software-comparison
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TechnologyAdvice Bought a $32,000 Lemon - Then Built a 40-Brand Media Machine
A bad eBay acquisition lost its main supplier in six weeks. Two decades of pivots later, TechnologyAdvice sits between the people buying business software and the vendors desperate to reach them.
G2
G2 is the world's largest software marketplace and peer-review platform, where business buyers research, compare, and choose B2B software based on millions of verified user reviews. Founded in 2012 by a team of BigMachines alumni led by Godard Abel, G2 turned the messy, vendor-dominated software buying process into something closer to checking restaurant reviews before dinner. Today the platform hosts millions of reviews across thousands of categories, sells buyer-intent data and marketing services to software vendors, and after its 2026 acquisition of Capterra, Software Advice, and GetApp reaches more than 200 million annual software buyers.