How Snitcher is Winning More Customers and Generating Revenue With G2

How do you stand out in a crowded market, when you’re a tiny team up against venture-backed giants?

If you’re Snitcher, a small but mighty startup in the visitor identification space, you lean into what you can control: a killer product, fast iteration, and a smart strategy to build trust at scale.

With just one marketer at the helm, Snitcher turned to G2 to drive awareness, build trust, and collect customer love—all without blowing their budget. 

Big growth goals, small team

Like most early-stage startups, Snitcher runs lean. 

When Stefan Manojlović took over the marketing function, he knew they needed a smarter way to build brand trust, engage customers, and validate their product—fast.

Snitcher works with a team of six, “but we do the work of a team five times our size,” shares Stefan, emphasizing the focus on efficiency. “And because it’s a small team, everything must have an impact.”

As an intent provider whose data powers platforms like Clay, lemlist, and Factors.AI, Snitcher knows the value of buyer signals, and especially customer engagement on review sites.

“We needed a scalable way to build credibility and a steady flow of reviews we could use across different channels,” says Stefan.

A one-person growth engine, powered by G2

Stefan was familiar with G2, he had previously used it to research products himself. 

With limited time and resources, Stefan made G2 part of his marketing infrastructure.

“G2 has worked better than any other review platform I’ve used. You can quote me on that.”

Stefan Manojlović
Head of Marketing, Snitcher

He baked review requests directly into Snitcher’s product and onboarding flows, added a quarterly push tied to G2 report season, and activated G2 reviews across every customer-facing channel.

Here's what that looked like: 

• Review generation is triggered post-trial and post-onboarding, and is revisited quarterly to drive a steady cadence.
• G2 reviews are repurposed across Snitcher’s new website, cold outbound, onboarding comms, and even social.
• Trial-to-feedback flows allow Snitcher to capture insights from every user—positive or not—turning reviews into product wins.
• G2-attributed pipeline is tracked through a strong backend attribution setup that links signups, trials, and deals to revenue.

But, his favorite part is G2’s quarterly reports. “These are like free hype sessions every three months. This is important for us as a small team,” he says, adding that it’s “addictive” to strive to improve upon the previous quarter and outshine competitors. 

Snitcher also uses G2 as a high-intent acquisition channel, driving revenue and pipeline growth. “We’ve created a few G2 flows to get feedback from people along their customer lifecycle,” mentions Stefan. 

Once a user completes onboarding, they get placed in a chat/email sequence encouraging them to leave a review. Every time a new quarterly report drops, Snitcher triggers an automated flow to drive fresh reviews and engagement.

“We’re using G2 reviews as nurture touchpoints and feedback loops. If something’s off, we reach out, fix it, and sometimes even get the review updated. It’s been a really rewarding play.”

Stefan Manojlović
Head of Marketing, Snitcher

Even when reviews have not been 5-star, Snitcher has been able to win over customers just by asking them for reviews at multiple points on the customer journey. It shows they’re listening to their customer feedback and serves as a good customer engagement point. 

“We’re using G2 reviews as both nurture touchpoints and product feedback. It’s a win-win. Some customers have even upgraded after we reached out with the G2 ask,” says Stefan. 

Further, G2 is everywhere on Snitcher’s website — stars in the hero, stars in the footer, a scrolling review section with badges and top reviews, and a "Wall of Love" in progress.

Stefan says it’s a core part of how Snitcher builds credibility and social proof.

From more sign-ups to more revenue

G2 has yielded results for Snitcher beyond brand visibility. Their presence on G2 has resulted in more users, closed-won revenue, and a strong return on investment.

In just six months, G2 helped Snitcher create real pipeline and revenue:

“For an inbound channel we haven’t even scaled yet, G2 is driving outsized value—and becoming a cornerstone of how we build trust.” Stefan shares.

And it’s not just the results—Stefan loves the relationship, too. 

“I’m a tough customer to sell to. Our Account Manager has been great at showing up with exactly what I need before I even realize I need it. It’s never been pushy—just helpful.”

What's next: A G2-powered flywheel for demand and data

This year, Snitcher plans to unlock growth levers that move the business forward and grow the marketing team alongside it, says Stefan. 

The marketing team plans to expand the use of G2 in multiple ways: 

• Expand review collection to strengthen category position.
• Test buyer intent data to refine outbound strategy.
• Run retargeting campaigns based on G2 visitor behavior.
• Work with G2 on a partnership to power intent data.

“We’ve gone from startup to real revenue.” Stefan shares. “If this keeps scaling, we’ll have a killer channel on our hands—and G2 will have helped get us there.”