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G2 (formerly G2 Crowd) is a business-software review marketplace founded in 2012 and headquartered in Chicago. It hosts 2M+ verified user reviews covering 1500+ software and services categories. Main features • Product profile pages with ratings, written reviews, screenshots and pricing snippets. • "G2 Grid" reports that rank products quarterly on Satisfaction vs. Market Presence using review data and public metrics. • Comparison and filtering tools that let buyers compare multiple products side-by-side. • Buyer-intent & lead-gen data, review widgets and sponsored placements sold to vendors. • G2 Track (acquired in 2019) for SaaS spend management and license optimization. • Integrations with LinkedIn, Salesforce, HubSpot, Marketo, etc. for review validation and intent data sync. Target audience • Primary: B2B software buyers (IT, operations, marketing, finance leaders) researching purchase decisions. • Secondary: Software vendors and agencies that want visibility and buyer-intent data. Business model • Freemium: every vendor can maintain a free profile. • Paid packages (starting around US$5–20k/yr per reports from vendors) unlock premium profile customization, category sponsorship, dynamic content, intent data feeds, inclusion in Grid report excerpts, and advertising. • Additional revenue from G2 Track SaaS-spend management subscriptions. Favorable posting / traffic patterns (public web-traffic tools – SimilarWeb Nov-2023) • Traffic is largely B2B weekday-heavy; Tuesday–Thursday see the highest sessions, with Sunday the lowest. Plan review campaigns and profile updates mid-week. Content that performs well • Detailed, balanced product reviews (300-800 words) that discuss use case, pros, cons and ROI. • Visual assets: screenshots, demo videos, clear pricing tables. • Comparison grids and alternative-list articles. What to do ✓ Encourage happy customers to leave verified reviews (G2 validates corporate e-mail/LinkedIn). ✓ Keep product profile data, pricing and screenshots current. ✓ Respond publicly to both positive and negative reviews within 1–2 days. ✓ Promote earned badges (Leader, High Performer, etc.) on your site and social channels. What to avoid ✗ Don’t submit or purchase fake / incentivized reviews that violate G2’s moderation policy—accounts can be banned and badges revoked. ✗ Avoid marketing jargon; buyers value specific use-case details. ✗ Don’t ignore critical feedback; unanswered negatives hurt conversion. Other relevant details • G2 raised >US$250 M to date (Series D led by Permira 2021) and was valued at ~US$1.1 B (Crunchbase, TechCrunch). • Over 60M annual visitors (G2 press kit, SimilarWeb Sept-2023 ~5 M monthly visits). • Frequently used by VC firms and corporate buyers during software due-diligence.
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