G2 Buyer Intent

G2 Buyer Intent reports which companies are researching a vendor and its competitors on G2, drawn from activity on the review platform itself, and is sold to software vendors through G2's seller solutions alongside profile and category placement.

Owning the surface where the research happens is what makes this data different from the rest of the category. Most intent providers infer interest from content consumption across a network of publishers, whereas G2 observes a named company reading a specific product's reviews and comparing it against two others, which is a far shorter inference from behaviour to intent.

The competitive signal is the most commercially valuable part and the most uncomfortable, since a vendor learns not only that an account is in-market but that it is actively comparing them against a named rival, which is a sales conversation with a deadline attached.

What a buyer should weigh is coverage rather than accuracy: this sees only companies that visit G2, so it is precise about a subset rather than comprehensive across a market, and it works best alongside a broader intent source rather than instead of one. The data is delivered through alerts and integrations into CRM and marketing systems so in-market accounts reach a salesperson while the research is still happening, which is the only window in which the signal is worth anything. Rates are not published.