G2

The company operates a two-sided B2B marketplace: on one side, business software buyers use free access to product listings, comparison tools and verified reviews to research purchasing decisions; on the other, software vendors and related teams pay for tools that increase visibility, capture demand and extract insights from that buyer activity. Value is created for buyers through aggregated peer reviews and structured market information that reduce search and evaluation costs, and for vendors through higher-intent exposure, account-level intent signals, competitive benchmarks and SaaS spend management. Revenue is generated primarily from recurring subscription contracts for vendor packages (enhanced profiles, analytics, report and content licences, buyer intent data and SaaS management), complemented by advertising budgets spent in a marketplace PPC model and guaranteed placements, and by data licensing and associated professional services.

G2 is a US-based B2B software review and data marketplace founded in 2012. It operates a large online platform where business software products are listed and reviewed by verified users, and packages the resulting traffic and review data into tools for discovery, benchmarking and demand generation. The company makes money by selling subscription packages to software vendors for enhanced profiles, buyer intent data, content and analytics, by running pay-per-click and sponsored advertising on its marketplace, and by licensing data and SaaS management tools. Its direct customers are software vendors and business buyers responsible for selecting, marketing and managing B2B software, primarily in small, mid-market and enterprise organisations.