• 08 Mar 2024
  • 6 Minutes to read
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Article Summary

This page details every step you need to take to implement the G2 + HubSpot integration.

The G2 + HubSpot integration is only available for HubSpot Marketing Hub. HubSpot Sales Hub accounts are not eligible for this integration.

Before getting started

You must repeat the implementation steps for each of your G2-listed products. If your my.G2 user account cannot access all of your organization’s products that receive Buyer Intent, please use a different account, or ask a user in your organization with access to the missing product to invite you.

To verify the products you can access:

  1. Go to my.G2.
  2. Open the product dropdown at the top of the page to reveal your my.G2 product access.

access products

  1. Confirm that your user account can access the necessary G2-listed products. To access products that are not listed in the dropdown, please ask a user in your organization with access to the missing product to invite you, or contact your G2 representative.

1. Authentication and G2 app installation

Only organizations that have been authenticated by G2 can utilize the HubSpot integration.

To authenticate your organization and install the G2 app in HubSpot:

  1. Go to my.G2 and access Integrations > Integration Hub.
  2. Select the HubSpot Marketing Hub tile.
  3. Select Authenticate Now.
  4. Log in to HubSpot if prompted, then choose the HubSpot account you want to connect.
  5. Confirm G2's access permissions to your HubSpot environment, then select Connect app to complete the authentication process.


2. Confirm G2 app installation

To confirm the G2 app has been installed in your HubSpot environment:

  1. Open the account dropdown in the top-right corner of any HubSpot page, and then select Profiles & Preferences.
  2. In the left-side Settings bar, go to the Account Setup section and select Integrations > Connected Apps.
  3. Confirm that the G2 app is listed on the Connected apps page.


3. Enable G2 Buyer Intent data

To enable Buyer Intent in your organization’s HubSpot environment:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the HubSpot Marketing Hub tile.
  3. In the Buyer Intent Integration section, set the Integration Status slider to Active.


Buyer Intent should begin flowing to HubSpot within 48 hours of activation.

Once data is flowing into your HubSpot environment, G2 recommends building a HubSpot list with Buyer Intent data to get a better understanding of how you can leverage this integration to segment contacts and companies.

To view Buyer Intent data in a HubSpot activity timeline, the G2 filter must be enabled by individual users. Refer to the G2 Buyer Intent data and HubSpot documentation for more information.

4. (Optional) Automatically create new HubSpot companies

By default, if G2 cannot match the signal to an existing company in HubSpot, a new company is not created. To enable G2 to create companies in your HubSpot environment, set the Allow G2 to automatically create company accounts in HubSpot upon buyer intent matches? to Active.

Create HubSpot companies based on G2 Buyer Intent

Refer to the Basics of the G2 + HubSpot integration documentation for more information on finding companies created by G2.

5. (Optional) Enable Stack Data

If you subscribe to G2 Stack, set the Allow G2 to send Stack data to HubSpot toggle to Active.

send stack data

6. (Optional) Set your ideal customer profile filters

By configuring your ideal customer profile (ICP) in the G2 + HubSpot integration, you can filter G2 signals before they are received in your HubSpot environment.

demo of icp filters in my.g2

To define your ideal customer profile:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the HubSpot Marketing Hub tile.
  3. In the Ideal Customer Profile Filters panel select Show Filters, then set your filter criteria. For more information on setting your filter criteria, refer to the G2 Buyer Intent filters section.
  4. Select Save.

G2 Buyer Intent filters

G2 offers the following filters to help you leverage your Buyer Intent signals.

Watch a Target Account ListInclude or exclude Buyer Intent activity for specific companies by entering matching website domains or company names into the corresponding text boxes, with each unique domain or company name entered on a new line.

include or exclude account

You can bulk add company names or domains by pasting columns from a CSV.

Company domains must exactly match the company domain on the Buyer Intent signal. If using company names, partial matches are accepted.
Filter by DemographicsInclude companies that match your ideal customer profile by entering criteria for visitor geolocation, company headquarter location, industry, or market segment.

firmographic notification filter

You can filter company headquarter locations by global region using the corresponding checkboxes, or add local region filters. Local region filters do not have to correspond to your global region filters.

For example, using the APAC global region filter and a local region filter for Illinois, United States includes companies from either region in your notification.
Filter by Organization ActivityFind companies that generated specific signal types, are in a particular Buying Stage, or have a minimum Activity Level.

activity notification filter

For more information on Buying Stage and Activity Level, refer to the Buyer Intent documentation.
Filter by CategoryIf your Buyer Intent subscription includes multiple categories, you can search for and select specific categories to include.

filter by category

7. (Optional) Enable leads data

G2 leads are generated when buyers commit certain actions on your G2 product profile page, including watching videos, downloading your content, and requesting custom quotes.

If a lead generated from your G2 product profile already exists in HubSpot, G2 overwrites the lead’s information with the most recent data.

To send leads to HubSpot:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the HubSpot Marketing Hub tile.
  3. In the Leads Integration section, set the Integration Status slider to Active.
  4. In the Configure Leads field, select Edit Configuration.
  5. Select Add a Field to add rows. Use the dropdowns in the G2 field and HubSpot field columns to map the G2 leads data to your HubSpot environment.

hubspot configure leads fields

  1. When you are finished mapping the lead fields, select Save. G2 leads will begin flowing to your HubSpot environment within 48 hours.

For more information on choosing lead form fields, refer to the Tagging leads with additional data section.

Tagging leads with additional data

Any field on your G2 lead form can be mapped to HubSpot, including custom and hidden fields. To view all form fields available for mapping, select Add a Field, then scroll through the options in the G2 field dropdown.

find leads options

G2 collects robust interaction data when buyers submit your lead form, which you can also map to fields in HubSpot. For example, use the user_action or action_id fields to include the specific action that triggered the lead form submission.

The user_action field provides a short, human-readable version of the interaction, such as Downloaded a document.

The action_id field provides full details for the interaction. If the lead was generated by a document being downloaded, the name of the document is also included, such as document_download: Pricing List.

If you want to tag your leads with data that G2 does not capture by default, refer to the Leads documentation for more information on adding custom fields to your lead form.

For example, if you have multiple products listed on G2, you might want to tag leads with the name of the specific product profile that captured the lead. To accomplish this, you can create a hidden product name field on the lead form for each of your products, which can then be mapped to HubSpot.

add product name field to hubspot

Confirming leads activity

After enabling leads data, confirm that leads are flowing to your HubSpot environment by reviewing the Leads Activity section in the my.G2 HubSpot Marketing Hub tile, which contains all leads sent to HubSpot.

A green checkmark in the Status column indicates that lead data was successfully synced to HubSpot, while a red X indicates that lead data was not synced.

To determine why a lead did not sync, select the dropdown arrow, then review the Response message at the bottom of the sync data.


Deactivating the integration

Deactivating the G2 + HubSpot integration prevents new G2 data from flowing into HubSpot.

All G2 data already in HubSpot, including Buyer Intent signals and companies automatically created by G2, persist after deactivation.

The Remove authentication button is highlighted in the HubSpot tile

To deactivate the G2 + HubSpot integration:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the HubSpot Marketing Hub tile.
  3. Select Remove Authentication to disconnect your HubSpot account.

What's Next