G2 Intent

Overview

G2 Buyer Intent is a sales intelligence product from G2, the software review marketplace. Unlike G2's review widgets that display on your website, G2 Buyer Intent works in the opposite direction — it identifies companies that are actively researching software categories on G2's own platform and partner sites, then makes those intent signals available to software vendors for outbound sales targeting.

When deployed on a vendor's website, G2 Intent scripts can also capture visitor behavior to enrich the intent data, matching website visitors to company profiles and combining on-site activity with G2 marketplace research behavior.

What This Script Does

When G2 Intent tracking is active on your website, the following data collection occurs:

• Company identification: The script attempts to identify the company a visitor belongs to using IP-based reverse lookup and other firmographic matching techniques. Individual names or email addresses are not collected — the identification operates at the company level.
• Behavioral tracking: Page views, time on site, and content engagement on your website are captured and associated with the identified company profile.
• Intent signal correlation: On-site behavior is combined with G2 marketplace data (which software categories the company has been researching, which competitor pages they've viewed) to generate composite intent scores.
• Cookie deployment: The script sets cookies to maintain visitor sessions and recognize returning visitors for ongoing behavioral tracking.
• Data transmission: Collected behavioral data is sent to G2's servers, where it is processed and made available to the vendor through G2's intent dashboard and CRM integrations.

The primary purpose is sales enablement — helping sales teams prioritize outreach to companies showing buying signals.

Consent & Compliance

G2 Intent raises substantial consent and data protection concerns. While G2 emphasizes that tracking occurs at the company level rather than the individual level, the underlying mechanisms still involve processing visitor-level data. IP addresses (personal data under GDPR) are collected and processed through reverse lookup services. Cookies are set on the visitor's device to track behavior across sessions.

Under the ePrivacy Directive, setting cookies for the purpose of identifying and tracking visitors for sales intelligence is not strictly necessary for any service the visitor has requested. This requires prior consent.

The combination of on-site behavioral tracking with third-party marketplace data creates detailed profiles of purchasing intent. Even though these profiles are attributed to companies rather than individuals, the data collection at the point of origin involves individual visitors' devices and browsing behavior.

For GDPR purposes, the IP-based company identification and cookie-based behavioral tracking constitute processing of personal data for a purpose (sales intelligence) that the visitor has not been informed about or consented to during their visit.

Should You Block This Without Consent?

Yes. G2 Intent sets cookies and tracks visitor behavior for sales intelligence purposes. This is marketing-oriented data collection that requires explicit consent under both the ePrivacy Directive and GDPR.