G2 is the B2B software review marketplace buyers go to when they are shortlisting tools. Vendors run a profile there, collect verified reviews, and sit in category pages, alternatives pages, and head to head comparison pages. The second job, the one GTM teams actually care about, is Buyer Intent. Buyer Intent reports which companies looked at your profile, your pricing tab, your category page, your alternatives page, and your competitors' pages. G2 resolves visitors to a company using IP matching and logged in accounts, then passes the signal on to your CRM, Slack, or ad platforms. G2 sits in the signal layer, next to other third party intent sources. It tells you which accounts are in an active comparison, and another tool downstream turns that into a task, a sequence, or an ad audience for that account. We recommend G2 as an intent layer and we wire its buyer intent signal into the trigger workflows we build, so a comparison view becomes an outbound trigger. Be clear on one thing: the signal is account level, not person level. It needs enrichment downstream before a rep has anyone to contact.