G2’s Executive Advisory Board Guides Innovation with Customer Insights

May 1, 2024

Powered by 2.5M+ reviews that help software buyers choose the right products and services for their business needs, our marketplace is also where vendors can learn about their strengths, weaknesses, and opportunities – directly from their customers’ voice. And we’ve observed lots of vendors reach new heights of success after taking this feedback to heart.

At G2, we too believe in the power of customer feedback. We have long incorporated and relied on their insights to drive our innovation, but we knew there was more we could do to become even more customer-focused. As a result, we made the decision to form an Executive Advisory Board (EAB) last year, composed of G2 customers.

Since then, we’ve hosted several productive sessions with this group, both in-person and virtually. And we’ve benefited significantly from this forum of B2B SaaS leaders, who provide strategic input and guidance to help shape our future. By providing insights on industry trends and feedback on G2’s solutions, services, and GTM strategy, we have clearer guidance on how we can deliver the highest value solutions for our customers going forward.

Through these EAB discussions here are just a few of the takeaways and topics we’ve discussed:

  • Modern CMOs are driving revenue, not just pipeline. Amid the challenging market where customers are churning due to tightened budgets and higher expectations, marketers hare measuring total marketing sourced and influenced revenue (rather than just MQLs) as the key aligned measure
  • Customer centricity is more important than ever, meaning it’s crucial to have  more feedback loops with customers, incorporating feedback into the product roadmap and speaking to customers’ real issues and pain points in marketing campaigns.
  • While AI is driving growth for SaaS businesses – and has continued potential to generate insights from customer data and market trends – marketing and sales professionals are uniquely qualified to build empathy and deep connections that AI will never replace

On behalf of G2, I’d like to extend a sincere thank you to our EAB members for their support, commitment, and continued partnership. The 2024 G2 EAB members include:

I’d also like to extend a warm welcome to the four new EAB members this year named above: Amber, Andrew, Kipp, and Randy. Along with existing members from 2023, their perspectives on G2’s offerings, the market, and the evolution of customer needs are instrumental to our strategy.

At the end of the day, we want to deliver solutions and experiences that improve the way software is bought, sold, and researched. In doing so, it will become easier for businesses to build and manage the best software stack to reach their goals. Software vendors will be able to more easily amplify customer voice and drive growth. And, investors and consultants will be able to better understand market trends to make more informed decisions.

In helping us reach our goals, this esteemed EAB group is enabling all those involved in the B2B SaaS ecosystem to reach their goals too. With this in mind, here’s to another year of valued insights to power customer-led growth and improvements for our G2 community. Let’s all reach our next peaks together through authentic feedback and conversations.

And speaking of customer feedback, here is some of the insightful feedback our EAB members have shared with us….


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