Amanda Malko
The Secrets to Success Using G2
Amanda reveals the many different ways that her customers are successfully using G2, why she chooses not to come into a new company with any prior assumptions, and how she thinks about balancing customer retention vs. generating pipeline.
G2 has quickly become the largest, most trusted destination for software--with more traffic than all other software reviews sites combined.1 Today, more than 5 million software buyers each month trust G2, making one of the Top 1000 web destinations in the U.S.2 Additionally, 2,000 companies rely on G2 to build their reputation, manage their software spend, and grow their business -- including Salesforce, Hubspot, Zoom, Lyft, and more.

Prior to joining G2, Amanda was at Mailchimp where she led their partner program and marketplace business. Her wealth of experience in both Fortune 500 brands and fast-growing technology companies will help us further accelerate G2’s growth. Prior to Mailchimp, she served in executive leadership roles at several high-growth SaaS companies and helped build the digital agency 360i, named one of the most influential marketing firms of the 21st century by AdAge and Forbes.

Episode Summary

This episode features an interview with Amanda Malko, CMO of G2. Amanda is a 3-time CMO and award-winning marketing executive with a track record of leading high-growth companies at the intersection of marketing and technology. Prior to joining G2, Amanda was Head of Partner Programs and Marketing at Mailchimp.

Key Takeaways

  • When starting any new role, you want to be more of a listener than anything else.
  • Retention can be easily overlooked, but it is the foundation of growth.
  • One of the main jobs of marketing is to bridge the gap between sales and marketing. Alignment here has ROI that’s invisible to many organizations.


“My philosophy is to not come in with assumptions but rather to come in and really listen. I think that's core to anyone coming into any role, but certainly in a CMO role. It would be easy to say, ‘well, I've done this gig before, I'm going to come in with my playbook and we're going to run that.’ I really think every business is different depending on the team you have, the trajectory of the business, and what's worked and what hasn't in the past. So my first 90 days were really about listening, both to our internal team and our customers.
“Thought leadership is my number one most uncuttable budget item. Especially if you're in businesses like the ones I tend to work with, which are creating categories, it is critical that your customer understands and believes in your category. You cannot win their trust, you cannot win their business if they don't understand your category, let alone your product. And so I think thought leadership that's backed by data, ideally proprietary data to help your customer understand your space, the value of investing in your space, is a really critical one.”
“Retention is the foundation for growth. And I think it's one that's easy to overlook as you're focused on pipe gen and getting more customers. But if you invest in customer success advocacy and building a community, then you're going to continue to have a very successful business because you're going to retain and grow the customers that you already have.”
“One of the first things I did was put a new chatbot on our site...I would say there's multiple components to what we're trying to do with conversational marketing. One is really make it easy for people in the marketing space to be able to quickly get in touch with us and to set up their profile to get feedback and advice. But also if you're interested in our paid offerings to learn more about those, it seems like such an obvious thing. But doing that well in multiple regions for multiple products is something that is an evolution for us. And I think we've made some great strides just in the first three months with this new experience.”

Episode Timestamps

*(2:25) Amanda’s first job in demand gen

*(2:50) Amanda’s role at G2

*(6:50) Digital transformation wasn’t the only thing COVID accelerated

*(7:20) The Trust Tree

*(9:30) How different people are using G2 successfully

*(11:15) G2’s overall go to market motion and strategy

*(20:05) Amanda’s marketing philosophy and how she treats her first 90 days as CMO

*(22:00) The Playbook — Amanda’s Uncuttable Budget Items

*(25:25) Amanda’s views on customer marketing

*(28:30) How B2B enterprise tech companies can leverage ABM/email marketing

*(33:00) Measuring campaign success and the framework G2 uses

*(35:15) Amanda’s advice for someone figuring out their G2 strategy

*(39:00) How Amanda views G2’s website, chatbots, and conversational marketing

*(41:30) Amanda’s most memorable dust-ups and advice

*(43:15) Quick hits


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Episode Transcript