B2B technology purchase intent data and marketing services provider TechTarget, Inc., has announced a partnership with B2B software review website G2. The goal of the partnership is to deliver contextually relevant content experiences to audiences by combining TechTarget’s independent editorial and G2’s user-generated insights.
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 the insights, news, and trend analysis from G2. The companies will also introduce new site features to the TechTarget website, such as 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. TechTarget and G2 provide are both leaders in their respective areas, and each offers 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.”
The partnership closely follows TechTarget’s acquisition of Informa Tech’s digital businesses, which it absorbed to create a global platform in B2B data and market access.