TechTarget, Inc., a provider of B2B technology purchase intent data and marketing services, partnered with B2B software review website G2 to combine TechTarget’s independent editorial and G2’s user-generated insights to help 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 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.
“Today’s B2B tech buyers are progressing further through the buying cycle than ever before speaking to a vendor,” said Rebecca Kitchens, President of TechTarget, in a statement. “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. By exposing our content to each other’s audiences, we can bring insights that significantly better serve the needs of B2B tech buyers, which is why we are so excited about this partnership.”
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.