Over 90% of B2B buyers read customer reviews before making a purchase decision, and most will check up to 10 reviews before committing. That means the quotes sitting on G2, Capterra, and Trustpilot aren't just social proof, they're direct leverage for your sales team. The challenge is obvious: these reviews live on platforms you don't own, and the companies that run them have specific rules about how, when, and where you can use them.
The good news is that repurposing review quotes in marketing and sales materials is entirely legal when done correctly. You just need to understand the boundaries. Plenty of B2B teams extract testimonials for ads, case studies, email sequences, and sales decks every day without running into trouble. The difference between the ones that do it right and the ones that create headaches comes down to knowing what the platforms actually permit and building a repeatable process that respects those limits.
What the platform terms actually say about commercial use
Let's start with the legal baseline. G2, Capterra, and Trustpilot all allow vendors to display review quotes on their own marketing materials. It's not a secret or gray area. They want reviews to be visible because visibility drives traffic back to their platforms. What they prohibit is different.
G2's terms permit you to use quotes and ratings in your marketing, but you must attribute them to G2 and include a link back to your G2 profile or the specific review. You cannot remove or alter the quote. You cannot claim a review was written by someone it wasn't. You cannot use reviews in a deceptive way, like pairing a quote with a false star rating or screenshot that misrepresents the original.
Capterra has similar requirements. You can screenshot reviews, use the text, and include star ratings in your materials. Attribution is necessary. Trustpilot, which serves more B2C platforms but has a growing B2B presence, allows the same: quote extraction and display, provided you attribute the source and don't manipulate the quote or its context.
The practical rule across all three is straightforward: you must credit the platform and the reviewer, keep the quote verbatim, and make it clear where the review came from. No alterations. No cherry-picking context to distort meaning. No removing the reviewer's name or the date unless the platform's own interface allows it (most do, for privacy reasons, but you should verify).
Building a repeatable process for extracting and documenting quotes
If you're going to repurpose review quotes across multiple sales and marketing channels, you need a system that makes extraction easy and keeps attribution locked in from the start.
The simplest method is manual extraction with a template. Open the review on G2, Capterra, or Trustpilot. Copy the exact quote. Screenshot the review (including the reviewer's name, date, and platform branding if possible). Drop both the text and the screenshot into a shared spreadsheet or content management tool along with metadata: the platform it came from, the reviewer's name, the date, the full URL to the review, and the product or feature category it relates to. Add a column for approval status and which marketing channel or asset it's approved for use in.
This sounds manual, but it's actually faster than the alternative, which is your sales team hunting for good quotes every time they need one. Once you've built a library of 20 or 30 strong, attribution-ready quotes, your marketing and sales teams can pull from it without needing legal or compliance review on every single use. The work is front-loaded.
If your organization is large enough to justify tooling, platforms like ReviewFlowz or ReviewsExtractor can automate the import of reviews from G2, Capterra, Trustpilot, and a dozen other sites into CSV or Excel format. These tools don't do the legal work for you, but they do compress the time spent harvesting and organizing quotes. You still need to review each quote for legal and brand fit before publishing it.
Where you can actually use these quotes
Once you have a quote legally cleared for use, where should it go? Case studies are the obvious choice, and they are very clean from a legal perspective. A case study that features a customer's own words, attributed clearly to them and to the platform, is about as defensible as marketing gets. The customer already agreed to be reviewed publicly, and you're not distorting their words.
Sales decks work well too. A sales rep can display a quote and its source during a call or presentation. Again, attribution keeps you safe. Email sequences benefit from review quotes for the same reason. An email that says 'Acme Corp reported that our tool reduced their onboarding time by 40% according to their G2 review' is concrete and credible.
Paid advertising on Google, LinkedIn, or Meta is where you need to be more careful. Most ad platforms require you to be truthful about endorsements and testimonials. A quote should match exactly with what's on the review site. If you're running ads with review quotes, keep screenshots of the original review in your files. Ad networks occasionally audit testimonials, and you want to prove the quote is real if asked.
One thing you should not do: use a review quote in a paid ad without clear attribution to the platform or reviewer. Ad copy that sounds like it came from a real person but doesn't identify who they are violates advertising standards in most jurisdictions, and it will get your ads rejected or your account flagged. The attribution is not just legal cover, it's what makes the quote actually credible to the person seeing your ad.
Common mistakes to avoid
The most common mistake is truncating a quote in a way that changes its meaning. A reviewer might have written, 'The tool is powerful, but the onboarding process was confusing.' If you use only 'The tool is powerful,' you've taken a qualified statement and turned it into an unqualified endorsement. That's a form of misrepresentation, even if you didn't technically alter the words. Courts and regulators look at intent and effect.
Another frequent error is failing to update or retire outdated quotes. A review from 2019 may have reflected the product as it was five years ago. If your product has changed significantly, that quote might mislead prospects about current functionality. You don't have to stop using old reviews entirely, but pair them with current ones, and be honest about when the review was written.
Finally, don't assume that removing a reviewer's name makes a quote legally safer to use. In most cases, it doesn't. The platform's terms still require attribution to the platform itself. Anonymizing the reviewer might actually make the quote less credible, not more, because prospects wonder who said it and whether it's real. If a quote is strong enough to use, it's usually strong enough to attribute fully.
The reality is that review quotes are one of the highest-ROI marketing assets available to B2B software teams. Authentic customer words outperform generic messaging consistently, and the legal pathway to use them is clear. You don't need permission from individual reviewers (the platforms already handle that through their terms of service), you don't need to rewrite or soften the language, and you don't need lawyers to review every use case. What you do need is a process that locks in attribution from the moment you extract a quote and a team habit of treating other people's words with the same care you'd want for your own. Build that discipline once, and repurposing review quotes becomes a reliable part of your sales and marketing machine.