Case Study: G2, the software review marketplace, achieves a 25% decrease in cost per lead with HubSpot

G2 decreases cost per lead by 25% with HubSpot

G2, a marketplace that helps buyers choose business software and sells buyer-intent data to software vendors, needed a cost-effective way to raise awareness of its intent data among core target accounts—particularly demand-generation marketers at companies with 200+ employees—while preserving lead quality.

By syncing dynamic HubSpot contact lists with LinkedIn ad audiences, running targeted ads to a proof-of-concept webinar, A/B testing landing page messaging in HubSpot, and automating post-conversion nurturing, G2 drove a 45% landing-page conversion rate, generated 138 qualified leads, and lowered cost per lead by 25% without sacrificing lead quality.

G2

Adam Goyette

Vice President of Demand Generation