G2 is the world’s largest and most trusted B2B software marketplace, helping companies research, compare, and buy software based on authentic peer reviews.
Independently researched by the SalesHive team. Ratings are from public review platforms; this page is not sponsored by or affiliated with G2 Buyer Intent. Research last updated December 2025.
What is G2 Buyer Intent?
G2 (formerly G2 Crowd) is a Chicago-based technology company that operates the world’s largest software review marketplace. Launched in 2012, G2 helps more than 100 million people each year discover, evaluate, and select business software and services using millions of verified peer reviews and rich market data. Buyers use G2 to compare products across thousands of categories, while vendors use it to build reputation, generate demand, and understand customer sentiment.
Beyond its core review platform, G2 offers a suite of go-to-market products under the G2 Marketing Solutions umbrella. These include G2 Profile and Reviews for reputation building, G2 Buyer Intent for real-time intent data, G2 Content for licensing reports and badges, G2 Ads for media on and off the marketplace, and G2 Data Solutions for analytics and insights. Together, these offerings enable vendors to connect customer voice, market presence, and behavioral data into a unified revenue engine.
G2 has raised over $250M in venture funding from investors such as Permira, Accel, LinkedIn, Salesforce Ventures, and HubSpot Ventures, reaching unicorn status with its 2021 Series D round. The company has grown to hundreds of employees worldwide and serves thousands of software and services vendors, including Salesforce, HubSpot, Zoom, Adobe, and many leading B2B brands. Its headquarters are at 100 S Wacker Dr, Chicago, Illinois, United States.
Within the intent data landscape, G2’s Buyer Intent product is differentiated by its exclusive access to first-party behavioral data from the G2 marketplace. Because signals are derived directly from how real buyers research categories, products, and competitors on G2, vendors can use this data to prioritize in-market accounts, run targeted ABM programs, and measure impact across their sales and marketing stack.
G2 Buyer Intent key features
Teams typically use it for account-based marketing and digital advertising to in-market accounts, sales prospecting and outbound prioritization based on real-time intent, pipeline acceleration and deal expansion using behavioral context, and more.
- First-party intent signals from the G2 marketplace that track real buyer behavior such as profile, pricing, category, alternatives, and comparison page views.
- Rich catalog of signal types including Profile. Pricing, Category, Alternatives, Compare, Sponsored Content, Licensed Content, Reference Page, and Competitive views.
- Buying Stage and Activity Level scoring that replaces a single score with two dimensions for funnel stage and engagement intensity.
- ICP and firmographic filtering to refine signals by company size. industry, geography, technographics, and other attributes that match your ideal customer profile.
- Target account list watching that lets you upload or define key accounts and receive alerts when they show activity on G2.
- Account-level dashboards and reports that visualize engagement trends, top researching accounts, competitors viewed, and category interest over time.
- Configurable email digests and notifications so sales. marketing, and customer success teams are alerted when target accounts spike in activity.
- ABM platform integrations that push Buyer Intent audiences directly into tools like 6sense, Demandbase, RollWorks, Triblio, Terminus, LinkedIn Matched Audiences, and Metadata for ad targeting.
- CRM and marketing automation integrations. including Salesforce, HubSpot, and Marketo, to sync Buyer Intent data into existing lead, account, and campaign workflows.
- Sales engagement integrations with platforms such as Outreach. Salesloft, and Gong to trigger cadences, surface account insights, and prioritize outreach based on intent.
- API and bulk export access via G2's Developer Portal and Buyer Intent data reference, enabling custom analytics, data warehousing, and advanced reporting.
- Technographic overlays through G2 Stack. which add insight into each account's existing software stack to refine targeting and messaging.
- Competitor and churn insights that identify accounts researching competitor profiles or alternatives, helping teams run competitive takeout plays and flag churn risk.
What reviewers love, and what to watch
A balanced view of G2 Buyer Intent, drawn from public reviews and product research.
Pros
- Delivers high-quality, in-market accounts based on real research behavior on G2, often improving lead-to-opportunity conversion and pipeline quality.
- Provides deep account-level context with signals like pricing page views, category exploration, competitor comparisons, and alternatives research to time outreach effectively.
- Strong native integrations with Salesforce, HubSpot, Marketo, major ABM platforms, and sales engagement tools, making it relatively easy to operationalize intent data.
- User-friendly dashboards, filters, and ICP targeting controls that help go-to-market teams segment accounts by industry, size, region, and buying stage.
- Responsive customer success and support teams that assist with onboarding, playbook design, and ongoing optimization of campaigns powered by G2 Buyer Intent.
Cons
- Pricing is considered high and packaging can feel inflexible, especially for small and mid-sized companies with limited budgets.
- Some reviewers report data quality or account-matching challenges, including mismatched accounts or limited visibility into specific contacts behind the activity.
- Reporting and ROI attribution capabilities can lack the depth or flexibility some teams want for tying specific campaigns and channels back to intent-driven outcomes.
- Coverage is inherently limited to companies and buyers who research on G2, so signals may be sparse for certain verticals or markets with low G2 adoption.
G2 Buyer Intent pricing
Published pricing at the time of research. Always confirm current rates with the vendor.
- 3 profile admins
- Basic G2 product profile and standard seller page
- Basic review collection and syndication
- 'Users Love Us' badge license
- Everything in Free
- Single-profile review collection
- $100 gift card review credits
- Custom CTAs and upgraded profile
- Branded banners and review campaigns
- Report, milestone, and annual badge licenses
- Everything in Starter
- 10 profile admins
- Single-profile G2 Managed Campaigns
- $500 gift card review credits
- Single-product custom CTAs
- Review management tools
- Profile visitor data and premium seller pages
- Expanded support and account settings
- Eligibility for G2 Buyer Intent and advanced analytics add-ons
- Everything in Professional
- Unlimited profile admins
- Multi-profile G2 Managed Campaigns
- $1,000 gift card review credits
- Multi-product custom CTAs
- Market Intelligence and solutions pages
- Multi-product reviews on solutions pages
- Most comprehensive access to G2 Buyer Intent and data solutions
N/A, G2 Buyer Intent is only available on paid G2 Marketing Solutions plans, although vendors can maintain a free G2 profile without intent data.
Who G2 Buyer Intent is for
A strong fit for
B2B software or services vendors with a significant presence or ambition on G2, selling into mid-market or enterprise accounts, and with dedicated sales, marketing, or revenue operations teams that can operationalize intent data for ABM, outbound, and customer lifecycle programs.
Probably not for
Very small businesses with low ACV, companies that do not sell B2B software or services, or organizations without the resources or operational maturity to act on intent data in their CRM, MAP, and sales engagement tools.
How G2 Buyer Intent compares
Compared to other intent data providers, G2 Buyer Intent is uniquely anchored in first-party activity on its own software marketplace. While providers like Bombora or 6sense often rely on topic-based or cookie-based signals aggregated from a broad content network, G2’s data comes directly from buyers who are actively comparing products, reading reviews, and viewing pricing pages for specific software solutions. This makes its signals especially powerful for mid- and bottom-of-funnel use cases where accounts are already in an evaluation mindset.
Against competitors such as ZoomInfo or Demandbase, G2 typically offers less breadth in contact-level data or web-wide coverage, but stronger precision when it comes to software purchase intent. Its impact is greatest when vendors already have meaningful traffic and reviews on G2 and can plug Buyer Intent into a mature ABM, outbound, and customer lifecycle motion. Organizations seeking broad, early-stage awareness signals may complement G2 Buyer Intent with other providers, while those prioritizing late-stage, high-intent opportunities often view G2 as a critical, differentiated data source.
Tool research is the easy part. Someone still has to build the lists, write the copy, make the calls, and book the meetings.
Frequently asked about G2 Buyer Intent
The short version is on the surface. Open any question to go deeper.