The unified platform connects the lists of materials, comments, advertisements, content, and buyer data on G2, Capterra, Software Advice, and GetApp to help brands advance their Answer Engine Optimization (AEO) and Answer Engine Marketing (AEM) strategies.
Chicago, November 10th / PRNewswire / -- G2 announces the launch of a unified platform among G2, Capterra, Software Advice, and GetApp. This platform brings together over 6 million reviews covering more than 2,000 categories and reaches 200 million buyers annually, allowing software brands to manage brand visibility, content creation, market insights, and demand generation in one place. G2 customers can now manage lists of contacts, collection of reviews, advertising campaigns, lead generation, signals of interest, badges, and custom content across these four platforms, thereby reducing the workload associated with managing multiple systems separately.
As more and more buyers use the AI chatbot for research, the deployment of agents is also accelerating. AI has already changed the software purchasing journey. In order to reach both human buyers and AI buyers simultaneously, software brands must be recommended by AI answer engines, which generate answers based on credible third-party evidence.
G2 indicates that its solutions can help software brands provide the evidence needed to win by optimizing through an answer engine (AEO) and marketing via the answer engine (AEM). AEM is a newly launched service category by G2, which refers to the practice of using paid means to influence which brands appear in the generation of answers (AI).
G2 Chief Product and Technology Officer Alexis Zheng stated: "After G2 acquired Capterra, Software Advice, and GetApp earlier this year, G2 now provides a unified experience for suppliers, helping them to expand their brands and meet demands with the most trusted datasets in the B2B software industry. At this time, the method of discovery is shifting from search boxes to AI agents. AI is like a curtain, and only evidence can penetrate it. Therefore, we have built a complete technology stack to help brands find the answers they need. We are also preparing for the future for software providers and buyers through G2 Agent Evaluations; this is the first independent standard for enterprise agents. This marks a new phase where brands are discovered, trusted, and chosen, whether the decision-makers are people or agents."
A set of campaign settings can now cover buyers on four websites.
After expanding the Buyer Intent data to all four review websites and launching the Verified Leads — G2 clue generation products, the company's new unified platform now allows brands to manage their advertisements across the entire review website portfolio. The following two key advertising products can provide exposure and interaction on these four major software market platforms:
- G2 Ads Clicks is a pay-per-click advertising campaign for G2. Suppliers bid to display ads to buyers who are interested in research-related topics, and payment is only made when a buyer clicks on the ad. It now supports one campaign, one budget, and one conversion tracker, covering all four websites. New campaigns will automatically apply to all four websites, and the platform will optimize efforts within the budget to maximize click-throughs.
- G2 Ads Clicks Plus is an additional feature designed for qualified customers, which converts ad clicks into account-level intelligence. It anonymizes clicks from four websites and adds signals such as company attributes and geographical location. Since buyers will be directed to the supplier's landing page after clicking, this also constitutes the strongest intention signal for G2, allowing for re-targeting of customers and nurturing accounts that truly engage in interaction.
Paid Promotions, which runs on G2.com, can now also be managed through a unified my.G2 experience.
AI Custom Research report will now input Content Studio, to help brands quickly transform buyer evidence into promotional content.
G2 initially focused on establishing buyer evidence that could build credibility, including Reviews, Badges, Grids, and Compare Reports. AI Custom Research then incorporated buyer interviews that helped to create differentiation. Content Studio, which is currently in the testing phase, can assist brands in converting these reports into materials suitable for channels such as LinkedIn, Reddit, and Instagram within just a few minutes. These reports and their supporting materials can also serve as additional evidence for the AI answer engine.
Tanium, the Global Events Director, stated: "We collaborated with G2 on a AI Custom Research research project to create external, research-driven content that helps Tanium to move beyond traditional inward-looking supplier narratives. We have been using this content globally since the second half of 2026, and in September, it accounted for 28% of all our global content downloads."
Agent Evaluations will cover more categories; suppliers can apply for evaluation.
G2 Agent Evaluations entered public testing in September under the Customer Experience Agents category. Now, the early results of Voice AI Agents have been released, and we are reviewing other proxies in categories such as AI SDR and Legal AI. Software brands whose proxies wish to be evaluated are encouraged to submit their applications.
On November 10th, at the G2 Reach event held in San Francisco, G2 announced these innovations. As the transition to AI in software discovery continues, G2 will continue to provide credible evidence to help brands stand out among the "answers" aimed at both human and proxy buyers. For more information, please visit G2 under Quarterly Innovation Drop.
About G2
G2 is the largest and most trusted source of B2B software data in the world, helping enterprises unleash their full potential through more confident purchasing and market entry decisions. The G2 ecosystem provides credible data, genuine user reviews, and real-time market intelligence, including Capterra, Software Advice, and GetApp. It serves over 200 million buyers each year and covers teams from all Fortune 500 companies.
As more and more buyers shift from traditional search to AI search platforms, G2 has become the most cited source of B2B software among these preferred channels. Software discovery is also taking place within these channels. Leading software and service companies such as Salesforce, IBM, SAP, Adobe, and Clay also trust G2 to influence the discovery process, build brand credibility, reach buyers within the market, and accelerate revenue growth. For more information, please visit www.g2.com and follow us at LinkedIn.
