If you’re in B2B SaaS, you probably already know the what they’re looking for because products are over- important role that G2 plays in the software buying categorized, then a review site like G2 won’t be very process. After all, millions of buyers visit G2.com every helpful. According to Kara, “We take this aspect of our month, where they’ll find over one million software methodology very seriously to ensure that buyers are Part V: reviews. So you might be asking yourself, “As a category able to make true comparisons between products.” designer, what’s the best way to take advantage of this To find out which products represent unique feature platform?” To understand this better, I spoke with Kara sets, G2 starts by listening to its team of industry What Every Kennedy, G2’s Director of Product Research, and I used analysts, who are regularly speaking with vendors Category what I learned from her to write this section. and buyers, attending industry events, and generally I’m focusing on G2 specifically because it isn’t a “pay to keeping a finger on the pulse in their given market. play” platform where only deep-pocketed companies As they see categories emerge or evolve, they make Designer can get coverage. Their philosophy is to help buyers recommendations to adapt their category taxonomy. select the right software using reviews from their peers, But as I mentioned earlier, G2 is not driven solely Needs to Know not from paid analysts. I also prefer G2 because they by analyst coverage. They rely on feedback from are quicker to reflect what’s actually happening in the their community, too. Both vendors and buyers About G2 market, compared to other software review sites. have channels to make recommendations for new In a moment, we’ll talk about how to get your own categories, and that feedback is listened to closely by category added to G2. But before we do that, we need G2’s researchers and leadership. WHAT YOU’LL LEARN: to first look at G2’s process for adding new categories. Find out how G2 evaluates B2B software The process for requesting a new categories and what it looks for when a How G2 adds new categories category addition company makes a request for a new category The first thing you need to know about G2’s Let’s explore how to request new categories on G2 while addition. If you don’t yet meet those criteria, categorization process is that it’s defined by feature we’re at it. I’ll show you some steps you can take to get sets. A new category must represent a distinct feature to that point. set that is unique from other categories listed on the Build something category worthy site. In other words, if you’re approaching category The process for having a new category created on G2 design only as a branding and messaging play (which starts with the software you are actually building. We take this aspect of you shouldn’t), there’s very little chance G2 will create Remember, G2 will only create a new category if a new category for you. a product has a unique set of features that aren’t “our methodology very Even if there are multiple names that buyers use to represented in existing categories. That’s just another seriously to ensure refer to a category, G2 will present just one of them way of saying that new categories need to represent new that buyers are able to on its site. Alternative category names or references solutions, not “better” versions of existing products. will simply be listed within the category definition – if With that out of the way, let’s talk about another make true comparisons they’re listed at all. criterion you need to meet: having enough competitors. between products. Because products are categorized based on their Encourage competitors ” features, G2 does not allow vendors to pick and choose Yes, you read that right. Even if you offer something — Kara Kennedy the categories they are listed in. This might sound unique and have all the language in place to define this like a penalty, but it’s actually in the best interest of new category, G2 still won’t be ready to create a new both buyers and sellers. After all, if a buyer can’t find category. You also need to have competitors who offer The Newcomer’s Guide to Category Design 39