G2, a business software and serviews reviews platform, expanded its ABM integration stack through partnerships with 6sense, Demandbase, RollWorks and Triblio. The company aims to enable the partners’ shared userbases to adapt to trends in B2B software purchasing and accurately market to accounts actively showing intent.
To help the 67% of B2B software vendors who engage target accounts at the wrong time, these new integrations will allow the four partner companies to assimilate G2’s buyer intent data directly into their ABM platforms. The userbases can use the intent data to identify where accounts are in their journeys, find key accounts in their target account lists (TALs) that are displaying intent and engage active accounts accordingly.
By building bridges between multiple ABM platforms, G2 hopes that marketers can enhance their ABM programs with more efficient workflows and better target and engage their key accounts.
“Software buying cycles are getting shorter — 85% of all buying decisions are made in under six months, including 82% of decisions at enterprise organizations,” said Mike Weir, Chief Revenue Officer at G2, in a statement. “This is a stark contrast to years of research saying enterprise buying takes 12+ months. This makes ABM absolutely critical for many software sellers. With G2 buyer intent integrations, ABM strategies are turbocharged by first-party data, giving marketing professionals the ability to deliver targeted, personalized campaigns like never before.”