In a recent announcement, TechTarget, Inc., a leading provider of B2B technology purchase intent data and marketing services, has formed a partnership with B2B software review website G2. The goal of this collaboration is to combine TechTarget’s independent editorial content with G2’s user-generated insights in order to 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. Additionally, TechTarget will introduce new site features to its website, including more than 2.4M peer reviews from the G2 marketplace.
According to Rebecca Kitchens, President of TechTarget, “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.” By exposing their content to each other’s audiences, she added, “we can bring insights that significantly better serve the needs of B2B tech buyers.”
This partnership closely follows TechTarget’s acquisition of Informa Tech’s digital businesses earlier this year which helped create a global platform in B2B data and market access.