G2 Review: Pricing, Features & What the Data Shows
The largest B2B software review platform, now also a source of buyer intent data for sales and marketing teams.
What G2 Does
G2 is the largest B2B software review marketplace, hosting over 2 million reviews across 100,000+ products. For software buyers, it's one of the first stops in the research process—a place to read real user reviews, compare products side-by-side, and see where vendors rank in G2's category grids. For software vendors, G2 serves dual purpose: it's a trust and credibility channel (reviews and badges that influence buyer decisions) and a buyer intent data source that reveals which companies are actively researching your product category.
The buyer intent angle is where G2 has become strategically interesting for sales and marketing teams. G2 Buyer Intent data shows you when companies visit your G2 profile, compare you to competitors, read your reviews, or research your product category. These are high-quality signals because they indicate active software evaluation—someone comparing you to competitors on G2 is further along in their buying journey than someone who downloaded a generic whitepaper. The intent data integrates with Salesforce, HubSpot, 6sense, Demandbase, and other CRM and ABM platforms.
The review management side is straightforward but important. A strong G2 profile with recent, positive reviews and high ratings builds credibility that influences buying decisions. G2 badges ('Leader,' 'High Performer,' 'Momentum Leader') are widely recognized in B2B and carry real weight when displayed on your website, in sales decks, and in marketing content. The challenge is that maintaining a competitive G2 profile requires ongoing effort—soliciting reviews, responding to feedback, and managing your presence.
The limitations are worth understanding. G2's intent data only covers activity on G2 itself. It doesn't tell you about research happening on TrustRadius, Capterra, or the broader web. The paid plans are expensive ($15K-$50K+/year), and the ROI can be hard to attribute directly. Many companies maintain a free G2 profile for the review credibility and only upgrade to paid plans when they want the intent data. That's a reasonable approach for most.
G2 Key Features
Buyer Intent Data
Reveals which companies are visiting your G2 profile, comparing you to competitors, and researching your product category, providing high-quality signals that indicate active software evaluation.
Review Management
Tools for soliciting, managing, and responding to customer reviews. Integrates with your customer success workflow to systematically build a strong review profile over time.
G2 Badges & Social Proof
Category-specific badges (Leader, High Performer, Momentum Leader) that serve as widely recognized trust signals for your website, sales materials, and marketing content.
Competitive Intelligence
See how buyers compare you to competitors, which alternative products they're evaluating, and how your ratings and reviews stack up against the competitive landscape.
CRM & ABM Integrations
Push buyer intent signals directly into Salesforce, HubSpot, 6sense, Demandbase, and other platforms so sales and marketing teams can act on G2 research activity in their existing workflows.
Content Licensing
License G2 review content, comparison reports, and category rankings for use in your marketing campaigns, sales collateral, and website to leverage third-party validation.
Who Uses G2
Intent-Driven Outbound
A sales team integrates G2 Buyer Intent with Salesforce. When a target account visits the company's G2 profile or compares them to a competitor, the assigned rep gets an alert with the specific research activity. The rep reaches out with messaging that addresses the comparison, referencing relevant reviews and differentiators.
Building Buyer Trust at Scale
A B2B SaaS company runs a systematic review generation program, asking happy customers to leave G2 reviews after successful outcomes. They embed G2 badges and review snippets on their website, in email signatures, and in sales proposals, using third-party validation to build trust at every buyer touchpoint.
Competitive Positioning Intelligence
A product marketing team uses G2 competitive intelligence to understand how buyers compare their product to alternatives. The data reveals which competitors are most frequently evaluated alongside them and what buyers cite as strengths and weaknesses, informing positioning, battlecard content, and feature roadmap priorities.
G2 Pricing
Free Profile
Basic product listing, collect reviews, basic analytics
Essentials
Review management, badges, content licensing
Pro
Buyer Intent data, reference management, enhanced profile
Power
Advanced intent data, integrations, competitive intelligence
G2 offers a free profile that includes basic product listing, the ability to collect reviews, and limited analytics. This is genuinely useful and sufficient for many companies—you get the review credibility and badges without paying anything.
Paid plans are where the intent data and advanced features live. Essentials, Pro, and Power tiers are all custom-priced, with costs ranging from roughly $15K-$50K+/year based on buyer reports. The Buyer Intent add-on is typically the biggest cost driver. Content licensing (using G2 review data in your marketing) adds additional cost.
The ROI calculation depends on how you use the data. If your sales team can effectively act on G2 intent signals to prioritize and personalize outreach, the data can drive meaningful pipeline. If the intent alerts just add noise to an already overloaded sales workflow, the value is harder to justify at $15K-$50K/year.
Many companies take a pragmatic approach: maintain a free G2 profile for the review credibility, invest in review generation, and only upgrade to paid plans when the intent data becomes a strategic priority. That's a reasonable sequence.
Job Market Demand for G2
G2 appears in 42 job postings across 30 companies in our database of 23,338+ analyzed job postings. The average salary range for roles requiring G2: $98K - $140K.
Commonly Used With G2
Based on job posting co-occurrence data, these tools are most frequently mentioned alongside G2:
G2 Data Quality & Coverage
G2's buyer intent data captures a specific, high-value signal: active software research behavior. When G2 tells you that a company visited your profile or compared you to a competitor, that's a strong intent signal because it indicates someone in an active evaluation process. The signal quality is inherently high because of the context—people visit G2 specifically to research software purchases.
The limitation is coverage. G2 only captures activity on G2 itself, which represents a slice of total buyer research activity. Prospects also research on TrustRadius, Capterra, vendor websites, analyst reports, and peer communities. G2 intent data should be treated as one signal source among several, not a complete view of buyer intent.
Company-level identification is generally accurate—G2 resolves visitors to companies, not individuals. You'll know that someone from Acme Corp researched your category, but not which specific person. Match rates depend on the visitor's network (same reverse IP limitations as other identification tools).
Review data quality depends on your category. Competitive categories with hundreds of reviews provide statistically meaningful insights. Smaller categories with fewer reviews can be skewed by a handful of strong opinions. G2 has fraud detection for fake reviews, but like any review platform, individual reviews should be read with appropriate context.
Pros & Cons
Pros
- Largest B2B review platform with high buyer trust and strong domain authority
- Intent signals from G2 indicate active software evaluation, not just general research
- Review badges and social proof content that actually influence buyer decisions
- Direct integrations with Salesforce, HubSpot, 6sense, and major ABM platforms
- Competitive intelligence shows how buyers compare you to alternatives
Cons
- Paid plans are expensive ($15K-$50K+/year) for what's essentially a review and intent platform
- Intent data only covers activity on G2, not broader web research behavior
- Review solicitation requires ongoing effort to maintain a competitive profile
- ROI can be hard to attribute directly to G2 presence vs. organic buyer behavior
- Vendor lock-in pressure to keep upgrading for more features and data
Best for: B2B software companies that want to build buyer trust through reviews and capture intent signals from active software evaluators
Not ideal for: Non-software companies, early-stage startups without enough customers for reviews, or teams looking for comprehensive intent data beyond G2's walled garden
G2 Alternatives
| Tool | Starting Price | Job Mentions | Best For |
|---|---|---|---|
| Capterra | $0 | 1 | Mid-market and vertical software companies that want an accessible, pay-as-you-go review and lead generation channel without committing to G2's annual contracts |
| Bombora | ~$25K-$40K/yr | 1 | Mid-market and enterprise B2B companies running ABM programs who want to prioritize outreach based on buyer research activity |
Frequently Asked Questions
How does G2 Buyer Intent work?
G2 tracks which companies visit your product profile, read reviews, compare you to competitors, and research your software category. It identifies the company behind the visit (not the individual) and pushes that intent signal to your CRM or ABM platform. You can then prioritize outreach to companies that are actively evaluating tools like yours.
Is G2's free profile worth it?
Yes. The free profile lets you collect and display reviews, respond to reviewers, and access basic analytics. It's worth setting up even if you never upgrade to a paid plan. The reviews and G2 badges you can display on your website provide social proof that influences buyers. Intent data requires a paid plan.
G2 vs TrustRadius: which review platform matters more?
G2 has more reviews, higher traffic, and stronger domain authority. TrustRadius is known for more detailed, in-depth reviews and doesn't gate content behind vendor payments. Most B2B companies prioritize G2 due to its larger audience, but having a presence on both doesn't hurt. If you're only going to invest in one, G2 is the higher-impact choice.
How many reviews do I need on G2 to be competitive?
It depends on your category. In competitive categories (CRM, marketing automation), you'll want 50+ reviews to rank well in G2's Grid. In smaller categories, 15-25 reviews can put you in a leadership position. Focus on getting recent reviews since G2 weights recency. A steady stream of 5-10 new reviews per quarter keeps your profile competitive.
Our Verdict on G2
G2 serves two distinct purposes, and you should evaluate them separately. As a review and credibility platform, the free profile is a no-brainer for any B2B software company. Collect reviews, display badges, and leverage the social proof in your sales and marketing. This costs nothing and provides real value.
As a buyer intent data source, G2 is more nuanced. The intent signals are high-quality—active software research is a strong buying indicator—but the coverage is limited to G2 activity only. At $15K-$50K+/year for paid plans, you need to be confident your sales team will act on the signals effectively.
The recommended approach: start with the free profile, build a systematic review generation program, and use G2 badges in your marketing. Evaluate the paid intent data when you have a sales or ABM team that can operationalize the signals through CRM and ABM platform integrations. G2 is most valuable as a complement to broader intent data from tools like 6sense or Bombora, not as your only intent source.