The short version
G2 Buyer Intent is the most precise intent signal a software vendor can buy, and also the narrowest. It tells you which companies are looking at your G2 profile, your category, your competitors and the comparison pages between you, which is about as close to "this account is choosing a vendor right now" as third-party data gets. It only covers accounts that research on G2, it is sold as part of G2 Marketing Solutions subscriptions with no public price, and G2 Marketing Solutions holds a 4.4/5 rating on G2's own site at time of writing.
Buy it if you sell software, have a G2 profile with real review volume, and want a late-stage trigger to layer on top of a broader feed. Skip it if your buyers do not use review sites, your G2 profile is thin, or you need early-funnel coverage; for that, see the Bombora review and the Bombora vs G2 comparison.
What G2 Buyer Intent is
G2 Buyer Intent is a data product that reports which companies are active on G2.com pages relevant to you. G2 resolves visitors to their company through a mix of logged-in user data and IP-to-company matching, then surfaces that activity to you as a vendor. There are four kinds of signal, in roughly ascending order of urgency:
| Signal | What happened | What it usually means |
|---|---|---|
| Category page views | An account viewed the G2 category you are listed in | Early research; the buyer is building a list |
| Competitor profile views | An account viewed a competitor's profile in your category | Mid-stage; they are evaluating alternatives that may include you |
| Your profile views | An account viewed your product profile, reviews or pricing tab | Mid-to-late; you are on the list |
| Comparison page views | An account viewed a "You vs Competitor" comparison page | Late; a head-to-head decision is in progress |
The data is delivered through the G2 vendor dashboard and through integrations. G2's published integration list includes Salesforce, HubSpot, Slack, LinkedIn Matched Audiences, 6sense, Demandbase, Marketo, Outreach and Salesloft, among others. Most teams route comparison-page and profile-view signals to sales, and category and competitor signals to marketing for ads.
G2 Buyer Intent is not sold on its own. It comes as part of G2 Marketing Solutions, which also includes the paid profile features, review-generation tools, content licensing and G2's own advertising products. That bundling matters for both pricing and evaluation: you are buying a vendor-marketing subscription that includes intent, not an intent feed.
Pricing
G2 does not publish pricing for Buyer Intent or for G2 Marketing Solutions. The product page directs you to a sales conversation. Public G2 reviews of G2 Marketing Solutions describe subscriptions as a low-to-mid five-figure annual commitment, with the number depending on the package tier, the number of categories you want intent coverage for, and which integrations are included. Those are reviewer anecdotes, not list prices; we treat them accordingly on our intent data pricing page.
The free G2 vendor profile does not include intent data. It lets you claim and manage your listing and see aggregate profile traffic, but not which companies are behind it. The commercial logic is straightforward: G2 gives the profile away to build the audience, then sells vendors the ability to see who is in it.
Two pricing consequences follow. If you already pay for G2 Marketing Solutions for review generation and profile features, the intent data may be a small incremental cost or already included in your tier, and it is worth confirming. If you do not pay G2 today, the intent data alone is rarely a reason to start; the case has to include the value of the profile features as well.
Strengths
Precision at the decision stage
No other third-party source tells you that a specific account looked at a page comparing you against a named competitor this week. Publisher-co-op data says an account is reading about your category; G2 says they are choosing. For a sales team, a comparison-page view is the single highest-value third-party trigger available, and public G2 reviews of the product consistently cite exactly this use.
Competitive visibility
Because G2 reports views of competitor profiles in your category, you see accounts that are shopping your market before they have ever heard of you. That is a prospecting list you cannot get from your own website. It is also a useful early-warning system for existing customers researching alternatives before renewal.
Integrations that match how sales teams work
The Slack, Salesforce, HubSpot, Outreach and Salesloft integrations mean the signal reaches a rep as an alert or a CRM field rather than a dashboard nobody opens. The LinkedIn Matched Audiences integration lets marketing build ad audiences directly from intent segments. G2 also delivers into 6sense and Demandbase, so platform buyers can blend G2's signal with their existing scoring.
The signal is consented and explainable
The activity happened on G2's own site, under G2's own privacy terms. There is no bidstream inference and no dispute about where the data came from. When a rep asks why an account is flagged, the answer is "someone there looked at our comparison page on Tuesday," which is a lot easier to act on than a topic score.
Weaknesses
Coverage is narrow
G2 sees accounts that research on G2. That is a large audience in software and SaaS categories and a small or nonexistent one in industrial, healthcare, financial services and professional services. If you are unsure whether your buyers use G2, check your own category page's traffic and review counts before you buy. A thin category means a thin signal.
You need a profile worth visiting
Intent data is only generated when accounts visit relevant pages. A vendor with a handful of reviews in a crowded category will see competitor and category signals but few profile or comparison views, because nobody is comparing against them yet. Public G2 reviews from smaller vendors say this plainly. Build review volume first; the G2 Marketing Solutions subscription includes tools for that, which is part of the bundling argument.
Account-level only
G2 resolves to the company, not the person. You know that someone at Acme viewed a comparison; you do not know who. Turning that into outreach requires a contact database (ZoomInfo, 6sense credits, or your own CRM). The ZoomInfo Intent review covers the alternative of buying intent with contacts attached.
It is late-funnel by construction
By the time an account is comparing vendors on G2, its shortlist is mostly built. G2 Buyer Intent helps you win deals you are already in and catch a few you are not; it does not help you shape demand months earlier. For that, you need publisher-co-op data. This is why nearly every team that runs G2 Buyer Intent also runs Bombora or a platform built on it.
Bundled pricing obscures the intent cost
Because intent is inside G2 Marketing Solutions, it is hard to know what you are paying for the data versus the profile features. Ask for the itemized breakdown. If the answer is that intent is not separable, decide whether you would buy the subscription without it.
How it compares
| Vendor | Signal source | Granularity | Pricing | G2 rating | Pick it when |
|---|---|---|---|---|---|
| G2 Buyer Intent | G2.com category, profile, competitor and comparison views | Account | Bundled with Marketing Solutions, custom | 4.4 | You sell software and want the decision-stage trigger |
| TrustRadius Intent | TrustRadius product, comparison and pricing page views | Account | Bundled with vendor packages, custom | 4.5 | Your buyers skew enterprise and you want a second review-site source |
| Bombora | Publisher co-op topic surges | Account + topic | Custom data license | 4.5 | You need breadth and early-funnel coverage |
| 6sense | Proprietary crawl + first-party + partners, with predictive stage | Account + stage, contacts on credits | Free sales tier; paid custom | 4.4 | You want scoring and activation bundled |
| RB2B | Your own website visitors | Person (US) | Free tier; published paid plans | 4.7 | You want the cheapest possible first-party signal |
The pairing that shows up most in public reviews is G2 plus Bombora, with the two feeds meeting in a CRM, an ABM platform, or a paid-media tool such as Metadata.io (our disclosed sponsor, which lists G2 among its intent sources). TrustRadius is the natural second review-site source for vendors selling into larger enterprises.
Best-fit customer profile
G2 Buyer Intent fits a B2B software vendor with an established G2 profile (dozens of reviews or more), a category with meaningful G2 traffic, a sales team that will act on account-level alerts, and a contact database to turn accounts into people. It fits best as a second intent source alongside a broad feed, not as the only one.
It does not fit vendors outside software, vendors with thin G2 profiles, teams with no way to route alerts to reps, or anyone hoping to use it for early-funnel demand creation. If you are in that second group, start with the buyer's guide to find the source type that matches your buyer, and see the homepage ranking for where G2 lands against the other eleven providers.
Our verdict
G2 Buyer Intent earns its third-place ranking on our homepage by being the sharpest late-stage signal in the category, not the widest. For software vendors with a real G2 presence, it is close to mandatory as a sales trigger. For everyone else it is a subscription to a review site your buyers do not use. Confirm your category's G2 traffic, ask for the itemized price inside Marketing Solutions, and pair it with a broad feed; on those terms it is one of the better-value purchases in intent data.
Frequently asked questions
What does G2 Buyer Intent actually show you?
It shows which companies are viewing your G2 product profile, your category page, your competitors' profiles, and comparison pages that include you, plus the activity level and recency. It resolves visitors to the account level, not the person, and delivers the data through the G2 dashboard and integrations with Salesforce, HubSpot, Slack, LinkedIn, 6sense, Demandbase and others.
How much does G2 Buyer Intent cost?
G2 does not publish a price. Buyer Intent is sold as part of G2 Marketing Solutions subscriptions, and public G2 reviews describe those packages as a low-to-mid five-figure annual commitment depending on tier and number of categories. A basic G2 vendor profile is free; the intent data is not.
Is G2 Buyer Intent worth it if we have few G2 reviews?
Usually not yet. The signal depends on traffic to your profile and your category. If your profile has a handful of reviews and your category has little G2 traffic, there is little to see. Build the profile first, then add intent once there is activity to report.
Can G2 Buyer Intent replace Bombora?
No. G2 sees only accounts researching on G2, which is a small, late-stage, software-centric slice of the market. Bombora sees research across thousands of publisher sites. They complement each other: Bombora for breadth and early signal, G2 for precision at the comparison stage.
Disclosure. BestIntentDataProviders.com is an independent editorial directory operated with sponsorship from Metadata.io, a vendor in this category. Metadata is held to the same review format and scoring as every other vendor here, and never given a rating above its public G2 score. Ratings and pricing are sourced from public pages and cited below.