G2 Audiences Turns Buyer Intent Data Into a Paid Media Channel

What happened

G2 announced the launch on September 23 in a press release distributed via PR Newswire, alongside several other go-to-market tools: Verified Leads, a self-serve pay-per-lead campaign builder on Software Advice; expanded review-collection flows through Gmail and LinkedIn with a HubSpot integration; broader MCP access for natural-language queries inside my.G2; and an AI Custom Research feature now open to all customers for generating third-party evidence and campaign assets. G2 CMO Alex London tied the release to buyer speed, framing it as meeting buyers earlier in an already-compressed research window. The release also cited G2's 2026 Buyer Behavior Report finding that 82% of B2B buyers used AI chatbots for software recommendations in the past two years — the context G2 is using to justify moving intent data further upstream, into the channels that shape a buyer's shortlist before they ever hit a vendor's site.

Why G2 Audiences matters for buying committees

Intent data has mostly lived inside sales and marketing tools — 6sense, Demandbase, and G2's own signals feeding a CRM or an SDR's task list. G2 Audiences moves that same signal into programmatic ad buying, meaning a founder can now retarget an account the moment someone on its buying committee reads a comparison page on G2, without waiting for a sales rep to notice the signal. That matters because it collapses the gap between 'someone on the buying committee is researching' and 'that account sees your ad,' cutting out the lag that usually lets a competitor's paid presence win the impression first.

1. 01
   Check whether your G2 profile already qualifies

   G2 Audiences only activates intent signals tied to your existing G2 category and competitor comparison pages, so claim and optimize your G2 profile this week if you haven't — the product can't target buyers researching you if G2 doesn't have clean data to work from.
2. 02
   Route new signal into your existing DSP, not a new budget line

   If your team already runs account-based ads through The Trade Desk or DV360, treat G2 Audiences as a targeting layer to test on current spend before requesting new budget for it.
3. 03
   Coordinate before the same signal fires twice

   Sales teams already using G2's buyer intent inside their CRM should loop in whoever owns paid media now, since the same account-level signal is about to drive both an SDR's outreach and a retargeting ad — uncoordinated, that reads as spam to the buyer.

By the numbers: G2 Audiences launches across five major demand-side platforms — The Trade Desk, DV360, StackAdapt, Amazon DSP, and Yahoo DSP — and G2's 2026 Buyer Behavior Report puts AI-chatbot usage for software recommendations at 82% of B2B buyers over the past two years.

"Buyers are researching earlier, shortlisting faster, and expecting more proof before they ever talk to sales." — Alex London, CMO, G2

What to do this week

If your GTM stack already touches G2 — a claimed profile, a review-generation flow, or a comparison page — request access to G2 Audiences through your G2 account rep this week and test it against a single existing DSP campaign before expanding budget. If you don't have a G2 presence yet, prioritize claiming your category listing over building this specific integration; the ad targeting is only as good as the underlying profile data.