June 17, 2025

AI is Reshaping Customer Marketing and Base and G2 Are Driving What’s Next

Marketing is changing rapidly in the age of AI. There are many aspects to that, including access to new customer data and unstructured data, and the proliferation of AI tools that increase competition and noise. As organizations look to build stronger and more authentic, data-driven relationships with their customers, Base is unlocking new ways for customer-centric teams to listen, learn, and act – by partnering with G2 and embedding the voice of the customer into moments that matter.

With the new G2 integration, Base’s Lifecycle Engagement platform brings together data (structured and unstructured), actionable insights, and signals that help identify growth opportunities, customer risk, and leverage customer voice for sales and marketing in a more accurate and real-time manner. Whether it’s mining G2 reviews for powerful social proof that is a specific match for an opportunity, leveraging customer VOC for product marketing, or identifying the perfect advocate for a reference call, Base ensures that the voice of customers drives growth. Base customers can now easily promote user feedback/reviews for every step in the buyer journey. Customers can also embed their customer voice into sales and marketing collateral to reinforce credibility at key decision points, and drive higher conversion rates.

“Customer marketing is transforming with AI to be more data driven, scale relationships, and personalize experiences with content” said Gal Biran, CEO and Co-Founder of Base. “Base AI is helping teams to elevate customer voice for better engagement with prospects in real time, allowing for better conversion. We’re also giving teams the data to understand what their customers are saying and act on it instantly.”

"The future of review collection and software discovery is here, and it is powered by AI,” said Godard Abel, Co-Founder and CEO of G2.

As marketing teams are consistently told to do more with less and prove their revenue impact, Base is answering that call head-on. With powerful AI at the core of its Lifecycle Engagement platform, Base helps B2B companies automate and scale reference management, advocacy, customer feedback, testimonials, reviews, community engagement, VOC programs, upsell opportunities, and more. With call recording data, customer journey data, user generated content and now, added G2 review content, Base is transforming customer touchpoints into engagement journeys and strategic insights.  

This comes on the heels of Base’s recent acquisitions of 3bears.ai and Laudable, both of which doubled down on Base’s mission to operationalize customer-led growth with the speed and precision of AI. With this new partnership, Base is delivering something all teams need: a closed-loop system where customer interactions aren’t just tracked, they’re turned into scalable programs that tie directly to revenue. 

Marketing teams can turn their customer voice into a streamlined growth engine, and Base is building the AI infrastructure to power it. 

About Base.ai

Base.ai is the AI-powered Lifecycle Engagement platform built for customer-centric teams. From referrals and reviews to renewals and expansion, Base turns everyday customer interactions into the fuel for scalable, revenue-driving programs. To learn more, visit www.base.ai

About G2

G2 is the world's largest and most trusted software marketplace. More than 100 million people annually — including employees at all Fortune 500 companies — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation and grow their business — including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.