How to Get More G2 Reviews

This guide covers proven tactics to get more G2 reviews from your customers, including when to ask, how to ask, who to ask, and how to scale your review collection without burning out your customer success team.

Why G2 Reviews Matter for B2B Companies

G2 is the largest software marketplace, with over 80 million annual visitors researching B2B solutions. Unlike your website testimonials that buyers treat with skepticism, G2 reviews are verified and carry third-party credibility.

The business impact is significant:

• 92% of B2B buyers are more likely to purchase after reading a trusted review
• Products with 50+ reviews see 4.6x higher conversion rates on G2
• G2 category leaders report 35% shorter sales cycles
• Enterprise buyers often require vendor presence on G2 before considering a purchase

Beyond the direct influence on buyers, G2 reviews create compounding benefits. They improve your SEO through backlinks, provide fresh customer language for marketing, and give sales reps third-party proof to share in deals.

The Real Impact: G2 Reviews by the Numbers

Understanding the ROI of G2 reviews helps prioritize this initiative:

Visibility Impact:

• Products in the top right quadrant (Leaders) get 3x more profile views
• Each review improves your Grid placement algorithm score
• G2 Buyer Intent data (available with enough reviews) reveals which accounts are researching you

Sales Impact:

• Deals where prospects mention G2 close 27% faster on average
• Buyers who read G2 reviews are 2.4x more likely to convert
• Sales reps using G2 badges in outreach see 15-20% higher response rates

Marketing Impact:

• G2 awards and badges provide fresh content for campaigns quarterly
• Review quotes are pre-approved customer proof (no additional permission needed)
• Category rankings drive organic traffic from high-intent searches

When to Ask for G2 Reviews: Timing Strategies

Timing is everything. Ask too early, and customers lack experience to write substantively. Ask during a crisis, and you risk negative reviews. Ask at the wrong moment, and you get ignored.

The Best Moments to Request Reviews

After a Success Milestone: When a customer achieves a specific outcome with your product—launches a campaign, hits a metric, completes implementation—they have fresh positive sentiment and a concrete story to tell.

Following a Positive Interaction: After a customer praises your product in a call, responds positively to an NPS survey (9-10 scores), or thanks your support team, the positive sentiment is already activated.

At Renewal Time: Customers who renew have already decided your product is valuable. Asking in the renewal window (not during negotiations, but after signing) catches them at a commitment point.

After Training or Onboarding Completion: Customers who complete enablement have invested time learning your product and feel confident using it—both prerequisites for writing a meaningful review.

Moments to Avoid

During Support Escalations: Even if resolved, negative sentiment lingers.

Right Before Renewal: Can feel transactional or pressuring.

Immediately After Purchase: They lack the experience to write credibly.

During Major Product Issues: Even happy customers are affected by outage anxiety.

How to Ask for G2 Reviews: Templates That Work

The ask matters as much as the timing. Vague requests get ignored. Specific, easy-to-action requests get responses.

Email Template: The Direct Ask

Subject: Quick favor? (2 min)

Hi [Name],

I noticed [specific positive indicator: you hit X milestone / your NPS score was a 10 / you mentioned loving Feature Y in our last call].

Would you be willing to share that feedback on G2? It takes about 2 minutes, and it genuinely helps other [job titles] discover us when they're evaluating solutions.

Here's the direct link: [Your G2 review link]

If you'd prefer, I can send a few bullet points on what to cover—just let me know.

Thanks for being such a great customer.

[Your name]

Email Template: The Value Exchange

Subject: Share your experience, get early access

Hi [Name],

You've been using [Product] for [time period] now, and I'd love to hear how it's going.

Would you have 2 minutes to leave a review on G2? As a thank you, I'll add you to our beta program for early access to [upcoming feature].

Direct link: [Your G2 review link]

Your perspective helps similar companies find solutions that actually work.

[Your name]

In-App Prompt Best Practices

If you can trigger in-app messages, these convert well:

Timing: Trigger after a user completes a key action (exports a report, shares content, achieves a milestone)

Copy: "Love using [Product]? Help others discover us on G2 (takes 2 min)"

Placement: Modal or slide-in after positive action, not blocking workflow

Frequency: Maximum once per quarter per user, only to users with 30+ days tenure

The Verbal Ask (for CSMs)

"You mentioned [specific positive outcome] earlier—would you be open to sharing that on G2? It really helps people like you find us. I can send you the link right after our call."

Key elements: Reference their specific success, make it easy, offer to follow up.

Who to Ask: Identifying Your Best Review Candidates

Not every customer is a good review candidate. Focus on those most likely to say yes and write substantively.

High-Probability Review Candidates

NPS Promoters (9-10 scores): They've already indicated willingness to recommend. The review is just putting that recommendation in writing.

Active Power Users: Customers who log in frequently and use multiple features can speak to product depth and have stories to share.

Recent Success Stories: Anyone who achieved a measurable outcome in the past 90 days has fresh, concrete material for a review.

Engaged in Community: Customers who attend webinars, participate in user groups, or respond to surveys are already invested in the relationship.

Champions in Larger Accounts: Individual champions often want to build their personal brand—a public review accomplishes both your goal and theirs.

Candidates to Approach Carefully

Silent Happy Customers: May be satisfied but not enthusiastic enough to invest time. Warm them up before asking.

Customers with Outstanding Issues: Even minor unresolved tickets create hesitation.

Executive Sponsors Without Hands-On Usage: They may love the results but can't speak to product experience. Ask them to delegate to a power user instead.

Brand-New Customers: Wait 60-90 days minimum so they can write credibly.

Incentives: What's Allowed and What Actually Works

G2 allows incentives for reviews—with important guidelines to follow.

G2's Incentive Policy

• Incentives must be offered equally for positive or negative reviews
• You cannot require a certain star rating to receive the incentive
• You must disclose that an incentive was offered
• Gift cards, donations, and swag are all acceptable

What Works Best

Gift Cards ($25-50): Simple, universally appealing. Amazon or Visa cards work for any audience.

Charitable Donations: "We'll donate $25 to the charity of your choice" works well with enterprise buyers who can't accept personal gifts.

Exclusive Access: Beta features, executive roundtables, or advanced training carry high perceived value with low cost.

Swag with Thought: Quality items (not generic logo pens) that customers actually want—noise-canceling headphones, premium notebooks, etc.

Recognition: Featuring reviewers in case studies, inviting them to speak at events, or highlighting them in community channels.

What Doesn't Work

Pressure tactics: "We need 5 stars" destroys trust and violates G2 guidelines

Large incentives: $100+ feels like buying reviews and attracts low-quality submissions

Complex requirements: "Write 500 words and include screenshots" dramatically reduces completion rates

Scaling Review Collection: Building a System

One-off asks generate one-off results. Sustainable review volume requires systematic processes.

Build Review Collection Into Existing Workflows

Customer Success Cadence: Add a review request checkpoint at 90-day post-onboarding and at renewal confirmation.

Support Ticket Closure: For tickets resolved with positive CSAT scores, trigger an automated review request 24-48 hours later.

NPS Survey Follow-Up: Route NPS 9-10 responses to an automated review request sequence.

Product Milestones: Configure in-app triggers when users hit meaningful milestones.

Automate the Request Process

Email Sequences: Use tools like Outreach, HubSpot, or Customer.io to send review requests based on triggers (milestone reached, NPS submitted, renewal completed).

In-App Messaging: Tools like Pendo, Intercom, or Appcues can trigger review requests at optimal moments based on user behavior.

Review Campaign Management: Platforms like G2's own Marketing Solutions, or tools like Sendoso (for incentive fulfillment), help manage campaigns at scale.

Track and Optimize

Monitor these metrics monthly:

• Request-to-review conversion rate (benchmark: 10-20%)
• Time from request to completion (benchmark: <7 days)
• Review quality score (star rating + length + detail)
• Review source (which triggers generate best results)

Use this data to double down on what works and eliminate low-converting asks.

How AdamX Champions Automates Review Collection

Building and maintaining a review program takes significant time—coordinating with customer success, tracking candidates, sending requests, following up, and managing incentives.

AdamX Champions automates this entire process:

Identify Review-Ready Customers: Champions analyzes your customer conversations and CRM data to automatically surface customers who are successful, engaged, and likely to write a positive review. No more guessing who to ask.

Trigger Requests at the Right Moment: Instead of batch-and-blast campaigns, Champions detects optimal moments—after a customer expresses satisfaction, achieves a milestone, or gives positive feedback—and triggers personalized review requests automatically.

Multi-Channel Campaigns: Champions sends review requests through email, in-app prompts, and Slack/Teams notifications, optimizing for each customer's preferred channel.

Track and Optimize: See exactly which customers were asked, who converted, and what messages work best. Champions continuously improves your review conversion rate based on results.

Manage the Full Lifecycle: From identifying candidates to sending requests to tracking completions and managing incentives, Champions handles the end-to-end review workflow so your team doesn't have to.

The result: B2B companies using Champions see 3-5x more G2 reviews with 80% less manual effort from customer success teams.

Frequently Asked Questions

How many G2 reviews do I need?

For meaningful category placement, aim for at least 50 reviews. For Leader status in competitive categories, you'll typically need 100+ reviews with strong ratings (4.3+ stars). However, even 10-20 reviews significantly improves your profile versus having none. Start where you are and build consistently.

How often should I ask the same customer for a review?

G2 allows customers to update their reviews periodically, and updated reviews boost your freshness score. A reasonable cadence is to ask once per year, ideally timed with product updates or customer milestones. Never ask more than twice per year—it damages the relationship.

Can competitors write fake negative reviews about us?

G2 has verification processes to prevent this, including company email verification and review authenticity checks. If you suspect fake reviews, report them to G2's Trust team with specific evidence. Focus on building enough authentic reviews that outliers don't significantly impact your score.