Once you solely have a hammer, all the pieces seems to be like a nail.

Think about proudly owning a stocked toolbox and grabbing a hammer for each job. It does a handful of issues very properly, however why restrict your self when all these instruments can achieve this way more?

Buyer opinions on G2 are a robust device for B2B software program. They set up your model as reliable and authoritative, and assist drive pipeline development. However most CEOs don’t understand that G2 is an unbelievable resolution for extra than simply buying consumers.

On this information, you’ll be taught why G2 is a priceless addition to the CEO’s toolkit past gross sales and advertising wants. 

Why G2 issues to CEOs

G2 is the place you go for software program. Software program firms leverage their G2 profiles to collect customer feedback and persuade potential consumers. On the highest stage, that is how most people have a tendency to consider G2.

Why G2?

G2 is the place for B2B software program manufacturers to extend their visibility and convert new prospects:

  • Over 6M+ month-to-month consumers
  • Greater than 1.8M+ genuine person opinions
  • 160K+ software program distributors throughout 2K+ product classes

B2B software program entrepreneurs look to G2 for constructing your model and driving pipeline, whereas the gross sales staff focuses on changing consumers.

Buying leads and shutting offers are the lifeblood of any software program firm. CEOs must care about this stuff, however they principally care concerning the larger image – to achieve the proper VCs on the proper time for funding.

Within the eyes of a CEO, G2’s potential as a device for analysis can influence:

  • How enterprise capitalists (VCs) and personal fairness (PE) analysis and mould how they understand your organization.
  • Know which VCs and PE firms are researching you proper now.
  • Methods to determine new strategic partnerships and acquisitions.
  • How high expertise discovers your model and assesses employment alternatives.

Understanding how VCs and PE corporations use G2

CEOs bolster their probabilities of success of their fundraising efforts by prioritizing a robust presence on G2. Let’s discover how VCs and personal fairness corporations use G2 to see how you need to use it to your benefit.

It’s value mentioning that VCs and personal fairness corporations can use G2 identical to software program consumers. However most decide to make use of G2’s Investor Solutions, a extra complete device to investigate our intensive database of software program distributors.

Buyers use G2 to determine potential investments

G2 is an enormous market throughout numerous industries and covers quite a few software program classes, which is why PE corporations and VCs view G2 as a dependable device for market analysis.

Think about the day-to-day of a VC. They scour the world for brand new alternatives to develop into early buyers. By utilizing buyer suggestions and third-party, impartial research from G2, they’ll assess sturdy candidates and have interaction with start-ups earlier than competing buyers get an opportunity.

A key objective for them is to determine firms that match their funding standards and are making strides or important strikes relative to their opponents or inside their product classes. Such strikes can embody:

  • Will increase in opinions
  • Will increase in visitors
  • Adjustments in who’s researching (like increased enterprise analysis)
  • Will increase in competitiveness based mostly on G2 evaluate information

VCs and personal fairness corporations want greater than only a good product and founders they like when researching new funding targets. G2 helps VCs gauge long-term demand by understanding market sentiment about totally different software program.

G2 information justifies investments

As soon as a VC has recognized a vendor, they want a bit extra qualitative analysis to dig deeper. A superb start line for them is to ask questions like:

  • Do they care about opinions and the voice of their prospects?
  • What are their prospects saying about them?
  • How do they evaluate with their opponents?
  • What’s their momentum on G2?
  • Who’s researching them on G2?

Then comes the arduous half for the VC: justifying their funding. We’ve more and more seen VCs utilizing G2’s information as a part of this justification. Whereas evaluate information is important, it goes properly past that. VCs and personal fairness corporations will use G2 to supply a number of the different items of essential market analysis information, similar to:

  • Options
  • Satisfaction
  • ROI
  • Implementation
  • Pricing
  • Contract size
  • Efficiency traits

3 methods CEOs use G2 to maximise fundraising

Contemplating the form of influence this analysis can have, let’s check out just a few key methods CEOs can extract essentially the most worth from G2 to safe extra funding.

Strengthening model presence

A superb place to begin is to make sure that your model has a fully optimized G2 profile. With this basis in place, you’ll make it simpler for VCs and personal fairness corporations to find your model on G2.

The most effective a part of all: there’s no additional price. What comes along with your G2 profile is similar as what your gross sales and advertising groups use in your present plan. The thought right here is to make sure you’re including as a lot related details about your software program as doable and that you just’re actively driving prospects to submit opinions.

CEOs with a extra proactive involvement on G2 see the next total ROI. A higher govt concentrate on their G2 profile usually yields extra opinions, which interprets to extra visitors, model recognition, and pipeline.

Citing G2 in supporting content material

You already know simply how a lot VCs and personal fairness belief in G2 for researching new funding alternatives.

CEOs ought to use as a lot information as doable to indicate why their firm is a sound funding for VCs. Citing your profile information and different G2 studies goes a good distance in demonstrating the power of your model by empowering your prospects to be one other voice that tells your story. 

Methods to use G2 information with VCs

Take into account incorporating G2 information proper into your pitch decks and different fundraising supplies. There’s a wealth of knowledge at your disposal, so listed below are just a few use instances to discover:

  • Use a G2 Grid to indicate management in your software program class.
  • Exhibit latest development by a G2 Momentum Grid. These studies compile information like person satisfaction scores, worker development, and digital presence over the past 12 months for example how a product experiences development in its respective areas.
  • Leverage information factors to indicate your competitiveness in satisfaction areas, sure options, or what you ship to your prospects.
  • Present your success along with your G2 Badges and star scores.
  • Give competitor comparisons and present why you might be higher.

Utilizing G2 Purchaser Intent to determine buyers

There’s way more to G2 than what it will possibly illustrate about your model. If in case you have entry to G2 Buyer Intent data, you could find out which accounts are researching your organization.

Most use instances for G2 Purchaser Intent information are to gas intent-driven campaigns and account-based advertising (ABM) efforts. Nevertheless, these insights can reveal greater than new prospects.

Our Purchaser Intent information can validate which VCs present sturdy curiosity in you. You possibly can both get affirmation of ones you’ve already engaged with or determine recent alternatives and attain out to these VCs discovering you on G2.

Professional tip: Each free G2 profile will get entry to 4 purchaser intent leads monthly at no additional price. Try The Buyer Intent Playbook to learn to get essentially the most from intent information.

How G2 helps CEOs discover different alternatives

There’s extra to G2 for CEOs than fundraising efforts. Let’s discover how you need to use it for figuring out new partnerships, researching new acquisition targets, and attracting the world’s high expertise. 

Utilizing G2 to supply strategic partnerships

Just like how a VC makes use of G2 to analysis distributors, CEOs looking out for potential strategic companions ought to use G2 in the identical manner. If a vendor has a extremely sturdy G2 profile, you’ve probably discovered your self a robust match for a brand new accomplice.

When you’ve a way of the kinds of distributors you need to have interaction with, set up standards that may allow you to assess which of them take advantage of sense to your targets. Similar to how you’ll use G2 information to justify your organization to a VC, G2 is a robust analysis device to dig into these alternatives.

You need to mutually profit each other, and a strategic accomplice has to see the worth within the partnership, too. Citing G2 information can signify your monitor file, particularly in case you are a start-up or don’t have an in depth historical past of partnerships. Equally, you’ll be able to apply this logic to sourcing and interesting potential channel companions.

Use case: Discover strategic partnerships with G2 

Let’s say your product is a complete CRM platform. You need to increase on present capabilities, and a partnership makes essentially the most sense. You search to accomplice with a buyer success platform so your product can leverage functionalities like surveys and staff interactions. The method may seem like this:


  1. Analysis the customer success software class on G2.
  2. Compile a listing of distributors that meet the high-level standards you’re on the lookout for in a partnership.
  3. Carry out a deeper evaluation by digging into the info (eg. options, buyer opinions, momentum, and so forth.) and scoring distributors by alternative.
  4. Examine distributors amongst one another, ideally by shortlisting or making a rating checklist. For instance, it might be extra attractive for a buyer success platform in the event that they don’t already accomplice with a competing CRM platform.
  5. Start outreach and have interaction goal companions.
  6. Cite your G2 information to make the case for why your organization and the seller are an amazing match.

Researching potential acquisitions

As distributors proceed to mature, many ultimately discover alternatives to amass different firms to increase on their choices or faucet into new audiences. Once more, it is a prime use case the place G2 may be a vital analysis device CEOs must preserve of their again pocket.

You possibly can observe an identical course of for sourcing new strategic partnerships the place G2 has the info to help in your search. The important thing a part of that is understanding what standards it is advisable to qualify goal acquisitions, so just be sure you first determine this out.

Remember that G2 can be a great tool in case you are searching for to make your organization an acquisition goal. Whether or not you’re on the lookout for new acquisition targets or making ready your organization for a possible acquisition, G2 will help accomplish these targets.

Use case: Utilizing G2 to Determine acquisition targets

Think about you’re the CEO of a advertising automation platform that caters to the non-profit trade. You don’t have the potential to handle and set off SMS communications, nevertheless it makes extra sense to amass an organization that may. Right here’s a method it is best to use G2 to seek out these potential targets.


  1. Browse the whole SMS marketing software class on G2.
  2. Verify the newest G2 Grid Report for software program on this class.
  3. Filter by firm dimension, choosing both “Small Enterprise” or “Mid-Market” since these distributors will likely be extra open to acquisition alternatives.
  4. Doc the businesses with excessive satisfaction and the proper mix of market presence.
  5. Like with strategic partnerships, shortlist your favorites or prioritize which firms you’ll start to contact.
  6. Use G2 information to justify the acquisition to govt management.

Attracting high expertise

Very like how consumers will begin their analysis on G2, potential candidates additionally need to understand how an organization is performing available in the market. Along with profession websites like Certainly, LinkedIn, or Glassdoor, G2 buyer opinions present job candidates greater than what different workers say about working for a vendor.

Many employees need to perceive if prospects like a vendor’s choices and the way an organization approaches adversity. A powerful candidate might need second ideas about becoming a member of your organization if opinions persistently complain about bugs or unresponsive buyer assist.

High employees need to be part of groups which have ardour for his or her product and are staunch advocates for his or her prospects. Additionally they need to see how a vendor stacks up in opposition to its opponents and assess whether or not an organization will thrive long-term.

Use case: G2 entices high candidates

You’re on the hunt for a brand new director of buyer success to your ERP software program firm. You might have a robust staff in place, however you see a chance to herald an exterior rent to strengthen issues a bit extra.


How do you suppose your high candidates would really feel in the event that they noticed a number of opinions like this with no response out of your firm?

“I used to like this product, however issues have been fairly tough in the previous couple of months. On high of a sophisticated new design, we preserve operating into sure issues not working. Assist has been far lower than useful, with response occasions of two weeks or extra! Our buyer expertise contact is a pleasant man, however they hardly ever assist us resolve our points.”

Improve your CEO toolbox

Hammers are good for some jobs, however others want a screwdriver or a noticed. Buyer opinions are simply the tip of the iceberg relating to how CEOs must strategy G2.

Key takeaways for CEOs leveraging the facility of G2:

  • Fundraising is essentially the most distinguished use case for founders by utilizing a strong profile and wonderful opinions to draw VCs.
  • G2 information can justify your organization to buyers by enriching pitch content material and communications.
  • Purchaser Intent information identifies which VCs are most eager about your model.
  • A powerful presence on G2 aids in sourcing strategic partnerships and high expertise.

Prepared to make use of G2 to its full potential? Book time along with your advertising staff and a G2 Specialist to know how your SaaS product can take off on G2.

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