What is G2?
G2 is the largest B2B software review platform, with more than 100,000 products indexed across roughly 2,000 categories and tens of millions of monthly visitors researching tools. Buyers compare vendors on verified user reviews, feature grids, and quadrant reports. Each review is tied to a LinkedIn or work-email identity and labeled by company size, role, and industry so prospects can filter for peers. For vendors, G2 is a listing, a demand channel (intent data on who is researching your category), and a reputation signal. Winning a category grid position is often a bigger lift to pipeline than a paid ad campaign of equivalent spend.
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What is Capterra?
Capterra is a software discovery and review site owned by Gartner Digital Markets, alongside sister networks GetApp and Software Advice. It indexes more than 100,000 products across 900+ categories, with a buyer-first model built around shortlists, comparison pages, and verified reviews. Capterra tends to skew toward SMB and mid-market buyers, where G2 skews mid-market and enterprise. Vendors list for free and can pay for Pay-Per-Click or Pay-Per-Lead placement in high-intent category pages. For revenue teams, Capterra matters because its listings also feed GetApp and Software Advice at the same time.
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What is TrustRadius?
TrustRadius is a B2B review platform that leans into longer, more technical reviews from verified users, especially in enterprise categories. Reviews are typically multi-paragraph and cover pros, cons, use cases, ROI, and vendor support, which makes them useful for buyers past the initial shortlist. TrustRadius publishes category awards (Top Rated, Most Loved, Best Of) and offers intent data and vendor profiles. For revenue teams, TrustRadius is less about volume than depth: a smaller count of 400 to 800 word reviews from real practitioners often moves enterprise deals that a wall of 5-star thumbs-ups does not.
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How do G2, Capterra, and TrustRadius differ?
G2 is the volume leader with the strongest brand recognition, category quadrants, and intent data product. Capterra, GetApp, and Software Advice sit under Gartner Digital Markets and dominate SMB and mid-market research traffic. TrustRadius optimizes for depth and enterprise rigor, with longer reviews and more vendor transparency. Most buyers cross-reference at least two. The practical read for vendors: list on all three because buyers are already there, but concentrate review-generation effort on the one where your ideal customer actually buys. SMB tools win on Capterra. Enterprise and mid-market platforms win on G2 and TrustRadius.
How do you get reviews on G2 or Capterra?
Review programs that compound share two traits: a steady, non-manipulative ask and an incentive the reviewer actually wants. Trigger review requests after a success moment (go-live, renewal, a solved support ticket), route them through email or in-app from the account owner, and point to the review-site link directly. G2 and Capterra both offer gift-card incentives funded by them in exchange for a verified review, which is permitted. What is not permitted: filtering by expected rating, offering internal rewards to employees, or re-asking after a negative review. Review-site TOS violations can take down an entire category profile.
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What is a G2 badge?
G2 publishes quarterly category reports and awards badges to the top-ranked products in each. Leaders sit top-right on the G2 Grid (high satisfaction, high market presence). High Performers have high satisfaction but less market presence. Momentum Leaders are growing fast. Niche and Contender quadrants fill the other corners. Badges are earned, not paid for, based on review volume, review recency, satisfaction scores, and market presence signals. For vendors, a badge is a trust asset to put on the pricing page, in email signatures, in RFP responses, and in ads. For buyers, badges are a filter when they do not know the category yet.
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How much do review sites cost for vendors?
Basic listings on G2, Capterra, GetApp, Software Advice, and TrustRadius are free, and most vendors should claim them regardless of budget. Paid tiers unlock lead delivery, intent data, enhanced profiles, competitor comparison controls, and review-generation support. G2 paid plans start in the mid five figures annually and scale into six figures for Pro and Power tiers with intent data. Capterra uses a Pay-Per-Click or Pay-Per-Lead model where vendors bid on category placement. TrustRadius bundles profiles with intent and content. The honest math: paid tiers earn their keep when sales can act on intent in days, not weeks.
What is intent data from review sites?
Intent data from G2, Capterra, and TrustRadius tells vendors which accounts are actively researching the category and which products they are comparing. It is anonymized at first (the company, not the individual) and surfaces as weekly or real-time feeds. Sales teams use it to prioritize outbound, trigger plays when a target account visits the category page, and route hand-raisers faster. The value depends on activation: a list of researching accounts that nobody follows up on is a report, not a pipeline source. Teams that wire intent signals into the CRM and alert the account owner within hours see the biggest lift.
How do reviews influence B2B buying decisions?
Industry research from Gartner, G2, and SaaS Capital consistently shows that B2B buyers consult peer reviews before they ever contact a vendor, and that review quality influences the shortlist more than vendor-published content. Buyers look for reviews from peers at similar company size, in similar roles, dated within the last 12 months. One recent, specific review from a VP of Sales at a 500-person SaaS company moves a shortlist more than fifty generic 5-star reviews. The practical takeaway for vendors: optimize for review recency, ICP match, and specificity in the review prompt, not just raw star count.
Can vendors remove negative reviews?
No, and attempting to is a fast path to losing the listing. G2, Capterra, and TrustRadius all have moderation policies that only remove reviews for TOS violations: fake identities, employees reviewing their own employer, competitors posing as customers, defamation, or confidentiality breaches. A negative but genuine review from a real customer stays. The right response is public and private: reply publicly with specifics on what you fixed or where the customer can get help, and reach out privately through the account team to resolve the underlying issue. A thoughtful vendor response to a 2-star review often converts browsing buyers better than a 5-star without one.
How long does it take to see pipeline impact from review sites?
Expect a 3 to 6 month ramp before review sites meaningfully influence sourced pipeline, and 9 to 12 months before a paid tier pays back. The sequence is predictable: first 90 days you build review volume to pass the minimum threshold for badges (usually 10+ reviews with 4.0+ average). Next 90 you earn category placement and start showing up in buyer comparisons. After that, intent data and inbound requests begin arriving steadily. Teams that abandon review programs at month four, right before badges hit, waste the entire investment. Treat it like SEO: compounding only works if the inputs stay consistent.
How does Strkr handle review signals in the CRM?
Strkr lands review-site intent data, review notifications, and category research signals on the same contact and account records as deals, support tickets, and marketing touches. A single timeline shows that an account hit the G2 category page three times, your Capterra listing twice, and submitted a review request response, before the AE calls. Review-generation workflows live inside Strkr too: trigger a review-request email after a closed-won anniversary or an NPS promoter response, track who completed it, and attribute downstream pipeline. No separate review-ops tool, no CSV sync, no attribution gap.
