G2’s 2024 Year in Review

Now that we’ve turned the calendar to 2025 and we’re wrapping up our fiscal year at G2, it’s the perfect time to reflect on all we accomplished together in 2024. I am filled with immense gratitude and pride for everything the G2 team and our incredible community have achieved. Let’s take a moment to celebrate some of the highlights together.

New heights of marketplace growth

In 2024, we reached more than 100 million software buyers, continuing to empower businesses worldwide with the insights they need to make confident decisions. Thanks to our syndication partners, including the world's largest cloud marketplaces AWS and Microsoft Azure, G2 continues to reach buyers everywhere — on G2.com and beyond. 

Our buyer community also contributed hundreds of thousands of reviews, pushing us past 2.8 million verified reviews and inching us closer to the 3-million milestone! And with over 180,000 products and services now on our marketplace (a 13% growth year-over-year), G2 continues to solidify itself as the #1 resource for software discovery and connection.

Revolutionizing software buying and selling in the age of AI

Our AI-powered software buying assistant, Monty, became even more pivotal to software buyers and sellers. Over the past year, he facilitated over 170,000 chats and held up to 6,000 weekly conversations with software buyers – helping them discover the best solutions for their specific needs, faster and easier than ever before. 

As Monty’s skillsets expand, he’s become not just a buyer’s assistant but also a customer support agent, sales prospecting expert, and a visionary in market intelligence. When it comes to Monty for Sales impact, we saw some impressive results, including:

• 30% of buyers who engaged with Monty converted into a lead or opportunity.
• Prospects who chatted with Monty were 30x more likely to book a demo.
• One customer reported a 70x ROI increase through Monty-sourced pipeline and 100 hours of sales prospecting time saved monthly!

Innovations that drive buyer-seller connections and revenue

Beyond Monty’s advancements, we launched several additional innovations to help bridge the gap between software buyer activity and business impact. 

In 2024, we introduced: 

• New Measurement Tools, including:
  • An Executive Summary: distilling complex data into a curated view so software companies can easily measure and track performance, helping them power smarter go-to-market decisions.
  • New Attribution Integrations: providing aggregated, comprehensive insights into buyer journeys on G2 and attributing those crucial intent signal touchpoints directly to revenue – via integrations with attribution partners Dreamdata, Factors.ai, and HockeyStack.
• Buy with AWS Integration: enabling buyers to explore and acquire software solutions using their AWS accounts directly from the G2.com marketplace, simplifying steps such as procurement and implementation..
• Localized Experiences: making G2.com available in Spanish, French, German, and Portuguese (with plans to expand to additional languages)—plus translated badges and review forms—so even more people can research and review software in their preferred language.
• Even more AI-powered features: enhancing every aspect of the buyer-seller journey with tools like sentiment analysis through Pros and Cons, Thought Provokers in our Review Form to guide comprehensive feedback, and an SEO tool to elevate seller G2 Profile descriptions.
• Security-conscious profile features: empowering vendors to add security assessment badges and feature their external cybersecurity ratings directly in their G2 Profiles.

Strengthening leadership and global impact

This year brought exciting new additions to our leadership team, including Sydney Sloan as Chief Marketing Officer. A seasoned marketing leader with decades of experience driving transformative growth for technology businesses, including Salesloft, Drata, Alfresco, and Adobe, she’s already made an immediate impact on our team. 

Tim Sanders, who joined Sydney’s Marketing team as Vice President of Research Insights, is another notable new joiner in 2024. A best-selling author, Harvard fellow, and former Yahoo and Upwork executive, Tim is now driving G2’s market leadership in data-driven insights.

We also expanded our global footprint with the opening of our new Bangalore office. A hub for innovation and collaboration, our Bangalore location further strengthens our presence in the APAC region.

Insights that shape the future of SaaS

There was no shortage of G2 research and data-driven reports in 2024. We published nearly 95,000 quarterly market reports, unveiled our 2024 Best Software Awards, and shared insights and forecasts via our 2024 Software Buyer Behavior Report and 2025 Technology Trends series. 

Our State of Software Report also provided deep insights into key trends shaping the industry, including the rise of AI software (growing 38% year-over-year), the categories delivering the fastest time-to-ROI, and the continued dominance of vertical industry solutions in attracting buyer traffic.

Fostering customer connections and community

Our vibrant customer community continued to thrive in 2024. We launched the first-ever EMEA Badge Bonanza Competition, celebrating software vendors' achievements across Europe and highlighting exceptional performers in the region. Trust us—it’s definitely worth checking out our winners and honorable mentions!

Our Executive Advisory Board (EAB) remained a cornerstone of our strategic vision, bringing together industry leaders for insightful discussions on aligning strategy, current market trends, and innovation. Through regular meetings and our annual EAB Offsite, we’ve been able to help shape the future of software commerce and strengthen our community connections.

And, through participation in industry events like SaaStr Annual, SaaStock, and Dreamforce — alongside hosting our own flagship events, Reach 2024 and G2 Live Bangalore — we fostered even closer connections with customers and partners. 

Celebrating industry recognition

This year, G2 earned 10 industry awards, including recognition on lists like: Ragan Communications Top Places to Work for Employee Wellbeing, FORTUNE Best Workplaces in Chicago, Inc. 5000, and Best Workplace for Women in Tech by WomeTech Network. These accolades reflect our commitment to fostering a workplace culture that prioritizes well-being, inclusivity, and innovation.

In addition to this recognition, G2 received hundreds of press mentions in notable media outlets like Fast Company, Entrepreneur, CIO Dive, Forbes, NYSE, VentureBeat, ZDNet, and more.

Accelerating into 2025

As we move into 2025, I’m inspired by the incredible momentum we’ve built together. The advancements we’ve made in AI, our expanded partnerships, and the dedication of our team position us to continue transforming the software buying journey. 

Thank you to our customers, partners, and the entire G2 team for making 2024 a year to remember. Here’s to even greater success in the year ahead! Follow me on LinkedIn to see what we’re up to in the year ahead!