B2B software marketplace and data platform G2 has announced a suite of new go-to-market (GTM) capabilities designed to help revenue teams translate buyer intent signals and customer trust directly into executable campaigns.
The quarterly product release introduces major updates, including G2 Audiences for paid media activation, a self-serve Verified Leads builder, expanded Model Context Protocol (MCP) access, and a public beta launch of G2 Agent Evaluations an independent benchmarking framework for enterprise AI agents.
Connecting Intent Signals Directly to Paid Media and Pipeline Workflows
According to G2’s 2026 Buyer Behavior Report, 82% of B2B software buyers have utilized AI chatbots to research software recommendations over the past two years. This shift in buyer behavior forces GTM teams to engage prospective accounts earlier in the evaluation cycle, before software decisions are finalized.
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G2’s latest innovations address this shift by bridging the gap between passive intent discovery and live campaign execution.
Key product modules and operational enhancements include:
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G2 Audiences & Custom Audiences: Enables revenue teams to activate first-party G2 Buyer Intent data across digital advertising channels. Powered by Bombora’s activation API directly within the my.G2 platform, marketers can stream in-market account lists into major Demand-Side Platforms (DSPs) including The Trade Desk, Google DV360, StackAdapt, Amazon DSP, and Yahoo DSP without manual CSV exports.
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Bombora Curated Ecosystem Audiences: Extends custom and syndicated G2 audiences to agencies and brand marketers through Bombora’s network, supporting programmatic media execution across more than 100 ad tech platforms.
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Verified Leads Builder: Introduces a self-serve, pay-per-lead (PPL) campaign builder connecting vendors with buyers comparing solutions on Software Advice. Every lead is pre-qualified by G2 Software Advisors based on budget, buying authority, project needs, and implementation timelines.
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Omnichannel Review Collection: Expands review request capabilities across everyday business channels including Gmail, LinkedIn, HubSpot campaigns, and live event activations via my.G2 simplifying customer proof generation.
“Buyers are researching earlier, shortlisting faster, and expecting more proof before they ever talk to sales,” said Alex London, Chief Marketing Officer at G2. “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.”
Expanding AI Integration and Independent Agent Evaluation
To support data-driven decision-making across enterprise environments, G2 expanded access to its Model Context Protocol (MCP) integrations. In addition to external connections with LLM platforms like Claude and ChatGPT, the G2 MCP is now accessible natively within my.G2, allowing organizations with strict data policies to query buyer intelligence using natural language prompts. G2 also opened its AI Custom Research offering to all customers, enabling teams to produce data-backed market reports in weeks.
Simultaneously, G2 introduced a public beta for G2 Agent Evaluations to provide independent, objective benchmarking for the rapidly expanding AI agent market. The evaluation framework places vendor AI agents within a simulated enterprise environment, assigning identical resources and tasks to evaluate accuracy, compliance, and real-world task execution.
