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 fitting methods and expertise 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 consistently conscious of the traits and methods 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 information to assist proactively determine consumers earlier than they contact gross sales professionals (and even their rivals).
Purchaser habits: What prime B2B sellers know
In accordance with G2’s 2025 Purchaser Conduct Report, 57% of B2B software program consumers globally anticipate their group will spend extra on tech and software program over the following yr. That’s an 8 % level (ppt) improve in anticipated expertise and software program spending since final yr.
Supply: 2025 G2 Purchaser Report
Why are organizations seeking to make investments extra of their expertise stack? Apart from synthetic intelligence (AI) being the dominant pressure (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 maintain 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 interact with a salesman, the important thing alternative is to have interaction them on the proper second, in the fitting place, with the proof they should transfer ahead. In accordance with the 2025 Purchaser Conduct Report, two-thirds of consumers 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 personalised messages. Main B2B sellers are refining their go-to-market (GTM) methods to higher interact with dynamic purchaser personas, shifting sentiments, and evolving behaviors.
The facility of purchaser intent information
So, how are high-performing B2B firms adapting to evolving purchaser habits to higher interact them and stay aggressive?
A technique is by driving smarter gross sales methods utilizing purchaser intent indicators, purchaser habits information, and model credibility to shut offers quicker and extra successfully. To know how these B2B sellers leverage purchaser intent information, we should first perceive what purchaser intent information 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 information may also assist companies perceive what different merchandise or integrations could possibly be useful to their prospects to preemptively meet their wants. This information can come from a number of sources, together with:
- First-party intent information: 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 information: That is the information gathered from a trusted associate who has collected it immediately from their customers after which shares it with different companies via an settlement.
- Third-party intent information: Third-party intent information is sourced from exterior suppliers who combination consumer habits throughout varied web sites, platforms, or different sources.
For instance, G2 Purchaser Intent information is second-party intent information 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 fitting viewers and win extra offers. Some B2B sellers on G2 have even skilled 3x the conversions with G2 Purchaser Intent information.
Additionally, purchaser intent information suppliers combination and ship indicators that point out when prospects and prospects work together or interact 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 evaluations within the Purchaser Intent Knowledge Suppliers class.
Complete # of purchaser intent information suppliers product evaluations by trade
|
Business |
Survey response depend |
|
Pc software program |
2312 |
|
Info expertise 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 evaluations.
Supply: 2025 G2 Purchaser Report
As seen within the chart above, complete evaluations have elevated 7.3% for the reason that final fiscal yr, which suggests growing adoption of purchaser intent information suppliers. This datapoint doesn’t come as a shock, as the marketplace for purchaser intent information instruments is experiencing important progress, pushed by assembly the growing calls for of buyer preferences and concentrating on potential prospects 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 show strengths within the following:
- Greater engagement with purchaser intent indicators
- Smarter outreach with extra relevance and timing pushed by intent information and purchaser habits insights on G2
- Elevated alignment between gross sales and advertising and marketing round profile exercise and interplay information
- Constant funding in gathering and leveraging product evaluations, earned badges, star rankings, and Grid® Reviews
These sellers act with precision, utilizing real-time information insights to drive outcomes. Listed here are 4 key finest practices you’ll be able to undertake now to embrace this mindset:
- Give attention to purchaser intent, not simply leads: High sellers prioritize accounts displaying 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 information 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 objectives, information, and messaging to make sure a constant purchaser expertise and a stronger pipeline.
- Make the most of automation: Use instruments to determine 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 consumers alike must prioritize AI as that is the brand new commonplace for automating workflows, personalizing engagement, and profitable offers.
Patrons are counting on AI to streamline their decision-making course of extra shortly, as an alternative of going via 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, moderately than manually looking for vendor web sites and analyst studies. For instance, G2.ai leverages the ability of G2 market information with AI to get instantaneous, extremely related software program suggestions and reply the hardest shopping for questions.
However, 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 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 information into actionable insights, decreasing guesswork and eliminating wasted effort. In immediately’s panorama, promoting smarter really begins with AI.
To study extra, learn G2’s newest Insights Report: AI’s Affect on Gross sales: Smarter GTM Motions for Lasting Buyer Connection.
