Your Guide to Buyer Intent

Looking for a crash course in all things G2 Buyer Intent? 

You’re in the right place! Join us as we embark on a seven-book journey to understand and operationalize your G2 Buyer Intent. Want to click ahead to one of the seven books below? Use the sidebar to navigate ahead, back, and between books at your leisure! 

Now, let’s pick up the first book and get started.

Book 1: Bring in your rev ops team members

You’ll need to have close alliances and relationships to accomplish your goals with Buyer Intent.

Before you ever start building lists, setting up notifications, or creating campaigns – you must first enroll your team members who lead revenue operations efforts. These include your marketing, sales, or revenue operations manager(s). The earlier you align and get buy-in from the ops side of your org, the sooner you’ll get processes in place to make G2 Buyer Intent easily accessible to drive SDR, sales, and CSM efforts – and run stronger marketing campaigns.

Still not convinced that you should finish this book? Your revenue operations squad can help you:

  • Identify and prioritize the martech systems you’ll want G2 Buyer Intent displayed in
  • Build an automated process to make G2 Buyer Intent signals accessible in real-time
  • Define ICP parameters to keep your data clean when adding new companies identified by Buyer Intent
  • Set up reporting to track G2 Buyer Intent influence on your key metrics

Not only can your rev ops team act as a sounding board for potential new ideas to use these signals (and ensure they’re realistic), they can also help you think through the nitty gritty processes and list details to ensure your initiatives are set up correctly, are more efficient, and can be effectively reported on.

Rev ops’ involvement will be necessary to nail G2 Buyer Intent’s most important prep step: making your buyer intent signals accessible in real-time to sales and marketing tools and teams. You might be getting a ton of companies coming to your G2.com Profile or Category pages, but if they aren’t available to easily see/use, you’ll end up turning your wheels and missing the opportunity to engage with in-market buyers.

Want to get your rev ops teammate(s) excited about the addition of G2 Buyer Intent?

Let your rev ops team know you have access to engaged companies from G2 Buyer Intent. Encourage them to log in to my.G2 to get a glimpse of the signals you’ve received in the last month, 6 months, and 12 months. This quick look will provide you the data you need to explain why this project needs to be prioritized, and what the opportunity for your sales and marketing teams will be.

Rev ops can help you set up processes to drive data accuracy, effectiveness, and efficiently. And with a rev ops team member in your corner, you’ll have confidence in the campaigns, cadences, and processes you want to set up.

Book 2: Decode your buyer intent

Now that we’ve established long-lasting friendships and reliable allies, it’s time to find out what’s hiding in your G2 Buyer Intent signals – and what it actually means for you! It’s going to be a lot easier to decide on the actions you want your marketing campaigns or SDRs to take if you know exactly what each signal means and what it could indicate.

You’ll encounter five different types of G2 Buyer Intent:

  • G2 Category
  • G2 Profile
  • G2 Comparison page
  • G2 Alternatives page
  • G2 Sponsored Content

Want these descriptions easily accessible to you and your teammates? Print out and share this reference sheet. 

Now that you know the signals you’ll encounter, let’s explore how they’re related to the marketing funnel and other indicators that might enhance how you interpret these signals. 

There are some firmographic and technographic data points that could change the meaning of a buyer intent signal. Here are five key considerations to keep in mind when building out your plans.

  1. Does this company already exist in your CRM system?
  2. Do they have an incumbent provider?
  3. Are they in an open opportunity?
  4. Are they a current customer?
  5. If they’re a current customer, what is their renewal date? 

Why is this additional information important? This data already helps you assign accounts and gives your teams guidance on how to treat a prospect or customer. This data, overlaid with G2 Buyer Intent, gives your teams a clearer picture of where exactly a prospect or customer might be in their decision-making process.

To keep this exercise simple, we’ve used HubSpot’s flywheel framework when referencing parts of the buying cycle:

  • Attract
  • Engage
  • Delight

We’ve outlined how you could read these signals, based on the intent signal type and where a customer is in the buying cycle, shown below. Depending on your industry and customer type, intent signals can have different meanings. These are general interpretations we’ve found likely, based on other G2 users.

Making it specific to you

There are a variety of different options and paths you can take when it comes to what signals to focus on. We’re to help you make sense of these signals relevant to your business and your teams.

Want to discuss the place G2 Buyer Intent has in your marketing and sales strategies? Here’s an agenda for a workshopping session you can conduct with your project stakeholders:

  • Agenda item 1: Work with your stakeholders and go through the above table to make refinements based on your buying cycle. Are you not worried about competitors? Cross out those descriptions. Do all of your prospects have an incumbent provider? Strike the Greenfield descriptions.

    Here is a blank table if you’d like to start from scratch! 
  • Agenda item 2: Discuss the part of the buying cycle that you’re focusing on as a company, or the part of the buying cycle that could benefit from a boost. Choose one to start! You can always go back and support other parts of the buying cycle, depending on your bandwidth!

    • Attract 
    • Engage 
    • Delight
  • Agenda item 3: Now that you’re focused on your org’s most important stage of the buying cycle, have everyone choose the top two signals they think are most valuable to your business. Come together and chat about it. Align on the signals your team sees the most potential with.

    This’ll make enabling (and enrolling) your teams easier, because you’ll all already be in agreement on what characteristics are truly the most valuable to your company. It’ll also be easier to start expanding your possible Buyer Intent audiences.

Congrats! You’ve completed Book 2! Now you’ve got a handle on what you’re working with and you’re aligned with the teams that are going to support you. Well done. You’ve got some go-to materials to reference throughout the rest of the plan and share with your sales team for enablement, too!

Book 3: Agree upon and build your ICP and lists 

It’s time to think about our Ideal Client Profile! Ask rev ops or your product marketer for a quick outline of your ICP and keep it handy. You’ll need it for the next few books.

This will help you ensure the Buyer Intent signals you’re focusing on are the highest quality for your sales team to close. You might be getting intent signals from companies you don’t pursue, we don’t want you (or your teams) focused on those. Having your ICP readily available will make it easier to implement processes that keep your data in tip-top shape, and keep your initiatives honed in on the right prospects.

Take a moment and outline who your ICP is from a company standpoint:

  • What type of customers do you go after? B2B? B2C? Hardware? SaaS?
  • How many employees do they usually have? Is your sweet spot SMB? Mid-Market? Enterprise?
  • How much revenue do they make a year? What’s the typical revenue one of your customers has?
  • Do they need to be in a specific category? Any categories / verticals you crush it in? Any you need to stay away from?

And who specifically at these companies is your ideal target contact?

  • What department are they in?
  • What seniority level do they have?
  • What titles might they have?
  • Is there anyone you want to completely avoid?

During this stage, ask your rev ops team if you have a specific tool for contact information tools you use. These commonly include vendors like ZoomInfo, Clearbit, or Cognism. G2 can provide you with the company names and locations, but we don’t reveal contact-specific info.

Choose your parameters

We’re going to create list descriptions based on our target goals and buying stage, all to help us remain focused. Outline your specific target audiences to make developing marketing strategies, content, and cadences far easier. Use this template to outline your lists.

Here’s a hypothetical example we’re going to use to show you how to complete this section: 

  • Company name: KC’s Softball Roster Management
  • Challenges: We’re overlooked and miss out on being considered in deals.
  • Marketing focuses: We’ve got big pipeline goals this quarter and next. We need to focus our efforts on driving top of funnel interest and helping the SDR team book meetings.
  • Category landscape: A majority of our potential customers already use a competing product. We’re a smaller player and don’t mind being seen as an alternative.
  • Buying stage focus: Attract.
  • Status on G2: We’ve got a pretty strong presence on G2, we’re a high performer and we typically win against competitors on feature by feature comparison ratings.

For the example: We showed an option for our users on G2’s Pro package and one for G2 Power package users – all based on KC’s goals and needs.