The New School Demand Gen Mindset at G2

This week on the Demand Gen Visionaries podcast, we sat down with Ryan Bonnici. Ryan rolled in with an impressive resume; Forbes featured him on their 50 Most Influential CMOs list, and he’s worked for big hitter companies like Salesforce, Hubspot, ExactTarget, and now G2. 

Simply put, G2 is where you go to buy software. It’s the world’s largest software marketplace that Bonnici referred to as the “matchmaker for buyers and vendors.” G2 has become a trusted platform for evaluating vendors, comparing solutions, and reading customer reviews. They’ve gained massive momentum, with over 6 million buyers coming to their site every month (a stat that is growing rapidly) and hundreds of thousands of software vendor represented on their site.

Ryan Bonnici, CMO, G2 shares the difference between old school and new school marketing on the Demand Gen Visionaries Podcast

So what’s the secret to their success? A big part is smart, fast, focused marketing. Tune in to Ryan’s episode and hear how he’s built out G2’s marketing machine. He covers: 

Want to skip ahead to the highlights? Check out these can’t-miss moments.

Episode Highlights

04:50 – How Demand Gen Works for a B2B Marketplace

09:02 – The Team Breakdown

13:31 – The #1 Metric: Marketing-Soured Revenue

18:30 – Ryan's 3 Uncuttable Tactics

25:50 – Numbers, numbers, numbers

33:30 – What Ryan does–and doesn't–believe in

37:00 – Famous "Dust Ups"

40:30 – Getting to Know Ryan

Episode Quotes:

“I think of demand gen differently than most B2B SaaS marketers. How do I generate as much marketing source pipeline for the business as possible? How do I increase our brand awareness and trust? So that pipeline, whether that was through marketing or through sales, flows through the pipe more efficiently."
“We can't just rely on organic word-of-mouth. We need to really try and improve our technical SEO and prove the breadth and depth of the content on our site.”
“Most marketing teams over-index on influence and should over-index more on sourcing revenue for their sales team. You can over-index and they think there's like this holy grail of attribution that I have yet to see any company really have when it comes to influence.”
“I just fully believe at my core that inbound marketing and attracting someone to you and giving them value is just a better way of doing business. It's a much more longer-term way of doing business. It creates a moat around you that the paid can never do.”
"Inbound marketing and providing value is just a better way of doing business. It creates a moat around you that paid can never achieve."
“I just ultimately look for the team to think about not just creating content for content's sake, but if we're going to write something, how can we write it in a way that's better than everyone else. Can we do more research so that we can simplify this complex topic to make it easier to understand? Can we identify better metaphors? Can we write a catchier headline that increases click-throughs? How do we really do it a little bit better than everyone at each of those different stages of the content creation process?” 

Ready to hear from more Demand Gen Visionaries? You can find all episodes here.

Posted on
July 29, 2020
Maura Rivera

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