G2 launches buyer intent tools & agent testing beta

G2 has launched new buyer-intent, lead-generation, and customer-review tools for software vendors. The rollout also includes a public beta for Agent Evaluations.

The additions are aimed at go-to-market teams that want to reach software buyers earlier in the purchasing process and add more third-party evidence to sales and marketing efforts.

Among the new products is G2 Audiences, which lets users activate G2 Buyer Intent data in paid media campaigns. Built around first-party signals from buyers researching software, it can be used to create account-level audiences in my.G2 through Bombora's activation API.

Those audiences can then be delivered into demand-side platforms including The Trade Desk, DV360, StackAdapt, Amazon DSP and Yahoo DSP. The aim is to reduce the manual work involved in exporting account lists and switching between separate campaign systems.

Lead generation

Another launch is Verified Leads, a self-serve pay-per-lead campaign builder that connects software vendors with buyers comparing products on Software Advice. G2 said buyers are qualified by software advisors against budget, authority, need and timing before being passed to vendors.

Each lead also includes added information such as headcount, budget, required features, decision-makers and purchase timeline. G2 positioned the service as a way to give sales and marketing teams more detailed information when a lead is delivered.

G2 has also expanded its review collection tools. Users can now send review requests through Gmail and LinkedIn, manage outreach and completion tracking in one place, run review campaigns from HubSpot, and collect reviews at live events through my.G2.

The goal is to make customer review collection easier to manage within tools teams already use, while tying the process more closely to existing customer workflows.

Buyer data

Alongside those launches, G2 has widened access to buyer and market data through its MCP offering. Users can ask natural-language questions and receive G2 data in response, according to the company.

The MCP service already works with external AI platforms including Claude and ChatGPT. It is now also available directly in my.G2 for customers that do not allow external AI tools in their internal workflows.

G2 has also opened its AI Custom Research product to all customers. The offering is designed to turn targeted buyer conversations into reports and campaign assets that can serve as third-party evidence in marketing and sales efforts.

The broader launch comes as software buyers use AI tools more often during research and product comparison. G2 cited its 2026 Buyer Behaviour Report, which found that 82% of B2B buyers had used AI chatbots to source software recommendations over the past two years.

Agent testing

The public beta of Agent Evaluations addresses a separate but related part of buyer research. G2 said the tool is intended to help buyers compare AI agents based on how they perform on the same tasks, rather than relying on vendor claims.

Under the model G2 described, agents are placed in a simulated company environment, configured as a customer would set them up, given identical work and resources, and then scored on their outputs. The process is intended to provide independent performance evidence in a market where claims about AI agents are growing quickly.

Alex London, Chief Marketing Officer at G2, said the products were built around a shift in how enterprise software buying decisions are made. "Buyers are researching earlier, shortlisting faster, and expecting more proof before they ever talk to sales," London said.

"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," London said.