Promote sensible, 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 proper methods and know-how in place is crucial to driving actual, impactful outcomes.
As a senior analysis analyst at G2, specializing in B2B gross sales and advertising and marketing software program, I’m always conscious of the tendencies and techniques of a number 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 patrons earlier than they contact gross sales professionals (and even their rivals).
Purchaser habits: What prime B2B sellers know
In response to G2’s 2025 Purchaser Habits Report, 57% of B2B software program patrons globally anticipate their group will spend extra on tech and software program over the subsequent yr. That’s an 8 p.c level (ppt) enhance in anticipated know-how and software program spending since final yr.
Supply: 2025 G2 Purchaser Report
Why are organizations seeking to make investments extra of their know-how stack? Apart from synthetic intelligence (AI) being the dominant drive (which I’ll get extra into later) in driving a rise within the tech finances, 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 patrons are in management.
With patrons 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 proper place, with the proof they should transfer ahead. In response to the 2025 Purchaser Habits Report, two-thirds of patrons 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 interesting with customized messages. Main B2B sellers are refining their go-to-market (GTM) methods to higher have interaction with dynamic purchaser personas, shifting sentiments, and evolving behaviors.
The ability of purchaser intent knowledge
So, how are high-performing B2B firms adapting to evolving purchaser habits to higher have interaction them and stay aggressive?
A method is by driving smarter gross sales methods utilizing purchaser intent indicators, purchaser habits knowledge, and model credibility to shut offers sooner and extra successfully. To know how these B2B sellers leverage purchaser intent knowledge, we should first perceive what purchaser intent knowledge is and the way sellers can profit from purchaser exercise insights.
Purchaser intent is the probability {that a} buyer will buy, and there are instruments and software program merchandise on the market that may seize the analysis round precise purchaser journeys and indicators of their buy intent. Purchaser intent knowledge may also assist companies perceive what different merchandise or integrations could possibly be useful to their clients to preemptively meet their wants. This knowledge can come from a number of sources, together with:
- First-party intent knowledge: This contains info coming from interactions with a vendor’s owned digital properties, like web site visits, type submissions, and content material downloads.
- Second-party intent knowledge: That is the information gathered from a trusted associate who has collected it immediately from their customers after which shares it with different companies by way of an settlement.
- Third-party intent knowledge: Third-party intent knowledge is sourced from exterior suppliers who combination person habits throughout numerous web sites, platforms, or different sources.
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 proper 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 indicators that point out when prospects and clients work together or have interaction with a services or products. These instruments are primarily utilized by gross sales, advertising and marketing, and buyer success groups. The desk beneath highlights the highest 5 industries mostly represented by these groups or different customers submitting critiques within the Purchaser Intent Knowledge Suppliers class.
Complete # of purchaser intent knowledge suppliers product critiques by trade
|
Trade |
Survey response rely |
|
Pc software program |
2312 |
|
Info know-how and providers |
1650 |
|
Advertising and marketing and promoting |
577 |
|
Pc and community safety |
267 |
|
Monetary providers |
249 |
As of June 2025, there are over 70 merchandise within the Purchaser Intent Knowledge Suppliers class on G2 with a complete of seven,914 critiques.
Supply: 2025 G2 Purchaser Report
As seen within the chart above, complete critiques have elevated 7.3% because the final fiscal yr, which suggests growing 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 development, pushed by assembly the growing calls for of buyer preferences and focusing on potential clients extra successfully all through their purchaser journey.
Undertake a prime B2B vendor mindset: What you are able to do now
What do high-performing B2B sellers on G2 have in frequent? They show strengths within the following:
- Greater engagement with purchaser intent indicators
- Smarter outreach with extra relevance and timing pushed by intent knowledge and purchaser habits insights on G2
- Elevated alignment between gross sales and advertising and marketing round profile exercise and interplay knowledge
- Constant funding in gathering and leveraging product critiques, earned badges, star scores, and Grid® Stories
These sellers act with precision, utilizing real-time knowledge insights to drive outcomes. Listed here are 4 key finest practices you possibly can undertake now to embrace this mindset:
- Concentrate on purchaser intent, not simply leads: Prime sellers prioritize accounts displaying precise shopping for habits, not simply those that fill out a type.
- Make each interplay data-driven: Leverage insights out of your CRM, purchaser intent knowledge platforms, advertising and marketing engagement, and previous purchaser habits to personalize outreach and add relevance at each touchpoint.
- Drive GTM alignment: Collaboration between gross sales and advertising and marketing is crucial 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 robotically 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 patrons alike must prioritize AI as that is the brand new customary for automating workflows, personalizing engagement, and profitable offers.
Patrons are counting on AI to streamline their decision-making course of extra rapidly, as an alternative of going by way of the normal gross sales funnel to decide on B2B software program. Now, patrons are more and more utilizing AI instruments to get sooner, conversational solutions about merchandise and distributors, reasonably than manually trying to find vendor web sites and analyst reviews. 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 must undertake AI of their choices (in the event that they haven’t already) to stay leaders of their class or trade, as patrons 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, decreasing guesswork and eliminating wasted effort. In right now’s panorama, promoting smarter really begins with AI.
To study extra, learn G2’s newest Insights Report: AI’s Influence on Gross sales: Smarter GTM Motions for Lasting Buyer Connection.
