Basics of the G2 + Marketo integration
  • 20 Aug 2023
  • 4 Minutes to read
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Basics of the G2 + Marketo integration

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Article summary

The G2 + Marketo integration enables you to map G2 Buyer Intent data to Marketo people, enabling you to create Marketo lists, smart campaigns, programs, and more.

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To learn how to set up the G2 + Marketo integration, refer to the Implementation documentation.

About G2 Buyer Intent data

G2 Buyer Intent captures enriched data about buyers researching your product across G2. Buyer Intent signals can be generated by a variety of buyer actions, including interacting with your G2 product profile page, comparing your product to a competitor, and viewing alternatives for a product in a shared category. This data enables your sales, marketing, and customer success teams to identify a buyer's stage in the buyer journey.

Refer to the Buyer Intent documentation for more information on signal types, checking the signals included in your subscription, and more.

How G2 Buyer Intent data auto-maps to Marketo

Buyer Intent signals are automatically mapped (auto-mapped) to companies in Marketo by matching the website domain on the Buyer Intent signal to a company with the same domain in Marketo. Multiple Buyer Intent signals can be mapped to a single Marketo company, but a single signal cannot be mapped to multiple Marketo companies.

Filter and identify G2 Buyer Intent signals

Whether you’re building Marketo lists or reviewing the information in G2 custom fields, understanding the default Buyer Intent fields being delivered to your Marketo instance and how to filter them in various ways is important.

Although people are at the core of Marketo, G2 Buyer Intent data is generated at the company level. When using G2 custom fields to filter in Marketo, the Buyer Intent activity is generated across the company associated with a person. For example, if you use the G2 Total Pageviews custom field in a filter, this includes all G2 pageviews across the associated company, not just an individual person.

Use the G2 Pages Viewed custom field for filtering

Buyer Intent data flows to all of the G2 custom fields in Marketo. The G2 Pages Viewed custom field is where complete details about Buyer Intent signals are stored. When building smart lists, this custom field can be used to filter Marketo people (associated companies) based on G2 Buyer Intent signals.


For example, select contains and enter compare to find only the companies that have viewed a G2 product comparison page. Or select not contains and enter sponsored to filter out all companies with Buyer Intent signals that include sponsored content impressions on

The following table identifies the G2 Buyer Intent filter keywords that you can use in combination with Marketo's filters to build lists.

Buyer Intent signalFilter keywordDescription
AlternativesalternativeViews of G2 alternatives pages for your product or products in a shared G2 product category. This activity indicates that the buyer is seeking alternatives for a product in your category, but your product is not necessarily being compared directly.
CategorycategoryViews of a G2 category page featuring your product. G2 categorizes products based on a number of factors, including similar functionality and use case. This activity could indicate that the buyer is in the initial research stage.
ComparisoncompareViews of G2 product comparison pages that include your product. This Buyer Intent activity can indicate when a G2 user is directly comparing your product to a competitor’s product.
PricingpricingA buyer viewed the pricing page of your G2 profile. This activity indicates that the buyer is evaluating your product in the context of their budget.
Product profileprofileViews of your G2 product profile page. This activity indicates that a G2 user is specifically researching your product, which means the buyer is further along in their journey.
Sponsored contentsponsoredViews of an advertisement for your product on This signal can include the G2 page where your advertisement was loaded, such as on a competitor’s product profile or category page.
All signals{the name of a geographic region}If location data is available, enter in the name of a country or region to filter Buyer Intent signals by the individual buyer's geolocation.

Examples: United States | India | California
Alternatives, comparison, or sponsored content{the name of a competitor}Some G2 Buyer Intent signals contain information about your competitors, such as the product that your product was compared against.

Enter the name of a competitor into the contains any of field to refine your alternative, comparison, or sponsored content pageviews. For example, G2 Marketing Solutions can enter Gartner as a keyword.

To find more options for filtering via this custom field, go to the Info tab timeline for your Marketo people and view the details for the G2 Buyer Intent signals in the G2 Pages Viewed field. There, you can identify competitor companies or other phrases that you might want to use for filters.

Where G2 data appears: Marketo people

By default, G2 Buyer Intent data appears in the Info tab of Marketo people. Each Buyer Intent signal increases the numerical count included in the relevant page views field, provides information in the G2 Pages Viewed field detailing the specific G2 pages that the buyer viewed, and adjusts the G2 Market Score.

For example, if a company views a comparison page that includes your product, the numerical count in both the G2 Comparison Pageviews and G2 Total Pageviews fields increases by 1, and the G2 Pages Viewed field details the date the activity occurred and the competitor product that was included in the product comparison.

Custom G2 fields in Marketo display aggregated G2 Buyer Intent activity across the person’s associated company, not activity for a specific Marketo person. The account-level information included in G2 Buyer Intent data means that an individual buyer’s activity can not be tracked directly.


Where G2 data appears in Marketo

G2 Buyer Intent data resides in the Info tab for Marketo people.

That G2 data can also be used as filters when creating Marketo lists and smart campaigns, which can then be used as part of programs.

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