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G2 opens self-serve pay-per-lead and DSP intent activation to small B2B teams

The September 22 quarterly drop turns first-party buyer signals into ad audiences and BANT-qualified leads without an ABM stack.

By Iris Holloway·Tools & frameworks·

G2’s September 22 quarterly drop shipped two products that quietly unbundle the ABM stack: G2 Audiences, which pipes account-level intent into named DSPs, and Verified Leads, a self-serve pay-per-lead channel running on Software Advice inventory. Both are pitched at teams that previously needed a demand-gen analyst, an intent-data contract, and a paid ABM platform to do the same work.

The framing comes from G2’s own 2026 Buyer Behavior Report, which found 82% of B2B buyers have used AI chatbots to source software recommendations over the past two years. “Buyers are researching earlier, shortlisting faster, and expecting more proof before they ever talk to sales,” said Alex London, G2’s CMO. The traditional funnel isn’t collapsing so much as being routed around, and vendors are re-pricing themselves to meet buyers wherever the shortlist actually gets built.

G2 Audiences uses Bombora’s activation API to push lists built in the my.G2 interface into The Trade Desk, DV360, StackAdapt, Amazon DSP, and Yahoo DSP. Product documentation adds Reddit, Meta, and Google Ads. Custom and syndicated variants run through Bombora’s Curated Ecosystem Audiences across more than 100 downstream platforms. Verified Leads goes the other direction: G2’s software advisors BANT-qualify each buyer, then hand off a record with headcount, budget, must-have features, decision-makers, and timeline attached. Pricing wasn’t disclosed in any of the five sources reviewed; MarTech confirmed the audience-activation and MCP pieces without adding numbers.

The pattern rhymes with AiSDR’s Ami, a self-serve GTM agent and Demandbase’s Mojo marketing agent, both shipped in the same fortnight. The ABM primitives that once sat behind six-figure annual contracts are being repackaged as pay-as-you-go units. G2’s version is the least agentic of the three and, for a founder without a data-science bench, probably the most immediately usable.

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