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CONFIDENTIAL
@godardabel
The SaaS Trust Crisis
How We All Got Here (And How We Get Out)
Godard Abel
Co-Founder & CEO, G2
+
CONFIDENTIAL
AGENDA
About Me
The Crisis of Trust
Global SaaS Trends 2020
Winning SaaS Buyer Trust
CONFIDENTIAL
20+ Year SaaS Entrepreneur
Co-Founder & CEO, G2
CONFIDENTIAL
Influencing millions with
the world’s most trusted
SaaS marketplace 
5+ Million buyers visiting each month
1+ Million trusted customer reviews
100,000+ B2B tech products/services
$100M funding from LinkedIn, Accel, IVP
$300k+ donated via G2 Gives
2016 2017 2018 2019 2020
CONFIDENTIAL
1. Dropbox
2. SurveyMonkey
3. Atlassian
4. HubSpot
5. Microsoft
6. Asana
7. Concur
8. Mailchimp
9. Zoom
10. Canva
11. Shopify
12. ActiveCampaign
Best Software Companies
See the complete list at g2.com/best
CONFIDENTIALCONFIDENTIAL
2020 Global SaaS Trends
Marc Andreessen
$295 Billion
TODAY
$546 Billion
$1 Trillion
$6 Trillion
Source: Battery Ventures, Software 2019
90+ Apps 20%
growth YoY
*Source: Number of SaaS apps used by companies with
50-1000 employees using G2 Track SaaS management
Number of Cloud Apps
Enterprises Use is Rising ~10% p.a.
SaaS & Cloud Apps Essential
Across All Teams & Departments
Source: Netskope
Number Apps Used
by Small and Mid-Sized*
Category
Average # Per
Enterprise
Marketing
HR
Collaboration
Customer Relationships
Management
Finance/Accounting
Business Intelligence & Data
Analytics
Development Tools
Cloud Storage
90,000+
Software product listings on G2
120%
YoY growth rate
1,700
Categories
2019 YoY Growth Rate in Reviews and Traffic, by Region
CONFIDENTIALCONFIDENTIAL
COVID-19 has changed the state
of software buying
G2 Research Remote Work Survey March 2020 N=676
G2 Research Remote Work Survey March 2020 N=676
G2 Web Traffic Sessions according to Google Analytics from March 4, 2018 through March 28th
2020
G2 Research Remote Work Survey March 2020 N=676
G2 Research Remote Work Survey March 2020 N=676
“Churn Is Coming: 12 Learnings From A Survey Of SaaS CxOs”, Nick Mehta, Gainsight, April 2020
CONFIDENTIALCONFIDENTIAL
The Crisis of Trust
Industry Government Society Health
Is gaining a prospect’s trust getting
more or less difficult?
75%
More Difficult
Is your job in sales or marketing
getting more or less hard?
65%
More Hard
Brian Halligan, CEO
5,663 reviews
Source: G2’s 2019 Crowd Views Report
Peers & Colleagues
Top info sources B2B Buyers use for
Source: G2’s 2019 Crowd Views Report
Independent Product/
Service Reviews
Top info sources B2B Buyers use for
CONFIDENTIALCONFIDENTIAL
Winning SaaS Buyer Trust
Marc Benioff,
Founder & CEO of Salesforce
Growth
Engagement
TrustEVP & Chief Marketing Officer
WEBSITE WHITE PAPERS VIDEOS TESTIMONIALS EMAILS
PROFILES LEARNING REVIEWS PEER REFERENCES ABM3rd
Party
Engagement
Leads
Then
Now
CONFIDENTIALCONFIDENTIAL
“We want all employees thinking
about delivering happiness to our
customers. We recommend every
employee goes to G2 to look at
customer feedback.”
Eric Yuan, Founder & CEO of Zoom
28,277 reviews
Udi Ledergor
CMO, Gong
Margaret Arakawa
CMO, Outreach
Bobby Patrick
CMO, UiPath
Raises $305M
@ $2.2B
100,000 Users
Raises $289M
@ $1.3B
100,000 Users
Raises $225M
@ $10.2B
200,000 Users
“The Value of Keeping the Right Customers”, Amy Gallo, Harvard Business Review, 2014
Capture reviews, video reviews and
more across clouds and regions
1
Use G2 content including reviews and
reports across social channels to
marketing campaigns
2
Integrate G2 buyer intent data and
real-time scoring, into propensity to
buy, trigger outreach and integrate
leads in real-time.
3
learn.g2.com/b2b-software-marketing-playbook-for-covid-19
CONFIDENTIAL
Thank you!
Godard Abel
Co-Founder & CEO, G2
@godardabel
+

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Godard Abel, G2. The SaaS Trust Crisis