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G2 rolled out a new suite of go-to-market tools this week aimed at helping software companies reach buyers earlier in the research process. The announcement leans on findings from G2’s own 2026 Buyer Behavior Report: out of every 100 B2B software buyers, 82 now start their research inside an AI chatbot long before a salesperson enters the picture.
If you sell software, or anything with a considered buying process, that stat should reset how you think about your funnel. Buyers are making up their minds before your sales team even knows they exist, and G2 just built a set of tools aimed squarely at that gap.
The New Tools, Broken Down
The first, G2 Audiences, takes verified signals about who is actively researching software and pushes them into ad platforms such as The Trade Desk, DV360 and Amazon DSP, so account-level campaigns run on real behavior rather than a guess. The second, Verified Leads, works on a pay-per-lead basis: founders pay only for introductions to researchers who are genuinely evaluating options, complete with budget and decision-maker context attached.
On top of that, G2 expanded its review collection tools with personalized requests sent through Gmail and LinkedIn, added Model Context Protocol access for internal AI workflows, and opened a public beta called Agent Evaluations that independently benchmarks enterprise AI agents head to head.
What each new G2 tool actually does
Tool
Function
G2 Audiences
Turns research signals into targeted ad campaigns
Verified Leads
Pay only for introductions to real researchers
Review Collection
Automated outreach through email and social inboxes
Agent Evaluations
Independent testing of enterprise AI agents (beta)
Why Early-Stage Founders Should Care
You do not need a massive marketing budget to feel this shift. Buyers researching your category on their own, using AI tools instead of Google, means your brand either shows up in that research or it does not exist to… Read More
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