G2 reviews
In short
G2 reviews are ratings and written feedback that verified software users post on G2, a B2B software review marketplace. Buyers read them to compare tools, and vendors use them as social proof and as a source of buying research data.
For GTM teams, G2 is both a trust asset and a demand channel. Review volume, recency, and the quality of detail all affect how a product appears in category comparisons and how prospects judge it before a first call.
Why G2 reviews matter in B2B
Software buyers often build a shortlist from peer opinions before they talk to any vendor. Reviews answer questions that a website will not, such as how hard implementation was or how support behaves after the sale.
- Shortlisting: Buyers filter by category, company size, and rating to decide which vendors to contact.
- Objection handling: Reviews give reps third-party proof for common doubts about onboarding, pricing, or fit.
- Competitive insight: Reading reviews of alternatives shows what customers value and what frustrates them.
How to get more and better reviews
Ask at the right moment
Request a review after a clear win, such as a successful launch, a renewal, or a positive support interaction. Customer success is usually better placed to ask than sales.
Make it easy
Send a direct link and a short note about what to cover: the problem, the result, and who it suits. Do not script the review or offer rewards that conflict with the platform rules.
Respond to every review
Thank positive reviewers and answer critical ones calmly and specifically. Prospects read the replies as well as the reviews.
Using reviews across the funnel
- Marketing: Quote reviews on landing pages and in ads, with the reviewer role and company size where allowed.
- Sales: Add relevant review excerpts to follow-up emails that match the prospect industry.
- Product: Tag recurring complaints and feed them back to the roadmap.
Common mistakes
- Bursts of reviews: A rush of reviews followed by silence looks stale. Aim for a steady flow.
- Only asking happy champions: Reviews from one persona or segment give a skewed picture and may not match your ICP.
- Ignoring the negatives: Unanswered criticism hurts more than the criticism itself.
G2 reviews FAQs
What are G2 reviews?
G2 reviews are ratings and written feedback that software users post on the G2 marketplace. They cover things like ease of use, support, and results, and B2B buyers use them to compare vendors before contacting sales.
How do you get more G2 reviews?
Ask satisfied customers shortly after a clear success, send a direct link, and tell them what to cover. Ask on a steady schedule rather than in bursts, and follow the platform rules on incentives so the reviews stay credible.
Do G2 reviews influence B2B buying decisions?
They often shape shortlists, because buyers trust peer feedback more than vendor claims. Reviews tend to matter most early in evaluation, when a buyer is deciding which two or three vendors deserve a demo.
How should sales teams use G2 reviews?
Pick reviews that match the prospect industry, size, and use case, and include them in follow-up emails or call prep. Use critical reviews of competing tools to understand objections and prepare honest answers.
