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G2 Best Software
Role
Messaging strategy, copywriting, creative concepting
Project type
Award campaign
Every day, software buyers come to G2 trying to answer the same question: What can I actually trust to help me do my best work?
That question is getting harder to answer. Discovery is moving faster, AI is becoming the new front door, and buyers are expected to make high-stakes decisions before they ever talk to sales. But even as AI changes how software gets found, authenticity still drives decisions.
That became the creative foundation for G2’s 2026 Best Software Awards.
For this campaign, I developed the theme and messaging strategy, partnered with design on the creative concept, and led copywriting across launch assets, lifecycle emails, social, winner experiences, and event materials, and more.
The work reframed Best Software as more than a list of winners. It became a story about how trust is built, why customer voice still carries the most weight, and what it means to earn a spot at the top.
