G2 is the world's largest B2B software review marketplace, with over 2 million reviews across 150,000+ software products. For SaaS companies, a strong G2 presence isn't optional — 92% of B2B buyers are more likely to purchase after reading a trusted review on G2, and enterprise procurement teams now routinely require G2 reports as part of their vendor evaluation process.
Why Do G2 Reviews Matter for B2B?
G2 reviews matter because enterprise buyers use them as a primary decision-making tool — 84% of B2B buyers start their software research on review platforms, and G2 is the most-visited software review site globally.
Unlike consumer reviews on Google or Trustpilot, G2 reviews are structured and detailed. Reviewers rate products on specific criteria — ease of use, quality of support, feature set, value for money — and provide pros, cons, and recommendations. This structured format gives prospective buyers the specific information they need to compare vendors objectively.
G2 reviews also generate significant organic traffic. G2 category pages rank for high-intent queries like "best project management software" and "CRM tools comparison." Being listed and well-reviewed on G2 puts your product in front of buyers who are actively evaluating solutions in your category.
Enterprise sales cycles are long and involve multiple stakeholders. G2 reviews serve as independent validation that accelerates internal approval processes. When a champion needs to justify their recommendation to a CFO, linking to a G2 report with dozens of positive reviews is far more effective than any sales deck.
How Do You Set Up Your G2 Profile?
Claim your free G2 listing, complete every product field — description, screenshots, pricing, features, categories — and designate a team member as the G2 profile owner to manage reviews and updates consistently.
Product description: Write a compelling, keyword-rich description that clearly explains what your product does, who it's for, and what makes it different. G2's algorithm uses this description for category matching and search ranking.
Screenshots and media: Upload high-quality product screenshots showing key features and workflows. Products with 5+ screenshots receive 3x more profile views than those with fewer. Include a product demo video if available — G2 supports embedded videos on product profiles.
Category selection: Choose the most relevant G2 categories for your product. Being in the right categories determines which Grid reports you appear in and which competitors you're compared against. Over-categorizing dilutes your reviews across too many grids; under-categorizing limits your visibility.
How Do You Get More G2 Reviews?
The most effective G2 review collection strategy combines automated post-onboarding email campaigns, incentivized review drives (G2 allows $25 gift card incentives), and in-app review prompts triggered after key product milestones.
Post-onboarding emails: Send a G2 review request 30-60 days after onboarding, when users have experienced enough value to write a substantive review but the setup experience is still fresh. Include a direct link to your G2 review page to minimize friction.
Incentivized campaigns: G2 explicitly allows businesses to offer incentives (typically $25 gift cards) for honest reviews — positive or negative. Run quarterly review campaigns with incentives to maintain a steady flow of new reviews. Frame the incentive as "thanks for your time" rather than "payment for a positive review."
In-app prompts: Trigger a review request within your product after users complete key milestones — first successful project, first 30 days, first positive outcome. Users who've just experienced a win are naturally more inclined to share their experience.
Customer success touchpoints: Arm your customer success team with G2 review links. After a positive QBR, a successful support interaction, or a renewal conversation, the CSM can personally ask for a G2 review. Personal requests from a known contact have 3-5x higher conversion rates than automated emails.
How Does G2 Categorization Affect Visibility?
Your G2 category placement determines which Grid reports feature your product, which competitors you're compared against, and which buyer search queries surface your listing — making accurate categorization a strategic decision, not an administrative one.
G2 has 2,000+ software categories. Each category has its own Grid report, market presence ranking, and competitive landscape. A product listed in too many categories spreads its reviews thin; a product in too few categories misses potential buyers searching in adjacent spaces.
The ideal approach is to dominate 2-3 primary categories rather than appearing marginally in 10+. Concentrate your review collection efforts on the categories that represent your highest-value buyer segments. Being a "Leader" in one category carries more weight than being a "Niche" player in five.
What Are G2 Grid Reports and How Do You Rank?
G2 Grid reports position products on a matrix of "Satisfaction" (based on review ratings) and "Market Presence" (based on review volume, company size, and web traffic) — with the top-right quadrant ("Leaders") being the most prestigious and influential position.
Grid reports are published quarterly and are one of the most-referenced resources in B2B software evaluation. Being named a G2 "Leader" unlocks exclusive badges you can display on your website, use in sales materials, and feature in ad campaigns. Buyers actively filter for products in the Leader quadrant.
Satisfaction score is calculated from review ratings, weighted toward recent reviews. Consistently collecting positive reviews is more important than having a large backlog of older reviews.
Market Presence score factors in review volume, employee count, web traffic, and social media following. Smaller companies can compete on satisfaction but need high review volumes to move into the Leader quadrant. This is why consistent review collection campaigns are essential.
How Do You Use G2 Badges on Your Website?
Display G2 Leader, High Performer, and Best Of badges prominently on your homepage hero, pricing page, and landing pages — they function as third-party credibility seals that enterprise buyers specifically look for and trust.
G2 provides downloadable badge assets each quarter. Place them strategically: homepage hero area (for immediate credibility), pricing page (to justify cost), product pages (to validate features), and sales decks (to support vendor evaluation). The quarterly nature of badges creates a content marketing opportunity — announce new badge wins on social media and in email newsletters.
Beyond badges, embed G2 review snippets on your website using NotiProof's review aggregation to show actual G2 reviews alongside reviews from other platforms. This combined display is more persuasive than badges alone because it shows the depth behind the badge.
G2 vs. Capterra: Which Is More Important?
G2 dominates mid-market and enterprise software evaluation, while Capterra drives more SMB traffic — most B2B companies must maintain active profiles on both, but prioritize G2 for enterprise pipeline and Capterra for SMB lead generation.
G2 strengths: Structured Grid reports, quarterly badges, enterprise buyer trust, higher average deal size influence, integration with sales tools (Salesforce, HubSpot). G2 reviews carry more weight with enterprise procurement teams.
Capterra strengths: Higher total traffic volume, stronger SMB audience, pay-per-click advertising options for visibility, and broader international reach. Capterra reviews convert well for products under $100/month targeting small businesses.
The best strategy is to collect reviews on both platforms and aggregate them on your website for maximum social proof impact. When a visitor sees "4.7★ on G2 · 4.5★ on Capterra · 200+ reviews" on your landing page, the combined signal is far more powerful than either platform alone.
How Do You Respond to G2 Reviews?
Respond to every G2 review — positive and negative — within 48 hours, with personalized acknowledgment and specific follow-up, because G2 surfaces responsive vendors more prominently and enterprise buyers evaluate how companies handle feedback.
Positive reviews: Thank the reviewer, reference their specific use case or results, and share any relevant product updates or features they might benefit from. This shows prospects that you have an engaged, attentive team.
Critical reviews: Acknowledge the feedback, explain what you're doing to address the concern, and provide a direct contact for follow-up. B2B buyers expect some negative reviews — what they evaluate is how you respond. A thoughtful, solution-oriented response to a 2-star review can be more convincing than a dozen 5-star reviews.
Feature requests in reviews: When reviewers mention desired features, respond with your product roadmap timeline if applicable. This turns a review response into a public commitment that demonstrates product velocity and customer-centricity — two qualities enterprise buyers actively seek.