G2 adds high profile new ABM integrations
Demandbase, 6Sense, RollWorks and Triblio join the G2 ABM integration roster.
One of G2’s offerings allows vendor subscribers to track target accounts viewing their profile, their category or their competitors. The intent data informs B2B marketers about where accounts are at in their purchase journeys, while the integrations serve to automatically push the data into the ABM platforms for activation
Why we care. There are obvious advantages to having intent data ingested directly into an ABM platform. G2’s directory goes far beyond just marketing tech; this initiative should help any tech marketing org to act more quickly when target accounts are in market.
While the roster is not comprehensive, G2 is now integrated with a number of the most prominent ABM players in the space.
Snapshot: Account-based marketing
B2B marketers have used account-based marketing, or ABM, for years. But shifts in technology and disruptions from the COVID-19 pandemic have accelerated its widespread adoption among marketers.
B2B buyers perform heavy amounts of research before contacting a salesperson, which gives them an upper hand in transactions. This tendency, too, has increased as a result of the pandemic. Salesforce’s “State of the Connected Customer” report found that an estimated 60% of business interactions now take place online, as opposed to 42% in 2019. What’s more, their survey showed that 80% of B2B buyers expect to conduct more business online in the future than ever before.
The amount of B2B purchasers has increased, though many report difficulties in the buying process. As a result, more B2B brands are adopting ABM models to address these issues.
The results of these adoptions are promising. In a Forrester/SiriusDecisions survey of marketers, the majority of respondents said account engagement, win rate, average deal size, and ROI increased after implementing an ABM strategy. Because of this ABM vendors are reaping the benefits as B2B marketers invest in these technologies and apply them to their channels. Learn more here.