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Review Platform

G2

The largest software review marketplace for enterprise and mid-market buyers.

Revenue Model Freemium with tiered SaaS vendor plans; free basic profile for all vendors
Starting Price $0 / forever
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Overview

What is G2?

G2 is the world's largest software review platform, with more than 80 million buyers using it annually to research, compare, and select software. For software vendors, G2 offers both a free profile tier and paid subscription plans that unlock buyer intent data, competitive benchmarking, and direct CRM lead routing. G2's category Grid Reports and badge program — High Performer, Leader, Momentum Leader — have become shorthand for credibility in sales conversations, investor decks, and category marketing.

Revenue Model

How G2 Makes Money

Primary Revenue
Paid vendor subscriptions for intent data, lead routing, and competitive dashboards
Secondary Revenue
Buyer-side research subscriptions for procurement teams and analysts
Model Type
Freemium with tiered SaaS vendor plans; free basic profile for all vendors

Target Market: Software vendors from startup to enterprise who need credibility, lead generation, and buyer intent intelligence. Also used by procurement teams at mid-market and enterprise companies evaluating software purchases.

Pricing

Estimated Monthly Costs

Free
$0
forever
Basic profile, reviews, and listing. Competitor ads shown on your profile page.
Essentials
$2,500–$5,000
per year
Profile optimization, review widgets, competitor ad removal, basic analytics.
Professional
$5,000–$10,000
per year
Buyer intent data, lead routing to CRM, competitive benchmarking dashboard.
Enterprise
$10,000–$15,000+
per year
Full intent data, multi-product management, advanced CRM integrations, category ownership tools.
Note on pricing

Platform pricing changes frequently. The figures above are estimates based on publicly available information. Verify current pricing directly with the vendor before budgeting.

What It Does Well

Core Capabilities

  • Hosts verified software reviews from real users, weighted by recency and reviewer quality
  • Powers category Grid Reports showing Leaders, High Performers, Contenders, and Niche players
  • Routes buyer intent data — showing which companies are actively researching your category — to your CRM
  • Removes competitor ads from your profile page on paid plans
  • Feeds AI recommendation systems including ChatGPT, Perplexity, Google AI Overviews, and Microsoft Copilot
Limitations to Know

Where It Falls Short

  • Profile is only as powerful as the reviews behind it — volume and recency drive ranking
  • Paid plans are expensive for portfolios with multiple products; each product requires its own plan
  • Intent data requires CRM integration to action; raw data alone doesn't generate pipeline
  • Review solicitation falls entirely to the vendor team unless a managed program is in place
  • G2 profile work is a one-time setup; without ongoing review generation, rankings erode over time
REASON method Context

How the REASON method Works with G2

G2 is where the REASON method Review pillar lives. BusinessSource manages your G2 profile, designs review solicitation workflows into your CRM and customer success touchpoints, responds to every review, and optimizes your category positioning — turning a static profile into a compounding review engine that feeds AI recommendations, badge eligibility, and intent data pipeline simultaneously.

See the full comparison

Explore how the REASON method compares to G2 across every capability dimension — including what each does that the other doesn't. View the comparison →

See how the REASON method builds assets on top of these platforms — compounding into infrastructure competitors can't replicate.

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