G2 and Snowflake: Bringing Buyer Intelligence Into the AI Data Cloud

Enterprise data teams are drowning in fragmentation. Buyer Intent data lives in one tool, peer reviews in another, and CRM or product data somewhere else — making it hard to see the full picture of what buyers, customers, and competitors are really doing.

That’s why I'm excited to share that G2 is now a premier Snowflake Data Partner. This collaboration with Snowflake's AI Data Cloud underscores G2’s commitment to delivering essential data across the software industry.

Why G2 is partnering with Snowflake

Foundational business intelligence is often siloed and inconsistent. Connectivity across business systems is required to execute a reliable GTM strategy. What buyers are researching, what they're saying publicly about a company and its competitors, and whether any of that is shifting, all provide valuable signals for go-to-market (GTM) teams.

That opportunity spans both G2’s Marketing Solutions and Data Solutions. Buyer Intent signals show which accounts are actively researching software, and reviews capture how customers experience it once they're using it. Taxonomy ties the two together, giving teams a consistent framework for understanding products, categories, and the competitors sitting next to them.

Layer in website traffic trends and spend data, and the picture extends to market activity and purchasing behavior more broadly. Combined with an organization's own data, it adds up to a far richer view of how software gets discovered, bought, and used than any single source offers on its own.

What this partnership delivers

For teams working inside Snowflake, this partnership unlocks the following capabilities:

• Account scoring and ABM prioritization: Score each G2 Buyer Intent signal as it lands in Snowflake, then blend it with CRM and product usage data already stored there. Dynamic tables keep account priority lists up to date as new intent activity comes in, so sales and marketing work off one always-updating view instead of a static list pulled monthly.
• Competitive and market trend visibility: Query G2 Market Intelligence tables for a product, its category, and its competitors directly in Snowflake, and visualize the results in Snowsight. Review volume shifts, satisfaction trends, and competitor mentions surface as they happen — not in a quarterly readout — which feeds roadmap decisions, messaging, and pricing before a trend becomes a renewal problem.
• Reviews, taxonomy, and web traffic trends: Financial Institutions can use insights from this data to secure signals from private market vendors, discover new startups demonstrating early product-market fit, and conduct due diligence on new ventures seeking funding.
• ROI measurement: With G2 Buyer Intent, CRM, and product usage data sitting in the same environment, query how often G2-identified accounts convert into opportunities, and split that volume into sourced (net-new) versus influenced (pre-existing) deals. That's an actual measurement of what G2 is driving, not an estimate.

Benefits for software brands

For enterprise revenue, marketing, and product analytics teams, the G2 and Snowflake partnership enables you to run granular, multi-dimensional queries across every G2 data field without leaving Snowflake. Software buyer discovery signals sit next to internal CRM and warehouse data in one place, so you can see what buyers, customers, and competitors are doing without stitching together three different systems. That visibility translates into sharper product decisions, more relevant buyer experiences, smarter review programs, and stronger pipeline opportunities.

Get started with G2 Data in Snowflake

I believe the most interesting part of this partnership is still ahead: real examples of teams putting G2 and Snowflake data to work together, for sharper account scoring, faster QBRs, or earlier signals on what their competitors are doing.

We're working with customers to build out stories like these, and we'd like to feature more of them. If you're doing this today, reach out to us. In the meantime, you can start exploring the G2 and Snowflake integration.