How to Make the Most of Your G2 Profile: Key Insights from G2 Reach 2024

We all know that B2B buyers rely heavily on peer reviews and marketplace insights to inform their purchasing decisions. And as  the leading software review platform, G2 is a critical touchpoint in the buyer's journey, with hundreds of millions of buyers visiting the platform annually. For software companies, an optimized G2 profile isn't just a nice-to-have—it's become a crucial element of their digital presence and lead generation strategy.

At Reach 2024, I got to host a customer workshop with Niraj Manivannan, Product Marketing Manager at Insider, where he walked us through how they’re optimizing their G2 profile for maximum impact. The session revealed how companies can leverage their G2 presence to drive traffic, generate leads, and boost conversions, and I even learned a few new things about ways to make your G2 profile work harder for you.

Why G2 Profile optimization matters

First and foremost, why should you invest in the time to optimize your G2 Profile?

The importance of maintaining an optimized G2 profile cannot be overstated, especially when you consider how many buyers visit G2 every year. Our platform's reach extends beyond just the website, with reviews syndicated to AWS and Azure marketplaces.

And buyers have their eyes on your G2 profile. Over 100 million buyers visit G2 every year – so it’s crucial that your brand is represented well.

Whether G2 is part of your strategy or not – buyers are visiting your G2 Profile. It’s in your best interest to put your best foot forward.

Let’s take a deeper look into how Insider is making their G2 profile work for them to improvise their Grid ranking, boost their brand visibility, and more.

Profile optimization essentials

Niraj dove into several crucial elements for profile optimization and what he’s seen work for Insider.

Elevate your profile with visual branding

He suggests  the Product Information section in my.G2 is the first place to ensure your brand is accurately represented.

There, brands should:

• Upload a high-quality company logo
• Create an engaging banner (static or GIF) and update it regularly
• Include product videos within the banner
• Display relevant G2 badges and update them quarterly
• Craft a detailed company description

Category selection and management

"When you create your G2 profile, you need to be listed in all relevant categories," Niraj explained. "And, as your business continues to grow, you can keep expanding and get into new categories for maximum visibility."

Capturing demand with visual content and interactive elements

Once you’re represented in the categories your buyers are in, it’s time to add some multimedia content to your profile.

A good place to start is screenshots and videos. Insider saw a 14% boost in conversions once they added both to their profile. Insider recommends:  

• Upload up to 5 videos and 5 screenshots
• Use a mix of product demos and case studies
• Consider using GIFs for dynamic representation
• Focus on showcasing product features and customer success stories

You can also add interactive demos to your G2 Profile. "People are spending up to 15 minutes on one of our particular demos," Niraj shared, noting that interactive demos "increase time spent on the page and conversions by up to 75%."

To start capturing demand, brands should also consider call-to-action (CTA) optimization:

• Implement both the primary CTA, "Get a Demo", and secondary CTAs
• Direct traffic to specific website pages
• Customize lead capture forms based on information needs

There's also the Track Your Prospects feature, which allows Insider specific insights into tracking and analytics. Niraj recommends:

• Implementing tracking code across website pages
• Monitoring user movement between G2 profile and company website
• Analyzing buyer behavior patterns

Boosting engagement with detail assets

Insider was also able to boost engagement with their G2 Profile by utilizing it as an extension of their website – they know their prospects are visiting G2, so they add specific content they want buyers to see. 

Niraj mentioned several methods for increasing profile engagement.

1. Downloadable resources

Consider adding the following downloadable resources to your G2 profile:

• Ebooks, white papers, and case studies
• Choose to upload either gated and ungated content
• Align resources with product offerings

2. Feature management

Niraj also recommends focusing on the Features listed within your G2 Profile. Updating your category-level features will boost SEO. Adding all of the features your brand offers is a great way to provide visibility to prospects so they understand what your product delivers.

3. Review management

With over 1,000 reviews, Insider highlights the importance of active review management:

• Respond regularly to customer feedback
• Engage with both positive and negative reviews
• Monitor and participate in conversations on discussion pages 

Results seen by Insider

Over the last three years, Insider has seen the following results:

• 145,576 profile visits from their G2 Profile
• 5,002 demo requests through primary CTA on their G2 profile
• 5,964 website referrals from G2

Start optimizing your G2 Profile today!

As demonstrated by Insider's success, an optimized G2 Profile can serve as a powerful extension of your company's digital presence. While the process does require consistent attention, the fundamental elements of profile optimization are achievable for companies of any size. "Having these bare minimum things ticked off, which were discussed today, is pretty important," Niraj emphasized. 

As B2B buyers increasingly turn to peer review platforms for purchasing decisions, companies that invest in their G2 presence position themselves to capture more leads, drive higher engagement, and ultimately accelerate their growth in an increasingly competitive marketplace.

If you missed my conversation with Niraj, you can catch it on-demand, along with all Reach sessions.