G2 Buyer Intent

Where you go for software.

Intent Data Providers
★★★★☆ 4.2
2012 Founded
501-1000 Employees
2,700+ Customers
Chicago, Illinois, United States Headquarters
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Quick Facts

Website
g2.com →
Starting Price
unknown
Pricing Model
custom
Company Type
private
Social
LinkedIn Twitter/X

About 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.

Key Features

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.

Pros & Cons

👍 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.

User Reviews

G2
4.5
★★★★★
Capterra
3.9
★★★★☆
TrustRadius
unknown
☆☆☆☆☆

Integrations

Salesforce Sales Cloud Salesforce Platform Salesforce CRM Connector HubSpot Marketing Hub HubSpot Sales Hub HubSpot CRM Marketo Engage 6sense Revenue Marketing Demandbase One RollWorks Triblio Terminus Metadata LinkedIn Marketing Solutions LinkedIn Sales Navigator Gong Salesloft Outreach LeanData Pipedrive Snowflake Sendoso Slack Google Tag Manager HockeyStack Dreamdata Factors.AI Canva Chili Piper Pendo ZoomInfo Sales Delighted

Best For

Company Size

smb mid-market enterprise

Industries

SaaS Technology Information Technology and Services Marketing and Advertising Internet

Use Cases

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 Customer retention and churn prevention when customers research competitors Competitive displacement and win-back campaigns against rival products Market and category intelligence based on aggregated research patterns

FAQ

What is G2 Buyer Intent?

+

G2 Buyer Intent is an intent data product from G2 that captures how companies research software on the G2 marketplace and turns that behavior into actionable signals for sales, marketing, and customer success. It tracks activities like product profile views, pricing page visits, category exploration, comparisons with competitors, and alternatives research. These account-level signals help go-to-market teams identify in-market buyers, prioritize outreach, run targeted ABM campaigns, and spot churn or expansion opportunities.

How much does G2 Buyer Intent cost?

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G2 Buyer Intent is sold as part of G2's Marketing Solutions offering and is priced on a custom basis. Public pricing on G2's website shows base plans for G2 vendor profiles (including Free and Starter at $299/month or $2,999/year for year one), but Buyer Intent itself is an add-on with pricing that depends on factors like your product footprint on G2, data package, and integrations. Vendors typically need to contact G2's sales team for a tailored quote, and most Buyer Intent subscriptions are sold on annual contracts.

What are the main features of G2 Buyer Intent?

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Key features of G2 Buyer Intent include multiple intent signal types (profile, pricing, category, alternatives, compare, sponsored, licensed content, and competitive views), Buying Stage and Activity Level scoring, ICP and firmographic filters, target account list monitoring, account-level dashboards, configurable email digests, and a broad ecosystem of integrations. It connects natively with platforms such as Salesforce, HubSpot, Marketo, 6sense, Demandbase, Outreach, Salesloft, Gong, and LinkedIn Marketing Solutions, and can also be accessed via G2's API for custom analytics and workflows.

Who are G2 Buyer Intent's main competitors?

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G2 Buyer Intent competes with other B2B intent data providers and review-driven platforms. Commonly evaluated alternatives include ZoomInfo Sales, 6sense Revenue Marketing, Bombora Company Surge, Demandbase One, and TrustRadius Intent Data. Many revenue teams use G2 alongside one or more of these tools - leveraging G2 for high-intent, review-based marketplace signals and complementing it with broader web or topic-based intent from other providers.

Is G2 Buyer Intent good for small businesses?

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G2 Buyer Intent can be valuable for small and mid-sized vendors that sell higher-ACV B2B software or services and have the resources to act on intent data. However, reviews frequently mention that pricing is on the higher side, and the strongest ROI tends to come from teams with established ABM, outbound, or lifecycle programs. Very small businesses or those with low deal values may find the cost difficult to justify and may benefit more from first building a strong G2 review presence and basic demand generation before investing in Buyer Intent.

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