Configure account scoring with G2 event data

Score G2 visits in Salesforce to prioritize accounts by interest level, automate alerts based on intent strength, and seamlessly integrate G2 Intent data into existing sales and marketing workflows.

Before getting started

Configuring the G2 Intent Score field enables you to leverage these scores in several ways to enhance your sales and marketing efforts:

• Prioritize Accounts in Buyer Intent Reports: Sort your Account Buyer Intent report by Intent Score to prioritize accounts with the highest level of engagement.
• Set Conditions for Buyer Intent Alerts: Use Intent Score as a filter in Buyer Intent Alerts to ensure that only high-value signals reach sales. For example, you can set a condition where alerts are sent only if the G2 Event Tag contains “categories” or “sidebar” (ads) and the Account or Organization Intent Score is 20 or higher. This helps reduce alert fatigue by surfacing only the most relevant insights.
• Emphasize Importance in Intent Notifications: Include the Intent Score in the message text of Intent Notifications to highlight the engagement level of a prospect. This is particularly useful for lower-strength visit types, as the Intent Score provides additional context to help sales teams quickly assess the importance of each alert.
• Enhance Lead and Account Scoring Models: Incorporate the G2 Intent Score as a key metric in your lead or account scoring models alongside other data sources. By doing so, you can achieve a more comprehensive view of intent, improving the accuracy of your scoring and prioritization strategies.

Overview

Creating a custom score report requires the following high-level steps:

Create custom fields: Define custom fields on the G2 Event object to calculate and adjust intent scores for each visit, including a time-decayed score.
Aggregate Score to Organizations: Create a roll-up summary field on the G2 Visiting Organizations object that sums all visit intent scores from related G2 Event records.
Sync score to the account object: Set up a flow to automatically update the G2 Intent Score on the Account object.

1. Configure custom fields

You will need to create two formula fields on the G2 Event object to score each visit and to apply a time decay to the scores.

Create a field to score each visit

To create a custom field to calculate the intent score for each visit:

1. Log into your Salesforce instance.
2. Select Setup, then select Object Manager and select G2 Event.

3. Select Fields & Relationships, then select New.
4. In the Data Type panel, select Formula then select Next.
5. In the Choose output type panel, enter G2 Visit Intent Raw in the Field Label field, and G2_Visit_Intent_Raw in the Field Name field.
6. In the Formula Return Type field, select Number, then select Next.
7. Paste the following formula in the Formula Editor, then select Next.

CASE( G2Crowd__Tag__c ,
"ad.category_competitor.product_left_sidebar",1,
"products.reviews",10,
"products.pricing",12,
"products.features",12,
"products.discuss",12,
"products.competitors",3,
"categories.show",2,
"categories.learn",1,
"categories/products.highest_rated",3,
"categories/products.easiest_to_use",3,
"comparisons.show",20,
"product_reference_pages.show",12,
"vendor_admin/product_reference_pages.show",12,
"reports.show",8,
"reports.preview",6,
"grid_report/documents.show",8,
"grid_reports/documents.show",8,
"vendors.show",4,3)
* (1 + IF( OR(
CONTAINS(G2Crowd__Resource_Name__c,"{TOP COMPETITOR NAME}")
,CONTAINS(G2Crowd__Resource_Name__c,"{TOP COMPETITOR NAME}")
,CONTAINS(G2Crowd__Resource_Name__c,"{TOP/MAIN CATEGORY NAME}")
),1,0))

8. In the Establish field-level security panel, select Permission sets with object permissions, then select Next.
9. Select Save.

Create a field to apply time decay

To create a custom field that applies time decay to the visit intent scores:

1. Log into your Salesforce instance.
2. Select Setup, then select Object Manager and select G2 Event.
3. Select Fields & Relationships, then select New.
4. In the Data Type panel, select Formula then select Next.
5. In the Choose output type panel, enter G2 Visit Current Intent Score as the Field Label, and G2_Visit_Current_Intent_Score as the Field Name.

6. In the Formula Return Type field, select Number, then select Next.
7. Paste the following formula in the Formula Editor, then select Next.

G2_Visit_Intent_Raw__c * 
IF(
TEXT( G2Crowd__Days_Ago__c ) = ‘1’,1),
IF(
TEXT( G2Crowd__Days_Ago__c ) = 7,0.9,
IF(
TEXT( G2Crowd__Days_Ago__c ) = 30,0.75,
0.3)))

8. In the Establish field-level security panel, select Permission sets with object permissions, then select Next.
9. Select Save.

2. Aggregate intent scores

To aggregate the intent scores at the company level, you will need to create a roll-up summary field on the G2 Visiting Organizations object to sum the visit intent scores from related G2 Event records.

To roll-up visit scores to the G2 Visiting Organization:

1. Within your Salesforce instance, select Setup.
2. Select Object Manager, then select G2 Visiting Organizations.
3. Select Fields & Relationships, then select New.
4. In the Data Type panel, select Roll-Up Summary then select Next.

5. In the Enter the details panel, enter G2 Intent Score in the Field Label field and enter G2_Intent_Score in the Field Name field, then select Next.
6. From the Summarized Object dropdown, select G2 Events.
7. In the Select Roll-Up Type panel, select SUM, then select G2 Current Visit Intent Score from the Field to Aggregate dropdown.
8. Select Next.
9. In the Establish field-level security panel, select Permission sets with object permissions, then select Next.
10. Select Save.

3. Sync scores to the account object

In order to sync G2 Intent Scores to the Account object, you must first create a new field on the Account object and set up a Record-Triggered Flow to automatically update the score based on related visit data.

Create G2 Intent Score field on the account object

To create a new field for G2 Intent Score on the Account object:

1. In your Salesforce instance, select Setup.
2. Select Object Manager, then select Account object.
3. Select Fields & Relationships, then select New.
4. In the Data Type panel, select Number then select Next.
5. In the Enter the details panel, enter G2 Intent Score in the Field Label field and enter G2_Intent_Score in the Field Name field, then select Next.
6. In the Establish field-level security panel, select Permission sets with object permissions, then select Next.
7. Select Save.

Create the record-triggered flow

To set up a new flow:

1. Within your Salesforce instance, select Setup.
2. Select Process Automation, then select Flows.

3. Select New Flow, then select Start From Scratch and select Next.
4. From the Select Type panel, select Record-Triggered Flow then select Create.

5. In the Object field, search for and select G2 Visiting Organization.
6. In the Configure Trigger panel, select A record is created or updated.
7. In the Set Entry Conditions panel, select All Conditions Are Met (AND) and add the following conditions:
   Field: G2Crowd__Account__c
   Operator: Does Not Equal
   Value: {!$GlobalConstant.EmptyString}

8. In the Flow Toolbox panel, select + then search for and select Update Records in the Add Element panel.

9. Enter the following conditions for the Update Records element:
   Label: Update Account Intent Score
   API Name: Update_Account_Intent_Score
   How to Find Records to Update and Set Their Values: Specify conditions to identify records, and set fields individually
   Object: Account

10. In the Filter Account Records panel, select All Conditions Are Met (AND) then enter the following conditions:
    Field: Account_18char_ID__c
    Operator: Equals
    Value: {!$Record.G2Crowd__Account__r.Account_18char_ID__c}
11. In the Set Field Values for the Account Records panel, enter the following conditions:
    Field: G2_Intent_Score__c
    Value: {!$Record.G2_Intent_Score__c}
12. Select Save, then Select Activate.

The G2 Intent Score will update nightly and when new visits events occur for each account. To test the Flow, edit a G2 Visiting Organization record that is mapped to an Account.

Create a G2 event-based report with weighted scoring

You can build or edit a custom report in Salesforce that scores G2 visit events to help you find high-intent accounts.

To modify an existing report, use a report type that includes G2 Events or G2 Visit Events.

To edit the G2 Accounts with Visit Events report:

1. Log into your Salesforce instance.
2. Select Reports, then select New Report.
3. Search for and select G2 Accounts with Visit Events, then select Start Report.

4. In the Columns panel, select Add Row-Level Formula.

5. In the Edit Row-Level Formula panel, enter Visit Intent in the Column Name field.

6. Paste the following formula in the Formula field, then select Apply.

CASE( G2Crowd__G2_Event__c.G2Crowd__Tag__c ,
"ad.category_competitor.product_left_sidebar",1,
"products.reviews",8,
"products.pricing",10,
"products.features",10,
"products.discuss",10,
"products.competitors",5,
"categories.show",2,
"categories.learn",2,
"categories/products.highest_rated",3,
"categories/products.easiest_to_use",3,
"comparisons.show",15,
"product_reference_pages.show",15,
"vendor_admin/product_reference_pages.show",15,
"reports.show",8,
"reports.preview",8,
"grid_report/documents.show",8,
"grid_reports/documents.show",8,
"vendors.show",4,3)
* (1 + IF( OR(
CONTAINS(G2Crowd__G2_Event__c.G2Crowd__Resource_Name__c,"TOP COMPETITOR NAME"),
CONTAINS(G2Crowd__G2_Event__c.G2Crowd__Resource_Name__c,"TOP COMPETITOR NAME"),
CONTAINS(G2Crowd__G2_Event__c.G2Crowd__Resource_Name__c,"KEY/MAIN CATEGORY NAME")
),1,0))

7. Select Save & Run.