G2 adds high profile new ABM integrations

Demandbase, 6Sense, RollWorks and Triblio join the G2 ABM integration roster.

Kim Davis on October 8, 2021 at 1:34 pm

G2, the business software and services review site and marketplace, has added new ABM integrations to its existing integrations with LinkedIn Matched Audiences, Terminus, and Metadata. The new additions to the list are Demandbase, 6Sense, RollWorks and Triblio.

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.

About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.