it's a good question. there's a lot of value props for G2, but the one that is unique that you can't replicate anywhere else is the Intent Data (ie knowing when accounts are looking at your page or your competitors pages). So if you're in a mature/competitive space - this is pretty critical. G2 Clicks for lead gen has been really valueable for us as well. There's also some cool integrations w/other platforms (e.g. UserEvidence) that you can only do as a paid G2 customer.
Now - if you're not a paid G2 customer, there's still a lot you can do with G2, and it's obviously still important to invest in (even if just effort and not $) as it's a critical piece of buyer discovery and evaluation.
You can still have a great page w/lots of reviews (plenty of ways to drive reviews to G2 w/o having G2 do the recruitment, tho it is nice)
You can still leverage some of your G2 review content and badges (just can't publish your spot in grids etc and can't do more sophisticated content w/o the Content subscription)
