G2 launches Verified Leads, G2 Audiences and an Agent Evaluations beta for go-to-market teams

Industry News · Sales Technology · September 28, 2026

Buyer proof now moves through ads, pay-per-lead campaigns and agent tests before a rep is involved

Agent-led GTM industry news · Week of September 23 to 28, 2026

G2 released tools on September 23, 2026 that push its buyer data into paid media, self-serve lead campaigns and AI assistants. Agent Evaluations puts vendor AI agents in a simulated company and scores their work. The review site wants to be the proof layer for agent-led buying.

G2 announced the release on September 23, 2026. The company said buyers research earlier, shortlist faster and want more proof before they talk to sales. G2’s 2026 Buyer Behavior Report found that 82% of B2B buyers used AI chatbots to source software recommendations in the past two years.

G2 Audiences builds account-level audiences from G2 Buyer Intent signals. It sends them to demand-side platforms through Bombora’s activation API. The list includes The Trade Desk, DV360, StackAdapt, Amazon DSP and Yahoo DSP.

Verified Leads is a self-serve, pay-per-lead campaign builder. It connects vendors with buyers who compare solutions on Software Advice. Each lead includes headcount, budget, must-have features, decision makers and a timeline.

G2 expanded its Model Context Protocol (MCP) access. Enterprise users can now query G2 buyer and market data in plain language inside Claude, ChatGPT and my.G2.

Agent Evaluations entered public beta. G2 places AI agents in a simulated company environment, configures live vendor agents, gives each one the same work and scores the actual result.

The release also extended AI Custom Research to all customers and added review collection through Gmail, LinkedIn, HubSpot and live events. Alex London, Chief Marketing Officer at G2, said: “Buyers are researching earlier, shortlisting faster, and expecting more proof before they ever talk to sales.”

The takeaway

The proof a buyer’s agent reads is now a distribution channel. Put your review data, benchmark results and agent test scores where the agents look, and keep them current.

Why it matters for agent-led growth

Your agent will be benchmarked. Agent Evaluations scores vendor agents on identical work. If you sell an agent, expect a buyer to run it in a sandbox next to two competitors before a first call.
Intent data reaches the ad stack without a rep. G2 Audiences sends in-market accounts straight to the DSP. An agent-led motion can run the full loop from signal to audience to ad to landing page, with a human on review.
Reviews are now MCP-readable. When Claude or ChatGPT can query G2 data, review volume and recency become inputs to the buyer’s agent. Run review collection as a system, not a quarterly campaign.
Pay-per-lead removes the guess. Verified Leads ships each lead with budget and timeline attached. Send those fields straight into your qualification agent.