Divesh Sood

Over 90 million users visit G2 to learn more about a software before they buy it. 

If you sell software, it’s critical to have an updated and well-thought-out G2 profile to attract in-market users who might become your customers.

Now, to make your life easier in justifying your investment into G2, the review platform offers ‘Buyer Intent Data’ — a tool that helps you see when and how users view your software on the G2 platform.

But here’s the catch. 

TL;DR

• G2 data alone offers limited visibility — it highlights intent but omits other crucial buyer behaviors across channels.
• Factors.ai fills the gap, unifying G2 signals with website, LinkedIn, CRM, and ad interactions for full-funnel tracking.
• Automations drive real outcomes — think Slack alerts, LinkedIn retargeting, CRM updates, and tailored sales sequences.
• Performance can be measured end-to-end: track which G2 interactions lead to pipeline, deals, and revenue acceleration.

G2 Data Alone Isn’t Enough

While Buyer Intent Data is a great step forward in getting better visibility into the companies interested in your software — it doesn’t give you the complete picture of how the user has engaged with outside of the G2 review platform. 

For instance, a typical G2 user browses through G2 product pages, sees pricing on product profiles, visits the software vertical page, and compares different products. But that’s not all. The user might also visit your website to learn more, send emails with questions, go to your events, or even click on your ads. All these steps are part of how they decide which software to choose.

That leaves a huge visibility gap. To close it, you need to combine G2 insights with broader engagement data — and that’s where Factors.ai comes in.

The Solution: G2 + Factors.ai = End-to-End Buyer Visibility

Factors is an account intelligence and analytics tool that helps B2B teams identify, qualify, and convert high-intent accounts engaging with their brands across G2, LinkedIn, website, and more.

Read on to see how integrating G2 and Factors unlocks more opportunities for your company.

Before we start…

💡Knowing the basics is crucial when you’re trying to set things up. Follow the steps mentioned in our help docs to integrate Factors and G2.

How to make the most out of your G2 subscription 

Factors helps you trigger powerful automations by combining Buyer Intent Data from G2 with engagement data collected by Factors. Here are some common use cases:

• Capture intent signals from G2. 
• Automate activating accounts based on G2 Buyer Intent Signals 
• Get engagement-based alerts in the channel of your choice
• Generate leads from G2 engagement 
• Measure and analyze G2’s on revenue

Let’s drill deeper to understand each of these use cases.

1. Centralize All Buyer Activity (G2 + Website + LinkedIn)

Capture every interaction in-market users take with you on G2 inside Factors. Be it interacting with your G2 profile page, comparing your product to a competitor, or viewing alternatives in the G2 product category. 

But that’s not all. 

Factors also combines engagement data from your website, LinkedIn, and CRM into a single source of truth to analyze how far along your prospects are in their buying journey. 

You can use it to filter and find prospects early in their buying journey, along with those who have found your product and are still comparing it with similar products.

Pro Tip: Use this unified view to segment early-stage vs. high-intent accounts.

2. Automate Lead Activation Based on G2 Signals

You can run an automation to help you create lists of accounts that interact with you on G2. You can narrow this list by adding filters like if they saw your pricing page or compared your product.

Then, have the automation push these lists to create custom-matched audiences on LinkedIn.

You can set up ads to deliver custom messages to specific job titles in the target accounts based on what they saw on G2.

You can also set up custom automated emails based on what a user saw on G2. You can also automatically update your CRM with enriched contact info.

For instance, If a user from Company 1 saw your product’s pricing, you can run an automation that pulls in contact information from Apollo or Outreach [based on job titles from company], add the contacts to your CRM, and trigger custom sales sequences.

Simple, right?

3. Get engagement-based alerts in Slack or Teams

You can set up real-time notifications to alert you across Slack or Teams the moment a prospect performs a predetermined action on G2.

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Set up real-time alerts for when:

• A key account views your G2 comparison page.
• Someone in your ICP checks pricing page.
• An in-market company visits both G2 and your website.

Your sales team gets instant Slack or Teams notifications — enabling timely follow-up.

Measure G2’s impact on revenue

As with all go-to-market initiatives, you must measure how your G2 profile contributes to building revenue.

Are the leads coming through G2 actually ready to purchase your product? Does your profile stand out in all relevant categories? Without the right data, it’s tricky to understand what parts of your G2 activities are bringing results.

Buyer intent is only useful if it drives revenue. Factors helps you track:

• Which G2 interactions lead to deals
• Funnel conversion from G2-engaged accounts
• Performance of G2 leads vs. cold outreach

Bonus: Use this data to optimize your G2 listing and ABM strategy.

With Factors, you can effortlessly track your G2 efforts and identify how you can optimize them to generate more pipeline.

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Best Practices for Using Intent Data

To get the most out of visitor data, keep these in mind:

• Identify Your Best Customers: Use website visitor data to better define your ideal customer profile (ICP) by analyzing who visits your website and the content they’re most interested in.
• Focus Your Efforts: Develop targeted sales and marketing strategies based on each buying stage and the specific content that attracts different customers.
• Make it Personal: Create custom outreach messages based on their behavior on G2 and your website.
• Prioritize Active Buyers: Focus on companies that show multiple signals and exhibit strong engagement.

Real-World Results: How One Company Increased Sales

Here’s a quick example: A software company using Factors and G2 gets notified instantly in Slack when a high-value account views its G2 pricing page. Simultaneously, the account is added to a LinkedIn retargeting campaign, and the sales team triggers a personalized sales sequence. The result? More meetings booked and faster sales cycles.

Get Full-Funnel B2B Visibility with G2 + Factors.ai

Over 90 million buyers visit G2 to evaluate software — yet G2's Buyer Intent Data only shows a portion of their journey. While it's a strong signal of interest, it lacks visibility into what happens beyond the platform — like visits to your site, ad clicks, or CRM activity. This blind spot limits your ability to act on buying signals at the right time.

Enter Factors.ai — a revenue analytics platform that enriches G2 intent with multichannel engagement data. By connecting the dots across LinkedIn, your website, CRM, and more, you gain a real-time view of where each account stands in its decision process. That means smarter segmentation, timely outreach, and precise campaign activation.

From triggering Slack alerts when ICPs hit your G2 pricing page, to syncing high-intent leads directly into sales sequences, this pairing transforms passive data into actionable outcomes. More than just tracking — it’s about orchestrating meaningful touchpoints that convert awareness into revenue.

With this approach, your team doesn’t just see interest — you act on it, personalize it, and close faster.

Boost Your Pipeline With Factors.ai and G2

Combining G2's Buyer Intent Data with Factors.ai provides a more complete picture of your potential customers. This powerful combination helps you find high-potential prospects, engage with them at the right time, and ultimately, drive revenue.

Ready to improve your go-to-market approach? Sign up for a free trial of Factors.ai today.

Paint with a broad brush: the current state of GTM analytics

Across the board, B2B companies plan their go-to-market strategy around a list of target accounts, otherwise known as segments. Regardless of whether these segments are vague, specific, broad, or focused, they’re at the heart of nearly every single go-to-market effort:

• How can we acquire our first 20 customers in this new vertical?
• How can we penetrate North America with our existing verticals?
• How can we upsell or cross-sell to existing mid-market and enterprise customers?
• How can we capture demand amongst EU-based fintech SMEs with over 100 employees?

Despite the way we typically think about GTM, however, our tooling has continued to remain lacking. Even the most popular analytics solutions (Looking at you, Google Analytics 👀) still report GTM KPIs at a channel-level, rather than at a segment-level. Sure, tools like GA4 can say a lot about your overall website performance — but how are your GTM efforts influencing your target accounts in particular? 

How does that LinkedIn ad, search campaign, website copy, blog article, thought-leadership post, newsletter, or webinar impact the niche audience you actually care about? Are the right accounts…

• Viewing your LinkedIn ads?
• Clicking on your search ads?
• Driving up website traffic?
• Responding to your emails?
• Submitting demo forms?

You may find such questions difficult to answer with run of the mill analytics and CRM tools because manually parsing aggregated data, across multiple channels by individual segments is, well, a tedious, time-consuming chore. It also tends to be free of nuance or granularity — resulting in hazy paintings with a broad brush. Additionally, while most analytics tools do a decent job of reporting high-level metrics (traffic, clicks, impressions, etc), they struggle to unify the buying journey in its entirety across:

• Cross-channel engagement
• Meetings booked
• SQL/opportunity conversions
• Pipeline value
• Win rate
• Sales cycle length
• Revenue sourced

The result? Marketers and sales folk are left with a heap of channel data, generic reports, and no real understanding of whether their efforts reached and resonated with the right audience.

Introducing Segment Insights By Factors

Establishing the segments you care about is the first step to GTM success. However, in our conversation with several B2B teams, we’ve learned that achieving granular insight into how these segments are performing is a real challenge. This is where Factors steps in to provide a robust and intuitive approach to GTM analytics with Segment Insights.

What is Segment Insights?

Segment insights is our latest product feature to help businesses measure, compare and improve segment performance for a targeted group of accounts.

What can I do with Segment Insights?

There are several use-cases powered by Segment Insights. Here, we highlight a few.

1. Segment-level measurement

It’s one thing to track generic website and campaign KPIs — but Factors helps you measure those same metrics (and more) specific to the segment of accounts you care about. This way, you eliminate irrelevant data and zero in on pertinent engagement across website, LinkedIn, G2 and more to answer burning questions such as:

• How many (and which) accounts in this segment are showing disproportionate buying intent? 
• How are accounts in this segment converting to MQL/SQL/Opportunity/etc? Is this improving?
• How many (and which) accounts from this cohort or segment have viewed LinkedIn ads?
• How many (and which) accounts from this cohort or segment visited G2 and then your website?
• How have these KPIs trended over time? How do they compare from last quarter?
• What is the health of this particular segment? How does it compare to overall health average? 

And the best part? If none of the several pre-built KPIs fit what you’re looking for, you always have the option to design custom KPIs for bespoke analysis of a particular segment. 

2. Segment-level comparison

Data-driven marketing teams are often keen to compare metrics across cohorts to better understand which efforts and touchpoints resonate with whom. For example, you may want to compare business metrics between:

• Segments of two different industry verticals (Eg: SaaS SMEs vs SaaS Mid-market) 
• Segment of accounts that attended a flagship event vs segment of account that did not
• Segment of accounts that visited a paid landing page vs segment of accounts that did not

On the other hand, you might also choose to perform an A/B test: altering a single variable (budgets, creatives, etc) from otherwise identical segments (eg: US-based software SMEs) to better gauge resonance and optimize GTM efforts.  

3. ROI-boosting lift analysis

It’s not exactly news that spending money on ads, SEO, events, and other B2B marketing activity results in increased website activity. This, in itself, doesn’t really mean much. What B2B marketers really care about is how their efforts influence their target accounts. This is where lift analysis comes in:

Say you have an ABM account list. You’re targeting these accounts with ads, emails, calls, and other tactics. But which combination of tactics work best? How are your ABM efforts influencing pipeline? And where should you reallocate budgets to improve ROI? To have a better sense of this, leverage Factors by creating two similar segments: one that receives ABM treatment and the other doesn’t. Once set up, you’ll have visibility into the impact of ABM on win rates, sales velocity, ACV, and much, much more. For instance, the first segment might show higher conversions rates and deal sizes despite the second segment showing more top of the funnel website engagement. Ultimately, learnings from this kind of analysis will result in deeper insights to prove and improve marketing impact.   

4. Organizational alignment 

Marketing, sales, and revenue leaders typically prioritize segments over channels — where the deals are coming from don’t matter as much as the quality of those deals. Accordingly, Segment Insights facilitates a similar perspective, enabling marketing teams to analyze data and make strategic decisions based on their target market, not just clicks and impressions. This fosters organizational alignment between GTM teams and leadership.

The bottom line is this: with Factors, you needn’t limit yourself to broad analytics across website engagement and marketing campaigns, and sales touchpoints. Instead, leverage Segment Insights to achieve a deeper, relevant understanding of the target accounts you actually care about. Learn more about Segment Insights over a chat with our product experts today!