G2 in late 2021. For those that aren’t familiar with G2, it’s a peer review site that’s often described as “YELP for software”. Why should this partnership be of special interest to sales and marketing?
- We get to provide what content is featured on the JMP profile page, including links to download the demo or request a quote.
- G2 is a leader in this market space and therefore shows up as top weblinks in both organic and paid search for terms related to software reviews.
- We can see what organizations are engaging in an evaluation or acquisition process for statistical analysis software (hence much further down in the funnel that those participating in some of our other marketing activities).
- We can gather like/dislike information from reviews by users that we may not communicate with via other channels.
- G2 site traffic is global and encourages local language reviews that are auto translated. Half of the G2 site page views are from the US and Canada, however there is also a substantial number of visitors from Europe, Southeast Asia and the Middle East.
- We receive buyer intent data that can be used in a variety of ways by sales and marketing teams which I'll outline below.
What is included in the buyer intent data we receive?
- Company Name
- Location of Company Headquarters (both state and country)
- Company Industry (as defined by G2 database)
- Date the contact from that company visited the G2 site
- Visit Type (which will be one of the following):
Suggested uses for this information:
- Alert sales of a new logo in their territory in which they might already be aware.
- Alert sales if contacts from a current account are comparing JMP to other offerings or viewing other offerings without viewing JMP.
- Alert sales as to activity that could be associated with a trial download or other marketing activity. Reveals increased engagement from the account on several channels.
- Alert marketing as to which accounts to use for remarketing efforts (either in search or paid media).
- Provide marketing with information that could help with ongoing account-based marketing initiatives.
Each Friday, I will update this dashboard in JMP Live to show G2 activity from the previous week. To get us started I am including March data in this post. Please contact me with any questions, concerns or successes!
