Account Manager

• Own the referral pillar's OKRs — buyer traffic, qualified traffic share, referral-attributed revenue, and source diversification — across all four brands.
• Define the partnership portfolio: which motions matter, at what depth, and how they differ by brand.
• Build a prioritization framework balancing quick wins (vendor badges, podcasts, review sites) against strategic bets (cloud marketplaces, VC/PE portfolio programs, AI buyer-discovery surfaces).
• Identify, prioritize, and develop a diversified portfolio of partnership types that will drive Buyer traffic or users — spanning ecosystem and channel partners, affiliate and media partners, content and community partners, distributed product-led referral channels, and emerging buyer-discovery surfaces.
• Source, evaluate, and structure deals across a range of commercial models — including rate-card and CPA media buys, affiliate commission and rev-share structures, strategic data and integration partnerships, and zero-cost product-led arrangements — selecting the right model for the partner and the motion.
• Negotiate and manage partnership agreements end-to-end, from initial sourcing through contracting, launch, performance management, and renewal or wind-down.
• Build the operating infrastructure to manage partnerships at scale — partner platforms, tracking and attribution, onboarding workflows, and a self-serve layer for the long tail.
• Drive scalable onboarding and enablement resources for integration partners, including technical documentation, sandbox environments, and integration guides.
• Work cross-functionally with Product and Engineering to support partner development and ensure smooth integration experiences.
• Establish the referral dashboard in partnership with Insights & Planning: traffic, revenue, GP by partner, partner-sourced pipeline.
• Establish reporting cadences for affiliate and ecosystem partnership performance across revenue, engagement, and growth metrics.
• Use data to identify top-performing partners, optimize incentive structures, and prioritize investment across ecosystem and affiliate programs.
• Partner closely with Performance Marketing, AEO/SEO, Lifecycle, and Buyer Product leaders — referral is a connective tissue role across the Buyer org.
• Stay ahead of market trends in affiliate marketing and ecosystem-led growth to continuously evolve G2's partnership approach.
• Room to build and lead a team, scaling as programs mature.

Director, Buyer Growth Partnerships – Referral

Marketing

• Develop and execute comprehensive lifecycle marketing strategies for both software buyers and vendors, driving engagement, retention, and advocacy across all stages of the customer journey.
• Design and optimize email marketing campaigns to onboard, nurture, and reactivate users, leveraging segmentation and personalization to deliver relevant experiences.
• Own the end-to-end management of marketing automation workflows, including campaign ideation, build, QA, launch, and ongoing optimization.
• Analyze user behavior, campaign performance, and cohort trends to identify opportunities for lifecycle improvements and increased customer lifetime value.
• Conduct A/B testing and leverage analytics to continuously refine messaging, creative, and channel mix for optimal results.
• Collaborate with Product and Content teams to ensure consistent messaging and seamless experiences throughout the customer journey.
• Work closely with Product, CRO, and Engineering teams to implement messaging and engagement tactics on landing pages we leverage for Emails.
• Develop programs to convert, engage, and retain buyers on Capterra, GetApp, and Software Advice.
• Implement win-back and re-engagement campaigns to minimize churn and maximize retention among both buyers and vendors.
• Stay current with the latest Lifecycle and Email marketing trends, technologies, and best practices, bringing innovative ideas to the team.

Senior Lifecycle Marketing Manager

Sales Operations Manager

• Define and own the vision, multi-year roadmap, and operating model for G2's global sales enablement function, in close alignment with the company's revenue goals and GTM strategy
• Lead a high-performing enablement team; foster a culture of continuous improvement, learning, and accountability
• Serve as a strategic advisor and thought partner to senior sales leadership on all matters related to seller productivity, readiness, and ramp
• Own the enablement budget, headcount planning, and vendor relationships in partnership with Finance and HR
• Design and continuously improve scalable onboarding programs that measurably reduce time-to-productivity for new sales hires across all roles, levels, and segments
• Build and maintain a comprehensive continuous learning curriculum spanning sales methodology, product knowledge, competitive positioning, objection handling, and skills development
• Develop and scale manager enablement programs that equip frontline sales managers to coach effectively, drive rep development, and strengthen team performance
• Lead the design and delivery of major enablement events including Sales Kickoffs, New Hire Bootcamps, QBR preparation, and in-field readiness programs
• Own G2's sales content strategy; ensure sellers have timely access to accurate, high-quality, buyer-journey-mapped content — including pitch decks, battle cards, talk tracks, case studies, and ROI tools
• Evaluate, implement, and drive adoption of the sales enablement technology stack (e.g., Highspot, Gong, Hyperbound) across the global sales organization
• Establish and maintain a content governance model to ensure all seller-facing assets are current, on-message, and easily discoverable
• Partner with Revenue Operations to align enablement programs with CRM workflows, pipeline data standards, and forecasting processes
• Define and own the enablement analytics framework; leverage leading and lagging indicators — including ramp time, win rates, deal velocity, content utilization, and training completion — to measure program impact and ROI
• Present enablement insights, program results, and strategic recommendations to executive leadership on a regular cadence
• Collaborate closely with Product Marketing to translate messaging, competitive intelligence, and new product launches into field-ready assets and training programs
• Partner with Marketing on demand generation alignment, ICP/persona development, and campaign-to-close enablement
• Build strong relationships with sales leaders to ensure programs are tailored, adopted, and continuously improved based on field feedback

Senior Director, Sales Enablement

Events

• Shape and execute G2's combined event and field marketing strategy across four key areas: owned and internal events, tradeshows and conferences, partner/customer events, and regional field marketing activations
• Use events and field programs to drive awareness and engagement with prospects and develop loyalty and growth with customers
• Player-coach who can build and grow a high-performing, engaged team of events and field marketing professionals
• Partner with the broader brand team to create a compelling and consistent experience across all event and field touchpoints, from invitation to registration to in-person
• Partner with the sales and demand gen marketing teams to identify and activate in-person event and field revenue growth and renewal opportunities
• Oversee the development and execution of G2's North American field marketing program, including executive dinners, roundtables, lunch and learns, partner co-marketing, sponsorships, and ABM-aligned regional activations
• Ensure field marketing programs are tightly integrated with G2's account-based motion, working with demand gen and sales leadership to align target accounts, messaging, and follow-up
• Work with the communications team to develop event and field agendas and content, as well as an internal speakers bureau, identifying key opportunities to leverage and showcase G2's thought leadership platform
• Provide event support for large-scale employee events and subject matter expertise to other internal teams, like Employee Success, People and Recruiting
• Apply a global lens and growth mindset to all of G2's event and field activations
• Travel up to 40% of time required

Director of Events, Field Marketing

Data Analyst

• Provide descriptive and diagnostic analysis to inform product decision-making, evaluate performance and make tactical recommendations.
• Support and guide project-based work using analytic tools to produce datasets for analysis.
• Use BI tools to empower end users with timely, accurate and informative data and visualizations.
• Design dashboards to monitor KPIs and business drivers and ensure all metrics are consistent with business strategy.
• Discuss questions and hypotheses with external and internal customers based on deep data analysis, and act as the G2 Data SME, turn them into analysis and insights.
• Lead team discussions and collaborates with technical and non-technical team members to solve business problems.
• Provide guidance and coaching to jr. team members, helping them understand complex datasets/models/business requirements.
• Identify opportunities to improve our reporting and additional data management tasks you discover in your analysis.

Lead Data Analyst

Marketing Operations

• Own marketing performance reporting across funnel conversion, campaign ROI, pipeline contribution, attribution, and efficiency metrics.
• Establish trusted definitions for MQL, SAL, SQL, pipeline, sourced/influenced revenue, lifecycle stage, and campaign attribution.
• Build executive-ready dashboards and reporting cadences for CMO, Demand Gen, Sales, RevOps, and Finance.
• Analyze funnel performance to identify conversion gaps, lead leakage, routing issues, and campaign optimization opportunities.
• Translate data into actionable recommendations that improve pipeline quality, velocity, and marketing ROI.
• Own and modernize the marketing technology stack, including marketing automation, CRM integrations, enrichment tools, attribution, intent, ABM, webinar/event, routing, and analytics platforms.
• Audit current systems, integrations, data flows, and governance to identify gaps, redundancies, and scalability risks.
• Partner with RevOps and Biz Systems to ensure Salesforce/CRM, MAP, data warehouse, and GTM systems support clean handoffs and accurate reporting.
• Lead implementation or optimization of tools such as Marketo, HubSpot, Salesforce, 6sense, LeanData, Qualified, Google Analytics, Bizible/attribution tools, and related platforms.
• Evaluate and operationalize AI-enabled capabilities that improve segmentation, personalization, workflow automation, data quality, and reporting.
• Partner with Demand Generation to design scalable campaign operations processes from intake through launch, QA, measurement, and optimization.
• Improve speed, quality, and consistency of campaign execution across email, nurture, paid, ABM, webinars, events, content syndication, and lifecycle programs.
• Build standardized campaign taxonomy, naming conventions, UTM governance, attribution rules, and QA processes.
• Support nurture strategy, segmentation, scoring, routing, and lifecycle programs that increase conversion from lead to pipeline.
• Ensure demand generation teams have the systems, data, and insights needed to drive efficient pipeline creation.
• Own marketing’s lead management framework, including scoring, routing, lifecycle stages, SLA tracking, and handoff processes.
• Partner with Sales, SDR, RevOps, and GTM Analytics to align on funnel definitions, operational workflows, and pipeline reporting.
• Improve lead routing accuracy, speed-to-lead, SAL acceptance, and visibility into marketing-generated opportunities.
• Identify and resolve operational issues that create friction between Marketing, SDR, Sales, and Customer teams.
• Support integration of marketing operations with broader GTM data models and revenue processes.
• Lead, manage, and develop the Marketing Operations team, including analytics, campaign operations, systems, and automation roles.
• Establish clear ownership, documentation, SLAs, and prioritization frameworks for marketing operations requests.
• Build trusted relationships with Marketing, Demand Gen, Sales, RevOps, Finance, Data, and Biz Systems leadership.
• Balance strategic roadmap ownership with hands-on execution when needed.
• Manage vendors, budgets, tool renewals, and resourcing tradeoffs for the marketing operations function.

Director, Marketing Operations

Sales

• Advise software buyers.
• Make lots of calls.
• Communicate company needs accurately.
• Generate revenue (and commission!).

Sales Advisor

Product Marketing

• Partnering directly with Customer Success and Customer Support business stakeholders to understand goals, OKRs, and process pain points — translating them into technical solutions without a PM or BSA intermediary
• Owning the full delivery lifecycle: requirements gathering, solution design, configuration, development, testing, deployment, documentation, and ongoing iteration
• Building and maintaining solutions across G2's post-sale tech stack, including Salesforce (Sales Cloud, Service Cloud), Salesforce Experience Cloud, Forethought, Catalyst, Slack, and ZoomInfo
• Developing within Salesforce using both declarative configuration and code — writing Apex classes, triggers, and Lightning Web Components (LWC) for solutions that go beyond what clicks can deliver
• Designing and deploying AI-powered GTM workflows — leveraging tools like Claude Code, Dust, and native AI capabilities within the stack to automate and augment how CS and Support teams operate
• Evaluating and integrating new tools as the ecosystem evolves, with a bias toward solutions that reduce manual work and accelerate time-to-value for business teams
• Maintaining the reliability, performance, and governance of the systems you own — including documentation, change management, and proactive monitoring