Directories & comparison

G2

Buyers compare tools here. Reviews take months to collect, so ask early customers.

Visit g2.com
Cost
Free + paid options

Free profile. Paid products and ads are optional. Check current pricing.

Verdict
slow burn

Slow burn: buyers compare here, but reviews take months to collect.

Difficulty
Hard

Gatekept or reviewed, or needs an existing audience or reviews first.

Effort
High

About 10 or more hours a month, mostly during launches or a regular posting habit.

First result
3 to 6 months (reviews)

A rough range for one person working on it part-time.

Payoff
Compounds

keeps growing while you keep at it.

Best for

B2B software with a sales cycle that includes research.

Not for

Consumer products or products with few customers yet.

Pros

  • Buyers research and compare here
  • Reviews build trust for B2B

Cons

  • Reviews take months to collect
  • Paid features dominate visibility

The full guide

Last verified 2026-10-30

Links checked 2026-10-30 · The site blocks automated checks, so its links are unconfirmed

01What it is and who is there

G2 is a business software review site where buyers compare products by category. Its pages rank in search for "best [category] software" and "[product] alternatives", and buyers read reviews before a purchase. The audience is B2B buyers, often from mid-size and large companies. Reviews matter here more than anything else.

02Cost and what you actually pay for

A basic product profile is free. G2 sells paid products such as buyer intent data and profile upgrades. Check current pricing directly, since plans are quoted per company. You do not need to pay to collect reviews.

03Is it right for you?

It fits B2B SaaS with paying customers who can write reviews, and with buyers who research before buying. It fits poorly for consumer apps, and for products with only a handful of users. With no reviews, a profile does little.

04Before you start

  • Claim or create your free product profile.
  • A list of real customers who might write an honest review.
  • Read G2's current review guidelines, including the rules on incentives and disclosure.

05Step-by-step: how to distribute here

  1. Claim your profile and fill in the description, category, pricing and screenshots.
  2. Pick the category your buyers actually browse.
  3. Ask happy customers to review you, using the review link G2 provides. Follow G2's rules on incentives.
  4. Reply to reviews, including critical ones, in a factual way.
  5. Use review quotes on your site, following G2's terms for using their content.
  6. Revisit the profile each quarter.

06What to post or submit

Review request email:

Hi [first name], thanks for using [product] for [use case]. If it's been useful, would you write a short, honest review on G2? It helps other [role]s decide. Here's the link: [G2 review link]. Critical feedback is just as welcome.

07Common mistakes and do-nots

  • Do not write reviews yourself or ask staff to.
  • Do not offer rewards that break G2's review rules.
  • Do not ask only your happiest customers in a way that hides real problems.
  • Do not ignore negative reviews.

08How to measure it

  • Track referrals from g2.com in analytics.
  • Track the number of reviews and their average rating.
  • A realistic test: give it three to six months of review collection before judging traffic.

09Time budget

  • Before: 2 hours to set up the profile.
  • Ongoing: 2 to 4 hours a month asking for and replying to reviews.

10Pair it with

11Sources

Sources