How a G2 + Pendo Integration Led to 150% Extra Leads for


Even established manufacturers have to repeatedly construct on their digital presence.

Simply because your organization has been round for some time doesn’t imply your prospects see you as a pacesetter or an authority. Some know this all too nicely – particularly these In aggressive industries like permits shippers, carriers, and brokers to maintain on trucking.

The corporate gives a whole suite of instruments, most notably its best-in-class load board for in the present day’s trucker. A load board features as a market for shippers and brokers to submit jobs the place truckers can select a load that aligns with their wants. has been in enterprise for over 25 years. Regardless of being the primary market of its sort for shippers and carriers for thus lengthy, the corporate was going through elevated competitors and knew they wanted a technique for solidifying their standing as a pacesetter within the trucking business. turned to G2 to do exactly that.

Claiming a spot on the head of the pack

The workforce behind knew that they’d product and have been assured that their clients may show it to the world. For SaaS firms seeking to faucet into certified software program patrons, G2 is the very best market to harness the facility of peer validation.

However whereas it was vital for the corporate to determine itself as a pacesetter, they have been additionally centered on the last word purpose: buying extra patrons.

“We’re in a extremely aggressive and really segmented business. For total lead technology and conversion, peer validation is important.”

Steve Diogo
Director, Demand Gen and Content material at

After organising a G2 profile, started to prioritize their presence on G2. A few of their advertising and marketing and management groups noticed G2 as an incredible lead technology software however knew that was contingent on increase critiques. quickly discovered that gathering high-quality, genuine critiques takes time.

A couple of months and several other overview technology campaigns later, the workforce at began exploring new choices to speed up their overview technology. The workforce was rising quick with a decent bandwidth to handle one-off overview technology campaigns was changing into a problem. It grew to become clear that the workforce had some challenges to beat, so that they began exploring their choices for automation.


  • Scale buyer overview outreach with restricted bandwidth
  • Increase their model presence on G2 to face out in a crowded market
  • Purchase extra certified leads straight by their G2 profile
  • Make the most of the voice of the client to double down on their worth proposition

Accelerating overview assortment with Pendo

G2 companions with 40+ firms to assist software program distributors maximize G2 to its fullest potential. was already leveraging considered one of G2’s companions, Pendo, for in-app messaging to their clients. They quickly discovered that they might additionally make the most of Pendo to request and seize critiques from their clients proper of their product.

Be taught extra concerning the G2 Overview Assortment + Pendo Integration.


Seize G2 Critiques by assembly your clients the place they already are: your product. Construct a constant suggestions assortment technique with out the carry of solicitation campaigns.

Assembly patrons the place they’re most lively

Pendo triggers a overview request with a visible overlay when customers are most lively. As an alternative of directing a consumer to G2 to submit a overview, Pendo permits them to submit their suggestions straight in your product in the meanwhile the place they’re probably the most engaged.

Submitting a overview by Pendo additionally removes a layer of friction from the overview course of. If a consumer opts to fill out a overview through Pendo, they don’t must create a G2 account or use G2’s social login choices to submit their overview. The reviewer additionally nonetheless has the choice to submit their overview anonymously. quickly realized that implementing Pendo not solely gave them “at all times on” performance to drive extra critiques, but it surely opened up a number of different advantages.

Favoring authenticity over a concern of automation

Many firms are hesitant about automating overview assortment because it leaves them open to receiving detrimental critiques. knew this was attainable, however the workforce was open to welcoming that uncertainty.

In actual fact, opening up for detrimental critiques is best for a model in the long term. Authenticity is the secret for customers to truly belief the critiques they learn, and that may’t occur if the critiques are good.

“I like getting that true quantity. I don’t wish to come on to G2 and have a 5-star ranking as a result of that simply appears pretend throughout the board.”

Danielle Walsh
Content material & Electronic mail Advertising and marketing Supervisor at

With the entire items in place, activated the Pendo integration in early October 2021. The plan was to set off overview requests for customers who have been lively for no less than 30 days. This was to present customers sufficient time to get a really feel for the load board so they might share extra sincere and correct emotions about it.

And from there, the critiques (and badges) rolled in. 

Why Pendo was a sport changer for

With the Pendo integration activated and critiques pouring in at a quicker fee, the workforce was starting to see some good outcomes. Extra importantly, they have been seeing constructive motion in direction of reaching their different targets. earns its first-ever G2 Chief badge

Each vendor needs that coveted high spot of their goal software program classes. Growing their variety of critiques at a constant tempo meant extra buyer suggestions for on G2, and so they quickly earned their first-ever G2 Chief badge. What’s higher is that they have been in a position to keep on high for each the Spring 2022 and Summer season 2022 G2 Grid Stories

Now that they’d rightfully earned the highest spot, how did their place on G2 feed into their different targets?

Buying extra leads and empowering conversions

Previous to activating Pendo, the workforce at weren’t seeing the outcomes they initially anticipated by way of lead assortment on their G2 profile.

However, after a couple of months of gathering critiques at their new accelerated tempo, their month-to-month leads elevated. And since these leads have been already researching on G2, they have been extremely certified and more likely to transform. 

Walsh explains, “G2 is a extremely nice useful resource for us to attach with that extra certified purchaser who’s additional down the funnel of their gross sales journey than our different advertising and marketing efforts can present.”

Welcoming good and constructive critiques for steady development

Past new leads, producing critiques at this scale was additionally offering with extra details about their clients than ever earlier than.

Similar to how consumer surveys may be important to bettering merchandise and understanding clients, constructive suggestions from G2 critiques could be a nice useful resource for product groups. G2’s critiques have a construction that will get as in-depth as attainable to actually perceive consumer sentiment a couple of product.

“G2 will get us that constructive suggestions that different channels do not, and it is detailed sufficient that we are able to actually take motion from it. That is actually helped us enhance our merchandise.”

Danielle Walsh
Digital Advertising and marketing Program Supervisor at

For instance, had a cell app that the workforce knew wanted some enhancements in direction of the start of 2022. Utilizing a few of the suggestions from constructive critiques, the workforce rolled out a brand new cell app in April of the identical 12 months that places the most recent model in a significantly better place.

How extra critiques translate to extra leads with G2

Earlier than activating Pendo throughout the web site and app, had roughly 30 critiques after their first 12 months with G2 and hovering across the #13 spot for Freight Administration, their goal software program class.

Quick ahead to Spring 2022, and is in a a lot totally different place. Just some months after turning on Pendo, the impression grew to become clear. will not be solely #1 on the Grid for each of their goal software program classes, however they’ve seen a 150% improve in month-to-month leads from G2. And so they attribute a lot of that success to the Pendo integration. Over 92% of their overview quantity, a complete of 124 critiques have been straight sourced from Pendo, and 76% of these critiques have been 4-stars or increased.


improve in month-to-month leads from G2


critiques from Pendo, accounting for 92% of complete overview quantity


of critiques have been 4 stars or increased

And so they’re not stopping there. Walsh says, “I feel that is going to be simply the beginning of one thing actually nice for us.”

Able to ship your small business into excessive gear and grow to be a G2 Chief? Learn to drive extra income with G2 Advertising and marketing Options.


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