How to Get More Reviews on G2 (Without Asking One by One)

TeamSystem Fatture in Cloud, a leading platform for invoice management in Italy, has achieved remarkable results in obtaining excellent reviews, which are enviable even by established brands.

By leveraging NPS promotor-redirection, they were able to generate 3900 “Excellent” reviews on Trustpilot, from only 13 “Mediocre” reviews in just a month. 

As you seek to grow your business and build a reputation as a leader, user reviews are something you can’t afford to ignore. 63.3% of customers always consult reviews before making a purchase. Even more telling, 75.5% trust these reviews, with the majority only trusting companies with a high rating.

According to G2’s own Buyer Behavior Report, 31% of B2B buyers consult review sites more than any other source before making a purchase.

However, even established brands often struggle to translate their product success and customer satisfaction into their online reviews.

Even worse, it’s easy to feel like you’re stuck in quicksand — the more you struggle, the more negative or underwhelming reviews you get.

So, how do you get more positive online reviews, especially if you’re just starting out?

In this article, I’ll share some tips and tricks for boosting your online presence.

At the end, you‘ll even get a real success case you can copy and paste that brought TeamSystem from 13 “Mediocre” reviews to 3900 “Excellent” ones on Trustpilot.

Why You’re Getting Too Few Reviews on G2 – You’re Probably Using the Wrong Approach

For many SaaS companies, the default strategy is to rely on the marketing and support teams to ask for reviews one by one.

If you’re reading this, chances are you’re part of one of these teams—and maybe your manager recently asked you to find a way to boost reviews in order to improve your company’s reputation.

You might be juggling support tickets and onboarding sessions, and now you also have to figure out how to collect reviews without eating up your time.

Compared to these, customer feedback management and following up on reviews seem like a waste of time.

While manual outreach might work for a handful of accounts, it quickly becomes unsustainable as your workload grows.

Worse, it usually leads to underwhelming results, wasted time, and in some cases — the opposite of what you want: negative public feedback.

This brings us to our next point: It’s an unfortunate truth that people are more likely to voice their complaints than positive experiences online. Of course, dealing with customers day in and day out, you know that you deliver more positive than negative experiences.

This can feel extremely unfair, considering how hard you work to meet and satisfy your customers’ needs.

The wrong approach could leave you in TeamSystem’s shoes — with only a measly 2-star rating from 13 reviews, despite being one of Italy’s leading invoicing platforms.

Here’s what typically happens when you try to collect reviews manually:

1. You create a list of happy customers based on vague metrics, like outdated surveys or databases.
2. Someone on your team sends a few individual emails asking for reviews at random intervals.
3. Most go unanswered.
4. Only a few users reply — and the positive-to-negative review ratio is worse than you expect.
5. A Detractor you didn’t see coming posts a 1-star review, sticking out like a sore thumb on your G2 profile.

Even if you manage to somehow solve all the other challenges, manually asking for reviews just doesn’t scale.

Qualifying users, asking for reviews, and doing follow-ups manually take up your or your team’s time—time that could be spent on higher-value activities.

This approach is inconsistent, reactive, and unfairly burdens your team. But don’t worry — in the rest of this guide, we’ll show you how to turn that frown upside down.

Where Should Your SaaS Company Be Collecting Reviews? G2 vs. Capterra

As a customer success manager, you’re probably already familiar with many (if not all) of the popular business review platforms out there, like Google reviews, Trustpilot, Capterra, and G2.

And, it’s totally understandable if you’ve made the mistake of trying to dominate all these channels at once. However, in most cases, it makes more sense to focus on the one that caters to your target audience and will have the highest impact on your results.

Two of the standout options for SaaS companies today are Capterra and G2. They’ve earned their go-to status by becoming two of the most trusted platforms by decision-makers and by optimizing for B2B discovery online.

Both are among the largest and most influential B2B software review platforms globally.

However, G2 has a more substantial footprint in the US, so it’s the better option if this is where the majority of your customers come from. 

Capterra is owned by Gartner, focusing primarily on SMBs and mid-market companies in the European market.

G2 specifically has fielded nearly 3 million reviews (including from employees at all Fortune 500 companies) on over 130,000 vendors or 160,000+ products with roughly 90 million annual users.

Safe to say — G2 is one of the first places B2B decision makers go to research software buying options.

While G2 and Capterra are arguably the market leaders, there are a number of other platforms worthy of your attention:

• Software Advice — Another Gartner property, best for software categories that serve healthcare, finance, and regulated industries.
• Trustpilot — Ideal for companies with more consumer-facing or freemium SaaS models.
• Google Reviews – A must-have if you have a local SEO strategy or offer services in addition to software (e.g., training, consulting).
• GetApp – Also owned by Gartner; similar to Capterra but more focused on mobile-first tools or startups.

The great news? The strategies you’ll learn in this article can be applied to virtually any platform.

And, automating your review collection process now will make it easier to scale to multiple platforms later on when it makes sense for your business.

The Smart Way to Get More Reviews on G2 – Automate the Process

Automating review collection is the key to boosting your numbers without taxing your customer service teams.

It will help you turn your happiest customers into brand advocates on G2 (and beyond) with barely lifting a finger after some initial setup. All on a consistent basis and without diverting precious human resources.

Here’s why automation is a game-changer when it comes to your review strategy:

• Laser-focused targeting: Protect your brand reputation by only asking users who’ve shown high satisfaction (e.g., NPS score of 9–10) based on established or universal surveys.
• Perfect timing: Trigger review requests when the positive experience is fresh, and your users are highly motivated. Or, schedule/delay follow-up requests for when they’re ready without pestering them.
• Multi-channel reach: Contact customers via email, live chat, or in-app messages, depending on where they’re most active, and without sending individual requests.
• Set-and-forget workflows: Once your automation is live, Customerly does the heavy lifting — no manual list building or chasing.
• More consistent volume: Automated asks mean reviews come in steadily over time instead of in haphazard batches. According to G2’s algorithm, this improves credibility (and keeps you above competitors).
• Avoids negative reviews: By segmenting out detractors and passives, you avoid unintentionally inviting negative public feedback. Positive reviewers can still highlight some cons or areas for improvement, but they aren’t the stars of the show.
• Actionable insights: Besides boosting your reviews, you can use built-in analytics tools to measure the success of your strategy and refine it over time.

And, the best part is that anyone with a basic knowledge of these tools and access to online documentation can do it, and it won’t even take you the whole day, either! Plus, it will slot effortlessly into your current customer success chain.

The basic steps of leveraging marketing software to automate customer reviews go something like this:

• Identify Promoters,
• Time the ask perfectly,
• Send personalized messages, 
• Follow up automatically if needed, and
• Filter out users who might not be ready to leave a positive review (you can always win them over later!)

Next, we’ll show you how to set this up step-by-step.

How to Automate Your Review Collection – Step by Step Guide

So now that you understand why automation is the key to harnessing the full power of your customer experiences, the only question left is how do you actually create an environment for automated review collection?  

Before you start, make sure you’ve done the necessary prep work:

✔️ Chosen your review platform

✔️ Understood your user base

✔️ Defined your follow-up guidelines

Once you’ve done that, the practical steps we outline below apply to almost any scenario with minimal deviation.

All set? Great—log into your Customerly account and let’s get started.

Step 1: Identify Your Happiest Customers Using NPS Surveys

You can’t identify your happiest customers without asking them how they feel first.

When trying to boost your high-quality reviews on sites like G2, one of the most common mistakes we see is asking EVERYONE. Directing your attention to your happiest customers is your one opportunity to control the narrative from the beginning. 

Otherwise, you’ll just end up with low response rates and a mix of promoters, passives, and unhappy customers. This may lead to inconsistent or even negative feedback, which doesn’t move you closer to your goal.

That’s where NPS (Net Promoter Score) comes in. This is a simple yet highly effective methodology that helps measure customer loyalty on a linear scale. It’s also a widely adopted standard and a cornerstone of many businesses’ customer advocacy programs.

A typical NPS question is something like “On a scale of 0 to 10, how happy are you with our product?” or “How likely are you to recommend our product (0 to 10)?”

You can then segment your customers based on their response:

• Detractors (0–6): Unhappy users — likely to leave negative reviews if prompted.
• Passives (7–8): Neutral users — satisfied, but not yet fans.
• Promoters (9–10): Your happiest customers—ideal for leaving glowing G2 reviews.

It’s this final group, Promoters, that we want to get a hold of to maximize the chance of 4 to 5-star reviews.

If you have a marketing automation tool like Customerly, it’s usually easy to incorporate NPS in an actionable way. Here’s how:

1. DEFINE YOUR AUDIENCE 

Go to your Customerly Dashboard → Project Settings → Feedback → Net Promoter Score. Select the Audience tab.

Filter your audience with parameters like activity, plan type, their last NPS score, and custom tags, such as “power user” or “new user.”

2. SET DELIVERY RULES: 

Navigate to the Delivery tab and choose your preferred channels (email, live chat, etc.).

Then, set your delivery schedule by selecting the weekdays, time windows, and frequency.

3. ACTIVATE PROMOTER REDIRECTION: 

Enable the Promoter Redirection feature, and add the URL to your G2 (Capterra, Trustpilot, etc.) review page.

Make sure that you configure the rule to only redirect users with a Promoter (9 or 10) score.

4. ENABLE NPS SURVEYS: 

Go to your Customerly dashboard → Project Settings → Feedback → Net Promoter Score, and toggle the feature to Enabled.

Bonus: Nuanced Promoter Selection

Even among your promoters, there may be times when you want to focus on specific customer segments, like enterprise-level accounts or small business package users.

As with selecting the right review platform, this can help you break into specific markets or maximize the impact of testimonials.

For example, you can check out customer analytics in your software NPS dashboard and filter your audience further by other demographics. You can use these same filters to automate review collection via promoter redirection in the later steps.

Keep reading to find out exactly how😉.

Step 2: Automate Review Requests At the Right Moment (Trigger Emails and In-app Prompts)

As mentioned, people are more likely to go out of their way to complain online than to leave a positive review.

That’s why timing is everything — once you’ve identified your happiest users (Step 1), it’s time to automate review requests so they’re sent at the right moment to the right people — your Promoters.

But, when is the right moment to ask? 

Depending on your app, website, or product, here are signals you can look for to trigger review requests:

• Completing a milestone, like launching a campaign or successfully using a specific feature.
• Achieving a high-value outcome, like saving time, closing a deal, or completing onboarding.
• Leaving a positive CSAT or NPS rating after resolving a ticket or live chat interaction.
• Giving a positive NPS score at any time in the last 24 to 72 hours.
• Renewing or upgrading their plan.

In Customerly, you’ll do this using the Workflow Builder, which lets you create automation sequences based on your filtered customer segments and user action triggers.

Here’s a simple example of how you could set up an automated review request for your Promoters:

1. Go to Outbound → Workflows and click the Create workflow button.

2. Select the blank workflow template.

3. Configure contact filters to choose which users will receive the review requests. 

4. Add an email or in-app message action. Optionally, you can also add a delay (if you want to let the satisfaction settle first) or additional logic through if/then statements.

5. Use the prebuilt “Ask for a review” template, or customize your own.

6. Drag and drop a connection between your trigger and email action.
7. Finally, publish the workflow.
8. Now, your users will receive an email with an NPS survey. If they answer with a Promoter score of 9 or 10, they’ll automatically be asked to follow the link to G2 and leave a review.

That’s it!

Step 3: Automate Follow-ups for Those Who Didn’t Leave a Review Initially

There can be many reasons a customer didn’t immediately leave a review — they might have been busy or felt they needed more time with your product.

That’s why giving your Promoters additional opportunities to make their voices heard is super important.

Luckily, just like your first attempt at getting a review, you can easily automate follow-ups as well. If you did Step 1, you may have already set up repeat review requests (props if you did👏).

However, now we’ll show you how to refine your follow-up requests using the same powerful workflow builder tool:

1. Add an “if/then branch” element to the same workflow you built in Step 2.
2. Add a filter on the previous campaign and change the action to “clicked on” (or whichever one you want).
3. Now enable the option “Keep contact waiting for a defined interval unless conditions are matched” and add the desired amount of days. (we suggest from 7 to 14 days)
4. Add another email campaign by dragging & dropping another email action
5. Select an existing email template or create a new one.
6. Connect the False branch with the new email you have created.
7. Publish your workflow.

You have successfully automated your review follow-up process!

Now, it’s truly time to sit back and relax as it does the work for you!

Step 4: Analyze Results and Optimize Based On Review Trends.

We wish we could tell you that’s where your work ends, but, in some ways, it’s only just the beginning.

As with all marketing and customer service automation, you need to continuously analyze your performance and fine-tune your strategy to adapt to your evolving needs. This will allow you to build long-term credibility and stay ahead of competitors.

The good news is that Customerly provides you with the tools to monitor essential metrics and quantify the success (or lack thereof) of your review automation campaigns.

Here are some of the solutions you can try, based on the most likely questions you’ll end up asking yourself at some point: 

Question 1: Are your reviews improving? Are Promoters increasing and Detractors decreasing?

This is especially important if you start seeing flat or negative trends — such as a drop in ratings, fewer reviews per campaign, or an imbalance in reviewer segments.

To track your NPS results directly in your Customerly dashboard.:

1. Go to Insights → Net Promoter Score
2. View overall score distribution (Promoters, Passives, Detractors)
3. See how it changed over time, and whether any changes correlate with changes in your review automation policies.

4. Then, click on individual responses to see timestamps and verbatim feedback
5. Use the AI Summary tool to extract common themes or recurring issues
6. Track NPS trends over time to measure the impact of your review workflows
7. Export feedback or tag users for additional campaigns or check-ins

Question 2: Are your best customers actually showing up on G2 or Capterra? 

This is where you’ll need to split your attention across in-app analytics tools using your marketing automation software and the review site(s) you’re targeting.

First, you can check analytics like the open and click-through rates of your review request emails through Customerly.

You then need to cross-reference these with your review numbers on sites like G2 to see whether they make sense.

If you have high open/click-through rates but they aren’t translating to actual reviews, it may be a sign that you need to fine-tune your messaging or timing to encourage customer action.

Question 3: Are specific messages or channels working better than others?

Depending on your results, you can tweak your approach by:

• Expand to multiple platforms or shift your focus (e.g., Capterra and G2)
• Adjust your timing or message
• Update your audience filters (e.g., target mid-funnel users vs. only power users)

Or, you might have already started requesting reviews on multiple sites at the same time.

Either way, you’ll want to analyze the “health” of your reviews by looking at:

And, here’s what you’ll look at on review platforms like G2 or Capterra:

• Total number of reviews (Are they increasing month over month?)
• Average rating (Has it improved over time?)
• Review sentiment trends (More positive language, fewer support complaints?)
• Reviewer segment analysis (Enterprise vs. SMB? Admins vs. end users?)
• Traffic/referral source data (Where are reviewers coming from?)

At all times, you’ll want to compare this information between your different review sites and what you see in your own NPS surveys to make sure there’s no clear disconnect.

Importantly, it’s not all about chasing perfect, 5-star ratings. That’s unrealistic and may look suspicious to potential buyers.

Instead, see if your efforts are producing reviews that are detailed and fair, while still being mostly positive.

In general, you should also reconsider your strategy if you notice any of the following:

• Average review score decreases over a 30–60 day window.
• Fewer than 10–15% of Promoters are leaving reviews.
• Reviewer demographics don’t align with your ideal customer profile.
• NPS scores are declining without corresponding changes to messaging or support.
• Reviews are over-/underrepresented on the wrong platforms.

[Bonus] How TeamSystem Collected 3900 Excellent Reviews With Automation

Still worried that you’ll invest the time and effort to automate your review requests only to be left underwhelmed by the results?

Rest assured, these are the exact steps that helped TeamSystem Fatture in Cloud turn around their review fortunes.

Before this strategy, they only had 13 reviews with a 2-star rating on Trustpilot. Not only was this a bad look for their business, but it didn’t reflect the true experience of most of their customers.

So, it was clear that they were struggling with two issues:

• Very few customers were leaving reviews to begin with.
• Most reviews were coming from detractors instead of promoters.

A quick look at their distribution of reviews before and after the strategy shows why. The following chart shows the average monthly review vote on the top and the number of reviews by month on the bottom.

Without the strategy, reviews were only dribbling in in small numbers every month. This allowed negative review “bombs” to dominate the results and significantly pull down the average. 

After implementing the strategy, we can see two things:

• Overall, there were more reviews over a long period (with a notable spike when it first went live)
• The average score was usually higher in months when there were more reviews.

This literally shows the strategy in action, where garnering more reviews and focusing on promoters results in a more realistic (and positive) reflection on review sites.

TeamSystem’s Recipe For Success

TeamSystem had already been using NPS surveys for a while, so they had a general sense of who their promoters were. But up until 2020, they didn’t have a way to automatically act on that feedback.

In May 2020, they enabled the Customerly NPS Redirection feature, which changed everything.

Implementing the same steps we outlined above, they were able to automate their review process as follows:

1. Continue sending NPS surveys to customers via email.
2. Automatically redirect only users who gave a 9 or 10 (Promoters) to their Trustpilot review page.
3. Ensure that customers with lower scores (Passives or Detractors) weren’t funneled to public review platforms.

This deceptively simple solution brought Fatture in Cloud hundreds of positive reviews on Trustpilot and helped them build an exceptional brand image publicly.

And the beauty? Their support team didn’t have to lift a finger, they didn’t build complex workflows or run costly multi-channel campaigns.

Everything ran in the background while they focused on higher-impact tasks like 1:1 customer success interactions, AI implementation, and automating other areas of their business.

The knock-on effect was that, by leveraging Customerly’s AI technology, they automated 60% of customer support queries, cut costs by 83%, and ensured seamless & efficient resolution of requests.

Yet, they massively scaled their customer reviews without burdening their support teams or investing huge amounts of money. 

The best of all — their average review score reached its all-time high!

This should leave you with no doubt that, whoever you are and whatever your team’s maturity, you can replicate these results. 

You don’t need to reinvent the wheel or tear everything down and start from scratch. All you have to do is follow TeamSystem’s lead and:

• Trust your NPS data
• Focus on your happiest customers
• Use automation to act on it quickly

Ready to Get More Reviews? Here’s Your Next Step

The lesson? If others can do it, so can you!

You don’t have to delay, hoping things will change on their own or continue wasting valuable time and resources chasing a few positive reviews.

With the right strategy and the right automation tools, you can consistently generate glowing reviews from your biggest promoters within days.

Why wait? Check out this tutorial on Customerly’s NPS automation to get started right away.

You can also book a free demo to explore this feature or anything else Customerly has to offer with the guidance of our team. 

Or, if you’re ready to dive straight in, start your free trial now  👇