G2 Buyer Intent data and HubSpot
  • 17 Jan 2023
  • 6 Minutes to read
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G2 Buyer Intent data and HubSpot

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G2 Buyer Intent captures enriched data about buyers researching your product across G2. Buyer Intent signals are triggered by a variety of actions, including interacting with your product profile page, comparing your product to a competitor, or viewing alternatives to a product in a shared G2 product category. This data enables your sales, marketing, and customer success teams to identify where an organization is on their buyer journey.

The G2 Buyer Intent signals available to use in this integration depend on your organization’s G2 plan.

If you are interested in receiving more G2 Buyer Intent signals, please refer to G2’s plan information, then contact your G2 representative to learn more.

How G2 Buyer Intent data auto-maps to HubSpot

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

By default, if G2 cannot match the signal to an existing company in HubSpot, a new company is not created. You can enable G2 to create new companies in your HubSpot environment by changing an integration setting.

Viewing G2 Buyer Intent data in activity timelines

To view Buyer Intent data in a HubSpot activity timeline, the G2 filter must be enabled. You can enable the G2 filter from any company or contact page.

From the Activity section, open the Filter activity dropdown, then check G2.

HubSpot activity timeline filter

For more information on filtering record timelines, refer to HubSpot's Filter specific activities on a record timeline documentation.

Selecting a specific Buyer Intent record in the activity timeline reveals details about the Buyer Intent signal, including the triggering pageview and the buyer's geolocation.

Because G2 captures Buyer Intent signals at the company level, all contacts associated with a company in HubSpot have identical activity timelines. This does not mean a specific contact generated the corresponding Buyer Intent signal.

Filter companies and contacts with G2 Buyer Intent data

The G2 Buyer Intent + HubSpot integration uses specific keywords and properties to filter Buyer Intent data. Whether you’re viewing activity timelines or building lists and workflows, understanding the default Buyer Intent filters ensures that you are prepared to leverage Buyer Intent.

Filter companies by Buyer Intent signal details

The G2 Buyer Intent Details property in HubSpot contains a full description of each Buyer Intent signal, including the signal type, the geolocation of the individual buyer, and the specific G2 page viewed.

example intent details

G2 recommends viewing the Buyer Intent signal details in your company activity timelines to familiarize yourself with the data sent to the G2 Buyer Intent Details property.

For more information, refer to the Viewing G2 Buyer Intent Data in activity timelines section.

Use HubSpot's default filter logic, such as contains any of, with the following keywords to filter companies for specific types of Buyer Intent signals within the Buyer Intent Details property.

Filter keyword Buyer Intent signals Description
{geographic region} All signals 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
alternative Alternative pageviews Views of G2 alternatives pages for 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.
category Category pageviews Views 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.
compare Comparison pageviews Views 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.
profile Product profile pageviews Views 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 Sponsored content pageviews Views of an advertisement for your product on G2.com. This signal can include the G2 page where your advertisement was loaded, such as on a competitor’s product profile or category page.
{competitor product}
or

{category name}
Most signals You can further refine signals by matching specific text from the signal description. For example:
  • Filter category or sponsored content signals by the name of a specific G2 category
  • Filter compare, alternative, or sponsored content signals by the name of a competitor's product.

Refer to the Overview of HubSpot lists documentation to learn more about applying HubSpot's default filter logic to the Buyer Intent Details property.

HubSpot company Buyer Intent filter example

Filter companies by Buying Stage and Activity Level

G2 reports two unique scoring components, Buying Stage and Activity Level, for each of your buyers to provide a clear idea of where a buyer is on their journey and how to effectively engage them. While Activity Level measures a buyer's total activity volume on G2, Buying Stage evaluates your buyer's journey by combining funnel-dependent factors such as page engagement and signal type.

For more information on Buying Stage and Activity Level, refer to the Buyer Intent documentation.

G2 sends Buying Stage and Activity Level to the corresponding G2 Buyer Intent Buying Stage and G2 Buyer Intent Activity Level properties in HubSpot.

property example

To use Buying Stage or Activity Level as filter criteria, apply the corresponding property filter in HubSpot, then select the stage or levels you want to include.

example filter usage

Refer to the List companies to add to a nurture campaign example documentation to learn more about applying HubSpot's default filter logic to the G2 Buyer Intent Buying Stage and G2 Buyer Intent Activity Level properties.

Filter contacts

HubSpot contact Buyer Intent filter example

To filter contacts in HubSpot, search for and select the G2 filter category, then select G2: Buyer Intent Details Contact property.

Do not select the G2: Contact Buyer Intent property. It is not used in the current version of this integration.

Because G2 captures Buyer Intent signals at the company level, all contacts associated with a company are included when filtering signals in HubSpot. This does not mean a specific contact generated the corresponding Buyer Intent signal.

This property has different filtering options than the G2 Buyer Intent Details company property.

You can still use the G2 Buyer Intent Details, G2 Buyer Intent Buying Stage, and G2 Buyer Intent Activity Level company properties to filter contacts by selecting the Company properties, then searching for the corresponding filter.

Use HubSpot's default filter logic, such as contains any of or is equal to, with the following filter properties to identify specific Buyer Intent data.

Refer to the Overview of HubSpot lists documentation to learn more about applying HubSpot's default filter logic to the Buyer Intent Details property.

Contact filter Description
Occurred Find signals by date.

For example, you can create static lists for Buyer Intent signals that occurred before a certain date, or create active lists that include signals from the last 30 days.
Page Description Find signals by description.

Refer to the Filter companies with G2 Buyer Intent section to better understand the keywords that can be used for filtering with this option.
Product Find signals for one of your G2-listed products.

If you have multiple G2-listed products and receive Buyer Intent signals for more than one product, use this option to include signals for only one of your products.
Total Pageviews Find signals by the number of pages viewed during a buyer's session.

Each signal records the number of pages viewed per session. For example, you could enter either 1 or 3 into this filter to match the following record.

Number of times Example Company viewed the following pages on G2 Crowd:
  • 3 Category Page Views
  • 1 Comparison Page Views
Visitor Count Find signals by the number of buyers that triggered the signal.

Signals report the number of buyers that triggered the signal in a 24 hour period. For example, entering 2 into this filter would match the following record.

2 visitors viewed the Technology Research Services category page 3 times

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