Launching social ads can sometimes feel like taking a shot in the dark.
But what if you were given a light that instantly illuminated every prospective buyer who is actively researching your product? Suddenly, the world of social advertising would seem a little less precarious.
If social ads are the depths of a cave, then the G2 Buyer Intent + LinkedIn Matched Audiences Integration is your flashlight.
Based on the above stats, it’s fair to say that a buyer will visit G2 at least once during their buying journey. The good news is that you can reach out to these buyers as soon as they start their research using G2 Buyer Intent data. These accounts are different from your regular prospects – they are in-market and active, and therefore more likely to convert.
G2 customers see massive results in increasing conversions and lowering customer acquisition costs (CAC) when they plug this high-quality intent data into their LinkedIn campaigns.
Who uses buyer intent?
67% of companies engage with a vendor’s sales team after they have already made a purchase decision. They use different information sources to actually find and choose software.
88% of buyers, an overwhelming majority, use peer review sites
How G2 Buyer Intent fuels LinkedIn ads
The best way to get more buyers down the funnel is by nurturing key accounts that are actively demonstrating buying behaviors on G2. Luckily, the G2 Buyer Intent + LinkedIn Matched Audiences Integration allows you to build audience segments for your LinkedIn ad campaigns based on your G2 Buyer Intent data
With the G2 Buyer Intent + LinkedIn Matched Audiences Integration, you can:
TARGET IN-MARKET AUDIENCES:
Build matched audiences on LinkedIn using valuable Buyer Intent data on accounts that recently viewed your profile, category, or competitors.
DELIVER THE PERFECT G2 CONTENT:
Create the perfect buying moments on LinkedIn with the right audiences and deliver the perfect G2 social ad or report – all within your buyers’ go-to professional network.
MAXIMIZE YOUR ROI ON LINKEDIN:
Say goodbye to spray-and-pray tactics and get the most out of your ad spend by ensuring every activity has a high payoff.
Do you know? 60M+ Buyers from all over the world, including all Fortune 500 companies, use G2 annually to research their software purchases. 830M LinkedIn members in more than 200 countries and territories worldwide.
How an intent driven strategy leads to lower CAC
An intent-driven strategy involves reaching out to specific,targeted accounts that are more likely to convert because they’re already in the market to buy software. By connecting G2 Buyer Intent to your LinkedIn ads, you can target in-market accounts in real time. And although you may see a higher cost per lead (CPL), your bottom line is bound to increase and your CAC is bound to decrease.
Let’s say that instead of targeting your entire audience, you honed in the segment that is in-market for your product (i.e. showing high intent). You would also focus your efforts on targeting decision-makers on LinkedIn. So rather than targeting an entire marketing team, for example, you’d only target the Director, VP, and CMO.
As shown in the example below, you’ll likely have a higher cost per mille (CPM) and cost per lead (CPL). In this case, it’s wildly more expensive, with a 67% increase due to more competitive targeting on LinkedIn, leading to a decrease in total leads for your budget.
But because you’ve only targeted your ideal personas and in-market buyers, it’s safe to assume that nearly 100% of your leads will be MQLs. You can also assume that in-market MQLs convert to opportunities at a higher rate than your average audience, leading to increased pipeline and revenue numbers (and a much lower CAC)
The G2 Integration Hub
The G2 Integration Hub is your go-to place to connect G2 with the tools you already use and trust – like LinkedIn Matched Audiences. G2 offers dozens of integrations to make your marketing and sales initiatives seamless.
The Partner Hub also lists every integration that G2 offers, so you can better understand how to streamline your stack. Once you’re ready to get started, here’s a quick step-by-step on how to connect the LinkedIn integration in your my.G2 customer dashboard. Or, you can follow the steps in our detailed implementation documentation.
Creating audience segments in my.g2
G2 Buyer Intent aggregates data in real time so you can see which accounts are actively researching software solutions like yours. You can find out which companies view and compare your G2 profile so you can create more effective outreach and nurture strategies.
You can build audience segments in my.g2 based on the G2 Buyer Intent data you receive for your product. Plus, you can filter accounts by other critical functions, like industry and employee count.
G2 Buyer Intent Signals
G2 PROFILE VISITS
A buyer visits your profile page on G2
SPONSORED CONTENT VISITS
A buyer visits a competitor page that’s displaying sponsored content
CATEGORY PAGE VISITS
A buyer visits your category on G2
COMPARISON PAGE VISITS
A buyer runs a comparison between you and other vendors
ALTERNATIVES PAGE VISITS
A buyer looks for alternatives to your solution or you are an alternative for another vendor
G2 uses the website domain information for each account on your list to map available companies on LinkedIn. From there, the companies that match the domain information available to G2 are included in your LinkedIn audience segment.
Once your segments are built in G2, you can view them in your LinkedIn Campaign Manager (just click on Account Assets, then Matched Audiences, and you’ll find them under Third-Party Data Source).
Pro Tips:
Create segments for users
- Visited your product’s software category page
- Researched alternatives to your product
- Compared your product to other products
- Viewed your G2 product profile
The G2 Content Subscription
Now that you’ve picked your ad type, it’s time to create beautiful, branded, and enticing imagery. But that’s easier said than done, right?
Wrong. The G2 Content Subscription provides you with user driven content that is proven to influence buyers in your marketing initiatives. Let your customers’ voice do the selling for you and take advantage of:
- G2 Reports to highlight your standing within your G2 category
- Comparison Reports to show your strengths (and your competitors’ weaknesses)
- Branded social assets and infographics to grab your audiences’ attentionT
To Lower Your CAC on LinkedIn , do check out “5 Ways To Drive LinkedIn Success“
