G2 Pricing: Plans and Add-On Details

Last verified: May 2026 from sell.g2.com/plans

If you've visited G2's pricing page, you already know the problem: two of the four tiers require a sales call, the Starter plan doubles in price after Year 1, and every major data product (Buyer Intent, Market Intelligence, AI Custom Research) is sold as a separate add-on with no listed price. For demand gen and ABM teams evaluating G2 as part of their marketing stack, the add-on pricing gap matters as much as the base subscription -- the intent data layer that actually drives pipeline is the piece without a price tag.

G2 is the dominant B2B software review marketplace, hosting over 3 million verified reviews and drawing roughly 90 million software buyers each year. For software vendors, a strong G2 presence means appearing where buyers start their research, collecting the peer reviews that shape purchasing decisions, and accessing intent signals generated when prospects compare products on the platform.

But G2's pricing separates its core profile and review tools from its most valuable data products, creating a layered cost model where the advertised plan price is a floor, not a ceiling.

We've analyzed G2's pricing tiers, add-on ecosystem, and contract terms. It's a good fit if:

• You need to build and maintain a branded presence on the largest B2B software review marketplace

• Your primary goal is collecting verified customer reviews for social proof and Grid ranking

• You want to license G2 badges, reports, and review content for your own marketing materials

• Your category has strong buyer traffic on G2, making its first-party intent data relevant

• You have the budget for base subscriptions plus separately priced data add-ons

G2's pricing might not be a good fit if:

• You need B2B contact data, direct dials, and verified emails alongside intent signals

• You want a single platform that covers prospecting, intent monitoring, and campaign execution

• Your GTM strategy requires acting on buyer signals across channels, not just identifying them

• You prefer transparent, predictable pricing without negotiation-dependent quotes

• You need intent data sourced from beyond a single marketplace's visitor behavior

• You need closed-loop attribution from intent signal to pipeline outcome without manual CRM stitching

In that case, consider ZoomInfo: an all-in-one AI GTM Platform that combines B2B data (500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business email addresses) with buyer intent signals, AI agent-driven execution through GTM Workspace and GTM Studio, and access through APIs and MCP, so teams can move from signal to action without stitching together separate vendors.

We've included a detailed pricing comparison with ZoomInfo in this review as an alternative for businesses seeking a broader GTM intelligence platform. If you'd rather jump straight to the ZoomInfo pricing breakdown, go ahead with this link.

G2 Pricing Summary

Prices verified May 2026 from sell.g2.com/plans.

G2 Pricing: In-Depth Overview

G2 operates on a tiered flat-fee subscription model where the base package covers profile management, review collection, and branding features.

The platform sells four tiers: one free and three paid. The detail most prospects miss is that G2's highest-value products (Buyer Intent data, Market Intelligence, AI Custom Research, and advertising placements) are all sold as separate add-ons on top of the base subscription. The plan price on the pricing page is a floor, not a ceiling.

Third-party procurement data from Vendr (based on 96 verified G2 deals) shows what buyers actually pay: Starter runs $2,300 to $3,000 annually, Professional runs $13,500 to $17,700 at the 25th-to-75th percentile, and Enterprise runs $21,300 to $28,300 at the same range. Add-ons like Buyer Intent, Connector Apps, and Grid Report licensing typically increase total spend by 20-50% or more.

Here's how each tier and the add-on ecosystem break down.

G2 Free Plan: $0/month

The Free plan gives any software vendor a permanent listing on G2's marketplace with basic review collection. This is not a trial; it's a genuine free tier that lets vendors build a presence and gather reviews indefinitely.

The "Users Love Us" badge becomes available once your product earns 20 or more reviews with a 4.0+ star average, giving you a licensable marketing asset at no cost.

The Free plan works for early-stage vendors claiming their G2 presence, but any serious investment in reviews or data requires upgrading.

G2 Starter Plan: $299/month (Year 1) or $2,999/year

The Starter plan is G2's self-serve entry point for paid features, aimed at companies with 1-100 employees. It unlocks custom calls-to-action, branded banners, review campaigns, and report/milestone/annual badge licenses. The $100 in gift card credits funds incentivized review campaigns where customers receive small rewards for submitting reviews.

The key pricing detail: Year 1 costs $299/month, but Year 2 automatically jumps to $599/month. This step-up is disclosed on the pricing page but easy to miss during purchase.

Starter suits small vendors launching their first review campaign, but the Year 2 price doubling means the real ongoing cost is $599/month for any multi-year commitment.

G2 Professional Plan: Contact Sales

The Professional plan adds what mid-market vendors need: review management tools for organizing and responding to feedback, profile visitor analytics showing who views your listing, and premium seller pages with enhanced branding. The jump to 10 users accommodates marketing teams managing review programs across departments.

Three video reviews with MP4 licensing rights let vendors collect and repurpose customer video testimonials. The $500 in gift card credits provides more fuel for review generation campaigns.

Professional is where G2 becomes a serious marketing channel, but the lack of published pricing and separate add-on costs make budgeting difficult without a sales conversation.

G2 Enterprise Plan: Contact Sales

The Enterprise plan serves software companies managing multiple product listings on G2. Multi-profile review collection lets vendors run coordinated review campaigns across their entire product portfolio from a single account. Unlimited users remove seat-based constraints, and $1,000 in gift card credits supports larger-scale review generation.

Solutions Pages group multiple products under a single branded landing page, useful for vendors like CRM suites or marketing clouds that span several G2 categories.

The Enterprise tier now includes access to G2's Competitive Pulse, a March 2026 addition that adds Churn Threat monitoring (flagging when existing customers engage with competitors on G2) and AEO Traffic insights measuring engagement from AI-generated answers and conversational search.

Enterprise makes sense for multi-product software companies, but opaque pricing combined with separately sold data products means total annual spend is hard to predict.

G2 Add-On Products: Where the Real Costs Live

Beyond base subscriptions, G2's most valuable capabilities are sold as separate add-ons, each requiring its own sales conversation and contract:

Buyer Intent Data tracks which companies are researching your product, competitors, or category on G2. It captures nine signal types including profile visits, pricing page views, competitor comparisons, and alternative searches. No public price.

Market Intelligence provides live competitive benchmarking, switching intelligence, and pricing/contracting data drawn from G2's review database. Available exclusively on the Enterprise plan. No public price.

AI Custom Research delivers buyer-insight research using AI-conducted interviews combined with G2's proprietary data. Pricing varies by respondent count, scope, and delivery speed.

G2 MCP Server (launched March 2026) connects G2 reviews, buyer signals, research behavior, and competitive insights to AI assistants and agentic workflows via the Model Context Protocol. The Claude AI integration launched first. This enables revenue teams to query G2's intelligence layer through natural language without custom API development. No public price.

G2 Clicks offers pay-per-click advertising on G2's marketplace. No public price.

G2 Paid Promotions provides quarterly or annual ad placements on G2. No public price.

Review Managed Services handles full outsourcing of review generation campaigns. No public price.

Technical Consulting provides hands-on integration support. No public price.

Vendr's benchmark data, based on 96 verified G2 deals, shows that add-ons like Buyer Intent, Connector Apps, and Grid Report licensing typically increase total spend by 20-50% or more. Buyers who negotiate with competitive alternatives (TrustRadius, Capterra) typically achieve 15-25% below median pricing, especially on multi-year commitments.

Contract terms to watch: G2's Master Service Agreement includes auto-renewal unless either party provides written notice at least 30 days before term end. G2 may change fees at renewal by providing written notice before the service term ends, with no stated maximum on price increases.

Where G2 Falls Short

G2 excels as a software review marketplace and provides valuable first-party intent signals, but its pricing model and platform scope create real challenges for GTM teams that need intelligence and execution in one place.

Opaque and Fragmented Pricing

Only the Starter plan has a listed price; Professional and Enterprise require sales conversations. Every high-value data product (Buyer Intent, Market Intelligence, AI Custom Research) is separately priced and sold. The Starter plan's Year 2 price doubling from $299/month to $599/month catches budget planners off guard. Auto-renewal clauses with 30-day notice windows and no cap on renewal price increases add contract risk.

Intent Data Limited to G2 Marketplace Behavior

G2 Buyer Intent only captures accounts that actually visit G2. Buyers researching through analyst calls, peer recommendations, competitor websites, or other platforms are invisible. For niche verticals with low G2 traffic, intent signal volume may be too thin to drive consistent ABM programs. No contact-level data accompanies the intent signals; G2 identifies companies, not individuals.

Attribution and Pipeline Measurement Gap

For demand gen teams, there is a third challenge that often surfaces after purchase: G2 provides account-level intent signals but no closed-loop attribution back to pipeline outcomes. Measuring the cost per qualified pipeline dollar requires layering G2 intent signals with your CRM attribution model -- and that stitching is manual. Without native attribution, proving ROI to a CMO requires building the measurement bridge yourself. Teams that need to answer "did G2 Buyer Intent drive closed-won revenue, and at what cost per deal?" typically require a ZoomInfo or other platform integration to close the loop.

ZoomInfo Pricing: The Alternative for GTM Teams

ZoomInfo is an all-in-one AI GTM Platform built on three pillars. The data pillar covers 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails. The intelligence pillar, the GTM Context Graph, processes 1.5B+ data points daily and fuses ZoomInfo's B2B data with customer CRM data, conversation intelligence, and behavioral signals into a unified reasoning layer. The access pillar delivers that intelligence across three lanes: GTM Workspace for sellers, GTM Studio for marketers and RevOps, and APIs and MCP for any tool or AI agent.

ZoomInfo is a Forrester Wave Leader for Intent Data Providers (Q1 2025, with highest scores across 8 criteria) and a Gartner Magic Quadrant Leader for ABM Platforms (2024 and 2025). For marketing leaders who need to defend platform choices to a CMO or board, analyst positioning matters.

ZoomInfo Lite (Free): $0/month

ZoomInfo Lite is a permanent free tier, not a trial. It provides direct access to ZoomInfo's B2B database with 10 monthly exports, contact and company search, and WebSights Lite for identifying 10 website visitors per day. Unlike G2's free plan, which is limited to marketplace presence, ZoomInfo Lite provides actual contact and company intelligence.

ZoomInfo Sales Professional: Custom Pricing

The Professional tier gives sales and marketing teams full access to ZoomInfo's contact and company database with CRM integrations included. AI agent-drafted outreach through GTM Workspace helps teams build personalized sequences from B2B data without manual research.

ZoomInfo Sales Advanced: Custom Pricing

The Advanced tier adds ZoomInfo's intent data layer, which draws from a far broader behavioral dataset than G2's marketplace-only signals. Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with closed-won deals rather than requiring manual topic selection. Account Fit Scores rank prospects by likelihood to convert, and GTM plays automate outreach when signals fire.

Redwood Logistics achieved a 99% reduction in CPC and a 310% increase in CTR after using ZoomInfo's data-driven audience insights, saving 20-25 hours per week. (Redwood Logistics Case Study)

ZoomInfo Sales Enterprise: Custom Pricing

The Enterprise tier is ZoomInfo's full platform, including real-time intent signals, AI-generated account summaries powered by the GTM Context Graph, custom intent signals, Earnings Call monitoring, competitor alerts, and advanced workflows. A dedicated customer service manager and guided onboarding help teams get full value from the platform.

Advanced combines intent signals from across the web with verified contact data, giving teams the complete picture that G2's intent data provides only partially.

ZoomInfo Marketing Plans

ZoomInfo also offers dedicated marketing plans for teams focused on ABM and demand generation:

These marketing tiers include capabilities G2 doesn't offer: native display advertising, form optimization (FormComplete), contact-level website visitor identification, and predictive account scoring, all powered by the same B2B data foundation.

ZoomInfo Additional Products

API access is included in all relevant plans, and the MCP Server connects ZoomInfo's data to AI assistants including Claude and ChatGPT, letting teams query B2B intelligence through natural language without custom development.

G2 Feature Value Breakdown (vs. ZoomInfo)

Buyer Intent Data: Marketplace Signals vs. Multi-Source Intelligence

G2's Approach: G2 Buyer Intent captures behavioral signals when buyers research products on G2's marketplace. Nine signal types track profile visits, pricing page views, competitor comparisons, and category research. Each signal is enriched with the buyer organization's firmographics and scored on two dimensions: Buying Stage (Awareness, Consideration, Decision) and Activity Level (Low, Medium, High). The data is valuable because it captures software-purchase-specific behavior, but it only covers accounts that visit G2.

ZoomInfo's Approach: ZoomInfo Intent draws from 210 million IP-to-Organization pairings and 6 trillion+ keyword-to-device pairings sourced monthly, capturing buying signals across the open web, not just one marketplace. Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with deal success. Intent signals are paired with verified contacts (direct dials, business emails), so teams can act immediately rather than exporting account-level signals to another tool for contact lookup.

Value Verdict: G2 provides high-fidelity signals from a single marketplace. ZoomInfo provides broader coverage across the web with verified contacts attached, making signals immediately actionable. For demand gen teams, this difference shows up in attribution: G2 tells you an account is researching; ZoomInfo tells you the account is researching AND gives you the contact to call.

Data Depth: Review Marketplace vs. B2B Platform

G2's Approach: G2's data centers on its review marketplace: 3 million+ verified reviews, Grid rankings, satisfaction scores, and buyer traffic patterns. This data helps vendors understand how their product is perceived relative to competitors and where they rank in their category. The Market Intelligence add-on surfaces competitive benchmarking, win/loss switching themes, and pricing sentiment from reviews. The data is valuable for competitive positioning but doesn't extend to contact information, company firmographics beyond basic attributes, org charts, or technographics.

ZoomInfo's Approach: ZoomInfo's data spans three dimensions: identity data (500M contacts with verified phone numbers and emails), company context (100M companies with attributes, org charts, technographics across 30,000+ technologies), and dynamic signals (intent, job changes, funding events, hiring patterns).

In a Fortune 500 competitive RFP analyzing 25 million contacts across vendors, an independent consultant concluded that "no other competitor came even close" (ZoomInfo Q4 2025 earnings call).

Smartsheet used ZoomInfo Marketing and FormComplete to improve MQL volume 84%, increase opportunity rates 26%, and lift win rates 59%. (Smartsheet Case Study)

Snowflake feeds over 70 ZoomInfo firmographic and technographic data fields into its Account Propensity Scoring model. Accounts monitored using ZoomInfo-powered scores showed 90% higher opportunity open rates and 2x higher customer conversion rates. (Snowflake Case Study)

Value Verdict: G2 excels at marketplace-derived competitive intelligence. ZoomInfo provides the B2B data infrastructure that powers prospecting, enrichment, and execution across the entire GTM motion.

Execution Capability: Signal Identification vs. Signal-to-Action

G2's Approach: G2 identifies companies showing buying behavior and provides tools to build marketplace presence (profiles, reviews, badges, content). It integrates with major CRM and ABM platforms including Salesforce, HubSpot, 6sense, Demandbase, ZoomInfo, and Salesloft to push intent data downstream. But G2 itself has no outreach sequencing, no email sending, no ad platform, no meeting scheduling, and no CRM. It surfaces signals; acting on them requires separate tools.

ZoomInfo's Approach: ZoomInfo closes the loop from signal to action within a single platform. GTM Workspace gives sellers a surface where AI agents research accounts, draft outreach, and update CRM automatically. GTM Studio lets marketers define audiences in natural language and launch multi-channel plays (email, calls, display ads, direct mail) triggered by buyer behavior. For teams building custom workflows, APIs and MCP deliver the same intelligence to any third-party tool.

Mendix improved MQL-to-opportunity conversion from 2% to 28% -- a 14x increase -- using ZoomInfo Marketing's audience targeting and intent signals.

Redwood Logistics achieved a 99% reduction in CPC and a 310% increase in CTR using ZoomInfo's data-driven audience insights, saving 20-25 hours per week. (Redwood Logistics Case Study)

Value Verdict: G2 identifies buyer interest. ZoomInfo identifies buyer interest and provides the data, tools, and AI to act on it, cutting the time between signal detection and prospect engagement.

Pricing Transparency and Total Cost

G2's Approach: G2 publishes pricing for only one paid tier (Starter at $299/month Year 1, $599/month Year 2). Professional and Enterprise require sales conversations. Every major data product is separately priced with no published rates. The MSA allows G2 to change fees at renewal with no stated cap.

ZoomInfo's Approach: ZoomInfo also uses custom-quoted pricing for paid tiers, with a permanent free entry point (ZoomInfo Lite at $0/month). ZoomInfo is free to start with consumption credits based on usage. ZoomInfo bundles data, intent, and execution within each tier rather than selling them as separate add-ons. The Sales Advanced tier includes intent signals, Account Fit Scores, and automated workflows in a single package. API access is included in all relevant plans.

Value Verdict: Neither platform publishes transparent pricing for paid tiers, but ZoomInfo's bundled approach gives teams a more complete capability set per purchase, while G2's add-on model can create unpredictable total costs.

Final Verdict: G2 vs. ZoomInfo

The choice between G2 and ZoomInfo depends on what your GTM team needs most: marketplace presence or full-stack execution.

G2 is a B2B software review marketplace that gives vendors a branded presence where 90 million annual software buyers research and compare products. With a permanent free profile, paid plans starting at $299/month, and add-on data products for buyer intent and competitive intelligence, it lets software companies build social proof through verified reviews, earn Grid rankings that influence purchasing decisions, and identify companies researching their category. This marketplace-first model works best for vendors in well-trafficked G2 categories who prioritize review-driven credibility, marketing teams licensing badges and reports for sales enablement, and companies with existing tools to action G2's account-level intent signals.

ZoomInfo is an all-in-one AI GTM Platform built on B2B data covering 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails. Where G2 identifies which companies are researching software, ZoomInfo provides the verified contacts to reach specific buyers, the GTM Context Graph to understand why deals move, and the execution tools (GTM Workspace, GTM Studio, APIs and MCP) to act on intelligence across any channel. ZoomInfo is a Forrester Wave Leader for Intent Data and a Gartner MQ Leader for ABM Platforms -- the analyst positioning that helps demand gen leaders defend their stack choices to leadership. This makes it essential for GTM teams that need to move from signal to action in a single platform, enterprises consolidating their data and intelligence vendors, and any revenue organization where knowing which companies are interested only matters when paired with the contacts, context, and tools to close them.

The fundamental difference is scope. G2 asks "How can we help buyers find and evaluate software?" ZoomInfo asks "How can we help revenue teams find, win, and grow customers?" For many organizations, the answer is both: G2 for marketplace presence, ZoomInfo for the data, intelligence, and execution engine that powers everything else.

For a full comparison of G2 alternatives, see our G2 alternatives guide. For a deeper look at the platform, see our G2 review.

Start for free at zoominfo.com.

G2 Pricing FAQ

Is G2 free for software vendors?

Yes, G2 offers a permanent free tier that includes a basic marketplace listing, standard review collection and syndication, and the "Users Love Us" badge once you earn 20 or more reviews with a 4.0+ star average. The free plan supports up to 3 admin users and does not expire. Features like custom CTAs, branded banners, review management tools, profile visitor analytics, and all data products require paid plans.

How much does G2 cost per year?

The only published price is the Starter plan at $2,999 for Year 1 (annual billing) or $6,000 for Year 2 and beyond. Professional and Enterprise tier pricing is not publicly listed and requires a sales conversation. Third-party benchmark data from Vendr (based on 96 verified G2 deals) shows Professional typically running $13,500 to $17,700 annually and Enterprise running $21,300 to $28,300 annually at the 25th-to-75th percentile. Add-on products like Buyer Intent, Market Intelligence, and AI Custom Research are separately priced and can increase total spend by 20-50%.

Why does G2's Starter plan double in price after Year 1?

G2 discloses on its pricing page that the Starter plan increases from $299/month to $599/month (or $2,999/year to $6,000/year) starting in Year 2. The introductory rate is effectively a promotional price, and vendors should budget for the Year 2 rate as the ongoing cost.

What is G2 Buyer Intent data?

G2 Buyer Intent captures behavioral signals when companies research products on G2's marketplace. It tracks nine types of interactions including profile visits, pricing page views, competitor comparisons, and category research. Each signal is scored by Buying Stage (Awareness, Consideration, Decision) and Activity Level (Low, Medium, High). The data only captures activity on G2 itself, not research happening on other platforms or through other channels.

Can G2 replace a B2B data platform like ZoomInfo?

No. G2 and ZoomInfo serve different functions. G2 provides marketplace presence, verified reviews, and intent signals from its review platform. ZoomInfo provides B2B contact and company data, multi-source intent signals, and AI-powered execution tools. G2 can tell you which companies are researching software in your category, but it doesn't provide the contact information, direct dials, or outreach capabilities needed to reach those buyers. Many organizations use both platforms together: G2 for marketplace credibility, ZoomInfo for GTM execution.

Does G2 integrate with ZoomInfo?

Yes. G2 lists ZoomInfo as an integration partner, enabling G2 Buyer Intent signals to flow into ZoomInfo's platform. This combination lets teams identify companies showing research behavior on G2, then immediately access verified contacts and execute outreach through ZoomInfo's tools. ZoomInfo reported a 27% lower cost per lead and 17% higher conversion rate using G2 buyer intent data.

What are G2's contract terms?

G2's Master Service Agreement includes auto-renewal unless either party provides written notice at least 30 days before term end. G2 may change fees at renewal by providing written notice before the service term ends, with no stated maximum on price increases. Refunds are only provided if G2 materially breaches and the customer terminates as a result. Vendors should negotiate notice windows and renewal caps before signing.

How does G2's intent data compare to ZoomInfo's?

G2's intent data captures high-fidelity signals from a single source: its own marketplace. If a company visits your G2 profile or compares you against a competitor, that's a strong purchase-proximate signal. ZoomInfo Intent draws from 210 million IP-to-Organization pairings, providing broader coverage but from less specific sources. G2's signals are limited to accounts that visit G2; ZoomInfo's signals cover buyer research happening anywhere online. Many teams layer both sources for full coverage.

What is the cost per qualified pipeline dollar when using G2 Buyer Intent?

G2 Buyer Intent identifies which accounts are researching software -- a signal, not a conversion. Measuring cost per qualified pipeline dollar requires connecting G2 account-level signals to your CRM and tracking them through to closed-won revenue. That attribution build is manual without a native integration. Teams that run G2 Buyer Intent alongside ZoomInfo can use the G2 and ZoomInfo integration to pull ZoomInfo contact data for accounts triggering G2 intent, enabling pipeline attribution. G2 and ZoomInfo jointly report that this combination produces 27% lower cost per lead and 17% higher conversion rates. Without this integration, the pipeline ROI calculation is left to the buyer's own attribution infrastructure.