Review Generation Playbook
Get more 5-star reviews on G2, Capterra, and Trustpilot. Includes automated request sequences, timing strategies, and incentive frameworks that actually work.
Why Reviews Matter for B2B SaaS
92% of B2B buyers read online reviews before making a purchase decision. A 1-star increase on G2 correlates with 20-30% higher conversion rates on pricing pages.
- Boost organic discovery: G2/Capterra listings rank in Google search
- Reduce sales cycle: Prospects arrive pre-sold with 4.5+ star rating
- Win competitive deals: Higher ratings = shortlisted over competitors
- Improve product: Review feedback reveals feature gaps and bugs
The Perfect Timing: When to Ask for Reviews
Best Times (High Success Rate)
After a Milestone Achievement
Customer just completed onboarding, hit a goal, or achieved ROI
Example: "You've saved 40 hours this month with [Product]. Mind sharing your experience?"
Post-Renewal (3-7 Days After)
They just committed for another year—they're clearly happy
Example: "Thanks for renewing! Help others discover [Product] with a quick review."
After Positive Support Interaction
They gave 5-star CSAT rating or thanked support team
Example: "Glad we could help! Would you consider sharing your experience on G2?"
Following a Feature Launch They Requested
You shipped something they've been asking for
Example: "We built the integration you requested! Share your updated experience?"
Worst Times (Will Backfire)
❌ During onboarding (they haven't experienced value yet)
❌ After a support ticket (even if resolved—too soon)
❌ During downtime or after a bug (obvious, but happens)
❌ Immediately after asking for upsell (feels transactional)
5 Proven Review Request Email Templates
Template 1: The Direct Ask (60% Response Rate)
Subject: Quick favor? 2 minutes for a review
Hi [Name],
You've been using [Product] for [X months] and we'd love to hear about your experience.
Would you mind leaving a quick review on G2? It takes ~2 minutes and really helps teams like yours discover us.
[Review Link - Button]
Thanks for being a great customer!
[Your name]
When to use: Happy customers, post-milestone
Template 2: The Value Reminder (55% Response Rate)
Subject: You've saved [X hours/dollars] with [Product]
Hi [Name],
Since you started using [Product], you've:
• Saved 47 hours on [task]
• Automated 230 [processes]
• Increased [metric] by 34%
If you're seeing value, would you mind sharing your story in a G2 review? It helps other teams make the same decision you did.
[Review Link - Button]
Best, [Your name]
When to use: Post-milestone, when you have quantifiable impact
Template 3: The "Help Others" Angle (65% Response Rate)
Subject: Help teams like yours find us
Hi [Name],
We're a small team trying to help [target audience] solve [problem]. Your review on G2 would go a long way in helping others discover us.
No pressure—but if you have 3 minutes, we'd really appreciate it.
[Review Link - Button]
P.S. We read every review and use your feedback to improve the product.
[Your name]
When to use: Community-minded customers, startups/small companies
Template 4: The Incentivized Ask (75% Response Rate)
Subject: Leave a review, get [incentive]
Hi [Name],
We're running a G2 review campaign this month. Leave an honest review and we'll send you [Amazon gift card / swag / account credit].
Here's how it works:
1. Click the button below to leave your review
2. Reply to this email with the link to your published review
3. We'll send you [incentive] within 3 business days
[Leave Review - Button]
Thanks! [Your name]
When to use: Review campaigns, need volume fast. Note: Some platforms restrict incentives.
Template 5: The Executive/Founder Personal Touch (70% Response Rate)
Subject: Personal request from [Founder Name]
Hi [Name],
This is [Founder], CEO of [Company]. I'm reaching out personally because you've been a customer for [time] and I'd love your honest feedback.
We're trying to grow [Product] and G2 reviews are the #1 way prospects find us. Would you take 3 minutes to share your experience?
[Review Link - Button]
I read every review personally. Your feedback directly influences our roadmap.
Thank you,
[Founder Name]
[Founder Title]
When to use: VIP customers, enterprise accounts, post-renewal
Automated Review Request Sequence
Day 0: Trigger Event (e.g., Renewal, Milestone)
System detects trigger → Adds customer to review request sequence
Day 3: First Email (Template 2 or 3)
Send value reminder or "help others" email → Track open and click
Day 8: Follow-Up (If No Response)
Shorter, direct ask: "Still hoping you'll leave a review"
Day 15: Final Touch (Incentive or Personal)
Template 4 (incentive) or Template 5 (founder note) → Last attempt
Day 16: Stop Sequence
If still no review, mark as "not interested" → Try again in 6 months
Tools: Customer.io, Intercom, HubSpot Workflows, or Zapier + Gmail
10 Review Generation Best Practices
Make it one-click easy
Pre-fill their info with magic link (G2/Capterra support this)
Segment by happiness
Only ask NPS 9-10 promoters, not detractors
Send from a real person
CSM, founder, or account manager—not noreply@
Response to every review
Shows prospects you care and value feedback
Track review rate by CSM
Make it a performance metric (gentle nudge, not quota)
Feature reviewers in marketing
"Customer Spotlight" blog post or social shoutout
Run quarterly campaigns
G2 has seasonal "report" deadlines—time campaigns around them
Don't gate product on reviews
Forced reviews = low quality and angry customers
Use video testimonials too
Loom makes it easy—30 sec video > text review
Monitor competitor reviews
See what they're doing well (and what they're missing)
Need Help Building a Review Generation System?
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