G2 Expands Buyer Intent Across Four Software Discovery Platforms, Delivering Up to 2x More Signals

G2 research shows that half of B2B software buyers now start their research with AI chatbots - but the buying journey doesn't end there. Even with AI building their shortlists, most buyers are still reading reviews, comparing vendors, and evaluating competitors long before they speak to sales. For revenue teams, that activity goes largely undetected, and deals are increasingly entering the pipeline much later than they should.

G2 Buyer Intent is built around that reality, and I'm excited to share that we've now expanded the experience even further to bring together buyer research activity across G2, Capterra, Software Advice, and GetApp into a single unified view. Software vendors now get broader visibility into real software evaluation behavior across the platforms where buyers do their research, all within their existing workflows, at no additional cost.

What's changing with G2 Buyer Intent

This expansion is the direct result of G2's acquisition of Capterra, Software Advice, and GetApp (now called G2 Digital Markets) from Gartner in early 2026. G2 Buyer Intent now brings together first-party buyer behavior data from four of the most trusted software research platforms into a single, unified experience. Buyer behavior from the entire G2 family of brands now flows into a single Buyer Intent view, giving teams a more complete picture of in-market account activity that no other intent provider can replicate.

The expanded experience provides broader visibility into real software evaluation behavior, including:

• Reading reviews
• Comparing products and vendors
• Researching competitors
• Viewing category and product pages
• Evaluating software solutions

Early data indicates that customers can gain up to 2x more signals through the expanded dataset, including 36% more accounts actively in-market. Nearly one-third of those signals are brand new, representing buyers who were previously invisible across G2, Capterra, Software Advice, and GetApp. The impact will vary by category and buyer behavior patterns, though early results show particularly strong signal growth in regions and industries that previously had limited coverage.

For existing Buyer Intent customers, here's what the expansion means in practice:

• More actionable buyer signals within your existing Buyer Intent workflows, now from all four properties
• More opportunities to identify and engage in-market accounts earlier
• More pipeline potential powered by expanded intent coverage

Adam Smith, Account Executive at Hootsuite, shared his excitement about the opportunity this expanded G2 data set presents:

"Having used G2 Buyer Intent in a past role, I was excited to start using it right away at Hootsuite. Within two months of accessing the data, I closed my first deal sourced from a G2 comparison signal."

Adam continued, "Since then, I've enabled our entire AE team on what's become my 'secret' prospecting tool, and they're already seeing an increase in actionable accounts. With the addition of G2 Digital Markets data, we now have even better visibility into in-market buying activity and stronger signals to prioritize the right accounts at the right time."

Teams looking to take data even further can use G2 MCPs, including with Claude and HubSpot, to bring Buyer Intent signals directly into AI-powered tools where revenue teams already work. It's part of a broader effort to make G2 Intent available across the platforms and workflows where decisions actually get made. We'll share more on the full MCP roadmap at our Q2 Innovation Drop on June 17.

Why real buyer evaluation behavior matters

Unlike many intent providers that rely on third-party web browsing data and infer purchase intent from general online activity, G2 Buyer Intent is built on first-party data from buyers who are actively researching and evaluating software on G2, Capterra, Software Advice, and GetApp. That means reviews being read, vendors being compared, competitors being researched, and categories being explored by buyers who are actually in the market for software, not general web visitors whose browsing gets interpreted as intent.

Broader visibility into real buyer evaluation behavior means:

• More in-market accounts identified earlier in the buying journey
• Better prioritization of outreach and pipeline activity
• Demand captured that would have otherwise gone undetected
• A clearer picture of where buyer evaluation activity is increasing or decreasing across a product portfolio

No new tools, no new cost. Already live.

The expanded Buyer Intent experience is available to existing Buyer Intent customers at no additional cost. There is no additional setup, no new integrations, and nothing to configure. Customers can access expanded signals today in my.G2 under Buyer Activity.

Get started today

Software buying happens across multiple platforms, and revenue teams need visibility across them all to act on demand already in motion. The expanded Buyer Intent experience is live now. Existing customers can log into my.G2 to explore the expanded signals within their current workflows and integrations.

Want to review your Buyer Intent strategy in light of the expanded experience? Connect with the G2 team.