G2

What it is, in plain English

G2 is the major software reviews marketplace buyers use to compare vendors. For sellers, G2 offers profile presence, sponsored placements, content, and buyer intent signals that indicate which accounts are researching your category, competitors, or your brand.

Homepage fetch timed out for this pass; this summary follows the tools catalog entry and typical G2 intent programs. Confirm current product names, signal definitions, and packaging on g2.com before buying.

How we use it on real work

We use G2 intent to prioritize outbound and ABM lists, always pairing spikes with fit data so we do not chase noisy research traffic.

• Define minimum intent strength before SDRs get alerts.
• Sync intent topics to CRM campaigns for clean attribution.
• Refresh plays when competitors launch aggressive G2 campaigns.
• Combine G2 spikes with first-party product signals when possible.

How we teach it in the community

Beginners monitor one competitor comparison for a month. Advanced students orchestrate ads plus SDR follow-up.

• Exercise: meeting rate from intent-led accounts versus cold territory.
• Discuss ethical outreach when referencing review-site activity.
• Workshop: aligning marketing G2 programs with sales alert rules.

Good fit, and when we’d pick something else

G2 fits B2B vendors where buyers routinely evaluate software through reviews and comparison pages.

• Good when: your category has meaningful traffic on G2.
• Good when: marketing will invest in profile quality, not just intent feeds.
• Skip when: your market never checks review sites before buying.
• Skip when: you cannot maintain CRM hygiene for intent routing.