Capstone – Project

B2B Software Industry Review Marketplace Industry Benchmarking Analysis

A Collaboration Between

Engagement Synopsis

G2Crowd is looking to help better understanding how industry professionals make decisions regarding the B2B software tools they choose. They expect this exercise will leverage best practices from other review websites, in addition to some of their biggest competitors. Their ultimate goal is to make significant headway when it comes to the quantity of total reviews and the number of products that are covered with reviews in their ecosystem. Ultimately, G2Crowd is hoping that the students will then use this gathered information to make performance improvement recommendations for their software and marketing strategy so that they can gather reviews more effectively at larger volumes from reputable business leaders. 

Students who enroll in this course will:

  • Have the opportunity to combine data analytics with qualitative competitive research to develop real-world marketing recommendations.┬á┬á


  • This project is suitable for MBA students with foundational Excel skills
  • Ideally, MBAs should be interested in Business Leadership, Consulting, Marketing, Innovation & Entrepreneurship┬á

PLEASE NOTE: Participants will be required to sign a non-disclosure project agreement regarding the handling of confidential information and intellectual property.

Logistics: This ÔÇ£IntertermÔÇØ Immersion will be based in Chicago, Illinois. Students will need to secure transportation and lodging on their own. Additional details on travel can be found under ÔÇ£Travel Reimbursement DetailsÔÇØ at the front of this document.

Company Information

StagePre-Revenue Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time

Company Overview

G2 is a platform for users to share business software reviews in real-time. G2 leverages more than 425,000 user reviews to drive better purchasing decisions. Business professionals, buyers, investors, and analysts use G2 to select the best software and services based on peer reviews and synthesized social data. G2's real, verified user reviews help you objectively assess what's best for your business. Leverage the crowd, limit your risk, and get what works!

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA IMMERSE Interterm (SPRING 2019)
  • All Graduate
Students Enrolled120 Enrolled, 4-5 per group per project
Meeting Day & Time3/2 - 3/5/2019 on-site at host company
Student Time Commitment1-3 Hours Per Week
Company Time Commitment3-5 Hours
Duration0.43 Weeks

Project Topics

Program Timeline

Touchpoints & Assignments Due Date Type

Project Milestones

  • March 2, 2019 - Industry Marketing Benchmarking Analysis

    • Research and document review-gathering process for key competitors 
    • Identify non-competitor review platforms in other industries; research and document their review-gathering process 
    • Analyze available review data to identify trends in ours and competitors’ review responses

    Suggested Deliverable:


  • March 3, 2019 - Performance Improvement Recommendations

    • Based on your research, how can the company improve its process in terms of gathering reviews and on-boarding new users?
    • Examine the company’s past marketing strategies. What worked? What did not? How would you showcase progress over time? 
    • Learn more about the customer’s perception of the company’s brand, product, and services. 
    • Propose 2-3 digital, experiential, or social, marketing strategies for the company to consider. Asses cost, reach, mediums, and any other components needed for a full understanding of this investment. 
    • How will you measure the effectiveness (ROI)? Select one and develop a road-map or prepare to launch (depending on company resources and timing)?

    Suggested Deliverable:

    Slide deck

  • March 5, 2019 - Final Presentation

    G2Crowd is looking for a comprehensive overview of the work that was done. Prepare a presentation and with thorough supporting documentation (Slides).

    Suggested Deliverable:


Project Resources

There are no resources currently available

Industry Mentors

There are currently no supervisors assigned.

Academic Mentors


Alice Obermiller

[email protected]


Jim Cunningham

[email protected]

Assigned Students

There are currently no students assigned.