How to Use a Competitor's G2 Page to Build Your Prospect List

Every company that left a review on your competitor's G2 page is a confirmed user — and a potential prospect. They've already paid for a solution in your category, validated the problem internally, and taken the time to write publicly about their experience. That's a warmer signal than almost anything you'll find in a scraped LinkedIn search or a bought list.

Why are your competitor's G2 reviews a goldmine for prospecting?

G2 reviews are one of the few public data sources where a buyer self-identifies as an active user of a specific product, attaches their real name and company to that claim, and often describes exactly what they like and dislike about the tool they're paying for. No other channel gives you that combination for free.

When someone writes a G2 review, they typically include their job title, company size, and industry — the exact fields you'd use to qualify a prospect in your CRM. More importantly, anyone who left a 3-star review or mentioned that the product "doesn't integrate well with our stack" or "support is slow" has just handed you your cold email angle.

According to G2's own research on B2B buying behavior, 92% of B2B software buyers read peer reviews before making a purchase decision. That same review-reading behavior applies when they're evaluating whether to stay on a tool or switch. The buyers you reach via G2 are already in that evaluation mindset more often than you'd expect.

The signal isn't just "they use this product." It's "they evaluated it, committed to it, and now have public opinions about it." That's an entirely different conversation starter than a cold approach with no context.

How do you find qualified prospects on a competitor's G2 page?

Start at the competitor's G2 profile page and work through the reviews systematically. The goal is to extract company names, reviewer roles, and any sentiment signals you can use in outreach.

Step 1: Filter by reviewer profile completeness

G2 lets reviewers publish under their real name with a verified LinkedIn profile, or anonymously. Focus on verified reviews first — they give you the reviewer's name, title, company, and company size. Anonymous reviews are still useful for sentiment analysis but you can't build a contact record from them.

Sort by "Most Recent" rather than "Most Helpful" when prospecting. Most Helpful surfaces polished, positive reviews. Most Recent surfaces real opinions, including frustrations, and gives you companies that are actively using the product right now rather than those that used it two years ago.

Step 2: Extract company names and match to LinkedIn

For each verified reviewer, note the company name and title. Then take that company into LinkedIn and find the current person in the equivalent role — the reviewer may have changed jobs, or there may be a more senior buyer worth contacting. You're using the G2 review as a company signal, not necessarily as a contact record.

Step 3: Prioritize negative and mixed reviews

A 5-star review tells you the user is happy. A 3-star review tells you they're still on the platform but frustrated — exactly the profile you want. Filter G2 reviews by 3 stars and below. Read the "What do you dislike?" section carefully. That text is your cold email subject line.

If someone wrote "the reporting is clunky and we always have to export to Excel before we can do anything useful" — and your product has native reporting — you have a first line. Not a pitch. A line that says: "Saw your review of [Competitor] on G2 — the Excel workaround for reporting is a common frustration. We built [Product] specifically to eliminate that step."

"The moment we started pulling from G2 competitor reviews, our reply rates doubled. We weren't guessing at pain points anymore — people had already written them down for us."

— Head of Sales, 55-person B2B SaaS company

What information can you actually extract from G2 reviews for sales prospecting?

A single G2 review from a verified user typically contains more qualification data than a LinkedIn profile enrichment. Here's what you can extract and how to use each field.

The company size field is particularly useful. G2 segments reviewers into buckets (Small Business, Mid-Market, Enterprise). If your ICP is mid-market SaaS, you can filter the review page to show only mid-market companies and ignore the rest. This alone cuts your list-building time significantly.

How do you scale G2 competitor intelligence beyond manual research?

Manual G2 review mining works well for your first 50 prospects. It breaks down when a competitor has 500+ reviews and you're trying to build a list of 200 qualified contacts in a day.

The scalable version combines G2 data with job posting signals. Companies that are actively hiring roles that mention a competitor's product — "experience with [Competitor]" in a job description — are confirmed active users. Job postings update daily, cover companies that haven't bothered to leave a G2 review, and often reveal which team inside the company owns the tool.

This is exactly what Stealery is built for: you search a competitor name and get a list of companies currently using it, sourced from job posting mentions across the web, filtered by company size, location, and hiring signals. The list G2 reviews give you manually, Stealery generates in about 30 seconds — and refreshes automatically as new companies start using the product.

Using both in combination is the strongest approach. G2 gives you sentiment context and reviewer-level detail. Job postings give you volume and recency. Together, you have a list that's both qualified and current.

What should your cold email say when you reach out to competitor users?

The cold email to a competitor's customer has one job: acknowledge what they're already using and make a narrow, specific case for why a conversation is worth 15 minutes. It should not pitch. It should not overwhelm. It should surface a problem they've already described and position you as the obvious next step.

The structure that works

Line 1: Reference the competitor by name. Not obliquely — directly. "Noticed you're using [Competitor]" or "Saw [Company] mentioned [Competitor] in a recent job post." This signals that you're not a mass email. It also filters out the response "how did you find me?" before it happens.

Line 2: Name the specific pain point you identified. If you pulled it from a G2 review they wrote, you can quote it loosely: "A few teams your size have told us the [specific feature] workflow in [Competitor] requires a lot of manual workarounds." If you're going off general G2 sentiment without a specific review, use the most common complaint pattern from that competitor's page.

Line 3: The ask. Not a demo request. A specific question: "Is that something you're actively trying to solve, or is it not a priority right now?" This gets replies because it's not demanding. It's asking where they are. That answer tells you everything about whether to continue the conversation.

According to Salesloft's outreach benchmark data, personalized emails referencing a specific context achieve open rates 2–3x higher than generic outbound sequences. When that context is a competitor the prospect is actively using, the relevance is even more direct — you're not guessing at their situation, you're reflecting it back to them.

What not to say

Don't start with "I saw you're using [Competitor] and wanted to see if you'd be interested in switching." This reads as surveillance and positions the email as a pitch. The word "switching" creates resistance before you've established any value. Let them arrive at that conclusion — your job is to open the door.

How do you qualify your G2 competitor list before outreach?

Not every company on a competitor's G2 page is worth contacting. A list without a qualification filter is just a cold list with a better excuse. Run every company through at least three filters before a single email goes out.

Filter 1 — ICP fit: Does the company match your ideal customer profile on size, industry, and geography? If your product serves mid-market SaaS companies in North America and the G2 reviewer is at a 10-person agency in Germany, skip it. No warm signal overrides a bad ICP fit.

Filter 2 — Current contract stage: If the reviewer's contract is likely mid-term, they probably won't switch soon. Look for signals that they're near renewal: reviews posted 10–12 months ago (annual contract), recent job postings looking to "evaluate" or "migrate" tools, or any mention of dissatisfaction in the review text. Buyers near renewal are 4–6x more likely to engage in a switching conversation.

Filter 3 — Decision-maker access: Can you find the economic buyer at this company on LinkedIn? A G2 review from an end user is a warm signal, but the outreach target should be the person who controls the budget. If the reviewer is an analyst and you can identify a VP who oversees the function, contact the VP — and reference that their team is actively using the competitor's product.

The teams we see doing this consistently share one habit: they build the list first, then qualify it separately before touching their sequence tool. Skipping the qualification step means your reply rate stays low even with great context, because you're still sending to people who can't buy.