G2

G2 is a B2B software review marketplace. Buyers use the site to read reviews from other businesses before choosing a product, and software vendors use it to collect customer reviews, respond to feedback, and appear in software comparisons. The listing categories place it in Review Management and Marketing, which reflects both sides of the platform: it is a place for buyers to research, and a place for companies to manage how their products are reviewed.

The core idea is peer feedback. Instead of relying only on a vendor's own marketing, buyers can read what actual users say about a product — what works, what doesn't, and whether the reviewer would recommend it. Reviews are typically tied to a reviewer's profile, and vendors can claim their product listing to respond to reviews and add product information.

For vendors, G2 functions as a review management channel. Companies can invite their customers to leave reviews, monitor new feedback, and use review content in their marketing. The site also organizes products into categories and comparison grids based on review data, so a product's position can change as it collects more feedback.

The G2 homepage itself doesn't publish detailed information about pricing, review volume, or company size, so specifics like those are best confirmed directly on g2.com.

Best for

• Software buyers who want to read peer reviews before purchasing a business tool
• SaaS and B2B vendors that want to collect and display customer reviews
• Marketing teams using review content and comparisons in their campaigns
• Product teams monitoring customer sentiment and competitor positioning
• Companies evaluating multiple tools within a category side by side

Frequently asked questions

Is G2 free to use?

Reading and writing reviews is free. G2 also sells services to software vendors, such as review collection and marketing features, and the site doesn't publish those prices publicly — you have to contact their sales team.

Who can write a review on G2?

Reviews are meant to come from people with real experience using a product in a business context. G2 has validation steps for reviewers, though the exact requirements are described on their site rather than in this listing.

How does G2 make money?

G2 operates on a marketplace model: buyer-side browsing and reviews are free, while vendors pay for services like review campaigns, enhanced profiles, and marketing placement. Specific pricing isn't listed publicly.

Can vendors remove negative reviews?

Vendors can respond to reviews and flag ones they believe violate G2's guidelines, but the site's policy is that legitimate negative reviews stay published. The details of the moderation process are on g2.com.

What's the difference between G2 and a testimonial collection tool?

G2 is a public marketplace where reviews live on G2's own site and feed category-wide comparisons. A dedicated testimonial tool focuses on collecting feedback you host and display on your own website. Some companies use both.

Alternatives

• Testimonial — better if you want to collect text and video testimonials from customers and display them on your own site rather than in a public marketplace.
• WhatConverts — better if your focus is tracking and reporting on leads from PPC and SEO rather than managing software reviews.