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G2 Buyer Intent

Where you go for software.

Intent Data Providers 4.5 (480 reviews)
2012 Founded
501-1000 Employees
2,700+ Customers
Chicago, Illinois, United States Headquarters

Quick Facts

Website
g2.com →
Business Type
Software company
Verified on Google View →

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.

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?

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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.

Customer Reviews

4.5 out of 5
Based on 480 Google reviews
5★
371
4★
54
3★
7
2★
2
1★
46
View on Google
Youngmin Choi

Youngmin Choi 🏅

Edited 2 weeks ago

---- 10/2025 ---- G2 is a censorship-driven platform that silences genuine user opinions. They only approve reviews that fit their narrative, turning honest feedback into filtered marketing content. This isn’t an open review system. it’s manipulated and misleading. Avoid this platform; it completely distorts the truth. I no longer trust any review that appears on G2, not even as a reference. ----12/2025 ---- Just adding this here — G2 still avoids giving any real clarification. Don’t bother contacting me. Just read the reviews others left and see for yourself how flawed your system is. And no, I don’t need your $20 gift card. I’m not interested in feeding my opinions into a platform that CENSORS to fit its own agenda. You’ve already wasted far more than $20 worth of my time.

Response from owner 2 weeks ago

Hi Youngmin, Thanks for reaching out. We’re unable to find an account associated with this user name. Please provide the email you used to create your G2 account so I can look into this further and help you in the best way possible. Feel free to reach out to us by opening a ticket in our help center here: https://help.g2.com/. I apologize for any inconvenience you have experienced and want to make sure your problem gets addressed.

Travis Robinson

Travis Robinson 🏅

2 months ago

I wrote a review, and it got rejected for being “AI-generated.” Funny, considering G2 has an AI Refine feature right on their site. I never used AI, yet they flagged me—while simultaneously promoting AI tools for writing reviews. Makes perfect sense… if your goal is to confuse everyone.

Response from owner 2 weeks ago

Hi Travis,Thanks for reaching out and for sharing this feedback. We strive to ensure all our reviews are from real users with genuine experience and in fact have an entire team dedicated to this task. If you ever have a concern about a review not being posted, or the validity of a review, please feel free to reach out to us by opening a ticket in our help center here: https://help.g2.com/.

shen pan

shen pan 🏅

2 months ago

G2 will find different reasons to decline your reviews for softwares. So I put my review for G2 here. Please decline it if you can.

Response from owner 2 weeks ago

Hi Shen, Thanks for reaching out and for sharing this feedback. We strive to ensure all our reviews are from real users and in fact have an entire team dedicated to this task. If you ever have a concern about a review not being posted, or the validity of a review, please feel free to reach out to us by opening a ticket in our help center here: https://help.g2.com/.

Brandar Jord

Brandar Jord 🏅

4 months ago

What a waste of time. Said they would not approve my review unless I attached a LinkedIn profile, which I don’t even use. Extortion to a “t” . I find it strange that there are so many positive posts for a company that doesn’t even have a customer service line. Complete disregard for humans- they rely on AI too much. #customernoservice

Response from owner 2 months ago

Hi Brandar, Thanks for reaching out and for sharing this feedback. We strive to ensure all our reviews are from real users and in fact have an entire team dedicated to this task. If you ever have a concern about a review not being posted, or the validity of a review, please feel free to reach out to us by opening a ticket in our help center here: https://help.g2.com/.

John Eck

John Eck 🏅

5 months ago

Not a platform I would ever trust as a consumer.

Response from owner 2 months ago

Hi John, Thanks for sharing your concerns. I apologize for any inconvenience you have experienced and want to make sure your problem gets addressed. Let us know if there’s anything specific we can help you with. Feel free to reach out to us by opening a ticket in our help center here: https://help.g2.com/

Reed Taylor

Reed Taylor 🏅

Edited 11 months ago

G2 claims to be the largest and most trusted software marketplace, helping professionals make smarter decisions based on authentic peer reviews. Unfortunately, my experience writing a review for their platform suggests otherwise. Their review moderation process is mirky, inconsistent, and unnecessarily time-consuming, which undermines their stated mission of fostering transparency. I attempted to submit a detailed review of a product I’ve used since 2020, complete with screenshots proving my experience. Despite this, my review was rejected three times for vague reasons like “missing details” or being “too lengthy.” Each time, I revised and resubmitted it, only to receive generic responses from their support team, which offered no actionable guidance. Finally, after complying with their request to shorten the review, I was questioned about whether I used AI tools to refine my writing, implying that doing so might compromise the review’s authenticity. This judgment felt arbitrary and unsubstantiated. This experience raises a larger question: Do tools like spellcheck or AI editors diminish the authenticity of a review? In my opinion, they do not. Instead, they ensure clarity and professionalism, which should enhance the value of customer feedback—not disqualify it. After 31 days of back-and-forthwith their "Moderation Team", I’ve revoked G2’s authorization to use any information I submitted. I recommend that others avoid wasting time on their platform. If you’re asked to write a review, consider alternatives like Google or Yelp, where your feedback is more likely to be valued and published without unnecessary hurdles. Should G2 want my complete and detailed account of my experience all they need to do is ask. This is simply a summation and condensed version. UPDATE: 1/15/2025 I received your gift card link and I am insulted by this meaningless gesture. Do not attempt to placate me with gift cards. This only demonstrates your failure to understand the serious issues at hand. Let me be absolutely clear: my review was not written to obtain a gift card or any other incentive. It was written to provide essential feedback for companies who rely on your service. Your fundamentally flawed system has: Blocked legitimate, detailed feedback that your paying client's pay you to provide Prevented valuable information from reaching potential customers / clients Damaged the relationship between your client and their customers Demonstrated that your core service is effectively useless You have two choices: Provide a concrete plan to fix your deeply flawed review screening process / algorithms or don't respond at all. Empty gestures like gift cards only further damage your credibility and demonstrate that you're not serious about addressing these fundamental problems raised.

Response from owner 11 months ago

Hi Reed, Thanks for reaching out and for sharing this concern. It looks like that was an error on our part. We have sent the gift card and you should be able to find it in your email. Thanks for taking the time to leave a review!

Dan Vroom

Dan Vroom 🏅

a year ago

Went through process and left review for BigTime software in exchange for $10 Amazon gift card... Received email that the review was approved. Did not receive gift card by email as promised. No gift cards under "my rewards" section as explained by FAQ. Emailed support, never received a response. This was in December of 2023 still have not received gift card. Scam.

Response from owner a year ago

Hi Dan, Thanks for reaching out and for sharing this concern. It looks like that was an error on our part. We have since sent the gift card and you should be able to find it in your email. Thanks for taking the time to leave a review!

Paver Man

Paver Man 🏅

a year ago

I have a frustrating experience with this company. The main issue is their lack of communication; I can't reach anyone by phone. My sales representative, Ananya, doesn't have her phone number listed in her email “do not reply email”, and whenever I try to call them main phone number, it goes straight to voicemail. I strongly recommend looking into other companies, as you may find yourself in the same situation as I am now, 12-24 months later. I really hope someone in upper management is willing to call me back to discuss the issues I'm facing. I would be happy to update my one-star review based on their response or feedback. Paver Man Ricardo Marcelino 561-418-2301

Response from owner a year ago

Hi Ricardo, Thanks for reaching out. We’re unable to find an account associated with this user name. Please provide the email you used to create your G2 account so I can look into this further and help you in the best way possible. Feel free to reach out to us by opening a ticket in our help center here: https://help.g2.com/.

Karl Schleifenbaum

Karl Schleifenbaum 🏅

Edited a year ago

Update 1 day later: I got the gift card, but only after I asked my company to check this. I give them 3 stars now. 2 stars short of 5 because of scammy behaviour. 1st review: This company needs to be closed, it's a scam. I got lured into writing a detailed review that took me a long time in exchange for a voucher. As the request came from a company I work for for years and is trustful, I didn't expect G2 to be a scam. G2 sent me a mail one day after I've submitted my review, that I was not among the first participants and therefore get no voucher.

Lance Sincich

Lance Sincich 🏅

a year ago

RIP OFF, DO NOT FILL OUT a REVIEW They ask you to fill out a review for a $25 gift card and then never give you a gift card. Dishonest and I see several reviews with this same issue. DO NOT FILL OUT a REVIEW. If you do , give it all zero's

Response from owner a year ago

Hi Lance, Thanks for reaching out! I just took a look and the gift card is marked as sent on our end. It should be in your email, but you can also find it in your account by logging into your G2 profile.

John S.

John S. 🏅

a year ago

As a client (buyer): The more you pay, the more reviews you receive. As a reviewer: You are unlikely to receive a gift card for your review. Now you know who benefits here.

Response from owner a year ago

Hi John. Hi, Thanks for reaching out. We’re unable to find an account associated with this user name. If you are still in need of assistance, please open a ticket in our help center sharing the email you used to create your account. You can do so here: https://help.g2.com/hc/en-us/requests/new

Kevin O'Sullivan

Kevin O'Sullivan 🏅

a year ago

Worthless firm. Why anybody would use them over a technically oriented software review solution is beyond me. Also use the classic bait and switch on review incentives after begging for your reviews. Hilarious.

Response from owner a year ago

Hi Kevin, Thanks for reaching out and for sharing this concern. It looks like that was an error on our part. We have since sent the gift card and you should be able to find it in your email. Thanks for taking the time to leave a review!

Ivan Popov

Ivan Popov 🏅

a year ago

This marketing agency engages in egregious and deceitful practices, employing manipulative tactics to entice customers into providing reviews in exchange for $25 gift card incentive. However, once customers fulfill their end of the bargain, the agency shamelessly resorts to evasive maneuvers, concocting flimsy pretexts to abscond from their promise of remuneration. Such duplicitous conduct not only betrays a flagrant disregard for ethical business standards but also constitutes a reprehensible form of fraud, exploiting the trust of unsuspecting clientele for their own pecuniary gain.

Response from owner a year ago

Hi Ivan! We're unable to approve your review due to difficulties confirming the associated company. To validate, kindly provide a valid business email that redirects to your official company website. This helps ensure the credibility of your professional information and product use. Thank you for your cooperation.

Audra M

Audra M 🏅

2 years ago

I did my review in exchange for an amazon gift card. I got the email with the gift card info, but when I went to redeem it, the loading screen never stopped loading. Then on my profile it simply showed the gift card as redeemed when it wasn't. My attempts to reach out to them via email and on their "Chat AI" on their website didn't yield any results after a week of awaiting any response. Their chat AI recommended I reach out to amazon customer service - which I did, but without an actual code they can't do anything. And since the loading screen never takes me to a code, I'll never get to one. I won't be leaving any more reviews and I'll be recommending no one else does either.

Response from owner a year ago

Hi Audra! Thanks for reaching out. We’re unable to find an account associated with this user name. If you are still in need of assistance, please open a ticket in our help center sharing the email you used to create your account. You can do so here: https://help.g2.com/hc/en-us/requests/new

Liudmyla

Liudmyla 🏅

2 years ago

Rytr - Good program.I have been using the tariff for almost a year. But...They took my monthly fee and then blocked my IP. Ok, they later corrected something and apologized

Patrick Pinter

Patrick Pinter 🏅

2 years ago

I have submitted several reviews and G2 will not send the promised gift card reward. G2 sends many emails to me with requests for business reviews, so I know they have my contact information. I have tried to contact G2 many times but they do not respond. When I try to call G2 in Chicago, no one answers the phone. I find them to be annoying and lacking integrity. If anyone at G2 sees this, please give me a call and we can discuss the details. Thank you!

Response from owner 2 years ago

Thanks for reaching out. I took a look, and your last review did not have a gift card attached. If you were offered a reward, please send a screenshot of that offer so that I can investigate further. Please open a ticket in our help center sharing the email you used to create your account. You can do so here: https://help.g2.com/hc/en-us/requests/new

Javier Montanez

Javier Montanez 🏅

2 years ago

Been doing surveys for software programs that I use for a few years now with this company. They're completely legit and usually send payment (in form of a gift card) in less than a week after submitting your input. I get their emails a few times a year and always help out with no issues.

Walter Schnecker

Walter Schnecker 🏅

3 years ago

This company will accost you with incessant demands for business reviews. Once they get your email address they keep spamming you with unsolicited emails. You can try and unsubscribe but they generally ignore that. Not cool people!

Response from owner 3 years ago

Hi Walter, Thanks for reaching out. We’re unable to find an account associated with this user name. Apologies for the inconvenience caused to you. If you are still in need of assistance, please open a ticket in our help center sharing the email you used to create your account. You can do so here: https://help.g2.com/hc/en-us/requests/new

Christina M

Christina M 🏅

3 years ago

I have tried to unsubscribe from their emails at least 4 times now. They just ignore it or create a new email address to email me from. I’ve asked multiple times, remove my info. Nothing. Based on this, I would not use this company. Let me clarify, I have followed their link & clicked on “Unsubscribe from all notifications”. G2 still sends me emails / notifications. Horrible way to do business. G2 must stand for Going 2 ignore you.

Response from owner 3 years ago

Hi Christina, Thanks for reaching out. We’re unable to find an account associated with this user name. We would love to help you out here, please open a ticket in our help center sharing the email you used to create your account. You can do so here: https://help.g2.com/hc/en-us/requests/new

Matthew Collins

Matthew Collins 🏅

3 years ago

My experience is that this is a scam. The company offers payment (in the form of gift cards) in exchange for reviews. They say that payment will be issued within 3 business days of submitting the review. I submitted a review, but have been waiting on payment for five weeks. I have also submitted three requests for follow-up - none of which have been answered.

Response from owner 3 years ago

Hi Matthew, Thanks for reaching out and for sharing this concern. It looks like that was an error on our part. We have since sent the gift card and you should be able to find it in your email. Thanks for taking the time to leave a review!

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