Software program patrons conduct in depth analysis.

Meaning software program sellers want to indicate up all through the analysis course of to extend touchpoints and assist patrons consider options in opposition to different options. 

Umbraco leverages G2 to just do that. The corporate elevated gross sales and the standard of promoting certified leads (MQLs) by enhancing their visibility on G2 and utilizing intent knowledge to grasp what patrons are in search of.

Umbraco is an open-source content material administration system (CMS) recognized for its intuitive modifying expertise, flexibility for builders, and seamless integrations. The corporate gives a cheap CMS that scales with enterprise and unlocks a world of alternatives. In the present day, greater than 1 million web sites worldwide run on Umbraco.

Umbraco acknowledges the worth of critiques, not simply because companions and opponents are leveraging evaluate websites for their very own profit.

Beforehand, Umbraco would sporadically accumulate some critiques, however after realizing the significance of being discovered the place patrons actively search for software program, the corporate wished to step up its sport.

Realizing the significance of being current and comparable

Software program shopping for is an extended course of, and the Umbraco staff was no strangers to it. 

Niels Christian Laursen, Digital Expertise Promoter at Umbraco, explains, “It takes time for patrons to slender down which distributors they need. You might want to tick loads of containers. It takes time for analysis and conferences, so the method may be very lengthy.”

Umbraco understood that all through this shopping for course of, it’s essential for corporations to be current when potential prospects are researching or evaluating appropriate merchandise and options. 

Lars Skjold Iversen, Staff Lead at Umbraco, shares, “We perceive that software program shopping for is an extended course of. It has a number of stakeholders and comparisons. We realized we needed to attempt a  evaluate web site since we wished to be discovered when somebody was in search of options or comparative evaluation.”


Umbraco wished to generate extra critiques on G2 and leverage intent knowledge with three objectives in thoughts:

  • Enhance touchpoints all through the client journey
  • Enhance conversion charges on touchdown pages and paid advertisements
  • Acquire extra MQLs to extend pipeline

Critiques present genuine, third-party testimonials for potential prospects and validate their determination when contemplating a product. After exploring a number of choices, Umbraco determined to companion with G2, the world’s largest and most trusted software program market, to generate consumer critiques. 

Skjold Iversen explains, “If we present up on G2 as a viable various to merchandise prospects find out about, we is perhaps added to the shortlist of choices they might think about. We want to be comparable.  And we need to make certain when patrons do this, we’re there.”

Umbraco already had a big market presence within the UK, however the firm targeted its gross sales and advertising and marketing efforts on increasing to the enterprise market in america. 

Umbraco’s flag bearers have been impressed by Google’s buyer journey mannequin. They have been eager to extend touchpoints within the buyer journey and amplify their customers’ voices in G2 critiques.

Using assets to extend potential touchpoints

At first, Umbraco wasn’t conscious of how difficult and time-consuming it may be to generate high quality critiques. However G2 helped them run campaigns to generate extra critiques and supplied incentives to reviewers, like Amazon present playing cards. 

Umbraco seen that a lot of their leads had some exercise on G2 earlier than they have been captured of their CRM. This impressed the corporate to double down on producing extra critiques. Month-to-month chats with G2 helped them to get impressed by different corporations’ efforts with Review Generation.  

Umbraco additionally not too long ago enlisted G2 to arrange a digital sales space to gather critiques at their annual knowledge-sharing convention Codegarden. Skjold Iversen shared, “There have been loads of comfortable attendees and good classes – oh, and 62 new critiques, so far as I can see. So we’re actually proud of that, as properly.”

In the present day, Umbraco is at a spot the place they constantly generate critiques. They get 75% of critiques from in-app evaluate ask prompts, 20% from buyer occasions, and greater than 5% come from G2’s strategic outreach campaigns.


Umbraco elevated its touchpoints and MQLs whereas bettering conversion charges utilizing:

  • G2 Overview Technology to mixture actual consumer suggestions and have interaction potential patrons on G2
  • G2 Purchaser Intent integrations to realize extra insights into which accounts are actively in search of a CMS

As Umbraco began producing extra critiques on G2, the corporate additionally noticed this as a possibility to seize buyer suggestions on their product and choices. The Custom Questions characteristic on the G2 evaluate kind allowed them to realize particular insights into what their customers appreciated and disliked concerning the product. 

Other than critiques, Umbraco additionally leverages G2 Buyer Intent data to focus on the fitting individuals in the fitting corporations which can be actively researching them. 

G2 Purchaser Intent helps Umbraco get wealthy insights on potential patrons who’re inquisitive about their product. This indicators the gross sales staff, they usually use this knowledge for lead enrichment functions, leading to extra offers that may be traced again to G2. 

“We keep finding new uses for buyer intent data. We can see that many customers are using G2 at some point in their journeys. Having this data in there makes sense and helps us justify our investment in G2.”

Lars Skjold Iversen
Staff Lead at Umbraco

Skjold Iversen displays, “Intent knowledge helps us perceive who’s evaluating us with different merchandise and who’s visiting our profile. If we will broaden this, we will catch extra leads in our class. Full purchaser intent knowledge helps us get extra worth from our cash spent on LinkedIn advertisements.” 

Moreover, G2’s Trust Badges present social proof to potential prospects and even helped enhance conversion charges. Umbraco ran an A/B take a look at to match conversion charges of touchdown pages with and with out G2 software program badges. Though the corporate simply kicked these exams off, early outcomes present a rise in conversion charges for pages that displayed G2 badges. 

This prompted Umbraco to include extra G2 badges of their paid advert campaigns, serving to them to enhance conversion charges as soon as once more. The corporate then elevated its spending on LinkedIn advertisements and began producing extra MQLs.

Laursen shared, “With the G2 Purchaser Intent integration, we’ve elevated our LinkedIn budgets, making it considered one of our greatest paid channels.”

Participating potential patrons and growing conversions

It didn’t take lengthy for Umbraco to see the worth of G2. In actual fact, the corporate not too long ago grew to become a pacesetter in enterprise internet content material administration software program on G2’s Summer time 2022 Grid Report. 

Umbraco noticed the influence of G2 on their offers for near 7 months and shared some numbers to validate these factors:  


of leads have some exercise on G2 earlier than getting captured within the CRM


enhance within the common deal dimension of corporations lively on G2


of offers concerned enterprise-level corporations with exercise on G2

*The information on this article makes use of EU quantity formatting.

G2 Advertising and marketing Options continues to be important for Umbraco to generate extra MQLs, enhance conversion charges, and have interaction potential prospects who’re looking for software program. Umbraco remains to be working with G2 to increase throughout different classes and enhance their touchpoints all through the shopper journey.

Skjold Iversen displays, “We are able to see that now we have a greater conversion charge on our web site by utilizing badges and critiques. We’ve got additionally elevated the whole MQLs we ship to our gross sales staff. We haven’t seen any patterns within the gross sales cycle, because it varies with each buyer. However primarily based on knowledge, 15-20% of leads have some type of exercise on G2 earlier than being created in our CRM.”

Learn the way G2 Marketing Solutions may help you generate extra leads and strategically shut offers.

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