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Case Study G2 Crowd

G2 Crowd Sales team has built over $7m in sales pipeline using CloudApp to create personalized videos for customers

"The videos are actually selling for us when we are not around."
Olivier L' Abbé
SVP of Sales


G2 is a customer review site that focuses on solving issues of selecting business solutions by providing crowd sourced reviews for free to anyone visiting their site. The company has connected with thousands of businesses and looks for opportunities to partner with the companies who live on its site.

Since they launched in 2013, has been growing at a rapid pace. G2 (formely G2Crowd) first hit 100k reviews in 2016 and has since added hundreds of thousands more. The company is in hyper growth mode and working to capitalize on the credible platform it has created both with its users and businesses who hope to get good reviews for their product.

The Sales team at is focusing on scaling their efforts to keep up with their new goals with new staff, reviews, and businesses added each day. With millions of visits to its site each month and opportunities to partner with brands How do you increase your lead volume and shorten your Sales cycle without having to hire a new rep every week? Video has become a fast growing medium to help with sales enablement and personalization. (Formely G2 Crowd) reached out to CloudApp to help enable its sales force. G2 felt the value add of instant business communcations through shareaable GIFs, screen recordings, screen shots, and webcam paired with screen recorded videos would be a great way to scale and provide the personalized touch they are known for.

Olivier L’Abbe connected with our team for the best ways to start using CloudApp with his team and we provided him with some immediate video led solutions to connect.


The G2 team saw an immediate benefit to enable their sales team with the CloudApp video platform to produce screenshots, annotated screenshots, GIFs, screen recordings, and webcam enabled personlaized videos. The G2 team has built over $7m in sales pipeline using personalized video pitches. They record quick videos to share with their prospects. The webcam enabled video creates an immediate personalized experience for various types of sales experience.

Sales Prospecting

A video or GIF in an email for prospecting can cut through the email and sales pitch clutter. It can also add an always on approach to a company like G2 who is focused on expanding its salesforce globally and may need to have a look of 24/7 availability.

Not only do they grab people’s attention better than a regular email, but videos ‘sell even when they are not around’.

Reduce Sales Cycles

B2B sales cycles can be 4 – 9 months in length at a time on average across every business. A webcam enabled screen recording can provide a way to connect personally with a customer wihtout needing to have a meeting. Record a quick clip or yourself talking to a contract or a white paper and send it along with the document to provide an additional connection point in a long cycle. They also use annotated screenshots to easily make a point and highlight important information.

Hear more from G2 on how they used CloudApp to increase pipeline and be more productive through screenshots, annotated screenshots, screen recordings, GIFs, and webcam enabled screen recordings from their senior sales leadership and others on the sales team in the video below.


G2 Crowd’s Sales team uses personalized videos as their secret weapon.

‘The greatest value CloudApp offers to our Sales team is, we are able to reach out to people that we typically can’t connect with.’ says Matt Lazares, Enterprise Account Executive.

They increase their engagement rates while saving time by reaching out with a video instead of a long email.

‘After using CloudApp, it’s really hard to go back. It’s like a CRM, conferencing software or Slack. You can’t really imagine your role without it.’ adds Matt Lazares

Our users estimate they save 90 seconds per drop created.

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