Business software marketplace G2 raises $157M


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Business software review marketplace G2 (formerly known as G2 Crowd) has raised $157 million in a series D round of funding.

Founded out of Chicago in 2012, G2 is probably better known as a sort of “Yelp for business software,” serving as a public-facing portal to garner insights, feedback, and reviews spanning thousands of popular applications. This includes the ability to compare-and-contrast similar software to help reach a buying decision.

However, on the business side, G2 enables paying companies to manage their online product profile and glean insights such as buyer intent, which helps them identify potential customers and target them with tailored reachout campaigns at the right time.

Above: Buyer intent data on G2

Companies can also use G2 Track to monitor and manage their SaaS spend, with granular analytics detailing how each piece of software is used by employees and by departments, enabling businesses to cut their spend on underused products.

It allows them to track all their various vendor contracts in a centralized hub, which may also help identify duplicate SaaS subscriptions for the same product taken out by different teams.

Above: G2 Track analytics

Prior to now, G2 had raised around $100 million, and with its latest cash injection the company has attained a valuation of more than $1 billion.


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