👋🏽 Your next clients might be on G2

For the uninitiated, G2 is a software review website. The site compares thousands of software companies in different categories based on user ratings and social data. That’s how it works for B2B buyers.

As a SaaS content writer, G2 could be a goldmine for finding companies that need what you offer.

I figured this out by accident. I had a list of dream clients I wanted to work with—software companies doing interesting things, growing fast, and probably hiring writers. But I didn’t want to cold pitch them all at once; hello, rejection burnout.

So I got strategic about it.

Step 1: Start with companies you already want to work with

I made a list. Nothing fancy. Just 5-10 B2B SaaS companies whose content I admired.

Step 2: Find their G2 pages

Search each company on G2 and look at their category pages. Every software tool on G2 lives in a category with dozens, sometimes hundreds, of similar companies.

For example, if I liked an SEO tool, G2 showed me 500+ more.

You can sort the companies by Segment (the market they serve), Language, and Rating.

Step 3: Filter for the right prospects

Not every company on G2 is a good fit. Looked for:

• Companies with 50-200 employees. These are big enough to hire freelancers but small enough to respond to your outreach

• Tools with decent review counts. This means they’re established but still growing

• Companies that have a resource or blog section on their website. Take note of the blogs that have author bios.

• Bonus points if their blog looks not-so-great. It might signal an opportunity for you

Step 4: Move to LinkedIn

You can’t pitch these companies on G2, so head back to LinkedIn. Look for their content managers or marketing directors on LinkedIn and follow them.

If they’re active on LinkedIn, engage with their posts. Leave thoughtful responses—the kind that drive conversations.

Check whether they’ve mentioned anything you could solve. 

What I like to do so I don’t look creepy when checking out their profile is to go straight to their activity tab. You can do the same by copying their LinkedIn profile link and adding /recent-activity/all to the end. 

For example, mine would be https://www.linkedin.com/in/nathan-ojaokomo/recent-activity/all/

When you feel you’ve built enough rapport, send a message about working with them if there’s an opening.

Why This Works

You’re building familiarity with people who work at companies that already fit your ideal client profile.

G2 solves the “who else is out there?” problem. LinkedIn solves the “how do I get on their radar?” problem.

Together, they’re better than firing off 50 cold emails and hoping for a 2% response rate.

Your turn

1. Pick one company you’d love to work with

2. Find their G2 category page

3. Browse through 10-15 similar companies

4. Add 3-5 of their marketing people on LinkedIn

5. Engage with their content when it shows up in your feed

You don’t need to do this at scale. Start small. See what happens.

I’m still building relationships with people I found this way six months ago. Some will turn into clients. Some won’t.

Any questions about this? Hit reply and let me know what you’d like to learn more about.

Talk soon.

P.S. If you try this and get a response, I want to hear about it. Seriously. Tell me what happened :)