Buyer Intent
  • 23 Sep 2022
  • 14 Minutes to read
  • Dark
    Light

Buyer Intent

  • Dark
    Light

G2 Buyer Intent captures enriched data about buyers researching your product across G2. Buyer Intent signals are triggered by a variety of actions, including interacting with your product profile page, comparing your product to a competitor, or viewing alternatives to a product in a shared G2 product category. This data enables your sales, marketing, and customer success teams to identify where an organization is on their buyer journey.

To discover which platforms can be used for building G2's Buyer Intent data into your existing platforms and workflows, refer to the Integrations documentation.

Basics of G2 Buyer Intent

Confirming your Buyer Intent signal access

Your product’s G2 plan determines the types of Buyer Intent signals you receive. You must be subscribed to at least the Pro plan to receive Buyer Intent signals from G2.

G2 sends Buyer Intent signals at the product level. If your organization has multiple G2-listed products, each product that you want to receive Buyer Intent signals must have its own subscription. For more information on switching between your products in my.G2, refer to the Confirming product access section.

To find the signals available with your current plan:

  1. Go to my.G2, then Account > Upgrade.
  2. Your product’s plan is highlighted by a CURRENT PLAN banner. Refer to the Buyer Intent section of this table to confirm the signals your product receives.

current subscription

If you are interested in receiving more Buyer Intent signals than your current plan offers, please contact your G2 representative.

Confirming product access

G2 recommends verifying that your my.G2 account can access all G2-listed products relevant to your role.

To verify the products you can access:

  1. Go to my.G2.
  2. Open the product dropdown at the top of the page to reveal your my.G2 product access.

access products

  1. Confirm that your user account can access the necessary G2-listed products. To access products that are not listed in the dropdown, please ask a user in your organization with access to the missing product to invite you, or contact your G2 representative.

Signal types

Each Buyer Intent signal represents a unique buyer interaction on G2. The following table describes the signals G2 offers.

Signal Description
Product profile A buyer viewed your G2 product profile.

This activity indicates that the buyer is specifically researching your product.
Alternatives A buyer viewed a G2 alternatives page for your product or a competitor’s product.

For alternatives pages featuring a competitor’s product, this activity can indicate that the buyer is seeking alternatives for a product in your category, but your product is not necessarily being compared directly.
Category A buyer viewed a G2 category page that includes your product.

G2 categorizes products based on a number of factors, including similar functionality and use case.
Compare A buyer viewed a G2 comparison page that included your product.

This activity indicates the buyer is directly comparing your product to a competitor’s product.
Sponsored content A buyer viewed an advertisement for your product on G2.com.

This signal includes the G2 page where your advertisement was loaded, such as on a competitor’s product profile or category page.
Licensed content A buyer viewed one of your licensed G2 reports.

This activity indicates that a buyer is interacting with the licensed G2 content you have provided to them. For more information, refer to the Report Library documentation.
Reference page A buyer viewed one of your G2 Reference pages.

This activity indicates that a buyer is interacting with the G2 content you have provided them. For more information, refer to the Reference Pages documentation.

Not all G2 plans receive Buyer Intent signals, and some plans receive more signals than others. For more information, refer to the Confirming your Buyer Intent signal access section.

Buying Stage and Activity Level

G2 reports two unique scoring components, Buying Stage and Activity Level, for each of your buyers to provide a clear idea of where a buyer is on their journey and how to effectively engage them.

Buying Stage

Buying Stage evaluates your buyer's journey across G2 by combining funnel-dependent factors such as page engagement and signal type. The following list includes a description of each Buying Stage and recommended actions.

Buying Stage Description Recommended action
Awareness The buyer is exploring how different products might address their needs, but is not likely to have an in-depth understanding of your product category. Supply general education materials about your product and attempt to gain an understanding of the buyer’s specific needs.
Consideration The buyer is considering a product in your category, but has not defined a short list of products. Demonstrate how your product can directly satisfy their requirements.
Decision The buyer is ready to purchase a product. Actively differentiate your product from your competitors.

Activity Level

Activity Level measures a buyer's general activity on G2 by aggregating buyer activity data, such as time spent per page and the number of signals generated. The following list includes a description of each Activity Level and recommended actions.

Activity Level Description Recommended action
Low The buyer is conducting preliminary research but is not yet ready to make a purchase. Consider adding the buyer to a nurture campaign.
Medium The buyer is actively researching your product. Add the buyer to your outreach lists and engage them within a week.
High The buyer is in the purchasing process. Engage with the buyer immediately.

As of June 2022, G2 reports Buying Stage and Activity Level in place of a singular Buyer Intent score. For more information on using Buying Stage and Activity Level to filter Buyer Intent data, refer to the Filters section.

G2 updates Buying Stage and Activity Level daily.

Accessing G2 Buyer Intent data

To access Buyer Intent data for your product, go to my.G2, then Buyer Activity > Buyer Intent > Your signals.

buyer intent tab

G2 populates Buyer Intent data for your product based on the filter criteria in the Match Your Ideal Customer Profile panel. You can view aggregate data about your buyers in the Buyer Engagement Highlights panel, or explore the activity of individual buyer organizations using the View Buyer Intent Insights table.

Setting your ideal customer profile (ICP)

Use the filters in the Match Your Ideal Customer Profile pane to refine the Buyer Intent data displayed.

ICP panel

Filters

Buyer Intent filters enable you to efficiently target buyers based on your selected criteria, such as your product’s current ICP.

You can also use the Firmographic Analytics tab to learn more about which organizations are organically researching your product or category.

G2 offers the following Buyer Intent data filters:

  • Date Range: Choose a default date range, or set a custom range. Custom date ranges cannot be longer than one year.
  • Companies: Search for and select specific organizations to include or exclude.
  • Company Demographics: Define firmographic information, such as market segment, company size, geographic region, or industry.
  • Product Categories: If your product is included in multiple G2 categories, select the category signals you want to include or exclude using the dropdown. Alternative signals will also be included or excluded for their corresponding category.
  • Buyer Intent Score and Competitors: Find organizations that generated specific signal types, are in a particular Buying Stage, or have a minimum Activity Level. You can also refine Compare signals by searching for specific competitors.

As of June 2022, G2 reports Buying Stage and Activity Level in place of a singular Buyer Intent score. For more information about these scoring components, refer to the Buying Stage and Activity Level section

G2 has automatically migrated your Buyer Intent scores to the new Activity Level scoring model, enabling you to use the Activity Level filter for historical signals.

Buying Stage is a net new scoring component. When using the Buying Stage filter, ensure that your date range accounts for the June 2022 release date.

Saved filters

Once your ICP filters are set, you can save your filter choice for later use. To create a new filter, select the **Create New Saved Filter **dropdown, enter a name for your filter, then select Save. The title of the filter pane will update from No Saved Filter Selected to the name of your new filter.

save filters

Your saved filters are accessible to any my.G2 users who have access to your product’s Buyer Intent data. To apply a saved filter, open the Your Saved Filters dropdown, then select the filter.

choose saved filter

To update, rename, or delete your filters, use the icons in the top-right corner of the panel.

modify filters

Other my.G2 users in your organization can modify and delete your saved filters.

Buyer Engagement Highlights

The Buyer Engagement Highlights panel provides an overview of the Buyer Intent data for your ideal customer profile (ICP), including the competitors your product is most commonly compared to, traffic to your G2 product profile, and general information about your product’s G2 categories.

If your product also receives G2 Stack data, information about the most commonly used products in the tech stacks of your buyers is also included.

Buyer Intent insights

BI insights table

The View Buyer Intent Insights panel provides detailed, company-level information about your buyers, including:

  • Buying Stage and Activity Level: Refer to the Buying Stage and Activity Level section for more information on G2's unique scoring components.
  • Headquarters: The location of the buyer’s company headquarters.
  • Last seen: The amount of time since the buyer’s last Buyer Intent signal for your product.
  • Compared To: The competitors your product was directly compared to in a G2 comparison page. Hover over a logo to reveal the product name.
  • Pageviews: The number of views for each type of Buyer Intent pageview signal. For more information about Buyer Intent pageview signals, refer to the Signal types section.
  • Unique visitors: The number of unique individuals that triggered Buyer Intent signals for the buyer organization.
  • See Details: Links to a detailed Buyer Intent activity page. Refer to the Detailed company activity section for more information.

To modify your table view, open the Edit Table View dropdown, choose the columns you want included in the table, then select Apply.

edit BI table

Certain G2 integrations, such as the LinkedIn Sales Navigator and Bombora integrations, add supplemental information to the Buyer Intent table.

Detailed company activity

From the Buyer Intent Insights table, select See Details for any buyer organization to go to a company-specific Buyer Intent activity page.

see details

G2 provides a detailed timeline of the Buyer Intent signal history for the buyer organization, including the number of unique visitors generating signals, the geolocation of the individual buyers, and specific information about the Buyer Intent signal.

G2 also includes supplemental data about the buyer organization, such as the company’s website, firmographic information, and links to their social media accounts.

Firmographic analytics

From the View Buyer Intent Insights panel, select the View Firmographic Analytics tab for aggregate distribution data about the headquarter location and company size of your buyers, represented as bar charts.

company information analytics

Exporting Buyer Intent data

G2 provides two options for exporting your Buyer Intent data to CSV files: CSV and Detail CSV.

The data included in your CSV depends on the filters set in the Match Your Ideal Customer Profile pane. Larger datasets take longer to generate CSVs.

CSV

Select Download CSV to export a CSV in which each row represents a buyer organization.

csv

The CSV data resembles the information in the Buyer Intent Insights table, including the headquarter location of the company, the number of pageviews per signal, the Buying Stage and Activity Level, and the date of the most recent Buyer Intent signal for your product.

The “direct_pageviews” column aggregates product profile and sponsored content pageviews to highlight the number of signals that do not feature competitor products.

Detail CSV

Select Download Detail CSV to export a CSV in which each row represents an individual Buyer Intent signal.

detail csv

The Detail CSV data resembles the information on the Detailed company activity page, including specific information about each Buyer Intent signal, the geolocation of the individual buyer, and firmographic information about the buyer organization.

G2 Stack

G2 Stack enhances the Buyer Intent signals you already receive from G2 by incorporating tech stack data to better inform your marketing and sales strategies.

G2 Stack is only available to organizations that currently receive Buyer Intent data.

If you are interested in receiving Stack data, contact your G2 representative to learn more.

Buyer Intent captures enriched data about buyers researching your product and competitors across G2.com, while Stack data identifies the specific software products that those buyers are already using.

G2 Stack enables you to gain insights about a buyer’s current software before reaching out. Use Stack data to empower your marketing and sales teams to:

  • Understand a buyer’s use cases in advance so they can highlight your product’s strengths.
  • Show how your product integrates with other products in a buyer’s tech stack.
  • Personalize outreach messaging with distinctions between your product and a buyer’s current solution.

Data sources

To identify the software products in a buyer organization’s tech stacks, G2 crawls the web and analyzes publicly available websites and code. G2’s proprietary crawling technology enables it to spot key indicators that help determine whether an organization uses certain products.

G2 does not scrape this information from sites. G2’s crawler collects relevant details directly from the source, meaning Stack data provides more accurate, actionable data than scrapers.

G2 does not collect, process, or store any personally identifiable data for Stack. All data collected is organization-level information, which means GDPR and other data privacy legislation are not applicable for Stack customers.

Viewing Stack data in my.G2 and CSV downloads

To access your Stack data, go to my.G2, then Buyer Activity > Buyer Intent > Your Signals.

Most Common Stack Products shows you which products appear most often across your Stack data. These figures adjust as you change the filter selections. For example, you can choose to exclude a certain product or product category from your Stack data.

View the Stack products that come up most often for you

In the View Buyer Intent Insights section, the Stack Products column displays the products in use by each buyer organization.

View buyer tech stacks

To download your Stack data, select Download CSV. The "product_name" column details the tech stack for each buyer organization.

Active filters impact the data that is included in your CSV file. Confirm your filter selections before downloading your Stack data.

For more information about a buyer’s tech stack, select See Details. In the Buyer Intent Activity page, the Stack Data section provides the following details about the buyer’s stack.

Stack Product Product Domain Product Category Last Seen
The product the buyer is using. The domain of the product being used. The G2 product category of the product being used. The most recent date the product was used, as confirmed by G2.

More Stack information

Email notifications for Buyer Intent activity

Enable members of your organization, including those without my.G2 accounts, to use Buyer Intent data for discovering prospects or keeping track of existing accounts directly from their inbox.

example email

Buyer Intent email notifications are sent at a regular interval of your choice, and can be set for specific companies or companies that match your filter criteria.

Notification recipients can access a version of the Buyer Intent Insights table, populated with your Buyer Intent notification data, and can download the associated CSV and Detail CSV.

download csvs

Adding a new notification

To create a new notification, go to my.G2, then Buyer Activity > Buyer Intent > Notifications. Select Add notification to enter the Create a Buyer Intent Notification editor.

create new notification

Watch a target account list

Use the Watch a target account list panel to include or exclude Buyer Intent activity for specific companies. Enter matching website domains or company names into the corresponding text boxes, with each unique domain or name entered on a new line.

include or exclude account

If using company domains, they must exactly match the company domain on the Buyer Intent signal. If using company names, partial matches are accepted.

Filter by demographics

To include companies based on your ideal customer profile, add filters to the Filter by demographics panel.

firmographic notification filter

You can add multiple location filters by selecting Add another location.

Filter by activity

Use the criteria in the Filter by Organizational Activity panel to find companies that generated specific signal types, are in a particular Buying Stage, or have a minimum Activity Level. You can also refine signals that include other products in your category, such as Alternatives and Compare pageviews, by searching for specific competitors.

activity notification filter

For more information on Buyer Intent signal types, refer to the Signal types section.

Set up email notifications

Add up to 20 email addresses, enter a name for your notification, then set a notification frequency. Each email must be entered on a new line.

You should consider your notification criteria and signal volume when selecting a frequency.

For example, if you set Minimum total pageviews to 10 and a notification frequency of daily, a buyer organization must trigger 10 Buyer Intent pageview signals in a single day to be included in the notification.

Previewing your notification

After setting your notification criteria, select Save to preview your notification based on the filter criteria and time frame you entered.

notification preview

Select Send test report to send a test notification to the email addresses you added in Set up email notifications.

You can also preview your notification by returning to the Notifications main page, then selecting See Details for the notification.

Modifying notifications

To make changes to your Buyer Intent notifications, go to my.G2, then Buyer Activity > Buyer Intent > Notifications.

To delete a notification, select the trash can icon.

how to delete notification

To modify a notification, select the edit icon, then adjust the notification criteria.

how to edit notification

To disable a notification, select the edit icon, then from the Set up email notifications panel, set the Send notifications slider to OFF.

disable notification


What's Next