B2B data vendor Clearbit is the latest firm to announce a partnership with G2 to deliver G2’s second-party technology intent data. The G2 feed will be available alongside Clearbit’s firmographics, contacts, and Reveal visitor intelligence.
“For any company that shows up in your defined Audiences, Capture automatically creates new accounts and key contacts (from our database of marketable and verified contacts) directly in Salesforce,” blogged Clearbit CMO Kevin Tate. “This way, your marketing and sales teams can focus on engaging the right people, based on role and title, from the companies you care about.”
Clearbit offers B2B data enrichment, audience building, visitor intelligence, and web forms to over 1,500 customers, including Segment (Twilio), Intercom, HubSpot, Asana, and Atlassian. Clearbit’s reference database gathers insights on 44 million companies and 350 million contacts.
“Marketers know that engaging the right companies at the right time is key, but with increased pressure to build high-quality pipeline, it’s never been more critical. With G2 and Clearbit, teams can now leverage the powerful combination of company fit and buyer intent to focus their funnel – and even use Clearbit Capture to discover key buyers and contacts at their best-fit, high-intent prospects.”Clearbit CTO Harlow Ward
G2 Buyer Intent Signals include
- Companies viewing G2 Product Profiles and Sponsored Content
- Companies viewing G2 Categories, Comparison Products, and Alternative & Competitor Pages
- G2 Buyer Intent Scores for every visiting company
“Buyer intent data is a secret weapon for leading B2B marketers,” said Christine Li, VP of Growth & Enablement at G2. “Clearbit’s integration with G2 helps marketers take that data even further — driving more streamlined actions for sales, intent-based revenue, and realizing the full potential of account-based marketing.”
The combined first and second-party intent datasets help identify the optimal time to reach out to customers and prospects. By integrating intent data with a firm’s ICP, marketing can determine which ideal customers are in-market.
As G2 also identifies accounts that are viewing alternatives or running product comparisons, it assists with identifying competitive threats at current customers. Risk flags allow Account Executives and Customer Success Managers to reach out proactively to wobbly renewals and reduce churn risk.
Clearbit Audience and Capture combine first and second-party intelligence for building and activating campaigns across Facebook, Instagram, YouTube, and Google. Admins can also set up automated Slack alerts when intent scores are met, helping ensure that sales reps focus on target accounts while they are in-market.
“Our focus is on helping you put our Clearbit + G2 audiences to work across your existing stack and apps (with our flexible integrations & webhooks),” remarked Tate to GZ Consulting. “It’ll be interesting to see how these changes in the economy continue to affect how companies spend on MarTech – but we’re seeing more companies currently looking for flexible solutions to ‘upgrade the stack they already have’ vs. ‘rip-and-replace with a walled-garden suite.’”