G2 Buyer Intent

What it is

G2 Buyer Intent is the seller-side data product that G2 sells to software vendors listed on its review site. It is a separate thing from the free reviews buyers read. When someone from a company views your G2 profile, your pricing page, your alternatives page, a comparison that includes you, your category, or a competitor’s page in your category, G2 records it as a signal against that company. You see the companies. You do not see the people.

G2’s documentation lists nine signal types: Profile, Pricing, Alternatives, Category, Compare, Sponsored content, Licensed content, Reference page and Competitive. Since June 2022 there has been no single intent score. Each account instead gets a Buying Stage (Awareness, Consideration or Decision) and an Activity Level (Low, Medium or High). G2 recalculates both daily.

Two 2026 changes are the reason this page exists. First, G2 agreed in January 2026 to buy Capterra, Software Advice and GetApp from Gartner, and the deal had completed by June. On June 3, 2026 G2 folded research from all three sites into Buyer Intent at no extra cost to existing customers. G2 reported up to 2x more signals and 36% more accounts in market, and said the gain varies by category. Second, G2 shipped MCP integrations for Claude, ChatGPT, HubSpot (through Breeze Agents), Gong, Profound and AirOps, and later Microsoft Copilot. It also added Snowflake, BigQuery and Databricks connectors, plus Intent Studio, a beta audience builder that filters signals by ICP before they reach your integrations.

Why it shows up in RevOps stacks

The question this page answers: is G2 Buyer Intent worth paying for now that G2 owns Capterra, or do Bombora and 6sense already cover it?

They measure different things, so neither covers the other. Bombora and the ABM suites tell you a company is reading more than usual about a topic across thousands of publisher sites. G2 tells you a company is looking at software listings in your category: your profile, your price, you against a named competitor. That is later in the buying process and much narrower. A Bombora surge on “sales engagement” can come from someone writing a blog post. A pricing-page view followed by a comparison of you against Outreach is rarely research for its own sake.

The Capterra deal matters because it fixes G2’s old weak spot. Before 2026, a large share of SMB software research happened on Gartner’s three sites and was invisible to G2 customers. One subscription now sees all four.

Pricing reality

Buyer Intent is a quote-only add-on. G2’s plans page lists four seller tiers: Free, Starter, Professional and Enterprise. Buyer Intent is marked as an add-on on Professional and Enterprise only. Starter cannot buy it. Starter is listed at $299 a month or $2,999 a year in year one, which tells you where the floor for a paid profile starts, not what intent costs.

• It is priced per product. G2’s docs say each product that receives signals needs its own subscription. A company with three products listed in three categories pays for three feeds.
• Your plan decides which signal types you get. G2’s docs say some plans receive more signal types than others. Ask for the signal-type list in writing for the tier you are quoted.
• Outside figures are thin. Vendr reports a median of about $27,000 a year across all G2 purchases, and that number blends profile packages with intent. One aggregator puts Buyer Intent alone at about $55,000 a year, but on four buyer reports. Treat both as directional.

Worked estimate, marked as one: a single product on Professional with the Buyer Intent add-on lands in the mid-five figures a year, before the contact data you need to act on it. Custom Audiences for ad platforms are included once you have Buyer Intent. The MCP and Market Intelligence access depend on your plan.

Best for

A RevOps or demand-gen leader at a B2B software company in a busy G2 category who wants late-stage, competitor-aware account signals routed into Salesforce or HubSpot and into SDR sequences. The scoped case where G2 wins outright: alerting the account owner within a day when a target account views your pricing page or compares you against a named rival, and starting a competitive play off that.

Not for

Companies that do not sell software. G2 only sees research on software listings. Also skip it if your category gets little G2 traffic or your profile has few reviews: the feed will be sparse and no tier fixes that. And skip it if you need to know which person is researching. The data is company-level, so contacts have to come from an add-on such as ZoomInfo Suggested Contacts or LinkedIn Sales Navigator.

Versus the alternatives

• 6sense: one of the two market-share leaders in ABM platforms. It blends its own signals with licensed feeds and lists G2 as an integration. Pick 6sense for predictive stages and orchestration across all intent sources. Add G2 when you want the review-site signal visible on its own. See 6sense.
• Demandbase: the other large ABM suite. It also has a G2 integration. Pick it for one vendor across ads, account identification and intent. See Demandbase.
• Bombora: the wholesale topic-intent feed. Pick it for broad category research across your whole account list. Pick G2 for listing-level, competitor-named signals. Many teams run both. G2 even routes its Audiences through Bombora’s activation API. See Bombora.
• The signal-stack approach: the fastest-growing alternative is composing your own triggers. That means first-party visitor identification from Warmly or RB2B, orchestrated in Unify or Clay. Pick it when your own website sees most of the late-stage research. Pick G2 when buyers in your category shortlist on review sites before they ever visit you.

Watch-outs

• Signal volume depends on your category, not on the tier you pay for. Guard: before signing, ask G2 for 90 days of historical signal counts for your product and your top three competitors, split by site (G2 versus Capterra, Software Advice and GetApp). If the count is low for your target segment, stop there.
• Company-level data stalls at the SDR desk. A “High activity” account with no named contact turns into a research task. Guard: budget the contact layer at the same time as the add-on, and require the pilot to produce routed contacts and meetings, not a dashboard.
• Per-product pricing adds up quietly. Guard: list every product and category you want covered, and get each one priced on the same quote before the first renewal.
• Intent Studio is still beta, and changes apply the next business day. Guard: keep a copy of your ICP filters outside G2, and check signal counts in your CRM for a week after any filter change.
• MCP access follows your subscription. The Copilot connector also needs an enterprise Copilot licence. Guard: confirm which data the MCP returns on your tier before you build an agent on it.

Related: intent data separates first-party intent from the third-party feeds that G2, Bombora and the ABM suites sell. Signal orchestration covers how to route it.