B2B software review website G2 has announced a partnership with TechTarget, Inc., a leading provider of B2B technology purchase intent data and marketing services. The goal of the partnership is to combine TechTarget’s independent editorial content with G2’s user-generated insights in order to deliver contextually relevant content experiences to audiences.
As part of the new partnership, the companies will release G2 TechBlend, a new content solution that blends TechTarget’s contextually relevant editorial content with insights, news, and trend analysis from G2. The companies will also introduce new site features to the TechTarget website, including more than 2.4M peer reviews from the G2 marketplace.
Rebecca Kitchens, President of TechTarget, stated: “Today’s B2B tech buyers are progressing further through the buying cycle than ever before speaking to a vendor. Throughout this journey, they look to trusted online sources to educate themselves on the specific solutions that will help their organizations address the challenges they face.” Kitchens added that TechTarget and G2 provide robust content experiences and different but complementary traffic sources. When combined, they add tremendous value to self-service buyers at the exact point of their research – no matter what buying stage they’re in.”
This partnership closely follows TechTarget’s acquisition of Informa Tech’s digital businesses, which the company absorbed to help create a global platform in B2B data and market access. With this addition, TechTarget aims to provide even more value to its customers by combining its own expertise with G2’s insights and user-generated content.