Most sales and marketing teams know which accounts fit their ideal customer profile (ICP). But few can tell you which of those accounts are actually in-market right now. That's the difference between an account that simply fits and one that warrants attention today. And G2 and Clay are closing that gap.
G2 has partnered with Clay to bring our insights — including reviews, category taxonomy, market intelligence, and Market Signals — into Clay. Clay, the infrastructure that fast-growing go-to-market (GTM) teams already use to build their revenue system, unifies a company's customer and market data from more than 200 third-party sources, then deploys GTM agents to research, prioritize, and act on the accounts that matter.
With this partnership, G2's trusted, first-party buyer insights are now available directly inside Clay — no separate G2 subscription required. On G2, buyers research categories, compare products, and validate decisions on their own terms, generating real evidence of where demand is building long before a rep ever gets involved. Clay users can now access that evidence directly inside Clay, so their teams can act on it instead of discovering it after the fact.
G2 insights — including verified reviews, category taxonomy, market intelligence, and Market Signals — are now available inside Clay, with no separate setup or connector required. Clay users can access G2 data directly within Clay using Clay credits, with no G2 subscription needed. Market Signals identifies which companies are actively researching solutions in a specified software category, giving teams a way to separate accounts that simply fit their ICP from those showing real, active buying interest right now.
Teams with an active G2 Buyer Intent subscription can also bring their own data directly into Clay at no additional cost. Where Market Signals tells you which accounts are in market, Buyer Intent goes further, surfacing the behavioral detail behind that signal, including what products they're evaluating, which competitors they're researching, and how far along they are in their buying journey.
Together, the partnership lets teams:
“G2 shows where buyers do their research, and Clay is where GTM teams orchestrate and act on it. In Clay, teams can combine G2's buyer insights with data from more than 200 providers in our data marketplace, then reach the right person at an in-market account while the interest is still fresh.”
Gillian James
Head of Data Partnerships, Clay
This partnership gives GTM teams something they haven't had before: G2's trusted, first-party buyer signal built directly into the system they already use to act on it, offering an easier way to activate G2 data inside Clay.
As Clay's community continues to grow, the combination of G2's marketplace intelligence and Clay's orchestration gives teams a real edge and the ability to act on genuine buyer interest before the window closes.
Learn more about the partnership and how to get started here.