How the INFUSE–G2 Partnership Generates 20% More Leads for Cybersecurity Vendors

Cybersecurity vendors typically navigate a $240 billion market full of nine-person buying committees and seven-month cycles. By the time a contact opens an email, the buying committee has already researched on G2, compared vendors, and started narrowing a shortlist.

INFUSE and G2 set out to fix that gap. By pairing G2's Buyer Intent intelligence with INFUSE's demand activation engine, the two companies enable cybersecurity vendors to engage and influence their prospective buyers with confidence

To quantify what the partnership delivers, INFUSE and G2 analyzed 243,000 G2 Buyer Intent accounts, 19,200 INFUSE-engaged accounts, and more than 130 individual campaigns tracked over 6-to-12-month periods across 11 cybersecurity programs.

The result of this retrospective study is a cross-program benchmark for what cybersecurity vendors can expect when buyer research intelligence and demand activation operate as a single motion.

The combined impact shows up across four dimensions:

• Engagement density
• Content depth
• Buying stage distribution
• Lead quality

Important definitions

• Overlap accounts: Accounts represented in both G2 Buyer Intent and INFUSE engagement data
• These accounts were simultaneously conducting independent research on G2, while engaging with demand activation content from INFUSE
• Non-overlap accounts: Accounts that were engaged by INFUSE but not surfaced in G2 Buyer Intent data during the analysis period of 6-12 months before each campaign began till its completion
• Lead density: Account penetration based on the number of contacts engaged per account

Key findings

• Overlap accounts generated 20.9% more leads per account, showed 93.3% higher multi-touch engagement, and demonstrated 22.8% deeper nurture engagement than non-overlap accounts
• Overlap accounts were 1.6x more likely to be in the decision buying stage (42.6% vs. 26.5%), confirming that engaged contacts were further along in the buying journey and closer to purchase
• Approximately 196,000 G2 Buyer Intent accounts across the 11 programs were not targeted by INFUSE campaigns, representing a substantial pipeline expansion opportunity among accounts already actively researching and benchmarking cybersecurity vendors

The cybersecurity demand problem

Cybersecurity marketers have a reach problem, yet most feel it’s a relevance problem.

B2B buying cycles have compressed to roughly seven months, with most of that time spent on independent research. Peer validation drives where buyers land, and G2 is one of the first places they go to form an informed opinion.

“What's changed isn't just where buyers start, it's what they're doing throughout the entire journey. They've moved from reference to inference. Instead of weeks of research, they're using ChatGPT to one-shot their shortlists.”

Tim Sanders
Chief Innovation Officer, G2

For the cybersecurity vendors served by the INFUSE–G2 partnership, that meant that they were missing out on clients who weren’t formally raising their hands. These were the ones already on G2, comparing options quietly. Reaching them required two things working together: knowing who was in-market, and knowing how to reach them and what to send them next.

A research signal, paired with an activation engine

G2 Buyer Intent shows which accounts are researching what. This can include categories visited, competitors compared, pricing pages opened, product profiles studied. INFUSE turns these signals into content and multi-touch outreach across the full buying group. Plugged together, the two start behaving like a single motion.

Through the partnership, cybersecurity vendors don’t have to chase signals or rebuild lists. G2 Buyer Intent data flows into demand campaigns via the joint integration, launching INFUSE activation campaigns automatically: without manual handoffs, or lag between accounts showing intent and getting engaged.

More people per account, not just more leads

When INFUSE engaged client accounts that were already researching on G2, lead density climbed 20.9% per account. That lift held across nearly every program the team ran, and reached as high as +34.9% in the strongest performers.

This shift was about the depth as well. Cybersecurity purchases are committee decisions. Security architects, engineers, analysts, VPs, and a CISO all have a say. Pairing intent signals with multi-channel activation pulled more of those stakeholders into the conversation. Engagement spread across the org chart instead of stalling with a single contact.

Engagement that kept going

The accounts that were researching on G2 responded and came back.

57.4% of intent-signaling leads completed three or more content interactions, compared to 29.7% of leads outside that group. This was a 93.3% lift in multi-touch engagement. Nurture depth followed the same pattern, with average touches per lead climbing 22.8%.

“The 93.3% lift in multi-touch engagement confirms that intent-signaling accounts yield deeper organizational penetration, with multiple stakeholders engaging across the buying group. The activation methodology does not just reach accounts; it reaches into accounts, engaging the full buying group.”

David Verwey
Chief Commercial Officer, INFUSE

Closer to a decision

Intent-signaling accounts were 1.6 times more likely to be in the decision stage of the buying journey.

The competitive signals told the same story. These accounts were checking competitor pages roughly three times more often, hitting pricing pages up to 4.35 times more often, and showing competitive research activity 80% to 98% of the time. That's not casual browsing. That's a shortlist being built.

“When campaign targeting is aligned with what buyers are already researching, the result is not just higher engagement but engagement at the stages that matter most for pipeline conversion.”

Alexander Kesler
Founder and CEO of INFUSE

Turn buyer research into multi-touch campaigns that reach the full committee. See how G2 Buyer Intent powers demand campaigns.

G2 + INFUSE combined impact

Beyond the headline numbers, the partnership produced a set of patterns that hold up across program scale and campaign type:

• Lead quality stayed high while engagement deepened. 85% to 99% of leads were Manager level or above, with VP-level engagement notably stronger in intent-signaling accounts.
• Competitor and pricing page activity were the strongest predictors of campaign responsiveness. Accounts viewing competitor pages generated up to 41% more leads per company.

Key takeaways for demand marketers

1. Treat intent as a targeting layer, not a list. The accounts researching on G2 are the same ones engaging deepest with demand campaigns. Use buyer intent to validate targeting quality, not just to add names.
2. Reach the buying committee, not the lead. Cybersecurity decisions involve nine people. Combining intent signals with multi-touch activation is what pulls the whole group in.
3. Audit the accounts you're not targeting yet. If only 1% to 3% of your intent universe is in your campaigns, the pipeline expansion opportunity is enormous. And it's already in-market.
4. Close the distance between signal and outreach. The longer the gap between an account showing intent and a campaign reaching them, the more of the buying cycle gets spent without you. The G2 Buyer Intent Playbook walks through how to act on signals in real time.

A single motion for in-market demand

What the INFUSE–G2 partnership delivers isn't a list-pull or a one-off integration. It's a way of working for mutual customers that treats buyer research and demand activation as two systems that talk to each other.

“Through the G2 × INFUSE integration, Buyer Intent data flows directly into demand campaigns with no additional lift from client teams, reducing the distance between identifying an in-market account and activating it to operationally zero. Intent intelligence and demand execution operate as a single motion, not a handoff between two systems.”

David Verwey
Chief Commercial Officer, INFUSE