G2 buyer intent captures activity from over 100 million software buyers researching products on G2.com each year. When someone from a target company views your product profile, checks pricing pages, or compares you against competitors, G2 tracks those signals and packages them as actionable data you can buy. You get a list of companies showing interest, along with a score indicating how serious they are about making a purchase.
This guide walks you through how G2 buyer intent works, what signals and data you actually get, which platforms it integrates with, and what it costs. You’ll see where it fits your sales and marketing strategy and when it makes sense to invest in this type of intent data versus other options. By the end, you’ll know if G2 buyer intent is the right tool for identifying prospects already shopping in your category.
Why G2 buyer intent matters
G2 buyer intent helps you reach prospects at the exact moment they’re evaluating solutions in your category. Instead of cold outreach or broad campaigns, you get verified signals from companies already researching software like yours. This timing advantage matters because these buyers are further along in their journey and more likely to convert than contacts who’ve never heard of your product.
You stop wasting budget on uninterested accounts
Traditional advertising spreads your message across audiences who may not need your solution for months or years. G2 intent data narrows your focus to companies actively comparing options right now. Your sales team can prioritize outreach based on which accounts are visiting your profile, viewing pricing, or checking out competitors. Marketing teams use these signals to trigger targeted campaigns that support active deals instead of chasing cold leads.
"G2 Buyer Intent gives you a real-time view into what over 100 million verified software buyers on G2.com are actively researching every year."
The data comes from first-party activity on G2’s platform, not inferred behavior from third-party cookies or content consumption patterns. You’re seeing what companies actually do when they’re shopping for solutions in your space.
How to use G2 buyer intent data
G2 buyer intent data shows you which companies are actively researching your category, and you can put that information to work across your entire go-to-market strategy. The data flows into your CRM, marketing automation platform, or sales engagement tools so your teams can act on fresh signals without switching between multiple dashboards. You set up automated workflows that trigger specific actions when accounts hit certain intent thresholds or view key pages like pricing comparisons.
Sales teams prioritize outreach based on live signals
Your sales reps use G2 intent scores to sort their prospect lists by urgency. When a target account views your profile multiple times in one week, that contact gets moved to the top of the queue. Reps customize their pitch using details about which competitor pages the prospect visited or what specific features they researched. Instead of generic discovery calls, your team leads with relevant context about what the buyer already knows.
"Sales can see when companies are researching their product and reach out."
Account executives also monitor existing customers who start browsing competitor profiles. This early warning system lets you intervene before churn becomes inevitable by addressing concerns or introducing features the customer didn’t know existed.
Marketing teams layer intent signals into campaigns
You build targeted ad campaigns around accounts showing G2 intent, serving them content that matches their research stage. Someone who just landed on your profile sees awareness-focused messaging, while prospects comparing pricing get case studies and ROI calculators. Your marketing automation platform scores leads higher when G2 intent appears, which triggers faster follow-up sequences from SDRs. Email nurture tracks also shift based on intent activity, so you’re not sending introductory content to buyers already deep in evaluation mode.
What data and signals G2 buyer intent includes
G2 buyer intent delivers company-level data about research activity happening on their platform. You get the company name, domain, and an intent score that ranks how serious they are about making a purchase decision. The system tracks multiple touchpoints across G2.com, from initial profile views to detailed pricing comparisons, and aggregates this activity into actionable signals your teams can use to prioritize outreach.
Company-level activity and intent scores
Each signal shows you which company visited specific pages related to your product category, but you won’t see individual names or job titles of the people doing the research. G2 assigns an intent score based on the depth and frequency of their activity. A company viewing your profile once gets a lower score than one that checks your pricing page, reads reviews, and compares you against three competitors within the same week. These scores help you separate casual browsers from serious buyers actively building a shortlist.
"G2 Buyer Intent captures enriched data about buyers researching your product across G2. Buyer Intent signals are triggered by a variety of actions."
Signal types that trigger alerts
You receive notifications when target accounts take specific actions on G2’s platform. The system tracks views of your business profile, pricing page visits, category page browsing, competitor comparison page activity, and alternative solution searches. Each action type carries different weight in the overall intent score because someone comparing pricing details shows stronger buying intent than someone casually browsing category listings.
G2 also flags when existing customers start researching competitors, giving you early warning signs of potential churn risks. This defensive signal lets your customer success team intervene before accounts go dark or switch to another vendor.
G2 buyer intent integrations and setup
G2 buyer intent connects directly with your existing sales and marketing tools through native integrations and API access. You don’t need to manually export lists or switch between platforms because the data flows automatically into systems your team already uses daily. Setup typically involves authenticating your G2 account with your CRM or marketing platform, mapping company fields to your existing records, and configuring which signals trigger specific actions in your workflows.
Native CRM and marketing platform connections
G2 offers pre-built connectors for major platforms including Salesforce, where you get a dedicated Buyer Intent tab that maps G2 organizations to your accounts, opportunities, and leads. The system also integrates with ZoomInfo, Demandbase, 6sense, and LinkedIn so you can layer G2 intent signals on top of your existing account data. These native connections handle field mapping automatically and keep your records updated as new intent signals arrive.
"G2 Buyer Intent data integrates with ZoomInfo Sales and ZoomInfo Marketing to allow mutual customers to rapidly identify and target in-market decision makers."
Setting up data flow and filters
You configure filters inside G2 to only sync companies matching your ideal customer profile, which prevents your team from chasing accounts that don’t fit your target market. The platform lets you set threshold scores that determine when an account gets pushed into your CRM or triggers an alert to your sales team. API access gives you additional flexibility to build custom workflows through automation platforms, pulling intent data on your preferred schedule and routing it to specific team members based on territory or vertical.
G2 buyer intent pricing and when it fits
G2 buyer intent pricing isn’t published on their website, which means you need to contact their sales team for a custom quote based on your company size, category competitiveness, and data volume needs. The service gets sold as part of G2’s Seller Solutions package, not as a standalone product, so you’re typically committing to both their review platform presence and the intent data feed. Expect pricing to scale with how many intent signals your category generates monthly and which integrations you activate.
When the investment makes sense
This product fits best when your target buyers actively use G2 for software research and your category has strong search volume on their platform. Companies in crowded markets like project management, CRM, or marketing automation see more intent signals because thousands of buyers compare options there monthly. Smaller categories or niche verticals generate fewer signals, which means you might pay for access but wait weeks between meaningful alerts.
"If you’re in a niche category, or trying to define a new category, you’ll have a much smaller pool of people searching for your tool on G2."
You get the most value when your sales team can act quickly on fresh signals and your deal cycles align with active research behavior.
Final thoughts
G2 buyer intent works when your target buyers actively use their platform for software research and your category generates enough search volume to produce regular signals. You get company-level visibility into research activity, which helps you prioritize outreach and time your sales conversations better. The tool fills a specific gap in your go-to-market strategy by identifying active demand you might otherwise miss.
Consider whether you need reactive intent signals like G2 provides or a more proactive targeting approach that reaches buyers before they start comparing vendors. Different industries and buying behaviors call for different strategies. Explore how AI-driven targeting works to understand the alternatives available when you want to create demand instead of just responding to it.
