INFUSE and G2 Joint Study Finds Demand Programs Aligned with Buyer Signals Deliver 93% More Engagement and 1.6x Higher Decision-Stage Reach Among Cybersecurity Buyers

BOCA RATON, Fla., June 3, 2026 (Newswire.com) - INFUSE, a global B2B demand and revenue marketing performance company, and G2, the world's largest and most trusted data source on B2B software, today published findings from a joint benchmark study examining how the combination of G2 Buyer Intent signals and INFUSE demand activation performs across cybersecurity vendor programs.

This market study draws on 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.

Accounts appearing simultaneously in both G2 Buyer Intent and INFUSE campaign data (designated as overlap accounts) generated 20.9% more leads per account, 93.3% higher multi-touch engagement, and were 1.6x more likely to be at the decision stage of the buying process than accounts reached by demand activation alone.

"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," said Alexander Kesler, Founder and CEO of INFUSE.

Intent signals as a reliable targeting predictor

The 41.5% overlap rate between G2 Buyer Intent accounts and INFUSE-engaged accounts, ranging from 22.3% to 89.7% across individual programs, establishes active research signals as a consistent predictor of campaign responsiveness across varied program structures and target segments.

Overlap accounts recorded 2.5x more total G2 pageviews, 3.0x more competitor pageviews, and up to 5.3x more comparison pageviews than non-overlap accounts (accounts that were engaged by INFUSE but not surfaced in G2 Buyer Intent data during the analysis period). Nurture depth reflected the same pattern, with 57.4% of overlap accounts reaching three or more content touches versus 29.7% of non-overlap accounts.

"Buyers conducting active research on G2 represent high-quality demand that is ready to be engaged," said Eric Gilpin, President of GTM at G2. "When that research intelligence is paired with demand activation at scale, the engagement lift speaks for itself."

Competitive signal activity and buying committee reach

80-98% of overlap accounts showed competitive signal behavior during the analysis period, with accounts recording competitor pageviews generating up to 41% more leads per company. Seniority-level data showed 85-99% of leads at Manager level or above across both cohorts.

Overlap accounts demonstrated higher VP-level engagement across multiple programs, confirming that signal-driven demand activation reaches both technical practitioners conducting evaluations and executive decision makers approving them.

"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," said David Verwey, Chief Commercial Officer at INFUSE.

Scale of untapped pipeline

Across the 11 programs analyzed, approximately 196,000 G2 Buyer Intent accounts were not targeted by active demand programs, a measurable pool of actively researching buyers outside campaign reach. Global information security spending is projected to reach $240 billion in 2026, a 12.5% increase from $213 billion in 2025, with B2B buying groups now averaging nine members and average buying cycles compressing to seven months (INFUSE Voice of the Buyer 2026). The data signals a shrinking window for vendor engagement.

Shortlist formation increasingly occurs before direct vendor contact: 51% of buyers now start software research with AI chatbots over Google, and 71% rely on AI chatbots in their process, placing G2 as the second-leading source influencing shortlists after generative AI tools.

"What has changed is not just where buyers start, it is what they are doing throughout the entire journey," said Tim Sanders, Chief Innovation Officer at G2. "They have moved from reference to inference. Instead of weeks of research, they are using ChatGPT to one-shot their shortlists."

The full benchmark study is available at https://infuse.com/insight/better-together-how-g2-and-infuse-amplify-cybersecurity-campaign-performance.

About INFUSE

Demand Excellence Delivered.

We are INFUSE, a global B2B demand and revenue marketing performance company. At the heart of INFUSE is a demand engine powered by data: first-party buying groups, deep intent signals, and exclusive competitor and market intelligence insights. This AI-driven demand engine ensures precision targeting across in-market buyer and account profiles to drive qualified interest. Omnichannel outreach and INFUSE-exclusive marketing programs identify and engage prospective buying groups throughout their journey.

To optimize your investment and deliver on your lead-to-revenue performance goals, INFUSE demand generation tools and professionals are available in over 75 countries across all time zones. We proudly work with industry-leading brands such as VMware, ServiceNow, Google, AWS, Microsoft, Palo Alto Networks, and many others.

About G2

G2 is the world's largest and most trusted data source on B2B software, helping businesses reach their peak potential by enabling confident buying and go-to-market decisions. Offering trusted data, authentic peer reviews, and real-time market intelligence, the G2 ecosystem - which includes Capterra, Software Advice, and GetApp - serves more than 200 million annual buyers, representing teams at every Fortune 500 company. As buyers increasingly shift from traditional search to AI search platforms, G2 has become the most-cited B2B software source across those AI-first channels where software discovery happens. Leading software and services companies like Salesforce, IBM, SAP, Adobe, and Clay also trust G2 to influence discovery, build brand credibility, reach in-market buyers, and accelerate revenue growth.

Press

Victoria Albert, INFUSE, [email protected]

Jenny Gardynski, G2, [email protected]

SOURCE: INFUSE

Source: INFUSE