"Gartner acquired Software Advice in 2014 as part of its efforts to build out what it called its Digital Markets business. At the time, it seemed like a smart move. Software buyers at SMBs could rarely afford Gartner's research and consultancy services, instead relying on peer review sites and comparison tools to guide their purchase decisions. But the fit was always a little awkward. Gartner built its core business on high-value, independent research and advisory services."
"You also can't ignore the influence of the shifting search landscape and social media on all of this. Gartner's analysts are well aware of the impact AI and LLMs are having - and will continue to have - on web traffic patterns and buyer research behaviors. Marketers were drawn to review and comparison platforms because they provided access to the early stages of customer purchase journeys."
G2 acquired Software Advice, Capterra and GetApp from Gartner, consolidating key B2B review and comparison platforms. Gartner bought Software Advice in 2014 to build a Digital Markets business that targeted SMB buyers who could not afford premium research services. The Digital Markets arm relied on paid placements, lead generation and SEO, contrasting with Gartner's high-value, independent research and advisory core. AI, LLMs, and social platforms are changing web traffic patterns and buyer research, enabling instant comparison lists and peer-driven recommendations. Gartner retained Peer Insights for enterprise customers and faces slowed contract growth alongside significant stock declines.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]