AI has completely disrupted the B2B buying journey, and it’s time for software companies to adapt. This new environment calls for a new approach, where companies can build their brands with trusted, fresh content that will be discoverable on the AI platforms where buyers are conducting research.
Today, I’m excited to share that G2 has unveiled new product offerings to help software companies adapt to the new buying journey, amplify their brand influence on in-market buyers, and show a tangible ROI. These innovations include an AI Visibility Dashboard, Competitive Signal Integrations, Performance Analytics Dashboards, Seller and Solutions Pages, Multi-Product Reviews, G2 Advertising, and partnerships with Reddit, Profound, AWS Marketplace, and Futurum.
Our recently introduced AI-powered innovations — including Conversational Voice Reviews and G2.ai — were designed to help software buyers review, research, and buy software solutions with greater confidence and speed, while ensuring vendors can put the voice of their customers at the center of marketing. Companies now have an opportunity to meet buyers where they are and influence their decisions even earlier.
Adapting to the evolving buyer journey: Show up in AI search and all the places where buyers are researching software
As buyers increasingly turn to AI chatbots like ChatGPT, Gemini, and Perplexity for research, brands must go beyond traditional search engine optimization (SEO) and embrace answer engine optimization (AEO) strategies to ensure their brand is cited, summarized, and surfaced on large language models (LLM). G2’s latest innovations help companies do this — enabling them to show up where buyer research happens with trusted, up-to-date insights.
G2 is already seen as a reputable referral for LLM citations, ranking 4th among the top 10 sources on ChatGPT and 9th on Perplexity — the only B2B software marketplace listed alongside other key citation distribution channels like Wikipedia and Reddit. AI search pulls in user-generated content (UGC) like G2 content and reviews, giving buyers quick access to credible, must-know information during research. It also leverages vertical relevance data from G2's category pages and taxonomy to further inform AI search results.
Software companies can measure and maximize their brand reach with the following G2 innovations:
- AI Visibility Dashboard: This dashboard — a new solution stemming from G2’s recently announced partnership with Profound — provides direct visibility into where and how a brand’s G2 presence is being cited across various AI platforms. By integrating performance data from Profound’s AEO solution into G2, brands can easily know how often their G2 presence is being cited, which G2 categories drove those citations, where they rank against competitors, and top-performing prompts. It even recommends actions, like boosting review recency, to improve a company’s or a product’s G2 presence to maximize citations from high-intent AI discovery. With a better understanding of their category and brand market presence, companies can now monitor traffic coming from AI search and take immediate action on it. This new offering is specific to G2 categories and available today in Private Beta.
“AI search is changing how companies get discovered. Answer Engines consistently look to G2 for B2B software. If you’re selling software, showing up on G2 isn’t optional. It’s how you stay ahead. This partnership helps companies build around that reality.”
James Cadwallader
Co-founder and CEO of Profound
- Competitive Signal Integrations for Buyer Intent: New competitive signal integrations allow companies to gain real-time insights into competitive threats for prospects, customers, and active deals. Revealing when buyers are researching competitors on G2 (including activity like viewing a competitor’s profile, pricing page, or comparison page), these signals are now visible directly in my.G2 through partner-integrated solutions with Demandbase, LinkedIn Ads, Snowflake, HubSpot, and Factors.ai. Armed with these insights, companies can confidently take action with tailored competitive campaigns in their preferred platform of execution.
- AI Ecosystem Partnerships: G2 syndicates its verified reviews, taxonomy, and category insights beyond its own marketplace to extend across partner ecosystems. This ensures software buyers, investors, and strategists can see credible proof wherever they are in their research journey. Through new and extended partnerships with AWS Marketplace, Reddit, and Futurum, companies can trust that their brand will show up everywhere decisions happen — including marketplaces, communities, and analyst briefings.
The following partnerships minimize buyer and seller friction and speed up the process from software discovery to purchase:
- AWS Marketplace: A company’s G2 Reviews are syndicated directly to its AWS Marketplace listing, now along with generative AI Sentiments. This gives prospective buyers high-level summaries so they can quickly grasp the key takeaways of customer reviews.
- Reddit: Through a new G2 and Reddit partnership, software companies can build their Reddit Pro profile using G2 Data. Not only does this save time in the set-up process, but it also helps maintain clear and consistent positioning across communities and marketplaces.
- Futurum: G2’s unmatched datasets (authentic user reviews and ratings, software marketplace taxonomy information, web traffic, and firmographic-level buying signals) feed directly into the Futurum Intelligence Platform. Technology decision-makers and researchers can now assess vendors’ long-term viability, innovation, and market momentum — creating a more comprehensive, transparent view of the software industry overlaid with a new type of analysis.
Amplifying brand reach and influence: Control your brand narrative and boost LLM visibility with trusted G2 content
G2 is also giving companies more control over their brand narrative with new customizations and enhancements to both Seller Pages and Solutions Pages. With these Pages, vendors can present their offerings to better align with their go-to-market (GTM) strategy.
These revamped page types provide richer canvases for software companies to showcase their brands’ value directly on G2, enhancing discoverability and credibility:
- Premium Seller Pages offer a centralized, configurable hub for vendors to demonstrate their entire product portfolio and company information. This comprehensive view of a single vendor’s offerings streamlines the buyer's research process by consolidating information.
- Solutions Pages allow companies to create customized groupings of product profiles designed to address specific buyer needs, customer segments, or use cases. With Solutions pages, software vendors can strategically position their products to resonate with specific pain points, driving more qualified traffic to relevant profiles.
By keeping their G2 Profile pages accurate and up-to-date with the latest positioning, content, and product details, companies listed on G2 are feeding on-message content to AI-powered search for greater brand visibility.
To extend their brand influence even further, companies can also invest in G2 Content and campaigns with:
- G2 Advertising: Software vendors can connect with active buyers through self-service, pay-per-click (PPC) ads with clear budget controls, regional targeting, firmographic click data, and more performance analytics. Due to the high quality, in-market nature of G2's audience, G2 Ads have been found to convert 2x better than other ad platforms. Additionally, by displaying sponsored ads on G2 Category, Competitor, or Alternative Pages, companies can grow their brand exposure.
- Multi-Product Reviews: For vendors with several offerings, generating multiple G2 product reviews from buyers can be difficult, stifling the ability to quickly gain traction in competitive categories and G2 Grids®. With Multi-Product reviews, these vendors can now generate a high volume and frequency of reviews, creating more content rooted in authentic customer voice to feed LLMs and AI search. This will also help buyers gain contextual information on how software solutions address their concerns for their specific industry, company size, and pain points — and to understand how to think about product bundling for their tech stack.
Demonstrating tangible ROI, from presence to proof: Prove G2's impact on deals
To help GTM teams prove the value of their G2 investment, G2 is launching new Performance Analytics Dashboards. Available for Salesforce and HubSpot customers and by .csv upload, G2’s new dashboard shows companies precisely how their G2 investment impacts pipeline and revenue. They’ll see how the brand presence they’ve built on G2 and G2 Buyer Intent signals is driving pipeline and improving conversions.
By simply connecting their HubSpot or Salesforce account with G2’s Performance Analytics Dashboard, G2 customers can easily visualize:
- Which G2 sources are driving the most valuable leads
- The direct influence of G2 on closed-won deals
- A clear ROI picture of their G2 investment
Build your AEO strategy with G2
We’re hosting our quarterly Innovation Event, Build Your Brand Blueprint, today at 11 a.m. ET. Register to attend or catch the on-demand recording to learn more about these innovations.
All of these innovations are generally available or are available in a limited BETA today. Connect with your account manager to learn more.
by Godard Abel
