TrustRadius

Make confident technology decisions

Intent Data Providers
★★★★☆ 4.1
2012 Founded
51-200 Employees
72+ (paying vendor customers reported for 2024, plus thousands of vendors on the free tier) Customers
Austin, TX, USA Headquarters
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Quick Facts

Website
trustradius.com →
Starting Price
30000
Pricing Model
tiered
Company Type
acquired
Social
LinkedIn Twitter/X

About TrustRadius

TrustRadius is a buyer intelligence platform for business technology, best known for its in‑depth, verified software reviews and research tools. The platform helps millions of B2B buyers evaluate products, compare alternatives, and understand pricing and capabilities before they ever talk to sales. Reviews on TrustRadius are long‑form, vetted for quality and authenticity, and free from pay‑to‑play advertising, giving buyers a high‑trust environment for technology decision making.

For vendors, TrustRadius has evolved into a full buyer intelligence and intent data platform. Its Buyer Intelligence Platform helps brands systematically generate detailed customer reviews, license and syndicate those reviews as sales and marketing content, and showcase social proof through awards and badges. On top of this content layer, TrustRadius provides second‑party, downstream intent data that reveals which accounts are actively researching a vendor’s products, competitors, and categories on the site, as well as an Intent‑Driven Leads program that delivers ICP‑qualified, opted‑in prospects.

TrustRadius was founded in 2012 by Vinay Bhagat and is headquartered in Austin, Texas. Over the years it has expanded from a pure review site into a broader decisioning and buyer intelligence platform, launching features such as pricing pages, research boards, Salesforce and ABM integrations, LinkedIn Matched Audiences, and the Salesforce Connector for downstream intent data. The company has raised approximately $25M in venture funding from firms including Mayfield Fund, LiveOak Venture Partners, and Next Coast Ventures.

In June 2025, TrustRadius was acquired by HG Insights, a revenue growth intelligence provider. As an HG Insights company, TrustRadius now combines its rich buyer intent data and review content with HG Insights’ market and account intelligence. This positions TrustRadius as a differentiated intent data provider in the B2B go‑to‑market ecosystem, especially for mid‑market and enterprise technology vendors that rely on ABM, demand generation, and customer marketing to drive efficient pipeline and revenue.

Key Features

Buyer Intelligence Platform - centralizes in-depth B2B software reviews, product information, and category insights for technology buyers.

Downstream intent data - second-party signals from late-stage buyers researching your products, competitors, and categories on TrustRadius.

Intent-Driven Leads - managed program that delivers ICP-qualified, opted-in in-market leads based on downstream intent behavior.

Customizable review questionnaires - design review forms around key use cases, features, and ROI metrics to surface the stories you want to be known for.

Review generation campaigns - turnkey email, in-product, and event programs to systematically source high-quality customer reviews.

TrustQuotes & content syndication - tools, widgets, and a Chrome extension to tag, curate, and embed customer quotes and ratings across web, sales, and ads.

Awards & badges - Top Rated, Best Of, Buyer's Choice, Tech Cares and other badges that vendors can use as trusted social proof in marketing and sales.

Vendor portal & analytics - centralized portal to manage product profiles, monitor reviews, track campaigns, and access performance and pipeline-match reporting.

Category intent data add-on - visibility into accounts researching your category and competitors, not just your own product page.

Salesforce Connector - native integration to push account-level downstream intent data directly into Salesforce for sales and CS workflows.

ABM & ad platform activation - integrations with 6sense, Demandbase, and LinkedIn Matched Audiences to activate TrustRadius intent in ABM and paid media.

Marketing automation & lead delivery - deliver intent-driven leads into Marketo and other MAPs via webhook, API, or CSV for faster nurture and routing.

Premium content & market reports - third-party validated customer stories, product highlight reports, and market reports built from TrustRadius review data.

Event support for review gen - onsite and virtual programs at user conferences and events to capture large volumes of new reviews in a short time.

Pros & Cons

👍 Pros

  • High-quality, long-form customer reviews that provide rich detail on use cases, ROI, and real-world product experiences.
  • Customizable review questionnaires that help vendors surface the specific value drivers and differentiators they care about.
  • Strong customer success support, with many users citing proactive CSMs who bring new ideas, media kits, and campaign strategies.
  • Effective promotional tools such as TrustQuotes, media kits, and ratings badges that make it easy to reuse review content across channels.
  • Downstream intent data and pipeline match reporting that help vendors identify in-market accounts and attribute revenue influence.
  • Ability to drive brand awareness, win Top Rated/Best Of/Buyer's Choice awards, and improve SEO and ad performance using review content.

👎 Cons

  • Reporting and analytics dashboards are seen as limited or clunky, making it harder to analyze performance trends without exports.
  • Customers want deeper competitive and sales intelligence and more robust campaign tracking within the vendor portal.
  • Some reviewers dislike the move from dedicated CSMs to a pooled CSM model and want more hands-on strategic guidance.
  • Several users mention that buyer intent data and widgets could be more mature and easier to implement across channels.
  • A few reviewers note SEO and discovery challenges compared to larger competitors, and complain about long review forms and slow gift-card fulfillment.

User Reviews

G2
3.5
★★★★☆
Capterra
4.4
★★★★☆
TrustRadius
8.5
★★★★★

Integrations

Salesforce Marketo 6sense Demandbase LinkedIn Matched Audiences LinkedIn Campaign Manager Snowflake UserEvidence Clay Demostack Influitive Integrate ZoomInfo Intentsify Vendr CSV/Webhook endpoints to CRMs and marketing automation platforms

Best For

Company Size

smb mid-market enterprise

Industries

SaaS Information Technology Cloud & Infrastructure Cybersecurity Financial Services Telecommunications

Use Cases

Account-based marketing segmentation and orchestration using downstream intent data Intent-based advertising and retargeting via LinkedIn and ABM platforms Demand generation and pipeline creation with managed Intent-Driven Leads programs Customer review generation and advocacy to build social proof Content syndication and sales enablement using verified customer quotes and awards Competitive intelligence and category benchmarking using review and intent insights

FAQ

What is TrustRadius?

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TrustRadius is a B2B buyer intelligence and software review platform that helps technology buyers make confident decisions and helps vendors turn verified customer voice into demand. Buyers use TrustRadius to read in-depth, vetted reviews, compare products, and understand pricing and capabilities. Vendors use TrustRadius to generate and license review content, access downstream intent data showing which accounts are researching them and their competitors, and run Intent-Driven Leads programs that deliver ICP-qualified, opted-in prospects.

How much does TrustRadius cost?

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Any vendor can claim and manage a basic product profile on TrustRadius for free via the vendor portal. Paid solutions for technology vendors start around $30,000 per product per year for the Customer Voice package, which includes review generation, content licensing, lead capture, and competitive insights. Additional options such as downstream category intent data, Intent-Driven Leads, premium content, and enterprise SSO are priced separately and require contacting sales for a custom quote and potential multi-year discounts.

What are the main features of TrustRadius?

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Key TrustRadius features include its Buyer Intelligence Platform for generating and managing long-form reviews; customizable review questionnaires; content licensing and TrustQuotes tools to embed customer voice across channels; awards and badges like Top Rated and Buyer's Choice; downstream second-party intent data at product, competitor, and category levels; a Salesforce Connector and integrations with 6sense, Demandbase, LinkedIn Matched Audiences, Marketo, Snowflake, and more; and the Intent-Driven Leads program, which delivers ICP-qualified, opted-in buyers who have engaged with TrustRadius content.

Who are TrustRadius's main competitors?

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TrustRadius competes with other technology review platforms and intent data providers. The most common alternatives include G2 and Capterra for software reviews and buyer intent; Demandbase and Bombora for broader B2B intent data; and data platforms like ZoomInfo that combine firmographics, technographics, and intent. Many vendors use TrustRadius alongside one or more of these providers, relying on TrustRadius for deeper reviews and downstream intent while other tools provide wider top-funnel coverage.

Is TrustRadius good for small businesses?

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For small and midsize businesses buying software, TrustRadius is very useful because its reviews are detailed, vetted, and unbiased, helping teams choose tools with more confidence. For small vendors, claiming a free profile and encouraging customers to leave reviews can provide meaningful social proof at no cost. However, the paid Customer Voice and intent data packages start around $30k per product per year, so full-funnel offerings are generally a better fit for mid-market and enterprise vendors with larger marketing budgets and longer, higher-value sales cycles.

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