G2, a B2B software review website, and TechTarget, Inc., a provider of B2B technology purchase intent data and marketing services, have recently announced a partnership aimed at delivering contextually relevant content experiences to audiences. The partnership combines TechTarget’s independent editorial content with G2’s user-generated insights to create G2 TechBlend, a new content solution that blends the two companies’ robust content experiences and different but complementary traffic sources.
As part of the new partnership, TechTarget will release more than 2.4M peer reviews from the G2 marketplace on its website. Rebecca Kitchens, President of TechTarget, stated that today’s B2B tech buyers are further progressing through the buying cycle than ever before, speaking to vendors as they educate themselves on specific solutions that will help their organizations address challenges. She added that when combined, TechTarget and G2 add tremendous value to self-service buyers at the exact point of their research – no matter what buying stage they are in. By exposing their content to each other’s audiences, the two companies can bring insights that significantly better serve the needs of B2B tech buyers.
The 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. This move allowed TechTarget to offer its customers even more comprehensive solutions for their technology purchase needs.