What G2 High Sellers Do In another way

Promote good, win extra. That is the strategy high-performing B2B gross sales professionals embrace to remain forward of the competitors. 

It’s not nearly making extra calls or sending extra emails, although. Having the precise methods and know-how in place is important to driving actual, impactful outcomes. 

As a senior analysis analyst at G2, specializing in B2B gross sales and advertising software program, I’m continuously conscious of the developments and techniques of a few of the prime B2B sellers. 

Taking this into consideration, right here’s what I’ve noticed top-performing B2B sellers on G2 are doing with purchaser intent knowledge to assist proactively establish consumers earlier than they contact gross sales professionals (and even their opponents).

In accordance with G2’s 2025 Purchaser Habits Report, 57% of B2B software program consumers globally anticipate their group will spend extra on tech and software program over the following 12 months. That’s an 8 % level (ppt) improve in anticipated know-how and software program spending since final 12 months. 

Supply: 2025 G2 Purchaser Report

Why are organizations trying to make investments extra of their know-how stack? Aside from synthetic intelligence (AI) being the dominant power (which I’ll get extra into later) in driving a rise within the tech price range, organizations are additionally more and more investing in know-how or software program to stay aggressive and even hold tempo within the quickly altering B2B panorama, the place consumers are in management. 

With consumers taking extra management of their shopping for journey, conducting self-serve analysis earlier than they ever have interaction with a salesman, the important thing alternative is to interact them on the proper second, in the precise place, with the proof they should transfer ahead. In accordance with the 2025 Purchaser Habits Report, two-thirds of consumers now choose to interact with gross sales groups solely after doing their very own analysis. 

Due to this, B2B sellers are leaning into analyzing purchaser curiosity, understanding their shopping for journey, and fascinating with personalised messages. Main B2B sellers are refining their go-to-market (GTM) methods to raised have interaction with dynamic purchaser personas, shifting sentiments, and evolving behaviors.

For instance, G2 Purchaser Intent knowledge is second-party intent knowledge that gives details about the software program merchandise and classes customers are researching on their platform. It permits B2B sellers to market smarter with the precise viewers and win extra offers. Some B2B sellers on G2 have even skilled 3x the conversions with G2 Purchaser Intent knowledge. 

Additionally, purchaser intent knowledge suppliers combination and ship alerts that point out when prospects and prospects work together or have interaction with a services or products. These instruments are primarily utilized by gross sales, advertising, and buyer success groups. The desk beneath highlights the highest 5 industries mostly represented by these groups or different customers submitting opinions within the Purchaser Intent Knowledge Suppliers class.

Whole # of purchaser intent knowledge suppliers product opinions by trade

As of June 2025, there are over 70 merchandise within the Purchaser Intent Knowledge Suppliers class on G2 with a complete of seven,914 opinions. 

Supply: 2025 G2 Purchaser Report

As seen within the chart above, whole opinions have elevated 7.3% for the reason that final fiscal 12 months, which suggests rising adoption of purchaser intent knowledge suppliers. This datapoint doesn’t come as a shock, as the marketplace for purchaser intent knowledge instruments is experiencing important progress, pushed by assembly the rising calls for of buyer preferences and focusing on potential prospects extra successfully all through their purchaser journey.

• Deal with purchaser intent, not simply leads: High sellers prioritize accounts exhibiting precise shopping for conduct, not simply those that fill out a type.
• Make each interplay data-driven: Leverage insights out of your CRM, purchaser intent knowledge platforms, advertising engagement, and previous purchaser conduct to personalize outreach and add relevance at each touchpoint.
• Drive GTM alignment: Collaboration between gross sales and advertising is important for sharing targets, knowledge, and messaging to make sure a constant purchaser expertise and a stronger pipeline.
• Make the most of automation: Use instruments to establish high-potential alternatives, predict next-best steps, and deal with routine duties mechanically with AI gross sales assistants.

What’s subsequent?

What’s subsequent…or extra like, what’s already right here? You guessed proper, the age of AI. B2B sellers and consumers alike have to prioritize AI as that is the brand new normal for automating workflows, personalizing engagement, and successful offers. 

Consumers are counting on AI to streamline their decision-making course of extra shortly, as an alternative of going by the normal gross sales funnel to decide on B2B software program. Now, consumers are more and more utilizing AI instruments to get quicker, conversational solutions about merchandise and distributors, somewhat than manually trying to find vendor web sites and analyst studies. For instance, G2.ai leverages the ability of G2 market knowledge with AI to get instantaneous, extremely related software program suggestions and reply the hardest shopping for questions.

Alternatively, B2B sellers have to undertake AI of their choices (in the event that they haven’t already) to stay leaders of their class or trade, as consumers are more and more investing in software program that clearly showcases the worth and benefits of AI-driven capabilities.

AI accelerates the gross sales course of by quickly changing real-time knowledge into actionable insights, lowering guesswork and eliminating wasted effort. In right now’s panorama, promoting smarter actually begins with AI. 

To be taught extra, learn G2’s newest Insights Report: AI’s Impression on Gross sales: Smarter GTM Motions for Lasting Buyer Connection.