Marketo: List associated companies making direct product comparisons

This example smart list shows associated companies that have viewed a G2 product comparison page for your product.

Buyer Intent signals that show your product is being directly compared to a competitor’s product can be valuable. For sales and marketing teams, this data can help determine how to target a potential new customer with campaigns highlighting your product’s strengths against a competitor. For customer success teams, this can help identify current customers that are considering switching to a competitor’s product.

As G2 Buyer Intent signals are mapped to all people across an associated company, using this example list for a smart campaign will result in all people across a company being affected.

Complete the following steps to build this smart list:

1. Go to your Marketo instance, and then select Database.
2. Select New > New Smart List.
3. In the New Smart List pop-up, choose a folder and enter a name for the smart list. G2 suggests including a description with details of the filters used to create the smart list.
4. Select Create.
5. Select the Smart List tab.
6. Search for the G2 Pages Viewed filter. Select and drag it to the smart list canvas.
7. Select the contains operator and enter compare in the text field.

8. The smart list should auto-save. Select the People tab to view the people (associated companies) that meet the filter criteria.

Your smart list might need time to process depending on the quantity of G2 Buyer Intent data available in your Marketo instance.