G2 reviews often sit in a forgotten tab. Maybe you quote one in a deck, maybe marketing reposts a few on LinkedIn. And that’s it.
But G2 isn’t just a review site. It’s a buyer intent engine, if you know how to use it.
Here’s how to turn your G2 presence into actual pipeline, not just social proof.
Start With Signals, Not Stars
Don’t chase 5-star reviews. Chase review patterns.
Which features get mentioned the most?
Which verticals show up often?
What phrases do buyers use?
This is copywriting gold. It tells you how your real users talk about your value. Steal it. Use it in outbound, on landing pages, and in your demo scripts.
Watch Who’s Researching You
If you’ve got intent data from G2, treat it like a high-intent lead list. Someone from Company X read three comparisons and visited your category page? That’s warm.
Don’t just hand it to sales cold. Enrich the account. Run it through your funnel logic. Then outreach with context: “Saw your team’s been exploring platforms for X. Here’s how customers like you describe us…”
That’s not creepy. That’s helpful.
Build a Mid-Funnel Asset from the Reviews
Don’t screenshot reviews. Build a short PDF or landing page titled “What Customers Say About [Feature X]” or “Why Security Teams Choose [Product Name].”
Cluster reviews by use case. It’s more believable—and more useful—than a generic “look how many stars we have” email.
Use Reviews to Retarget the Category
G2 ads aren’t just about visibility. They’re about reinforcement. If someone checked your competitors, serve them review-backed ads. “Rated #1 in Time to Value by [Segment] Users” lands harder than any feature list.
Push Reviews During Renewals and Expansion
Happy customer?
Ask for a review. Then use their words in the upsell.
“You mentioned saving 10 hours/week—want to see how our premium tier extends that to the whole team?”
That’s not marketing fluff. That’s customer-led selling.
Your G2 reviews are a mirror. They show how you’re positioned in the buyer’s mind. Done right, they’re not just validation. They’re velocity.
Don’t just collect them. Activate them. That’s where the revenue hides.
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