Promote good, win extra. That is the method 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 correct methods and expertise in place is important 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 continually conscious of the tendencies and methods 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 opponents).
Purchaser habits: What prime B2B sellers know
In accordance with 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 following yr. That’s an 8 p.c level (ppt) improve in anticipated expertise and software program spending since final yr.
Supply: 2025 G2 Purchaser Report
Why are organizations trying to make investments extra of their expertise stack? Aside from synthetic intelligence (AI) being the dominant power (which I’ll get extra into later) in driving a rise within the tech finances, organizations are additionally more and more investing in expertise or software program to stay aggressive and even preserve 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 have interaction them on the proper second, in the correct place, with the proof they should transfer ahead. In accordance with the 2025 Purchaser Habits Report, two-thirds of patrons now desire to have interaction 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 facility 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 technique is by driving smarter gross sales methods utilizing purchaser intent alerts, purchaser habits knowledge, and model credibility to shut offers sooner and extra successfully. To grasp 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 chance {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 can even 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 consists of data coming from interactions with a vendor’s owned digital properties, like web site visits, kind submissions, and content material downloads.
- Second-party intent knowledge: That is the information gathered from a trusted accomplice who has collected it instantly from their customers after which shares it with different companies by means of an settlement.
- Third-party intent knowledge: Third-party intent knowledge is sourced from exterior suppliers who combination consumer 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 correct 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 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 opinions within the Purchaser Intent Information Suppliers class.
Whole # of purchaser intent knowledge suppliers product opinions by business
|
Trade |
Survey response depend |
|
Pc software program |
2312 |
|
Info expertise and companies |
1650 |
|
Advertising and marketing and promoting |
577 |
|
Pc and community safety |
267 |
|
Monetary companies |
249 |
As of June 2025, there are over 70 merchandise within the Purchaser Intent Information Suppliers class on G2 with a complete of seven,914 opinions.
Supply: 2025 G2 Purchaser Report
As seen within the chart above, complete opinions 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 progress, pushed by assembly the growing calls for of buyer preferences and concentrating 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 widespread? They reveal strengths within the following:
- Greater engagement with purchaser intent alerts
- 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 opinions, earned badges, star rankings, and Grid® Stories
These sellers act with precision, utilizing real-time knowledge insights to drive outcomes. Listed below are 4 key finest practices you’ll be able to undertake now to embrace this mindset:
- Concentrate on purchaser intent, not simply leads: Prime sellers prioritize accounts exhibiting precise shopping for habits, not simply those that fill out a kind.
- 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 important for sharing objectives, 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 routinely 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 normal for automating workflows, personalizing engagement, and successful offers.
Consumers are counting on AI to streamline their decision-making course of extra rapidly, as a substitute of going by means of the standard 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, moderately 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 on the spot, 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 business, 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, lowering guesswork and eliminating wasted effort. In immediately’s panorama, promoting smarter really begins with AI.
To be taught extra, learn G2’s newest Insights Report: AI’s Affect on Gross sales: Smarter GTM Motions for Lasting Buyer Connection.
