G2 has introduced a new set of go-to-market tools designed to help B2B software companies turn buyer intent signals into advertising campaigns, generate qualified leads, collect customer reviews and use market intelligence across AI-enabled workflows.

The quarterly product expansion comes as software buyers increasingly research products before engaging directly with vendors. G2's 2026 Buyer Behavior Report found that 82% of B2B buyers had used AI chatbots to source software recommendations during the previous two years.

That behavior is changing the timing of B2B demand generation. Buyers can identify vendors, compare products and develop shortlists before a salesperson enters the process, increasing the importance of signals generated during the research stage.

G2's latest tools are designed around that earlier buying activity.

The most significant advertising development is G2 Audiences, which allows companies using G2 Buyer Intent data to activate account-level intent signals across paid media.

Through Custom Audiences, marketers can identify companies researching their category, competitors or product profile and activate those accounts through Bombora's activation infrastructure. According to G2, supported DSPs include The Trade Desk, DV360, StackAdapt, Amazon DSP and Yahoo DSP.

The integration removes the need for manual CSV exports between intent-data and advertising workflows, potentially shortening the path from identifying in-market accounts to reaching them through programmatic campaigns.

Market Landscape

G2's expansion reflects the convergence of intent data and media activation.

Historically, intent data was frequently used by sales and marketing teams to prioritize accounts, build target lists or trigger outreach. Connecting those signals directly with advertising platforms moves intent data closer to campaign execution.

G2 says its audiences are also available through Bombora's Curated Ecosystem Audiences, allowing agencies and brand marketers to access G2-based audiences across more than 100 advertising technology platforms and destinations.

That creates another layer of potential use for B2B advertisers: combining commercial research signals with broader programmatic media strategies rather than relying exclusively on modeled audiences or static account lists.

G2 is also expanding lead generation through Verified Leads, a self-service pay-per-lead campaign product connected to Software Advice. Buyers are qualified by budget, authority, need and timing, with leads delivered alongside information such as company headcount, budget, required features, decision-makers and purchasing timelines.

Customer proof is another focus.

G2 now allows software companies to send personalized review requests through Gmail and LinkedIn, manage outreach and completion tracking, run review campaigns through HubSpot and collect reviews at live events through my.G2.

The changes reflect the growing importance of third-party evidence in B2B buying. As buyers conduct more independent research, reviews and customer experiences can become part of the information layer used to validate a vendor before direct engagement.

Strategic Outlook

G2 is also expanding how its data can be accessed through AI.

The company has expanded its Model Context Protocol (MCP) offering, allowing customers to query G2 data using natural language through supported AI environments. G2 says MCP integrations are available with platforms including Claude and ChatGPT, while the G2 MCP is also accessible directly within my.G2 for organizations that cannot use external AI tools.

The company has additionally opened its AI Custom Research offering to all customers. The service is designed to turn targeted buyer conversations into research reports and campaign assets using G2's third-party data and research infrastructure.

The most experimental development is G2 Agent Evaluations, which has entered public beta.

The product is aimed at an emerging problem in enterprise AI: vendors can make broad claims about what AI agents can accomplish, while buyers may have limited independent evidence for comparing actual performance.

G2 says its evaluations place agents in simulated company environments, configure each vendor's live agent as a customer would, provide comparable work and resources, and evaluate the resulting performance.

Taken together, the product releases point toward a broader change in B2B GTM technology. Buyer intent, advertising activation, customer proof, AI-accessible data and software evaluation are increasingly becoming connected parts of the same buying ecosystem.

Top Insights

• G2 Audiences connects first-party buyer intent signals with programmatic advertising, allowing marketers to activate account-level audiences across supported DSPs.
• Verified Leads adds a self-service pay-per-lead model with buyer qualification and additional purchase-context data for software vendors.
• New review capabilities connect customer-proof collection with Gmail, LinkedIn, HubSpot and live-event workflows.
• G2's expanded MCP access allows teams to query buyer and market intelligence through natural-language AI workflows, including Claude and ChatGPT.
• Agent Evaluations aims to provide standardized performance evidence for enterprise AI agents as buyers face increasing numbers of competing AI claims.

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