TL;DR
- Use G2 where buyers in your category already rely on its marketplace and its review campaign tools meet the workflow. Choose TrustRadius where detailed customer evidence and its audience are the stronger fit.
- Your CRM should trigger eligibility and record the request history. It should not select only customers likely to write positive reviews.
- Separate platform fees, campaign services and incentives. A £20 thank-you in a budget example is not a vendor price or a guarantee that a review will be published.
- A completed review, approved review, reusable quotation and reference permission are different outcomes.
Request honest evidence at a useful moment
A customer has completed onboarding and used the product enough to describe its value and limitations. That is a plausible moment for a review request. A contact who has only signed the contract may lack first-hand experience. A ticket being closed is not automatically evidence of successful adoption.
Define objective eligibility: genuine use, an appropriate contact, permitted communications and no recent duplicate request. Make the trigger inspectable in the CRM. A review programme should collect a representative range of customer experience, not filter a satisfaction survey so only enthusiastic respondents see the public review link.
The buying decision is where to collect that evidence and how to operate the request. Review-site intent is a separate purchase covered in G2 versus TrustRadius intent. Buying a review campaign does not imply that you have bought buyer-intent data.
G2 for marketplace review campaigns
G2's review-generation product describes collection through campaigns, in-product prompts and automated workflows. Its campaign guide describes a managed request process and removal of respondents from follow-up after completion. These are useful capabilities when marketing wants to coordinate a recurring programme without manually chasing each customer.
The buying reason is the combination of collection and a marketplace where the resulting evidence appears. Choose it when your category and target buyers make G2 a relevant destination. A large general marketplace is not proof that your specific enterprise buyers use the category page.
G2's plans distinguish review-generation features and broader paid scope. Confirm current campaign entitlement, integrations, incentive handling and reuse rights. This guide does not establish a complete current price for the proposed deployment. Compare the platform agreement with campaign and gift-card charges separately. A managed campaign's vendor-reported response advantage is not an assumed conversion rate for your customers.
G2 is a weaker fit if the review format or category audience does not serve your decision. Do not purchase it solely to chase a badge or imply that a review campaign guarantees search or AI visibility.
TrustRadius for detailed customer evidence
TrustRadius' vendor offering presents customer reviews and evidence for buyer decisions. Its Review Growth Kit supplies campaign guidance, including optional incentive language. Its review FAQ explains disclosure of review sourcing and incentives.
The attraction is a programme built around substantive accounts of product use. That can be useful in enterprise sales where a buyer needs context, not only an average star score. Check whether the relevant product category and customer population provide enough useful coverage for your commercial audience.
Choose TrustRadius where its format and audience fit the purchase. It is a weaker choice if you cannot identify eligible reviewers or the programme has no owner to activate the evidence. Obtain current package, campaign, integration and content-use terms; no like-for-like public quote was verified here. Do not imply that a collected review automatically grants unlimited rights to reuse a customer's name, logo or quotations in another channel.
Build the CRM-triggered request
Use a state machine rather than a single “review requested” checkbox. Useful states are eligible, queued, sent, reminded, completed, approved, declined and suppressed. Record platform, campaign ID, invitation date and the source of the completion update.
An implementation can begin with a daily eligible-customer view and a controlled campaign upload. Automate only after you know that the platform integration returns reliable completion and opt-out information. Where a connector cannot close the loop, document the manual reconciliation rather than claim the workflow is fully automated.
Create an idempotency key from contact, platform and campaign period. A CRM webhook retry should not send another request. Stop reminders after completion or decline. Apply contact permissions at send time as well as when the queue is created, because eligibility can change between those moments.
Use the RevOps CRM setup playbook to establish these fields and ownership. A customer success owner can validate genuine use; marketing can own campaigns; RevOps can own integration and reconciliation. None should quietly hand all exceptions to an unmonitored automation.
Keep incentives and eligibility clean
G2's community guidelines state that incentive eligibility is not based on positive or negative opinions and set an incentive limit. Follow the current platform policy and the customer's own rules. A small thank-you may still be prohibited for a public-sector buyer or a customer with strict gift policies.
Invite honest feedback and disclose the arrangement through the approved platform process. Do not ask customers to change a negative review to obtain a reward or send unhappy users only to a private support form. Resolve support issues because they matter, while leaving review eligibility governed by an objective policy.
Use the platform's permitted campaign links and fulfilment workflow. Keep incentive amount, currency, payer, qualifying outcome and regional limitations explicit. “Completed” may differ from “approved” for fulfilment; confirm the actual campaign terms. Do not invent a payment obligation based solely on a CRM event.
Budget 200 invitations and 40 reviews
The proposed scenario contains 200 invitations and 40 completed reviews, an illustrative 20% completion rate. That is a planning assumption, not a forecast or a G2/TrustRadius benchmark. Suppose 35 are approved after moderation. Report both counts.
If an approved campaign offers an assumed £20 incentive to each of the 40 qualifying completions, the incentive reserve is £800. If eligibility instead requires approval, the reserve for 35 would be £700. The contract and campaign policy decide which denominator applies; the article does not.
Add ten hours of setup, eligibility review and reconciliation at an assumed £40 loaded hourly cost: £400. With the £800 reserve, known scenario costs total £1,200 before platform and campaign-service fees. That is £30 per completed review or about £34.29 per approved review if 35 are approved. These calculations do not establish actual provider economics.
Budget ongoing request suppression and follow-up work. Paying for more invitations is wasteful when contacts have not used the product or already received several requests. The strongest programme makes eligibility and history visible before it scales volume.
Choose the channel your buyers use
Select the review destination according to category relevance, review format, workflow and content rights. Use a bounded pilot to inspect whether the output answers buyer questions. A detailed review explaining deployment limits may be more useful than a larger collection of generic praise.
Measure eligible invitations, completed reviews, approvals, cost and useful evidence. Avoid treating every influenced opportunity as caused by a review. Keep the competitor-monitoring guide for observing market evidence and the digital sales room guide for presenting approved proof to a buying committee.
For a CRM-triggered programme, the best first purchase is the platform your buyers use and your operations team can reconcile. The software earns its place by making an honest programme easier to maintain.
FAQ
Can we invite only customers with high satisfaction scores?
Do not use satisfaction as a gate that hides the public review request from dissatisfied users. Define eligibility through genuine use and objective campaign criteria. Satisfaction data can inform customer care without becoming a filter for public praise.
Can the same customer review on two platforms?
Potentially, subject to each platform's rules and the customer's willingness. Avoid simultaneous duplicate requests and check incentive policies. Record platform-specific history rather than assume a G2 completion also satisfies a TrustRadius campaign.
Does a review grant permission to use a customer logo?
No automatic assumption is safe. Review publication, quotation licensing and brand permission can differ. Obtain the required rights for the intended website, advert, sales deck or case study before reuse.
What if a reviewer leaves the customer company?
Stop new requests under the old employment relationship and verify eligibility for any current campaign. Retain permitted historical review records without representing the person as a current customer advocate. Update CRM ownership and suppression so an old contact does not receive repeated requests.
