G2 Accelerates Go-to-Market Execution With New Buyer Intent and Customer Proof Tools

New self-serve solutions for audience activation, lead generation, review collection, and agent evaluation help software companies reach in-market buyers at the decision stage.

CHICAGO, Sept. 23, 2026 /PRNewswire/ -- G2, the world's largest and most trusted data source on B2B software, today announced new tools that enable go-to-market (GTM) teams to turn more buyer signals into action. The company's latest quarterly innovation drop offers software brands new ways to activate verified buyer intent, launch lead generation campaigns, collect customer proof, and understand how buyers are evaluating software in a buying journey increasingly shaped by AI.

Software buyers are researching, comparing, and shortlisting products earlier in the buying journey, often before they ever speak to a vendor. G2's 2026 Buyer Behavior Report found that 82% of B2B buyers used AI chatbots to source software recommendations over the past two years. As that behavior accelerates, GTM teams need faster ways to reach in-market accounts, act on the signals those accounts generate, and build the proof buyers now expect.

"Buyers are researching earlier, shortlisting faster, and expecting more proof before they ever talk to sales," said Alex London, Chief Marketing Officer at G2. "For GTM teams, it is no longer enough to identify demand after it shows up in the pipeline. They need to reach the right accounts, build credible evidence, and bring customer proof into the conversation while the buying decision is taking shape. Everything we've built this quarter is designed to help teams take those actions faster so they can close more deals."

G2 Audiences puts verified buyer intent into paid media channels

G2 Audiences enables teams to activate G2 Buyer Intent data directly across paid media channels, turning intent data into live campaigns. Built on first-party commercial intent signals from buyers actively researching software, G2 Audiences offers a more direct way to reach companies that show real buying behavior, rather than relying solely on modeled lookalikes or static account lists.

With Custom Audiences, G2 Buyer Intent customers can build account-level audiences and activate them directly within my.G2 through Bombora's activation API. Bombora transforms that account list into an addressable audience and delivers it into supported DSPs, including The Trade Desk, DV360, StackAdapt, Amazon DSP, Yahoo DSP, and other select platforms. Teams can use G2 signals to identify companies actively researching their category, competitors, or product profile — and then activate those audiences, without manual CSV exports or disconnected campaign workflows.

For agencies and brand marketers, G2-based audiences (both custom and syndicated) are also available in Bombora's Curated Ecosystem Audiences. These audiences can be accessed directly from Bombora and activated on more than 100 ad tech platforms and destinations, applying G2's Buyer Intent data to broader media planning and programmatic campaigns.

Verified Leads updates speed up manual GTM work

G2 also introduced Verified Leads, a self-serve pay-per-lead (PPL) campaign builder that connects software vendors with buyers actively comparing solutions on Software Advice. G2 Software Advisors qualify buyers by budget, authority, need, and timing, and after checkout, each lead arrives with attached headcount, budget, must-have features, decision-makers, and timeline.

With G2's new review collection capabilities, software companies have another way to reach customers through the channels they already use. Teams can send personalized review requests through Gmail and LinkedIn, track outreach and completions in one place, run review campaigns from HubSpot, and collect reviews at live events directly through my.G2. Together, these updates make review generation more accessible, repeatable, and connected to existing customer workflows.

G2 expands access to buyer insight and market evidence

G2 has also expanded the MCP offering with more ways for teams to access and apply buyer and market data to their workflows. This gives customers another way to ask natural-language questions and get G2 data back. In addition to MCP integrations with platforms like Claude and ChatGPT, the G2 MCP is now also available directly in my.G2 for teams that cannot use external AI tools in their workflows.

G2 has also extended access to its AI Custom Research offering to all customers. Helping teams quickly turn targeted buyer conversations into data-backed reports with campaign assets, G2's AI Custom Research is designed to produce credible third-party evidence and supporting content in weeks, not months.

Agent Evaluations enters public beta

G2 also announced a beta look at G2 Agent Evaluations, which brings independent performance evidence to the fast-growing enterprise AI agent market. Buyers currently face a flood of claims about what agents can do without a reliable way to verify their accuracy, compliance, and outputs, or compare them head-to-head. G2's evaluations place agents inside a simulated company, configure each vendor's live agent the way a customer would, give every agent in a category identical work and resources, and score what they actually do.

Agent Evaluations is currently available in beta with G2 continuing to refine its methodology. Software brands interested in having their agent evaluated can submit a request for consideration.

To see these innovations in action, watch G2's Quarterly Innovation Drop.

About G2

G2 is the world's largest and most trusted data source on B2B software, helping businesses reach their peak potential by enabling confident buying and go-to-market decisions. Offering trusted data, authentic peer reviews, and real-time market intelligence, the G2 ecosystem — which includes Capterra, Software Advice, and GetApp — serves more than 200 million annual buyers, representing teams at every Fortune 500 company.

As buyers increasingly shift from traditional search to AI search platforms, G2 has become the most-cited B2B software source across those AI-first channels where software discovery happens. Leading software and services companies like Salesforce, IBM, SAP, Adobe, and Clay also trust G2 to influence discovery, build brand credibility, reach in-market buyers, and accelerate revenue growth. To learn more, visit www.g2.com and follow us on LinkedIn.

SOURCE G2