G2 and Reddit partner to streamline B2B software brand presence

On October 28, 2025, G2 announced a partnership with Reddit designed to help B2B software companies establish presence across platforms where software buyers conduct research. The collaboration enables G2 customers to activate personalized Reddit Pro accounts using existing G2 profile data, eliminating technical barriers that previously delayed brand participation in community discussions.

The partnership responds to documented changes in software purchasing behavior. According to a G2 survey referenced in the announcement, nearly 9 in 10 B2B software buyers report that AI search has altered their research methods. Half of these respondents indicated they now begin product research through platforms like ChatGPT more frequently than through traditional search engines like Google. This shift has implications for where software companies need to maintain active presence to reach potential customers during research phases.

Christine Li, VP of Partnerships & Enablement at G2, wrote in the announcement that the partnership addresses three challenges facing B2B marketers: the time required to establish consistent brand presence across multiple platforms, the complexity of managing brand conversations across sources like G2 and Reddit, and difficulty identifying opportunities to build trust through organic engagement and advertising on both platforms.

The technical integration works by pre-populating Reddit Pro accounts with verified profile data from G2. This automated process provides immediate access to Reddit's business profile features, keyword tracking tools, and organic performance analytics. Companies can then participate in relevant discussions and run targeted advertisements without manually replicating information across platforms.

Reddit currently hosts more than 100,000 communities with 110+ million daily active users. The platform's structure centers on topic-specific subreddits where users discuss specific interests and seek recommendations. Reddit's business value as a search visibility channel has increased following developments in how search engines index and display the platform's content.

Rob Gaige, Global Head of Insights at Reddit, stated in the announcement that "In the age of AI search, trust and authenticity are of the highest importance. This partnership empowers B2B software brands to expand the trust that they have earned on G2 into new communities on Reddit, where buying decisions are being shaped."

The announcement emphasized that user-generated content from sources like Reddit and G2 increasingly appears in AI-powered search results. Software buyers discover and evaluate products based on conversations and experiences documented on these platforms, often before visiting company websites directly.

For Reddit, the partnership provides structured data from a verified source to populate business profiles. G2 maintains profiles for software companies that include product descriptions, user reviews, and verified company information. This data enables Reddit Pro accounts to launch with complete information rather than requiring companies to build profiles from scratch.

The collaboration builds on Reddit's pattern of establishing data partnerships with technology platforms. In May 2024, Reddit announced a partnership with OpenAI that included data licensing, AI-powered features, and advertising opportunities. Google and Reddit expanded their partnership in February 2024 to focus on AI integration and content accessibility.

The G2 partnership differs by emphasizing profile activation rather than data licensing. Companies maintain control over their Reddit presence while benefiting from automated setup using existing verified information. This approach reduces friction for B2B software companies that may lack resources to maintain active presence across multiple platforms.

Eligible G2 customers will receive email invitations to activate personalized Reddit Pro accounts. The announcement indicated that interested customers can join a waitlist for the pilot program. Once activated, companies can access keyword tracking, trend monitoring, and analytics tools through Reddit Pro interfaces.

The partnership holds specific relevance for marketing professionals working in B2B software. Research patterns among software buyers have shifted toward platforms where authentic user discussions occur. Ahrefs data from June 2025showed that AI search traffic, while representing just 0.5% of total website visits, generated 12.1% of signups. This conversion efficiency at 23 times higher than organic search traffic indicates that users arriving from AI-powered search platforms demonstrate stronger purchase intent.

The announcement noted that Reddit posts frequently rank in Google search results, creating opportunities for software companies to boost visibility through strategic platform participation. Unlike social media platforms that frequently modify features and algorithms, Reddit maintains a relatively stable forum structure. This consistency allows companies to develop engagement strategies without constantly adapting to platform changes.

Technical implementation requires coordination between G2's profile database and Reddit's Pro account infrastructure. The systems must verify company data, map fields between platforms, and ensure accuracy when populating Reddit profiles. The announcement did not specify technical requirements for companies seeking to participate in the program.

For buyers, the partnership aims to improve information quality during software research. Conversations and recommendations on Reddit would reflect verified company information from G2, reducing discrepancies between platform representations. This standardization could help buyers make decisions based on consistent data across research channels.

The announcement indicated that the partnership represents one component of G2's broader strategy for helping customers manage brand conversations. As software buyers increasingly use platforms like Reddit and G2 for research and decision-making, companies need systems that enable presence in relevant online communities without requiring extensive manual effort.

Reddit Pro launched its mobile application in August 2025 to capture marketing opportunities driven by AI-powered search. The platform has expanded its business tools following Community Intelligence capabilities introduced at Cannes Lions in June 2025. These developments position Reddit as a platform where B2B software companies can engage audiences through both organic participation and paid advertising.

The partnership between G2 and Reddit arrives during a period when B2B software marketing faces challenges from changing buyer behavior, increased competition for attention, and the need to maintain presence across expanding numbers of platforms. According to the announcement, software buyers now discover, evaluate, and decide based on what appears in AI-powered search results and community discussions.

Companies that establish verified presence on platforms like G2 and Reddit may gain advantages as competitive landscapes solidify around AI-mediated search and community-driven research. The partnership eliminates technical barriers to multi-platform presence by automating profile creation and enabling rapid deployment of business accounts on Reddit using existing G2 data.

The announcement did not specify financial terms of the partnership or provide metrics regarding expected adoption among G2 customers. Reddit completed its initial public offering in March 2024 and has pursued partnerships with sports leagues, AI companies, and advertising platforms to monetize its user-generated content and expand revenue streams.

For marketing professionals evaluating the partnership's implications, the key consideration involves resource allocation across platforms where target audiences conduct research. Software buyers using AI search tools and Reddit communities to evaluate products require companies to maintain active, authentic presence in these channels. The G2-Reddit partnership reduces deployment time and complexity, enabling companies to establish presence without building profiles manually across multiple platforms.

Timeline

• February 2024: Google and Reddit announce expanded partnership focusing on AI integration and improved content accessibility
• May 2024: OpenAI and Reddit forge partnership for data licensing and AI-powered features
• June 2025: Reddit unveils Community Intelligence at Cannes Lions with AI-powered social listening tools
• July 2024: Reddit implements technical changes making Google the primary search engine able to index recent content
• August 2025: Reddit Pro launches mobile app to capture AI-driven marketing opportunities
• October 2025: OpenAI promotes business solutions through Reddit advertising campaigns
• October 28, 2025: G2 and Reddit announce partnership to help B2B software brands extend verified profiles to Reddit Pro accounts

Summary

Who: G2 and Reddit announced the partnership. G2 is a software review platform that maintains verified profiles for B2B software companies. Reddit operates more than 100,000 communities with 110+ million daily active users. Christine Li, VP of Partnerships & Enablement at G2, and Rob Gaige, Global Head of Insights at Reddit, provided statements about the collaboration.

What: The partnership enables G2 customers to activate personalized Reddit Pro accounts using existing G2 profile data. The integration pre-populates Reddit Pro accounts with verified company information, providing immediate access to business profiles, keyword tracking tools, and performance analytics. Companies can then participate in relevant Reddit communities and run targeted advertisements without manually building profiles from scratch.

When: The announcement occurred on October 28, 2025. Eligible G2 customers will receive email invitations to activate Reddit Pro accounts. Interested customers can join a waitlist for the pilot program. The announcement did not specify a complete rollout timeline.

Where: The partnership operates across G2's software review platform and Reddit's community network. Companies establish presence on Reddit by using verified data from their existing G2 profiles. The collaboration targets B2B software companies that need to maintain brand presence where potential customers conduct product research.

Why: The partnership addresses changes in B2B software buyer behavior. According to a G2 survey referenced in the announcement, nearly 9 in 10 software buyers report that AI search has changed their research methods, with 50% starting research through platforms like ChatGPT more often than traditional search engines. User-generated content from platforms like Reddit and G2 increasingly appears in AI-powered search results, influencing buying decisions before users visit company websites. The partnership reduces technical barriers and time required for companies to establish presence across multiple platforms where software buyers conduct research.