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Seeking Advice on Launching as First in a New G2 Category for Web Search API Tool

·Apr 28, 2026 03:45 PM·

(edited)

Hey all! Looking for some honest advice on a G2 decision I'm def overthinking lol. We're a web search API tool and our category doesn't even exist on G2 yet. Competitors have organic reviews, but none are paying. Our G2 rep's pitch: be first, own the category, and competitors will follow. Sounds great in theory but I want a gut check from people who've actually been here! ✅ What's checking our boxes: - First to define the category before anyone else does - In-app messaging to make review asks easy - Turning call transcripts into reviews (low lift, high volume) ⚠️ What's holding me back: - Are buyers even searching this category on G2 yet? - Is a year contract too big a commitment before we've proven the channel? Has anyone gone first in an unclaimed category and lived to tell the tale? Would you build organic reviews before committing, or just go for it? Would love to hear what you'd do!

4 comments

· Sorted by Oldest

Alexie Glover
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Have you spoken with your sellers to understand how net-new buyers are finding your company? This information is normally captured somewhere in the opportunity record. What I'm seeing—and I think will be corroborated by others in this group who do a lot of work with reviews—is that the rise of AI as a buyer's search engine has totally changed the game for the importance of reviews to a business. Third-party review sites have positioned themselves as a key resource for AI—meaning most queries will return information found on review sites. Which makes the presence of your competitors on those sites less of a decision-making factor, IMO. It's now become more about getting validated information about your company that will show up in AI searches. I'd recommend running some test queries in different AI modules, posing as a buyer seeking general information and see what gets returned about your company compared to your competitors.
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Erin Koerpel
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^ Definitely agree with Alexie Glover on this point. No, buyers are not going to g2.com and looking up the category or even individual products. They're building their product shortlist with LLM search and getting validation from peers through G2 and other forums (like Reddit). I can't speak to starting from scratch with zero G2 presence and within an unclaimed category, but I have launched additional new categories on G2 at two different companies. My gut says yes, it is probably worth it to chase that early traction and leadership.
Joel (Salesforce)
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G2, LinkedIn, Reddit, YouTube, etc. are the main platforms B2B organizations can leverage for their AEO/GEO/LLM Search Citation work.
Rachel Bonistalli
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We're finding the deeper insights from PS and GPI are garnering more traction in sales conversations. Early days of a new category started this year, so jury is still out. Still researching G2 given new market positioning.