G2 Buyer Intent: Nine Signal Types, the Profile Gate and What It Costs

G2 Buyer Intent stopped being a G2-only product in 2026. A G2 newsroom post dated June 3, 2026 announces that buyer research activity from "G2, Capterra, Software Advice, and GetApp into a single unified view" now flows into one Buyer Intent experience, following what the same post describes as G2's acquisition of Capterra, Software Advice and GetApp from Gartner in early 2026, "now called G2 Digital Markets". The post reports "up to 2x more signals through the expanded dataset, including 36% more accounts actively in-market", delivered to existing customers "at no additional cost".

The live B2B intent data guide already makes the category argument for review-site intent, that it is much closer to purchase than a publisher co-op, and there is no point re-arguing it here. What that guide does not cover is the part a buyer has to work through: which signals you actually receive, the profile and package prerequisites that disqualify a lot of companies before they get to a quote, and where the signal simply does not exist.

The nine signals, and why your plan decides which ones you see

G2's product documentation lists Buyer Intent as nine distinct signal types, each triggered by a different page a buyer looked at.

Profile means someone viewed your G2 product page. Pricing means they viewed the pricing page on your profile, which the docs describe as indicating the buyer is evaluating your product against their budget. Compare means they viewed a comparison page containing your product and at least one competitor. Category means they viewed a category page that includes you, which the docs frame as early-stage research. Alternatives means they viewed an alternatives page for your product or a competitor's in your subscribed category.

Four more come from your own paid and owned surfaces rather than from organic browsing: Sponsored content when a buyer sees an advertisement for your product on G2, Licensed content when they open one of your licensed G2 reports, Reference page when they view one of your G2 reference pages, and Competitive when a buyer views a pricing, profile or compare page for a competing product in a shared category.

The sentence that governs all of it sits in the same documentation: "Your product's G2 plan determines the types of Buyer Intent signals you receive." This is not a product where everyone gets the same feed and pays a different amount for volume. The signal menu itself is tiered, and G2's guidance for finding out which ones you have is to look at the Buyer Intent section of the plan table inside your own account.

The Competitive group is the newest addition. A separate G2 newsroom post introduces Competitive Intent Signals covering "Views on a competitor's product profile", "Visits to a competitor's pricing pages" and activity on comparison pages featuring competitors, and states they are "available to all G2 Buyer Intent customers via LinkedIn, Slack, and the API", with HubSpot, Salesforce and Demandbase named as coming later.

Organic research on youBuyer came to your surfaces

• Profile: viewed your G2 product profile
• Pricing: viewed the pricing page on your profile
• Compare: viewed a comparison page including you and a competitor

Category-level researchBuyer is in market, not yet on you

• Category: viewed a category page that includes your product
• Alternatives: viewed an alternatives page for you or a competitor in your category
• Competitive: viewed a competitor's pricing, profile or compare page in a shared category

Your paid and licensed assetsSignals from things you bought or published

• Sponsored content: viewed a G2 advertisement for your product
• Licensed content: opened one of your licensed G2 reports
• Reference page: viewed one of your G2 reference pages

Buying Stage and Activity Level replaced the score

Anyone carrying a mental model of a single G2 intent score is several years out of date. The documentation states plainly: "As of June 2022, G2 reports Buying Stage and Activity Level in place of a singular Buyer Intent score."

Buying Stage is a three-value field, Awareness, Consideration and Decision, described as an evaluation of where the buyer sits in their journey based on page engagement and signal type. Activity Level is also three values, Low, Medium and High, computed from aggregate behaviour including time on page and total pages visited. The docs attach a recommended action to each: at Low, a nurture campaign; at Medium, outreach lists and engagement within a week; at High, engage immediately. Both fields are recalculated daily, and G2's own reference confirms "G2 updates Buying Stage and Activity Level daily".

Two three-value fields is a coarser instrument than a 0 to 100 score, and coarser is the right call for a routing rule. The important operational fact is the refresh cadence, because a daily-updating stage field only helps if something on your side reads it daily. The connection shapes and decay speeds in intent signal APIs for outbound are the relevant reading before you design that routing.

The prerequisite that disqualifies most buyers

Two gates sit in front of this product, and both are published on G2's own plans page.

The first is the profile. G2's plans page states "we require all customers to activate Core", Core being the profile product. Buyer Intent measures traffic to and around your listing, so a company with no claimed, populated, review-carrying G2 profile has nothing generating signal in the first place. This is a genuine disqualifier, not a formality.

The second is the package tier. In the plans page's detailed comparison table, the Buyer Intent row reads "Collect and activate buyer intent data from G2 Profile, Category, Comparison, and Competitor traffic", and the columns show it as an Add-on on Professional and on Enterprise, with the Free and Starter columns blank. The same is true of the ABM Integrations row beneath it. So Buyer Intent is not available at all on the two cheapest plans, including the one with a published price.

A third constraint bites multi-product vendors: the documentation states that G2 sends Buyer Intent signals at product level, and that "each product that you want to receive Buyer Intent signals must have its own subscription". A company with four listed products is buying this four times.

Before requesting a G2 Buyer Intent quote

• ✓Yes: Your product category exists on G2 and has real buyer traffic
• ✓Yes: You have a claimed G2 profile with reviews on it
• ✓Yes: You are on, or willing to move to, the Professional or Enterprise Core package
• ✓Yes: Someone will act on a Decision-stage account within days
• ~Depends: You have multiple listed products, so budget for a subscription each
• ✕No: You are on the Free or Starter plan and expect Buyer Intent to be included
• ✕No: You need the name of the individual who visited, not the company

What it costs, and how it is packaged against the review spend

G2 publishes real prices for the profile product and none for the intent add-on, which is a combination worth understanding before a sales call.

On the plans page, Core has four tiers. Free carries a basic profile and three users. Starter is published at "$299/month" or "$2,999/year", and the page defines the small businesses it is aimed at as "1-100 employees". Professional and Enterprise both say contact sales. The plans page also carries a footnote that most write-ups miss: "Year 2 pricing increases to $599/month or $6,000/year". That page renders the plan table twice and only one rendering carries the year-two note, so a reader skimming the other block sees the $299 figure with no escalation attached.

Buyer Intent itself sits in the Add-ons section with no published price. What the plans page does publish about it is a seat effect: user limits are set by the highest package plus the inclusion of Buyer Intent, and "Buyer Intent allows for 30 total users for customers on the Professional Package", against the 10 that Professional otherwise carries. Enterprise runs unlimited admins.

Putting a shape on the total is possible, provided the invented parts are labelled as invented. A vendor on Professional with one listed product would be paying an unpublished Professional licence, plus an unpublished Buyer Intent add-on, plus optionally G2 Clicks or Paid Promotions advertising, plus review-generation effort to keep the profile producing traffic. If those first two landed at a combined figure of, for illustration only, $30,000 a year, and the account produced 200 in-market accounts across a year, that is $150 per identified in-market account before anyone works one. Both of those numbers are invented to show the arithmetic, neither is quoted or published by G2, and the only honest way to fill them in is a quote and a pilot. The live guide carries a reported annual range for G2 Buyer Intent drawn from what buyers say they pay; that is a different kind of claim from a published price, and no published price for this add-on exists to check it against.

How the data gets to you

G2 delivers through my.G2 and through integrations, and its documentation site is unusually good for this category. Buyer Intent data appears in my.G2 under Buyer Activity, filtered through a "Match Your Ideal Customer Profile" panel that accepts date range, named companies, firmographics and geography, target products, signal types and target categories.

Beyond the interface, G2 publishes a Buyer Intent data dictionary for its API and warehouse feeds, with named fields including company name and domain, employee count and range, sector and industry, visit URL, visit type, visit date, total page views, last seen, activity level and buying stage. It documents native integrations for Salesforce, HubSpot, Marketo and Pipedrive, delivery to LinkedIn and Slack for the competitive signals, and a G2 MCP server for agent workflows.

Profile visitor data is exportable. G2's newsroom post on the feature describes "company-level insights into who's actively exploring your product page", downloadable as a CSV whose fields include "visitor company, the company domain, and the company ID", plus visitor country, region, visit count and date of each visit.

One integration is worth flagging because it connects two vendors people often evaluate against each other. G2 documents a Bombora Company Surge integration that pulls topic intent into my.G2, and specifies that "you must select a minimum of 10 topics and a maximum of 25 topics" for it. Running both is a real pattern, and it is also exactly the overlap risk the live guide warns about, so check what your other platforms already license before paying twice.

1. June 2022Single score retired

   G2 replaces one Buyer Intent score with two fields, Buying Stage and Activity Level, both recalculated daily

2. Early 2026Capterra, Software Advice and GetApp acquired

   G2 acquires the three from Gartner, now operating as G2 Digital Markets

3. June 3, 2026Buyer Intent unified across four platforms

   G2 reports up to 2x more signals and 36 percent more in-market accounts, at no additional cost to existing customers

The limitation that decides everything

The signal only exists where your category is active on G2. That is the whole constraint, and it is not a coverage percentage you can negotiate up.

If your buyers research software on review sites, this is the highest-quality third-party intent available to you, because the person is comparing named vendors rather than reading an article. If your category is thin on G2, or your buyers are procurement committees who never touch a review site, or you sell services rather than software, the feed will be sparse and no package tier will fix that. Checking is cheap: look at your own category page and comparison pages on G2 before you talk to anyone.

Two further limits. The signal is company-level, so it names the account and not the person, which is the same account-level-signal, person-level-outreach gap the live guide describes and the reason it is a prioritisation layer rather than a list. And the product is entangled with your review spend, since profile traffic is what generates most of the signal, so a thin or stale profile produces a thin feed regardless of what you pay for the add-on.

For identifying individuals on your own website rather than on G2's, that is a separate category with its own mechanics and its own legal exposure. The person-level end of it is covered in RB2B review and alternatives.

Compliance, briefly and correctly

G2's own data reference lists visitor country and visitor region alongside company fields, so these records describe a company plus a coarse location for the individual who triggered the visit. Whatever a vendor's own compliance posture, the vendor's compliance is not the sender's compliance. A lawfully collected signal answers where the data came from; the sender still owes their own lawful basis, the country-by-country ePrivacy check, and transparency in the first message, all of which is set out in GDPR for B2B outbound.

Who should buy it

Software vendors with an established G2 presence, a category their buyers genuinely research, and someone who will act on a Decision-stage account inside a week. Under those conditions this is a strong buy, and the four-platform expansion makes it meaningfully broader than it was, particularly for categories that were previously thin. Route the Decision plus High combination straight to a person, feed Awareness accounts into your lead scoring model rather than into a sequence, and count only what turns into a sales qualified opportunity rather than counting signals.

Everyone else should fix the profile first, or spend the money on list quality and message testing instead. If you want the outbound motion proven before you add an intent line to the budget, get a free campaign plan and we will show you what your current list and message produce.

Pricing and features verified as of August 2026. Verify current terms with the vendor before relying on them.