How to get your first customers from your competitor (for B2B SaaS) - manually, using G2. No fancy AI agents or mass cold-outreach involved. This manual approach complements your broader directory strategy and helps you understand what buyers actually care about.
The Strategy
Step 1: Find Your Competitor's Unhappy Customers
Search for your competitor's profile on G2, and navigate to the Reviews section.
Step 2: Filter for Pain Points
Use the filter to find 1-3-star reviews. Look at what users are complaining about (recently). Then look for reviewers who have their names displayed (some choose to hide, but many don't).
Step 3: Research the Reviewer
Press on the user's name to open the reviewer's profile on G2. Some will have a LinkedIn link right there, and some won't, but you can still find them via LinkedIn search.
Step 4: Reach Out with Relevance
Go on LinkedIn and drop them a message (if you don't have LinkedIn Premium, you may have to send the connection request first). Open your message with:
"Saw your [competitor] review on G2 re [main problem from their review]. I want to show you how we solved it, any chance we could speak?"
Step 5: Scale Thoughtfully
Write 10 such messages, you may get 2-3 calls from that, and if your solution is solid, they will give it a try.
Why This Works
This approach is effective because:
- Timing is perfect - They're already frustrated with their current solution
- Context is relevant - You're addressing their specific pain point
- Approach is personal - You've done your homework and it shows
- Intent is clear - They're actively using and evaluating solutions in your space
Key Tips for Success
- Be specific: Reference their exact complaint from the review
- Be helpful: Focus on solving their problem, not selling your product
- Be respectful: Don't bash the competitor, focus on your solution
- Be patient: Not everyone will respond, but those who do are highly qualified
The Numbers Game
From a batch of 10 personalized messages:
- Expect 2-3 positive responses
- Convert 1-2 into actual calls
- Close 20-30% of those calls if your solution truly addresses their pain
This manual approach might not scale infinitely, but for early-stage B2B SaaS companies looking for their first customers, it's a goldmine of qualified leads who are already experiencing the exact problems you solve. Once you start getting customers, encourage them to leave reviews—see our guide to getting quality reviews on G2 and Capterra.
Remember: These aren't cold leads - they're warm prospects who have already demonstrated they need a solution in your space and are dissatisfied with their current option. That's the best kind of lead you can find.
FAQ: Answers to Common Questions
Is it ethical to target competitors' unhappy customers?
Yes. These users have publicly shared their experiences and frustrations. You're not deceiving anyone—you're offering a potential solution to a problem they've openly discussed. The key is to be helpful and respectful, not predatory. Focus on solving their specific pain point, not bashing the competitor.
What if the reviewer's LinkedIn profile is private?
Not all reviewers can be found, and that's fine. Many G2 reviewers display their names and even link their LinkedIn profiles directly. Focus on the ones you can reach rather than trying to find everyone. Quality of outreach matters more than quantity.
How do I avoid coming across as spammy?
Personalization is everything. Reference their specific complaint from the review—this shows you've done your homework. Keep your message short and focused on their problem, not your product features. Ask for a conversation, not a commitment. One thoughtful message is worth more than ten generic pitches.
How often should I check competitor reviews for new leads?
Set a weekly cadence. New reviews appear regularly, and recency matters—someone who just posted a frustrated review is more likely to be open to alternatives than someone who complained six months ago. Create a simple system: check once a week, identify 5-10 prospects, send personalized messages.
Can this strategy work for enterprise sales?
Yes, with adjustments. Enterprise buyers may be harder to reach directly, and sales cycles are longer. But the intelligence from competitor reviews is still valuable—use it to understand pain points in your category, prepare for objections, and customize your pitch when you do get meetings through other channels.
You Might Also Like
- The Strategic Advantage of Directory Marketing: Why B2B SaaS Can't Afford to Ignore It - Learn how directory presence creates a competitive moat for your B2B SaaS
- How to Get Your Software Ranked on G2 (and Why Invest in It at All) - Master G2's scoring algorithm and earn those coveted badges
- Why SaaS Founders Should Skip Clutch (And Focus on Real Product Directories Instead) - Understanding the difference between service marketplaces and product directories
Use Blastra to submit your business to relevant software directories and manage your listings.