G2 Brings Four Leading Software Marketplaces Together To Help Brands Win the Answer in the Agentic Era

Unified platform connects profile listings, reviews, advertising, content, and buyer data across G2, Capterra, Software Advice, and GetApp to power customers' answer engine optimization (AEO) and answer engine marketing (AEM) strategies

CHICAGO, Nov. 10, 2026 /PRNewswire/ -- G2, the world's largest and most trusted data source on B2B software, today announced a unified platform across G2, Capterra, Software Advice, and GetApp. Bringing together more than 6 million reviews across 2,000+ categories and reaching 200 million annual buyers, the platform gives software brands a single place to build brand and AI visibility, create content, capture market insights, and drive demand. G2 customers can now manage profile listings, review collection, advertising campaigns, lead generation, intent signals, badges, and custom content across all four properties — removing the effort of managing separate systems.

AI has disrupted the software buying journey, as buyers increasingly use AI chatbots to conduct research and the deployment of agents accelerates. To reach both human and AI buyers, software brands must be recommended by AI answer engines, which base their answers on credible, third-party evidence.

G2's solutions help provide the evidence software brands need to win the answer, through both answer engine optimization (AEO) and answer engine marketing (AEM), a new services category introduced by G2. AEM is defined as the discipline of using paid tactics to influence which brands appear in AI-generated answers.

"Following G2's acquisition of Capterra, Software Advice, and GetApp earlier this year, G2 now provides one experience for vendors to grow their brand and demand with the most trusted dataset in B2B software, right as discovery moved from search bars to AI agents," said Alexis Zheng, Chief Product & Technology Officer at G2. "AI is the curtain, and all that gets through is the evidence. So, we built the full stack to help brands win the answer. We're also preparing both software providers and buyers for the future with G2 Agent Evaluations, the first independent standard for enterprise agents. This is the new age in how your brand gets discovered, trusted, and chosen, whether a person or an agent is deciding."

One campaign setup now reaches buyers on all four sites

Following G2's expansion of Buyer Intent data across all four review sites, and the introduction of Verified Leads — G2's lead-generation product — the company's new unified platform now enables brands to manage their advertising across their entire portfolio of review sites. The two key ad products providing exposure and engagement across all four leading software marketplaces include:

• G2 Ads Clicks is G2's pay-per-click ad program, where vendors bid to show ads to buyers researching their topics and pay only when a buyer clicks. It now includes one campaign, one budget, and one conversion tracker across all four sites. New campaigns automatically cover all four sites, and the platform optimizes for the most clicks within budget.
• G2 Ads Clicks Plus is an add-on for eligible customers that turns ad clicks into account-level intelligence. It de-anonymizes clicks across all four sites and adds firmographic and location signals. Because the buyer clicked through to the vendor's landing page, this is G2's highest-intent signal, which lets customers retarget and nurture the accounts that are actually engaging.

Paid Promotions, which run on G2.com, are also now managed via the unified my.G2 experience.

AI Custom Research reports now feed Content Studio, so brands can quickly turn buyer evidence into campaigns

G2 started with buyer evidence that builds credibility: Reviews, Badges, Grids, and Compare Reports. AI Custom Research adds buyer interviews that build differentiation. Content Studio, now in beta, helps brands turn those reports into assets for channels such as LinkedIn, Reddit, and Instagram in minutes. The reports and supporting materials also serve as additional evidence for AI answer engines.

"We partnered with G2 on an AI Custom Research study to build external, research-led content that elevates Tanium beyond the traditional introverted vendor narrative," said Max Gordon, Global Campaigns Director at Tanium. "We've used it globally through H2 2026, and it accounted for 28% of all our content downloads worldwide in September."

Agent Evaluations expands coverage to more categories, and vendors can request an evaluation

G2 Agent Evaluations, which entered public beta in September with a Customer Experience Agents category, has now published early results for Voice AI Agents and is reviewing other agents in categories like AI SDR and Legal AI. Software brands that want their agent evaluated can submit a request.

G2 announced these innovations at G2 Reach, held in San Francisco on November 10. As software discovery moves to AI, G2 continues to provide the trusted evidence that helps brands win the answer for both human and agent buyers. To learn more about G2's latest innovations, visit G2's Quarterly Innovation Drop.

About G2

G2 is the world's largest and most trusted data source on B2B software, helping businesses reach their peak potential by enabling confident buying and go-to-market decisions. Offering trusted data, authentic peer reviews, and real-time market intelligence, the G2 ecosystem — which includes Capterra, Software Advice, and GetApp — serves more than 200 million annual buyers, representing teams at every Fortune 500 company.

As buyers increasingly shift from traditional search to AI search platforms, G2 has become the most-cited B2B software source across those AI-first channels where software discovery happens. Leading software and services companies like Salesforce, IBM, SAP, Adobe, and Clay also trust G2 to influence discovery, build brand credibility, reach in-market buyers, and accelerate revenue growth. To learn more, visit www.g2.com and follow us on LinkedIn.

SOURCE G2