How to Turn a Competitor's G2 Reviews Into a Prospect List

Every G2 review your competitor receives is a confirmed buyer who has budget, understands the problem, and has already made a purchase decision in your category. That's not a lead you have to educate — it's a lead you have to convert. The challenge is that most sales teams treat G2 as a research tool rather than a prospecting source. This guide shows you exactly how to extract, enrich, and act on that data.

Key takeaways

G2 reviewer profiles expose company names, sizes, industries, and roles — enough to build a qualified prospect list without a paid data provider.
Competitors with 50+ reviews typically expose 30–60% of reviewers' company affiliations directly in the public profile.
The highest-converting segment is negative reviewers — they've already signalled dissatisfaction and are the most likely to switch.
Manual extraction from G2 takes 2–3 hours for 100 reviews; combining it with a tool like Stealery cuts that to minutes.
Enriching reviewer data with LinkedIn job titles and hiring signals before outreach consistently lifts reply rates above 15%.

Why are G2 reviews such a valuable prospecting source?

G2 reviewers are not anonymous. To publish a review on G2, a user must authenticate via LinkedIn — which means every review is tied to a real person at a real company. G2 displays the reviewer's job title, company size, and industry on every public review. That's firmographic data you'd normally pay a data provider to approximate, handed to you for free by someone who has self-identified as an active buyer in your category.

The intent signal is even more important than the data. According to Gartner's B2B buying journey research, B2B buyers spend up to 27% of their purchase journey on independent online research — and peer review sites are a primary input. A company that sent someone to write a G2 review has already invested significant time and resources into that product. They're not experimenting. They're committed — or they were, until something went wrong.

Negative reviews are particularly valuable. A 2- or 3-star review is a churn signal hiding in plain sight. The reviewer has already articulated exactly what they wish the product did differently. That complaint is your pitch. You don't need to cold-open with a generic value prop — you lead with the specific gap they described.

How do you manually extract reviewer data from G2?

The most direct method requires no tools. G2's public review pages expose company and role data without a login wall. Here's the process step by step.

Step 1: Find your competitor's G2 profile

Search g2.com/products/{competitor-name}/reviews or use G2's category search to locate the profile. Sort reviews by

Frequently asked questions

Extracting publicly visible data from G2 for sales prospecting sits in a grey area. G2's terms of service restrict automated scraping, but manually reading and recording public reviewer information is generally permitted. Many sales teams collect this data by hand or use tools that surface it through legitimate means. Always consult your legal team before running automated scraping scripts against any third-party platform.

Go to your competitor's G2 profile, navigate to the Reviews tab, and look at each reviewer's listed company, title, and company size. G2 requires LinkedIn authentication to post reviews, so the company data shown is verified. You can also filter by company size or industry using G2's built-in review filters to narrow the list before you start recording.

The highest-converting approach is to focus on negative and mixed reviews first — these are warm leads who have already signalled dissatisfaction with your competitor. Record the reviewer's company name and title, enrich with LinkedIn to find the current decision-maker, verify contact data, and personalise your outreach around the specific complaint they mentioned in their review.

Reference the specific pain point the reviewer mentioned without quoting them directly — this would feel invasive. Instead, frame your outreach around the category of problem: 'We work with a lot of teams who've moved off [Competitor] because of [pain area].' This signals relevance without revealing that you mined their public review.

Yes. Manual extraction from G2 is the most straightforward approach — read public reviews, record company names and roles in a spreadsheet, then enrich with LinkedIn and a contact data provider. Tools like Stealery also surface companies using specific competitors by aggregating public signals, which gives you a broader list without touching G2's HTML directly.

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