Software program patrons conduct in depth analysis.

Which means 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 alternate options. 

Umbraco leverages G2 to do exactly that. The corporate elevated gross sales and the standard of selling certified leads (MQLs) by enhancing their visibility on G2 and utilizing intent information to know what patrons are searching for.

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

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

Beforehand, Umbraco would sporadically acquire 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 must tick numerous packing containers. It takes time for analysis and conferences, so the method could be very lengthy.”

Umbraco understood that all through this shopping for course of, it’s essential for firms to be current when potential prospects are researching or evaluating appropriate merchandise and alternate 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 strive a  assessment web site since we wished to be discovered when somebody was searching for alternate options or comparative evaluation.”


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

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

Critiques present genuine, third-party testimonials for potential prospects and validate their choice when contemplating a product. After exploring a number of choices, Umbraco determined to associate 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 different to merchandise prospects find out about, we is perhaps added to the shortlist of choices they’d contemplate. We want to be comparable.  And we wish to be sure that when patrons try this, we’re there.”

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

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 sources to extend potential touchpoints

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

Umbraco seen that lots 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 firms’ 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 numerous glad attendees and good classes – oh, and 62 new critiques, so far as I can see. So we’re actually proud of that, as effectively.”

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


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

  • G2 Evaluate Era to combination actual consumer suggestions and have interaction potential patrons on G2
  • G2 Purchaser Intent integrations to achieve extra insights into which accounts are actively searching for a CMS

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

Except for critiques, Umbraco additionally leverages G2 Buyer Intent data to focus on the appropriate individuals in the appropriate firms which might be actively researching them. 

G2 Purchaser Intent helps Umbraco get wealthy insights on potential patrons who’re all in favour of their product. This alerts the gross sales staff, and so they use this information 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 information helps us perceive who’s evaluating us with different merchandise and who’s visiting our profile. If we are able to broaden this, we are able to catch extra leads in our class. Full purchaser intent information helps us get extra worth from our cash spent on LinkedIn adverts.” 

Moreover, G2’s Trust Badges present social proof to potential prospects and even helped improve conversion charges. Umbraco ran an A/B take a look at to check 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 adverts and began producing extra MQLs.

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

Partaking potential patrons and growing conversions

It didn’t take lengthy for Umbraco to see the worth of G2. In truth, the corporate not too long ago turned a frontrunner in enterprise internet content material administration software program on G2’s Summer season 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


improve within the common deal measurement of firms energetic on G2


of offers concerned enterprise-level firms with exercise on G2

*The info 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 trying to find software program. Umbraco remains to be working with G2 to broaden throughout different classes and improve their touchpoints all through the client journey.

Skjold Iversen displays, “We will see that we’ve a greater conversion charge on our web site through the use of badges and critiques. We’ve got additionally elevated the full 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 based mostly on information, 15-20% of leads have some sort of exercise on G2 earlier than being created in our CRM.”

Find out how G2 Marketing Solutions will help you generate extra leads and strategically shut offers.

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