G2U Webinar Recap: New Strategies for Mastering Review Generation

Fresh off the heels of our Spring 2025 Reports, we recently hosted a G2U Edge webinar on mastering review generation. Led by Katlin Hess, Director of Customer Marketing at G2, and Nicole Cuillo, Senior Product Marketing Manager at G2, the session focused on smarter, faster ways to collect and leverage G2 reviews, while also showing our new hands-free review accelerator and revamped Reference Pages.

If you missed the webinar, you’re in luck! We’re covering everything Katlin and Nicole discussed, including how to automate the review collection process, generate more high-quality reviews, and instantly turn these reviews into marketing assets.

Why G2 reviews matter

Whether it’s a review on software, new headphones, or even furniture for your home, knowing what real customers have to say can go a long way in making a purchasing decision. 

So, if referrals influence most buying decisions, and with over 100 million people looking for recommendations on G2, having a solid presence on G2 is essential for driving trust, credibility, and conversions.

When considering how G2 can help you know when to strike, we think about framing your goals in four pillars:

• Building trust and reputation by increasing brand awareness, driving more traffic, and delivering customer proof directly from the source.

• Making the shortlist by capturing a deeper understanding of your offerings and claiming your competitive advantage with direct pipeline contributions.

• Driving quality pipeline by advancing your existing processes with an understanding of where prospects are in the buying cycle and activating your sales teams.

• Protecting and growing revenue by keeping a pulse on customer activities to mitigate churn, gain insights on competitive moves, and inform future product strategy.

It’s all about taking the power of reviews and stretching it to maximize revenue. 

Additionally, G2 knows that buying journeys have changed. When it comes to finding the right software, instead of starting with a Google Search, many people start with a conversation with an AI tool. Because of this, G2 is the leading review source for AI and LLMs, and we want to equip you with the tools to feed those sources with diverse reviews.

How to build your review strategy

Building a solid review strategy can be done in four quick hits:

• Ask everyone for reviews
• Ask for reviews consistently
• Ask for review updates
• Respond to reviews

We also recommend G2 users diversify their review collection strategy. Users can kick things off with the basics, which are one-off point-in-time campaigns for already engaged customers. From there, the set it and forget it method encompasses elements like integrations, API, widgets, and the ‘Review Us’ button. The in-person aspect of a review strategy is all about prompting your most engaged users in person at events like conferences. And finally, ask customers to consider leaving a review across the entire user lifecycle.

Not sure when you should be asking for reviews? A couple of ideas:

• After implementation, when a customer is already highly engaged
• During webinars or events
• After a support ticket as a follow-up
• In your email signature, for customer-facing roles
• On your sign-in screen

How to take advantage of G2 Review Boosters

The team at G2 has seen that in-app tools generate 3x more reviews than those without. 

To drive more reviews per month with personalized review prompts using G2 tools across websites, emails, and in-app, consider options like:

• The Review Us Button: Offers a simple design to be part of your app or website that allows customers to submit their review before verifying their identity on G2.com.
• The Review Us Widget: Choose from three different widget styles to help the review collection stand out! This option uses G2’s standard review form for robust feedback.
• The G2 + Delighted integration: Allows users to consolidate feedback collection while generating reviews by bypassing G2 login for customers.
• The G2 + Pendo integration: This option makes it possible to collect more G2 quality reviews from actively engaged customers. This option also allows users to bypass G2 login and skips user list sharing between you and G2.
• The Review API: As the most customizable way to collect reviews, this option is designed for a seamless user experience. Our recent enhancements include a modernized look and a shorter review form—making the process even more efficient for reviewers. 

Hands-free Review Accelerator

We’re excited to announce our Early Access to Review Managed Services, designed to help customers have a steady stream of reviews without the heavy lifting. 

Our team manages the execution, monitoring, and optimization for these reviews, so you can focus more on strategy while boosting credibility, visibility, or improvising Grid performance.

Early pilot findings show that participants are already seeing an increase in review velocity and are ahead of their review collection goal. 

New Reference Pages

We’ve been paying attention to customer feedback regarding how Reference Pages are a one-stop shop for everything from relevant quotes to badges and reports.

But there are always ways to make things easier! Introducing the Reference Page generator – a new asset that provides you with prompts to build content based on your goals or audience, like company size, industry, and competitive comparison. 

The best part? It takes five minutes or less!

Make your reviews work for you!

G2U Edge is the place to be for new and exciting ways to put innovation into action for maximizing your review generation strategy. If you missed our webinar and want even more tips and tricks, plus a live walk-through on how to make the most of our Reference Pages, check out the on-demand link here. 

Already a G2 customer and ready to take review generation to the next level? Take our Review Gen certification to make it official, and let the bragging rights begin.

Not a G2 customer? Learn more about review generation by booking a demo.