G2, the world’s largest and most trusted software marketplace, has inked an agreement to acquire Capterra, Software Advice, and GetApp from Gartner, Inc. The combined additions add some of the top B2B software discovery and review platforms onto one ecosystem with the singular focus of facilitating global software buying and selling.
This partnership will enable G2 to integrate its unique user base, data, and user ratings to aid businesses in software discovery, assessment, and purchase. The partnership also promises to produce improved recommendations for software to the buyer, better visibility of the software seller, and a stronger base of a market for software as the use of AI develops and changes the way people search.
“This acquisition represents a transformational moment for G2 and, more importantly, the global B2B software industry,” said Godard Abel, CEO and co-founder of G2. “By integrating the verified reviews, insights, and audiences from Capterra, Software Advice, and GetApp, we’re building the trusted data foundation for buyers and sellers of software for the age of AI.”
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Uniting Trust, Scale, and Intelligence to Redefine Software Buying
After the acquisition, G2 plans to include the data assets and capabilities from Capterra, Software Advice, and GetApp into its market-leading platform. This will help the company strengthen the search and recommendation experiences already utilizing AI technology, maximizing the overall market lead. Consequently, the combined platforms will help the companies achieve:
- Provide access to more than 6 million verified customer reviews to inform confident purchasing decisions
- Reach over 200 million annual software buyers worldwide across owned and operated properties
- Support more than 10,000 software vendors with data-driven marketing and demand generation solutions
- Cover over 2,000 software and services categories through an expanded, industry-leading taxonomy
- Deliver first- and second-party Buyer Intent data on a much larger scale
With this broadened foundation, G2 aims to help buyers, vendors, and others in its ecosystem at every phase of the software lifecycle.
Increasing the value to buyers, vendors, and partners
Meanwhile, this acquisition for the buyer provides more insights and suggestions on AI. Additionally, with more verified reviews and feedback from users, G2.ai shall continue to evolve as the go-to source for buyers to make better software purchasing decisions as quickly as possible.
The aggregation of reach and traffic across platforms enables vendors to maximize their visibilities to pull in demand, both organic search and AI search contexts. Leveraging G2’s strong AEO foundations, combined with their SEO strategy, the organization seeks to create Buyer Intent signals, advertising, and a pay-per-leads initiative on a worldwide scale.
Datasets for partners, consultants, and investors will now yield more valuable insights thanks to data from Capterra, Software Advice, and GetApp. This will facilitate better integration and targeting efforts, and provide a stronger analysis to help with research, funding, and other strategies for B2B software development.
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