It would be an understatement to say it’s been a year of rapid transformation for B2B software.
At G2, we’ve been at the forefront of it all — from tracking emerging software categories in our marketplace, to hearing from the industry’s top voices at our G2 Reach event, and rolling out new capabilities that help software buyers and companies stay visible and win in the age of AI.
As G2’s Customer Education & Marketing Manager, I also see this shift firsthand through our G2 University Edge webinar series. Based on what customers are most excited about and prioritizing, this countdown looks back at the moments and innovations that defined the year — and how they’ll shape 2026 — including:
- Five must-see moments from G2 Reach 2025 on brand building, AI search, and go-to-market (GTM) strategies.
- Five G2 innovations you can start using now to turn AI visibility and buyer engagement into real pipeline.
Five Moments From Reach 2025
These five clips are the moments we can’t stop thinking about from Reach 2025 — highlighting how intent, AI search, and brand are evolving. Treat them as a quick refresher and a highlight reel to rewatch anytime and share with your teams.
5. The Intent Data Problem — and How G2's
Solving It
Reach session: Targeting the Right Buyer at the Right Time with Intent Data
As much as intent data empowers GTM teams, it can also overwhelm them. Hear more about this signal overload and how G2’s research-based approach helps your team break through the noise with a competitive edge.
4. Almost 9 in 10 Buyers Use AI Search — How to
Get Found First
Reach Session: Driving Growth with G2: A Strategy for Success
About 9 in 10 buyers now use AI search during their B2B software buying journey, and G2 is the only B2B software source appearing in the top 20 most-cited sources by large language models (LLMs). Learn how a robust, on-brand G2 Profile helps ensure buyers find you first — not your competitors.
3. Zero-Click Searches Are Here — How G2 Helps
You Show Up in AEO
Reach Session: Conquering AEO: Grow Your Brand, Drive Demand, & Deliver Results
AI and LLMs now answer before you even click. Discover how G2’s answer engine optimization (AEO) strategy ensures your brand breaks through in this zero-click era.
2. Tim Sanders Reveals the AI Mega-Trend You
Can't Ignore
Reach Session: AI Mega-Trends Transforming the Future of Go-to-Market
G2’s Chief Innovation Officer, Tim Sanders, shows what separates trends from mega-trends, and why AI agents are about to redefine how quickly you can scale pipeline and impact.
1. Bozoma Saint John — "You are the molecules that
change the brand."
Reach Session: Building Your Brand with Bozoma Saint John
Hall of Fame Marketing Executive Bozoma Saint John explains why the most magnetic brands are built on bold authenticity, and how being yourself is your greatest asset.
Five G2 Innovations To Use Today
These five G2 capabilities are designed to help you turn AI visibility and intent signals into action. Each one is powerful on its own, but many of them combine for even greater impact, creating a flywheel for pipeline, analytics, and revenue.
Tip: Look for a “+” below to see where these capabilities work together.
5. AI Visibility Dashboard
Discover how often your G2 Product and Category Pages are cited by LLMs. Get a breakdown of your visibility, optimize where you show up, and tie these findings directly to G2 engagement.
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4. Account Prompts for LLMs
See exactly how your brand and products appear in AI answers, down to the product level, so you can tailor your content to real buyer queries in AI-search and drive better results.
3. Performance Analytics Dashboard
Connect G2 engagement data directly to your CRM (Salesforce or HubSpot) to prove pipeline and revenue influence, with metrics such as close rate, deal size, and sales cycle length.
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2. AI Insights*
Uncover what’s driving or stalling your pipeline with AI-powered, actionable guidance — powered by CRM (Salesforce or HubSpot) data and G2 Buyer Intent signals, all within your Performance Analytics Dashboard.
*Must have Performance Analytics activated.
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1. Churn Threats*
Get early warning signs in your Performance Analytics Dashboard when customers start researching competitors on G2. Spot churn risk before renewals are at stake and intervene early to protect revenue.
*Must have Performance Analytics activated.
Bringing It All Together for 2026
Looking back at G2 Reach 2025 and this year’s Innovation Events, one pattern stands out: B2B software brands win when they show up where buyers research, tell a consistent story, and move quickly on intent signals.
Use this countdown as your checklist for 2026 planning, and start turning 2025’s trends into your next wave of growth for the new year!
If you’re ready to go beyond this recap, head to our Resource Hub for more guides, on‑demand webinars, and success stories to plug into your 2026 plans.
