How to get your product on G2 — what the review team looks for

G2 is where B2B software buyers go when they've narrowed their options and want to read real-world feedback before signing a contract. For SaaS founders targeting small to enterprise buyers, a G2 presence isn't optional if you're competing in an established category — buyers will search for your product there, and if nothing exists, it creates doubt.

Getting listed is straightforward. Getting a listing that actually converts buyers is harder, and requires a deliberate review collection strategy from day one.

Quick answer: Getting listed on G2 requires a business email, a functioning product URL, and 1–2 weeks for editorial review. Your listing is invisible without reviews — target 10 verified reviews as the minimum before investing further. Personal founder outreach to engaged customers consistently outperforms automated review request sequences by a significant margin.

What does G2 actually do and who's the audience?

G2 is a software marketplace and review platform with a large monthly audience of business software buyers. It specialises in verified, peer reviews and has built significant brand trust with procurement teams, operations leads, and business decision-makers at SMBs and mid-market companies.

Unlike Capterra, G2 puts more emphasis on review quality signals — verified professional identities via LinkedIn, detailed review forms with specific feature ratings, and anti-manipulation policies. This makes G2 reviews carry more credibility with buyers but also makes review collection slower.

The audience skews toward buyers actively in a purchase or renewal cycle. They're comparing shortlists, looking for differentiation, and reading recent reviews. If you appear on G2 with strong, detailed reviews, you can punch above your weight against established competitors.

How do you submit a product to G2?

Start at g2.com and navigate to "Add a Product." You'll need a business email address matching your product's domain — personal Gmail addresses are not accepted. The submission form covers product name, description, category, pricing, and core features.

G2 requires a functioning product URL and will review the submission against your website. They check that the product is real, commercially available (or in a clear public beta), and that your description matches what the product actually does. The review timeline is typically one to two weeks for new submissions.

Category selection on G2 is more granular than most directories. G2 has hundreds of specific software categories, and products can appear in multiple relevant categories. Spend time reviewing their category taxonomy to find the best primary fit, then identify two or three secondary categories where your product genuinely belongs. Being listed in multiple categories increases your surface area for discovery.

What does the G2 listing process actually look like?

Once your product is approved, you'll have a vendor profile in G2's platform. At this point your listing is live but essentially invisible — G2's category rankings are heavily driven by review count, review recency, and review quality scores.

The profile setup includes a company description, product description, feature list, pricing tiers, screenshots, and video embeds. Fill all of these out completely. Listings with incomplete profiles rank lower in G2's internal results and convert worse when buyers do land on them.

G2 has a Grid Report system — quarterly rankings that position products as Leaders, High Performers, Contenders, or Niche players. These are based on market presence (review volume, social signals) and satisfaction (review scores). Getting into a Leader or High Performer quadrant takes time and consistent review accumulation, but it's worth knowing about as a long-term goal.

How do you collect G2 reviews as an early-stage founder?

G2 provides a "Review Collection" tool within the vendor dashboard. You can generate a personalised review invitation link and send it directly to customers. G2 also has email integration that lets you send review requests through their platform.

For early-stage founders with a small customer base, the most effective approach is personal outreach. Email your most engaged customers directly, explain that a G2 review helps other buyers find and trust your product, and include the review link. A genuine one-on-one email from a founder consistently outperforms automated sequences.

G2 runs incentive campaigns — they offer Amazon gift cards to reviewers who complete reviews during specific periods. You can time your outreach to coincide with these. G2 publishes the campaign calendar in the vendor dashboard.

The minimum required to appear in category rankings varies, but getting to ten or more reviews should be the initial target before investing in G2 advertising.

Is the G2 Buyer Intent tool worth the cost for early-stage products?

G2 offers paid features including Buyer Intent data — showing you which companies viewed your G2 listing. This is valuable intelligence for sales-led SaaS, particularly for enterprise founders, but the price point is significant.

For bootstrapped founders, the honest answer is: get your free listing live, collect reviews aggressively, and revisit paid G2 features when you have a working sales process and customer acquisition economics that justify the spend. The free tier drives real value once you have review volume.

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Frequently Asked Questions

How long does G2 take to approve a new product listing? Typically one to two weeks for new submissions. The review is manual and requires a functioning product and business domain email. Submitting a complete, accurate profile reduces back-and-forth.

Does G2 require a minimum number of reviews to appear in category rankings? G2 does apply a minimum threshold before a product appears in their Grid Reports. The specific number varies by category, but having no reviews means your listing has minimal visibility compared to competitors with review volume.

Are G2 links dofollow? No, G2 links to vendor websites are nofollow. The SEO value is primarily brand presence, category page ranking, and the trust signal that comes from appearing on a high-authority review platform buyers actively consult.

Can I respond to G2 reviews? Yes, vendors can respond to reviews through the G2 portal. Responding to both positive and negative reviews demonstrates engagement and is visible to buyers reading your profile. It's worth doing consistently.