Improve lead scoring and competitive targeting using G2 and HubSpot

Many everyday marketing efforts are improved by working smarter, not harder.

Previously, trying to understand and track which contacts were searching for your brand required a significant investment of time and manual effort. Many companies still completely ignore this trigger, waiting for contacts to express interest to start qualifying leads and sending targeted messages.

Today, G2 Buyer Intent can be combined with HubSpot's robust CRM using the G2 Buyer Intent integration with HubSpot for a powerful marketing resource. G2 offers a suite of products that help professionals make better technology decisions, and is a source for software research and information with over 1.7 million individual product reviews.

G2 Buyer Intent data reveals which accounts are looking for your company's solutions, so you can market smarter and win more deals. It's like going straight to the source to answer questions directly. These leads are as "hot" as they could be.

By leveraging clues from customers searching for your category, brand, and competitors, you can target more effectively and improve conversion rates.

In combination with HubSpot, this data becomes even more valuable. Seamlessly integrate buyer intent information with existing customer contacts, workflows, and marketing automation to take marketing and sales to the next level.

With the integration, HubSpot will also receive all G2 actions logged by the contact, triggering updates to contact activity, contact and company information, and company properties .

Benefits of combining buyer intent signals in HubSpot CRM

With HubSpot's ability to manage customer journeys at scale, the G2 integration provides another layer of data for marketers to act on. Notably, these benefits apply to every stage of the buyer's journey, so you can strengthen your strategies to attract, convert, close, and retain customers all at once.

Here are some of the key benefits that apply to businesses of all sizes in all industries.

Target high value accounts at scale

G2's purchase intent data will show when contacts show interest in your brand or industry. Using this same information in HubSpot, you can identify and target high-value accounts when they're most ready to engage.

By prioritizing high-intent buyers based on their account value (and prioritizing high account values ​​based on buyer intent), you'll ensure your efforts are always focused on the most promising results.

Automate and streamline workflows

G2 Buyer Intent data flows directly into HubSpot, allowing marketers to automate and streamline workflows between the two partners. There's no need for third-party workarounds or manually transferring data from one dashboard to another.

Instead, find your G2 purchase intent data embedded in the tools and views you already know and use, and use your time to connect with prospects and build meaningful relationships rather than looking for information.

Drive the pipeline and retention

In addition to highlighting contacts who are interested in your own brand, G2 also tracks accounts who have shown interest in a competitor. Move customers more efficiently through your pipeline when they show interest in your brand, and proactively engage with those who are looking for competitors.

By keeping tabs on active customers who are still in the market for another solution, marketers can anticipate customer dissatisfaction and boost retention.

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