Has anyone run paid-promotions on G2? Want to understand the ROI and if it helped with your demand gen efforts.

Have done it in the past. Understand the volume of trafffic into the category page and the firmographics details. G2 will share these details. If there is a close match then I would say go ahead. It can give leads, account name of orgs visited your page, list of companies visiting competitor comparison pages, so a summation of these will give decent ROI.

Did you take the ad route or went ahead with getting a subscription and running a campaign for getting customer reviews?

The latter, paid was not a matured program back then, not sure how it has evolved now.

Ah! Thanks a ton. :)