Proxi recently co-hosted G2 Connect Auckland, bringing together tech industry leaders to explore the transformative power of review platforms in modern B2B software sales. The insights shared during this exclusive event highlighted a crucial reality: buyers are more self-sufficient and informed in today’s digital-first B2B landscape than ever. With 70% of the buying process complete before any vendor contact, having a strong presence on software review sites isn’t just beneficial—it’s essential for survival and growth.
Drawing from the valuable insights shared at G2 Connect Auckland, we’ve compiled this comprehensive guide to help tech companies navigate the world of software review sites and leverage them for business growth.
Why Software Reviews Matter More Than Ever
The numbers tell a compelling story about the importance of software review sites in the modern buying journey:
- 93% of buyers say reviews influence their purchasing decisions
- The first vendor wins 84% of deals contacted
- 78% of buyers have largely established their requirements before reaching out
- Buyers, not vendors, initiate 83% of first contacts
As Chris Perrine, Vice President and Managing Director, Asia Pacific at G2, emphasises: “Reviews aren’t just about awareness. They’re about building trust with buyers who are researching solutions and validating their decisions. When buyers engage, the first vendor they reach out to wins 84% of the time—meaning deals are won or lost before providers even know they exist.”
Getting Started: Your Step-by-Step Guide
1. Choose the Right Review Platform
While several B2B review platforms exist, G2 stands out as the ‘TripAdvisor for software,’ trusted by 78% of Fortune 500 companies. With over 2.7 million user reviews across 2,400+ categories and 90M+ annual buyers, G2 offers unparalleled reach in the tech industry.
2. Start Collecting Reviews
There are three proven approaches to gathering reviews:
- G2-run review campaigns: G2 takes the lead, running a simple three-email cadence campaign to your customer base. This is often incentivised, with G2 offering gift cards in over 25 countries.
- Vendor-run review campaigns: You or your customer success team request reviews at various touchpoints, such as through newsletters, social media, or customer success interactions. The key is to make the ask timely and consistent.
- Passive review collection: This involves integrating review requests into your software or website. For example, in-app review prompts or chatbot requests allow users to leave a review seamlessly while they are using your product. According to G2, vendors using in-app reviews collect up to 3.6x more reviews than those using traditional methods.
Equip, a talent assessment platform, gathered 616 reviews through in-app collection, helping them secure the #4 position in their category.
3. Optimise Your Profile for Maximum Impact
Julia Schonrock, Marketing Manager at PageProof, shares her insight: “Timing is crucial when requesting reviews. Reaching out to customers after they’ve experienced success with our product yields the best results in terms of review quality and customer willingness to participate.”
Key optimisation strategies include:
- Adding comprehensive product information and high-quality visuals
- Implementing interactive product demos (proven to increase conversion rates)
- Creating comparison reports to highlight competitive advantages
- Earning and displaying recognition badges (Leader, High Performer, Best Usability)
- Contributing guest posts for valuable backlinks (leverage G2’s high domain authority)
- Understanding how the market satisfaction and presence data is derived
- Understanding how the algorithms behind the Category and Momentum grids work
4. Leverage Reviews Across Your Marketing Stack
- Implement ‘Stars in Search’ for up to 35% higher click-through rates
- Feature badges and reviews on your homepage
- Add social proof near lead capture forms
- Share reviews across social media
- Include badges in email signatures
- Create targeted landing pages featuring relevant reviews
- Use comparison reports in sales conversations
- Create reference pages organised by industry or use case
- Leverage reviews for competitive differentiation
Measuring Success and ROI
As for any marketing channel, knowing which metrics to track and how to assess performance is essential to calculate Return on Investment:
Track these key metrics to gauge your review site performance:
- Review volume and frequency
- Star ratings and sentiment trends
- Profile views and engagement rates
- Website traffic from G2
- Lead conversion rates (G2 traffic converts 3-8x higher than normal website traffic)
- Sales velocity (deals influenced by G2 often close faster)
Taking Action
As Julia Schonrock aptly puts it, “Our presence on software review sites has become a cornerstone of our marketing strategy. It’s not just about collecting reviews; it’s about engaging with our community, showcasing our strengths, and constantly learning how we can better serve our customers.”
Based on the insights, we recommend to start with these six steps:
- Start early—build your review presence before you think you need it
- Focus on authentic feedback and genuine customer engagement
- Integrate reviews and badges into your broader marketing strategy
- Leverage review content across multiple channels
- Understand the grids to optimise your position
- Aim to be in top 1-3 products in your category
In today’s competitive software market, a strong presence on review sites isn’t optional—it’s a crucial driver of business growth. By following this guide and remaining committed to the process, you’ll be well-positioned to leverage the power of software review sites to drive visibility, credibility, and ultimately, sales.
Remember: 84% of deals are won or lost before you even know they exist. Make sure your review site presence is working to win those deals for you.
As Chris Perrine notes, “Using badges and reviews doesn’t just increase trust—it can boost your lead conversion rates by 42-84%. The more buyers see that your solution works, the more likely they are to engage with you.”
