AI has moved the buying decision earlier, and most go-to-market (GTM) teams are still built for the old timeline.
Buyers are researching earlier, shortlisting faster, and expecting more proof before they ever talk to sales. Our 2026 Buyer Behavior Report found that 82% of B2B buyers have used AI chatbots to source software recommendations over the past two years.
That shift changes what GTM teams need to do well: it's not enough to spot demand once it lands in the pipeline. Teams need to reach the right accounts, build proof that holds up, and get that proof in front of buyers while the decision is still taking shape. This quarter's innovations are built around exactly that.
Custom Audiences takes G2 Buyer Intent data and puts it to work directly in paid media. Rather than lean on modeled lookalikes or static lists, teams can build account-level audiences in my.G2 from real, first-party signals of active buying behavior. From there, Bombora's activation API turns that account list into an addressable audience and delivers it into supported DSPs, including The Trade Desk, DV360, StackAdapt, Amazon DSP, Yahoo DSP, and other select platforms. Teams can use G2 signals to identify companies actively researching their category, competitors, or product profile, then activate those audiences without manual CSV exports or disconnected campaign workflows.
For agencies and brand marketers, both our custom and syndicated audiences are also available through Bombora's Curated Ecosystem Audiences, accessible directly from Bombora and activatable across more than 100 ad tech platforms and destinations, applying our Buyer Intent data to broader media planning and programmatic campaigns.
We’ve also launched Verified Leads as a self-serve, pay-per-lead campaign builder that connects vendors with buyers actively comparing solutions on Software Advice. G2’s software advisors qualify every lead by budget, authority, need, and timing. Our team does the consultation, so your sales team receives quality leads with headcount, budget, must-have features, decision-makers, and timeline.
Our goal is to make review generation something you can run repeatedly, not a campaign you run once a year.To do this, our team is opening up new opportunities to help you ask for reviews right where you or your customers are. Companies can send personalized review requests through LinkedIn, track outreach and completions in one place, run campaigns from HubSpot, or collect reviews live at events through my.G2.
We keep expanding where and how teams can query our data. G2’s proprietary data handles the quick one-off queries or large automated tasks with existing MCP integrations like Claude and ChatGPT. We’ve also made the G2 MCP available directly in my.G2 for teams that can't integrate external AI tools into their workflow. No more searching through dashboards, sheets, or text. Clearer answers, faster. And better yet, any team on an Enterprise plan can now access our Market Intelligence data with no added lift on your part. Think data from reviews, buyer intent, and competitive intelligence right at your fingertips in a matter of seconds.
We’ve also opened AI Custom Research to every customer, so anyone can turn targeted buyer conversations into data-backed reports, complete with campaign assets, in weeks rather than months.
The enterprise AI agent market is full of claims and short on independent proof. That's the gap Agent Evaluations, now in public beta, is built to close. We place agents inside a simulated company, configure each vendor's live agent the way a real customer would, give every agent in a category identical work and resources, and score what they actually do. It's still early, and we're refining the methodology, but if you want your agent evaluated, you can submit it for consideration now.
Reaching in-market buyers earlier, proving your value with credible customer evidence, and understanding how buyers are actually evaluating software in an AI-shaped journey: that's the throughline across everything we launched this quarter.
Whether it's putting Buyer Intent to work in your paid media, speeding up how quickly a lead turns into a qualified conversation, or getting an early, independent read on how your AI agent actually performs, these tools are built to meet buyers where the decision is already being made.
To learn more, sign up and watch G2's Quarterly Innovation Drop.