Godard Abel, G2. The SaaS Trust Crisis

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Godard Abel is CEO of G2.com, Inc, a business software review website, which he co-founded in 2012. Previously Godard served as CEO of SteelBrick which was acquired by Salesforce in 2016 where he subsequently served as SVP/GM of the SteelBrick business unit until May 2017 when he left to refocus on entrepreneurial adventures. Godard previously co-founded and as CEO built BigMachines into a leading software-as-a-service provider which was acquired by Oracle in 2013. Before entering the technology industry, Godard consulted for McKinsey & Company and advised leading manufacturers in the U.S. and Germany on strategy development and business process improvement. Godard was named to the Tech 50 list by Crain’s Business Chicago in September 2014 and to the Chicago Entrepreneur Hall of Fame in 2011. He earned an MBA from Stanford University and both a B.S. and M.S. in engineering from the Massachusetts Institute of Technology. He is a member of the 2016 Class of Henry Crown Fellows and the Aspen Global Leadership Network at the Aspen Institute. Speech Overview: Based on unique insights gained from g2.com software marketplace, exploring trends in the global software industry and how software innovators can overcome the crisis of customer trust.

Technology

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

$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 Web Traffic Sessions according to Google Analytics from March 4, 2018 through March 28th
2020

“Churn Is Coming: 12 Learnings From A Survey Of SaaS CxOs”, Nick Mehta, Gainsight, April 2020

CONFIDENTIALCONFIDENTIAL
The Crisis of Trust

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

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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