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Navigating the Way forward for B2B SaaS with G2’s Government Advisory Board


We lately had the chance to host representatives from G2’s Government Advisory Board (EAB) for an offsite technique session.

For background, the EAB – which includes a bunch of visionary GTM leaders at G2 prospects – was established earlier this 12 months to supply strategic enter and steerage that may form G2’s future. 

Having this esteemed group of business leaders in a single place on the identical time was not solely a novel alternative, but it surely additionally meant that the concepts had been flying. I’m immensely grateful for his or her time, enter, and genuine suggestions.

5 takeaways for B2B SaaS success

From the entire thrilling conversations had, listed below are my 5 takeaways that may assist information G2 and different B2B SaaS firms to a profitable future:

  1. Trendy CMOs are driving income, not simply pipeline. They’re doing this by measuring complete advertising and marketing sourced and influenced income (somewhat than simply MQLs) as the important thing aligned measure and by transferring to help product-led progress (PLG) fashions, the place advertising and marketing drives the prospect straight right into a trial or self-serve provide. With this strategy, gross sales can then focus their efforts on enlargement and upsell.
  2. AI is altering the sport for main CMOs each by accelerating content material creation and enhancing the power to drive personalization and localization in all advertising and marketing and gross sales outreach. It’s a no brainer at the moment to faucet AI to increase the shelf life and attain of present content material by repurposing it into totally different codecs – movies, social graphics, weblog posts, and many others. 
  3. To win with AI, SaaS companies should feed content material creation with distinctive firm knowledge and insights. In any other case, they received’t stand out and can merely be including to the infinite sea of AI-generated noise and content material. The important thing right here is to make use of language fashions for turning knowledge into Web optimization-friendly textual content by including context to the numbers – not counting on them to supply the unique knowledge. AI is the language mannequin, not the knowledge system, and the system to recollect is: Authentic Knowledge + Prompts + LLM = Web optimization Success
  4. Advertising and marketing and gross sales professionals are uniquely certified to construct empathy and deep connections that AI won’t ever change. Synthetic intelligence will automate a lot of our tedious and repetitive duties so we are able to give attention to uniquely human connection and creation. The income group can spend extra time fostering relationships with prospects and prospects, whereas entrepreneurs can brainstorm new inventive concepts and campaigns, counting on AI as an assistant to assist them work extra effectively.
  5. Buyer-centricity is extra necessary than ever. A lot of firms speak about being customer-centric – placing prospects on the middle of all the things they do – however not all stay this. Are there suggestions loops? Is buyer suggestions integrated into the product roadmap? Are you talking to prospects’ actual points and ache factors in advertising and marketing campaigns? At G2, our enterprise relies on the ability of buyer suggestions through genuine critiques, however we additionally know that being customer-centric goes past that. Bringing collectively this EAB group is only one method we’re striving to enhance how we incorporate buyer suggestions. 

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Above and past

These takeaways validate my perception that G2 has the distinctive skill to facilitate trendy digital purchaser experiences because the shift to on-line software program shopping for analysis and buyer self-service will solely speed up.

The flexibility of AI – together with G2’s software program shopping for assistant, Monty – to supply speedy, data-driven insights is a key driver of this shift. I additionally anticipate that the affect of static, dated analyst stories will proceed to wane over the following decade as consumers demand real-time, on-line purchasing experiences even for advanced enterprise software program options. 



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