G2 pricing: what vendors pay for profiles, reviews and buyer intent

By Jan Suski, six years working in digital. How the scoring works.

Published 13 August 2026 · Updated 14 August 2026

G2's Starter plan costs $2,999 in year one. Renewal resets it to $6,000, a straight doubling that lands before a vendor negotiates a single add-on. Professional and Enterprise carry no listed price at all; G2 quotes both one deal at a time, and the 313 purchases tracked on Vendr put the median contract at $28,000, ranging from $12,000 to $73,655.

This report breaks down the four G2 Marketing Solutions tiers, the add-ons priced outside the base fee (Buyer Intent, Content Subscription, G2 Ads, Data Solutions), and how G2's February 2026 acquisition of Capterra, Software Advice and GetApp reshapes a vendor's negotiating position against a competitor.

It's built for a marketing or revenue leader deciding if to claim a free profile, upgrade to Starter, or push into a Professional or Enterprise deal that needs budget sign-off, since the number a sales rep opens with rarely matches what the vendor across the table paid.

Key features by plan

Figures marked ^* are Vendr's editorial estimate; every other cell is G2's own published rate.

G2 Marketing Solutions plan tiers

Free

The Free tier costs nothing and gets a vendor a basic profile, three user seats, standard seller page listing and the "Users Love Us" badge license once the product collects 20 reviews averaging 4.0 stars or better. G2's own pricing FAQ is explicit that badge eligibility and Grid placement never require payment; the badge itself just can't be republished without an upgrade past Starter.

Starter

Starter runs $299 a month with no contract, or $2,999 a year, which G2 discounts 16% against the monthly rate. It targets what G2 defines as small businesses, 1-100 employees, and adds single-profile review collection, $100 in gift-card review credits, custom CTAs, an upgraded profile, branded banners and review campaigns, plus report, milestone and annual badge licensing.

The plan's defining fact rarely shows up in the sales pitch: year-two pricing jumps to $599 a month or $6,000 a year, exactly double what a vendor signed up for.

Professional

Professional is not listed on G2's public pricing table; it shows as "Contact sales." What it unlocks is documented, though: 10 profile admins, three video reviews, $500 in gift-card credits, single-product custom CTAs, review management tools, profile visitor data, premium seller pages and expanded account support. This is also the entry point for the Buyer Intent add-on, sold separately on top of the base subscription.

Enterprise

Enterprise is built for vendors managing more than one product profile. It adds unlimited profile admins, five video reviews, $1,000 in gift-card credits, multi-product custom CTAs, the Market Intelligence dashboard, and Solutions Pages that group multiple products under one branded landing page for customers with a broader portfolio. Like Professional, the price is quote-only.

G2 add-ons: what costs extra

G2 Buyer Intent pricing: intent data for ABM platforms

Buyer Intent is a separate line item G2 sells on top of the Professional or Enterprise base fee, priced apart from either tier's subscription. G2's own pricing page lists it as "Contact Us" with no published rate.

What it does is documented: it collects intent data from G2 Profile, Category, Comparison and Competitor traffic and feeds it into ABM platforms through partner integrations for marketing, sales prospecting and ad targeting. The underlying signal tracks in-market accounts and active buyers already researching a vendor's category, and revenue teams route those behavioral signals into sales outreach, ABM campaigns and lead scoring.

G2 competes here alongside the wider set of intent data providers tracked on this site, though most of those vendors sell intent as their core product. G2's own acquisition announcement claims the Capterra, Software Advice and GetApp deal will deliver "up to 3x more Buyer Intent signals," which is the company's stated rationale for the acquisition on the vendor side of the business.

One reviewer described the jump in blunt terms:

"Its not cheap and once you want the real buyer intent stuff it jumps up pretty high, also if your category doesn't get much traffic on g2 the signals aint that useful and the contracts are usually yearly which feels bit locked in."

Vikram R., Accounting Associate, Enterprise (>1,000 employees), G2.com review, August 5, 2026

Vendr's tracked data backs up the size of that jump: add-ons across the G2 product line, Buyer Intent chief among them, increase total annual spend by 20% to 50% or more over the base subscription price.

Buyer Intent for customer success: spotting churn before renewal

G2 markets a customer success use case for the same intent feed: tracking existing customers who are actively researching competitors or the broader category, on the theory that a customer browsing rival profiles is a churn signal worth acting on before the renewal date. G2's own product page frames it as a way to "combat churn and identify upsell opportunities with intel from buyers engaging with your competitors and category."

The same feed also surfaces expansion opportunities among existing accounts, not only new pipeline. The add-on justifies itself when category traffic volume on category traffic volume, which is exactly what Vikram R.'s review above flags as the catch.

Beyond Buyer Intent, three more add-ons sit outside the base platform fee, plus reporting tools and paid services layered on top of whichever base tier a vendor holds.

• The G2 Content Subscription licenses G2 Report and Grid data for republication in marketing materials, sold to Professional and Enterprise customers on a contact-sales basis.
• G2 Ads splits into two products: G2 Clicks, a pay-per-click model with cancel-anytime flexibility and no guaranteed volume, and G2 Ads Paid Promotions, a quarterly or annual buyout limited to three spots per placement with guaranteed impression share; both place sponsored content on category and competitor pages.
• G2 Data Solutions, aimed at investors and private equity firms, sells profile traffic, competitor comparisons and satisfaction-score data drawn from more than 3 million reviews and over 10 years of historical data, also quote-gated.
• Professional Services, including Review Managed Services, Review Booth event activation, Technical Consulting and Buyer Intent implementation support, are each separately priced add-ons.

Professional and Enterprise both add reporting tools that track profile visitor data over time.

What drives your G2 quote

Company size is the first lever G2 uses to route a vendor into a tier: the Starter plan is explicitly scoped to 1-100 employees, and anyone above that threshold gets routed to a Professional or Enterprise conversation instead of a self-serve checkout.

The number of product profiles a vendor manages is the second lever; Enterprise exists specifically for portfolios with multiple products, and G2's own account-settings documentation notes that a single Enterprise profile enables unlimited users across every profile a vendor owns, while a lone Professional profile caps out at 10.

Add-on selection compounds from there. The advanced features that separate a $13,500 Professional deal from a $73,655 Enterprise-plus-add-ons deal are Buyer Intent, Content Subscription and G2 Ads, and that gap is what produces the wide spread Vendr tracks between its $12,000 low and $73,655 high. Larger organizations managing multiple product profiles also get more depth in the Market Intelligence dashboard, which is Enterprise-only.

Term length matters too: multi-year commitments unlock 5% to 10% in additional annual discounts, on top of whatever percentage a vendor negotiates off list. Timing plays a role as well: G2's fiscal year closes in January, with quarterly closes in April, July and October, and reps working toward those dates have historically shown more flexibility on price.

Hidden costs and fees

The clearest hidden cost sits inside the plan G2 advertises loudest. Starter's $2,999 first-year rate is a promotional price; renewal resets it to $6,000 a year, a straight doubling that G2's own FAQ acknowledges but does not lead with. One reviewer put a number on what that graduation looks like in practice:

"And if you rip off the band-aid and sign up, G2 will cost you at least $10,000 per year and that's only for the most basic version. More advanced plans cost even more. At that price point, it feels like you have to generate meaningful profit from G2; otherwise, it ends up being an overpriced toy that doesn't bring in any new customers."

Abhishek J., Campus Ambassador, Small-Business (50 or fewer employees), G2.com review, July 29, 2026

Beyond the Starter jump, Vendr's guide documents renewal uplift of 7% to 12% even when scope hasn't changed, auto-renewal clauses with short notice windows that lock a vendor into another term at the proposed increase unless actively cancelled, and gift-card review credits ($100 to $1,000 depending on tier) that go underused when a vendor doesn't run active review campaigns. None of these show up on the pricing page; all of them show up on the invoice.

What buyers pay

Vendr's tracked figures give the clearest picture of real G2 spend: a $28,000 median across 313 purchases and a spread running from $12,000 to $73,655. Most buyers achieve 15% to 25% discounts off list price, and Vendr's best-negotiated outcomes typically land 15% to 25% below median pricing.

Vendr's own guide separately estimates that Professional customers typically land between $13,500 and $17,700 and Enterprise customers between $21,300 and $28,300, though those tier-level figures are Vendr's editorial estimate, and they sit well under the platform-wide $28,000 figure, a gap that points to Enterprise, multi-product deals pulling the median upward.

Vendor reviews describe the gap between plan and price directly. One reviewer flagged a feature locked specifically behind the top tier:

"The pricing structure can feel like a barrier to accessing some of the most valuable features. For example, the Solutions Page, which lets multi-product customers leave one review covering everything they use. It's only available on the Enterprise tier and for companies like ours with a broad product suite, that's exactly the feature we need most, but it requires an upgrade to access."

Bianca G., Director, Customer Advocacy, Mid-Market (51-1,000 employees), G2.com review, August 4, 2026

A second reviewer connected the price directly to return on investment for smaller teams:

"The biggest drawbacks of G2 Marketing Solutions are its steep pricing, account-only intent data, and administrative friction. The high subscription cost makes ROI difficult for smaller teams, and because buyer intent signals identify researching companies..."

Sanjay A., DevOps Engineer, Small-Business (50 or fewer employees), G2.com review, August 4, 2026

How to negotiate G2 pricing

Vendr's negotiation guidance for G2 comes down to five levers.

• Multi-year commitments are the single most reliable lever, unlocking 5% to 10% in additional annual discount on top of whatever base negotiation achieves, and they also lock in a rate against future renewal uplift. That range holds if a vendor relies on G2 as critical pipeline infrastructure or treats it as one channel among several.
• Auditing feature usage before a renewal conversation gives a vendor room to downgrade or push back if Buyer Intent or Content Subscription aren't producing pipeline.
• Removing auto-renewal language outright prevents a lapsed notice window from resetting the contract at G2's proposed increase.
• Timing a renewal or new-deal conversation around G2's fiscal year close in January, or its quarterly closes in April, July and October, has produced better outcomes for buyers working with quote-driven vendors.
• Comparing G2 against other providers before a renewal generally means negotiating from a stronger position.

Mentioning a competitor used to be a standard tactic, and two reviewers independently flagged cost as the reason they'd consider it:

"It can be pretty expensive, especially for smaller companies. The platform is great, but the pricing tiers definitely cater more to enterprise budgets, which makes it tough if you have limited marketing spend."

Komal S., Social Media Listening Analyst, Enterprise (>1,000 employees), G2.com review, August 10, 2026

"There isn't much I dislike about G2 Marketing Solutions, as I'm satisfied with most of its features and overall experience. The only drawback is that the pricing feels a little steep."

Riya N., Mid-Market (51-1,000 employees), G2.com review, July 31, 2026

That leverage has changed shape since February 2026. G2 now owns Capterra, Software Advice and GetApp outright, so threatening to shift review presence to Capterra no longer moves a vendor outside G2's own balance sheet. Market Intelligence Tools has covered how an acquisition reshapes a category's negotiating math before, in reports on Adobe's Semrush acquisition and on what happened after Conductor wound down Searchmetrics.

TrustRadius and SourceForge remain genuinely independent alternatives, and are the more credible names to raise in a renewal conversation now that three of the four platforms a vendor might have played off each other answer to the same parent company.

Who G2 pricing is built for

The Free tier's functionality is minimal by design, built to get a vendor into the marketing stack before any spend is requested. Vendors deciding if G2 belongs in that stack can request a demo before committing to Starter.

Starter fits vendors with 1-100 employees who are ready to run branded review campaigns and want badge licensing, understanding that the price doubles at renewal.

Professional and Enterprise fit vendors who need buyer intent data, multi-product management or account-level analytics badly enough to justify a quote-driven negotiation. These are typically mid-market and enterprise software companies with demand generation budgets and dedicated revenue teams, the same buyers who show up across our marketing intelligence tools rankings.

Vendors in a category with thin traffic on G2 should think twice before adding Buyer Intent specifically. As one reviewer put it, the signal is only as useful as the traffic behind it, and a vendor paying Professional-tier rates for intent data in a category nobody searches is paying for a feed with nothing in it.

G2 vs alternatives

G2 competes in what its own category taxonomy labels buyer intent data providers, alongside dedicated intent vendors outside the scope of this report.

All entry-cost figures are vendor list price; G2 is the only platform in this table with a tracked contract-value spread, covered above.

G2's own comparison page rates G2 Marketing Solutions at 4.6 out of 5 across more than 5,700 reviews, against TrustRadius at 3.5 out of 5 across 40 reviews on the same page, a scale gap that partly explains why G2 remains the default even at a materially higher price.

The bigger structural fact for 2026 negotiations is ownership: G2, Capterra, Software Advice and GetApp are now four brands under one balance sheet, which narrows the field of genuinely independent alternatives to TrustRadius and SourceForge.

What to budget

A single-product startup fitting inside the 1-100 employee Starter definition should budget $2,999 for year one and plan for the $6,000 renewal from day one.

A vendor managing several product profiles who wants Buyer Intent, premium seller pages and multi-product Solutions Pages should budget toward the tracked $28,000 median, with room to move toward the $73,655 high end if the deal bundles Buyer Intent, Content Subscription and multiple profiles at once.

Vendors sizing a broader martech line item alongside G2 can check our category report on market intelligence platform pricing. Either way, the number to plan around is not the number on G2's pricing page; it is the number Vendr's 313 tracked purchases paid.

Frequently asked questions

What is G2 buyer intent?

G2 Buyer Intent is a paid add-on, sold on top of the Professional or Enterprise base subscription, that surfaces which companies are researching a vendor's profile, competitors or category on G2 and feeds those signals into sales, marketing and customer success workflows through partner integrations.

Is G2 free to use?

Yes for software buyers researching products; G2's core review and comparison content carries no charge. For software vendors, the Free tier covers a basic claimed profile and review collection, but Starter, Professional and Enterprise all require payment for expanded features.

How much does G2 pay per review?

G2 issues gift-card credits that vendors use to incentivize reviewers, ranging from $100 on Starter to $500 on Professional to $1,000 on Enterprise. The vendor's own subscription funds those credits; G2 does not pay reviewers or vendors directly.

How much does intent data cost?

There is no published rate. Buyer Intent is contact-sales priced on top of a Professional or Enterprise base subscription, and Vendr's tracked data shows add-ons in this category increasing total annual spend by 20% to 50% or more over the base fee alone.

Does G2 Buyer Intent drive pipeline?

G2 markets it for exactly that: targeting accounts most likely to convert, increasing marketing qualified leads, accelerating sales cycles and combating churn. If it delivers depends on category traffic, since the underlying signal only exists where buyers are actively researching on G2 in the first place.

Bottom line

G2's pricing page shows one real number and three "Contact Us" buttons, and the gap between what it publishes and what vendors pay is the whole story. A vendor walking into a Professional or Enterprise conversation without knowing the $28,000 tracked median, the 15% to 25% discount range most buyers achieve, or add-ons alone can increase costs by 20% to 50% on top of the base fee is negotiating blind against a team that sees those numbers every day.

The Starter tier's year-two doubling is the cleanest single fact in this report, because it is published, predictable and still catches vendors off guard. Budgeting for $6,000 from the day a vendor signs the $2,999 first-year contract, and treating any Buyer Intent or Content Subscription quote as a negotiation, is the difference between the outcomes Vendr tracks at the 25th percentile and the ones sitting closer to $73,655.