TechTarget, Inc., a leading provider of B2B technology purchase intent data and marketing services, has announced a strategic partnership with B2B software review website G2. The goal of the partnership is to deliver contextually relevant content experiences to audiences by combining TechTarget’s independent editorial content with G2’s user-generated insights.
As part of the new partnership, the companies will launch G2 TechBlend, a new content solution that blends TechTarget’s expert editorial content with the insights, news and trend analysis from G2. In addition, TechTarget will introduce new site features to its website, including more than 2.4 million peer reviews from the G2 marketplace.
Rebecca Kitchens, President of TechTarget, commented on the partnership: “Today’s B2B tech buyers are further along in the buying cycle than ever before and rely on trusted online sources to inform their purchasing decisions. TechTarget and G2 are both leaders in our respective fields and offer robust content experiences that cater to different needs. By joining forces and exposing each other’s content to our audiences, we can provide even more value to self-service buyers at every stage of their research journey.”
The partnership follows closely on TechTarget’s acquisition of Informa Tech’s digital businesses earlier this year. This acquisition helped create a global platform for B2B data and market access that will benefit from this new partnership with G2.