G2 vs HubSpot

G2 and Clay Bring Trusted Insights Into GTM Workflows

Most sales and marketing teams know which accounts fit their ideal customer profile (ICP). But few can...

G2 Brings Verified Software Market Data to OpenAI's ChatGPT Work

G2 has announced a new integration that brings its verified software market data to OpenAI's ChatGPT, enabling users to access trusted market insights directly within the AI interface.

AI Speeds Software Discovery but Self-Service Checkout Lags

B2B software buyers are leveraging AI chatbots to accelerate discovery and shortlisting, yet the post-decision purchase process remains bogged down by slow sales-led journeys, internal approvals, and lengthy vendor negotiations. According to G2's 2026 Buyer Behavior Report, over 80% of buyers used AI for software recommendations, with 80% of AI users purchasing from their initial shortlist. However, Cleverbridge's research reveals that nearly 75% of purchases face significant delays or abandonment due to internal approvals and vendor back-and-forth. While 84% of buyers prefer a self-service digital path, only 17% of sellers have implemented one. Delays stem from waiting for quotes, security reviews, and budget approvals. Buyers express willingness to handle routine transactions, including those over $25,000, through self-service, indicating a clear gap between buyer expectations and seller capabilities.

• Over 80% of B2B software buyers used AI chatbots for software recommendations in the past two years (G2).
• 80% of AI users bought from their initial shortlist in at least three of five purchases, versus 65% of non-AI users (G2).
• Nearly three-quarters of software purchases are delayed or abandoned due to internal approvals or vendor back-and-forth (Cleverbridge).

HubSpot Unbound 2026: Agent Hub, Marketing Studio, and More

At HubSpot's Unbound 2026 conference, the company announced several product updates. Key announcements include the general availability of Agent Hub, the launch of HubSpot Work as a new AI-first workspace, and the expansion of Notetaker with Smart Deal Progression. Marketing Studio was rebuilt with a focus on insights, and new AI agents like Campaign Agent and Nurture Agent were introduced. Beyond these, HubSpot rolled out updates like a unified report builder, Churn Risk signal for customer retention, personalized landing pages (Targeted Pages), SharePoint/OneDrive integration, a marketing contact cap, and a Reddit ads integration. HubSpot also announced new pricing on October 15, 2026, focusing on spending controls and flexibility. The updates span various hubs and tiers, with several now live or in beta.

• HubSpot launched Agent Hub, a centralized platform for managing and deploying AI agents.
• HubSpot introduced HubSpot Work, a new AI-first collaborative workspace in public beta.
• Marketing Studio was rebuilt with a focus on insights and reporting, now in public beta.

HubSpot Adds Spending Controls and Flexible Billing

HubSpot announced new pricing and billing options to give marketing teams more control over spending, especially with the growth of AI usage and consumption-based pricing. The changes include account-level spending limits on HubSpot credits, the ability to exchange unused seats for credits, additional payment options for excess usage, and hard limits on marketing-contact tiers. These controls aim to eliminate surprise overage charges and help teams maintain predictable budgets. This announcement follows HubSpot's broader pricing overhaul for EMEA customers, which introduced a model based on platform editions, seats, and usage credits.

• HubSpot introduced account-level credit spending limits, with default caps at 50% above monthly allocation.
• Customers can exchange unused seats for credits and swap seat types mid-contract.
• HubSpot enables hard limits on marketing-contact tiers to prevent automatic upgrades.

B2B Marketers Connect Signals to Decisions

At LinkedIn's B2Believe event, a panel featuring SAS, HubSpot, and Dentsu discussed how B2B organizations are turning customer signals into actionable decisions. The panel, moderated by Kyle Poyar, explored the need for precise signal definition, the rise of the dark funnel, and the role of AI in joining qualitative and quantitative data. Key takeaways include HubSpot's two-axis demand mapping (fit and intent), SAS's investment in brand and 'share of prompts', and the importance of speed-to-lead and multichannel engagement. SAS's new measurement framework focuses on reach, relationships, and revenue, using LinkedIn's clean room data to show that brand exposure increases deal size and velocity. Dentsu emphasized moving beyond proxies while acknowledging their necessity. The consensus is that the signal is already there, but the system to connect data, teams, and decisions is the missing piece.

• SAS found that deals exposed to brand and thought leadership activity were 24% larger and closed 13% faster, based on LinkedIn's clean room data.
• HubSpot now maps demand on two axes: fit and intent, and uses LLMs to identify signals from chat conversations.
• SAS rebuilt its measurement framework around three pillars: reach, relationships, and revenue.