Imagine this: your product goes live, and instead of a simple email saying, “Your product is now live on G2,” you’re greeted with an experience that feels like a milestone worth celebrating. This shift from transactional onboarding to intentional enablement is at the heart of how G2 is redefining growth.
At SaaSiest, Robin Izsak-Tseng, VP of Revenue Marketing at G2, shared how this evolution goes beyond acquiring customers. It’s about empowering them, making them feel informed, and equipping them to thrive. Initiatives like G2 University exemplify this approach, turning customer support into a cornerstone of success.
In this article, we’ll dive into Robin’s insights, exploring how G2 turns its marketplace into a powerful growth engine and what businesses can learn from their success.
Why usage data matters
Every year, G2 publishes the state of software report, and one key insight stands out: 49% of global software buyers consider product usage frequency when making renewal decisions.
This insight underscores the importance of aligning marketing efforts with product and customer success teams. By understanding how customers interact with your product, you can proactively address churn risks and capitalize on opportunities for expansion.
5 steps to supercharge your growth engine
Transitioning from a traditional demand-generation model to a product-led approach requires intentionality and adaptability. Here’s how we’ve done it at G2:
1. Define expansion and set clear targets
Start by going back to basics. Align with your revenue organization to clearly define “expansion” versus “renewal.” Set measurable targets and leverage signals from within your product to inform your strategy.
2. Clarify ownership
Collaboration between CX and marketing is critical. Define who owns each stage of the customer journey, onboarding, enablement, renewal, and expansion and ensure everyone is aligned.
3. Embrace change
Demand-gen marketers traditionally focus on acquisition, but what if they had customer expansion targets too? By leaning into product data and customer behavior, you can unlock your most efficient growth channel.
4. Evolve operations
Outdated metrics like MQLs are giving way to new frameworks like PQAs. This evolution requires updated systems and processes to track and measure success accurately.
5. Adopt a new mindset
Your customers are your best audience, and your product is your most powerful channel. Shift your focus from external acquisition to internal optimization, leveraging your product as a growth driver.
Maximizing G2’s potential
G2 offers unique opportunities for growth, especially when combined with a thoughtful strategy:
- Review strategy: Don’t fear imperfect reviews. Authentic feedback builds trust and gives your team opportunities to engage and improve.
- Integration opportunities: Enable seamless review collection directly within your product and syndicate reviews to marketplaces like Amazon.
- Enhanced engagement: Tools like Chili Piper can streamline scheduling directly from your G2 profile, making it easier for prospects to book meetings without extra steps.
Growth is about doing better. By rethinking how we leverage products, customer experiences, and data, we can transform the way we approach business growth. At G2, we’re not just talking about it, we’re living it.
Whether you’re exploring product-led growth or looking for innovative ways to engage your audience, G2 offers the tools, insights, and strategies to help you succeed.
