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.
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.
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