Lead the future of B2B SaaS with the G2 Executive Advisory Board

We have recently had the opportunity to host representatives from the following countries: G2 Executive Advisory Board (EAB) Conduct off-site strategy meetings.

By way of background, EAB – a group of visionary GTM leaders from G2 customers – was formed earlier this year to provide strategic input and guidance in shaping G2’s future.

Having this group of respected industry leaders in one place at the same time is not only a unique opportunity, but it also means ideas can fly. I am so grateful for their time, commitment and genuine feedback.

In the video below, some EAB members share their thoughts on the value of G2 – listening to customers, taking the pulse of the market, and informing go-to-market strategies with unparalleled data and insights.

5 Keys to B2B SaaS Success

From all the exciting conversations, I came away with the following five takeaways that will help guide G2 and other B2B SaaS companies into a successful future:

1. The modern CMO is driving revenue, not just channels. They measure marketing sources and impact by total revenue (rather than just MQL) as a key consistent metric, and instead support a product-led growth (PLG) model in which marketing drives prospects directly into trial. or self-experience to achieve this goal. Provide services. With this approach, salespeople can focus on expansion and upselling.
2. Artificial Intelligence is changing the game for leading CMOs By accelerating content creation and enhancing the ability to drive personalization and localization across all marketing and sales promotions. Nowadays, using artificial intelligence to extend the shelf life and reach of existing content by repurposing it into different formats (videos, social graphics, blog posts, etc.) is a given.
3. To win with artificial intelligence, SaaS businesses must leverage unique company data and insights to create content. Otherwise, they won’t stand out and will just add to the infinite sea of ​​AI-generated noise and content. The key here is to use a language model to convert the data into SEO friendly text by adding context to the numbers – no Rely on them to provide raw data. Artificial intelligence is a language model, not an information system. The formula to remember is: Raw data + tips + LLM = SEO success.
4. Marketing and sales professionals are uniquely qualified to build empathy and deep connections that artificial intelligence can never replace. Artificial intelligence will automate many of our tedious and repetitive tasks so that we can focus on uniquely human connections and creations. Revenue teams can spend more time cultivating relationships with customers and prospects, while marketers can brainstorm new ideas and campaigns and rely on artificial intelligence as an assistant to help them work more efficiently.
5. Customer centricity is more important than ever. Many companies talk about customer centricity—putting customers at the center of everything they do—but not all do. Is there a feedback loop? Is customer feedback incorporated into the product roadmap? Are you talking about your customers’ real problems and pain points in your marketing campaigns? At G2, our business is built on the power of customer feedback through authentic reviews, but we also know that customer centricity means much more than that. Bringing this EAB group together is just one of the ways we’re working to improve incorporating customer feedback.

transcend

These points confirm my belief that G2 has the unique ability to facilitate the modern digital buyer experience The shift toward online software purchasing research and customer self-service will only accelerate.

Artificial intelligence capabilities – including Monty, software purchasing assistant at G2 – Providing immediate, data-driven insights is a key driver of this transformation. I also expect that the influence of static, outdated analytics reports will continue to diminish over the next decade as buyers demand even the most immediate online shopping experience from sophisticated enterprise software solutions.