G2 Pricing: Full Breakdown [2026]

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 one, and every major data product (Buyer Intent, Market Intelligence, AI Custom Research) is sold as a separate add-on with no listed price. B2B review platform pricing can feel like a negotiation where only one side sees the numbers.

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 just the starting point.

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

In that case, consider ZoomInfo: an 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-powered 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

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.

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 Bottom Line: 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.

👉 The Bottom Line: Starter suits small vendors launching their first review campaign, but the Year 2 price doubling means the real cost is $599/month for any ongoing 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.

👉 The Bottom Line: 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 Bottom Line: 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.

Source: G2

Market Intelligence provides live competitive benchmarking, switching intelligence, and pricing/contracting data drawn from G2's review database. 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 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.

Source: G2

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

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

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 end of the service term, with no stated cap 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

Source: G2

No Contact Data or Execution Layer

• G2 tells you which companies are researching, but not who to call or email

• Vendors must purchase separate tools for contact data, direct dials, and verified business emails

• No built-in sales engagement, outreach sequencing, or campaign execution

• Acting on G2 intent signals requires exporting data to CRM, ABM, or sales platforms through integrations

Ongoing Review Investment Required

• G2's Grid ranking algorithms factor review recency and volume, so rankings decay without continuous review generation

• Smaller teams without dedicated customer marketing functions struggle to maintain competitive review velocity

• Review Managed Services addresses this, but at additional cost on top of the base subscription

These limitations have led many GTM teams to explore platforms that combine intent data with contact intelligence and execution in a single investment...

Best G2 Alternative: ZoomInfo

ZoomInfo is an AI GTM platform that gives teams the data, intelligence, and execution tools G2 was never designed to provide.

Source: ZoomInfo

If G2's fragmented pricing, marketplace-limited intent data, and lack of contact information or execution capabilities frustrate you, ZoomInfo offers a broader solution.

Where G2 tells you which companies are researching software on its marketplace, ZoomInfo provides the B2B data (500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business email addresses) needed to reach those buyers.

It combines buyer intent signals sourced from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings monthly with AI-powered execution through GTM Workspace for sellers and GTM Studio for marketers and RevOps.

The intelligence behind these tools comes from ZoomInfo's GTM Context Graph, which processes 1.5B+ data points daily by fusing ZoomInfo's B2B data with your CRM records, conversation transcripts, and behavioral signals. It captures not just what happened in a deal, but why, and that reasoning flows into every action the platform recommends.

Seismic's sales team attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals, while boosting productivity by 54% and saving 11.5 hours per week. (Seismic Case Study)

ZoomInfo Lite: $0/month (Permanent Free Tier)

Unlike G2's free tier (which provides a marketplace listing), ZoomInfo Lite gives users direct access to the B2B database. Individual and company searches with advanced filters, contact information, email addresses, and CRM data enrichment are included at no cost.

The ReachOut Chrome Extension surfaces ZoomInfo data while you browse LinkedIn or company websites.

👉 The Bottom Line: ZoomInfo Lite provides more actionable data for free than G2's free plan, giving teams verified contacts and company intelligence they can use immediately.

ZoomInfo Sales Professional: Custom Pricing

The Professional tier is ZoomInfo's entry point for paid customers, delivering the core B2B data platform that G2 lacks.

With up to 95% accuracy on first-party data backed by 300+ human researchers, sales teams get verified direct dials and emails they can act on right away, rather than just knowing which companies browsed a review site.

👉 The Bottom Line: Professional gives teams the verified contact data and company intelligence that G2 doesn't offer at any price tier.

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.

👉 The Bottom Line: 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.

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.

👉 The Bottom Line: Enterprise delivers the full intelligence and execution platform that replaces multiple point solutions, including separate intent providers like G2's add-on data products.

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.

Source: 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.

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.

Source: G2

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."

🪙 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.

Snowflake uses ZoomInfo for at least one-third of the most critical data features in their Account Propensity Scoring model, feeding over 70 firmographic and technographic data fields. Accounts monitored using ZoomInfo-powered scores showed 90% higher opportunity open rates and 2x higher customer conversion rates. (Snowflake Case Study)

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.

Source: G2

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.

Source: ZoomInfo

🪙 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. A vendor purchasing a Professional subscription plus Buyer Intent plus Market Intelligence could face a total annual cost far higher than the base plan alone.

ZoomInfo's Approach: ZoomInfo also uses custom-quoted pricing, with no publicly listed dollar amounts for paid tiers. But 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, 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 AI GTM platform built on B2B data covering 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business email addresses.

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.

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.

Get started with ZoomInfo here.

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.

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. Add-on products like Buyer Intent, Market Intelligence, and AI Custom Research are separately priced. Total annual cost varies based on tier, add-ons, and negotiated terms.

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 the term end date. 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's intent data captures signals from across the open web through 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.