Use HubSpot reports to help you analyze your G2 Buyer Intent data.
When creating reports with Buyer Intent, you must use the G2 Buyer Intent Details company property. The G2: Buyer Intent Details Contact property cannot be used to create reports.
The following examples demonstrate how to create HubSpot reports using Buyer Intent data. You can create a report that exactly matches these examples, or use these examples as inspiration for your own custom reports.
Example: Assess companies with G2 Buyer Intent data by lifecycle stage and number of deals attached
This report shows companies with Buyer Intent in HubSpot, the number of deals attached to those companies, and their current lifecycle stage. Use this information to assess if your organization is appropriately leveraging Buyer Intent to close more deals.
Refer to the Filter and identify G2 Buyer Intent signals documentation for more information about the G2-specific filters used to build the example report.
To build this workflow:
- In HubSpot, select Reports > Reports.
- Select Create custom report.
- Select Custom Report Builder.
- Choose Companies in the Primary data source dropdown, and then add Contacts and Deals as secondary data sources.
- Select Next.
- In the Configure tab, choose the Table option.
- In the left-side sources menu, select and drag G2 Buyer Intent Details to the Fields section.
- Select and drag the following items to the Columns field:
- Company domain name
- Count of deals
- Lifecycle stage
- Open the Sort by dropdown, then select Lifecycle stage, Display order, and Descending.
- Select Save report. Enter a report name and decide whether this report should be added to a dashboard.
- Select Next. Set the ability for other HubSpot users to access and edit this report.
- Select Save. This report is now available for use.
You can go back to the Reports page in HubSpot any time to access, edit, or export the report.
Example: Analyze competitor research activity with Related Products properties
This report shows which competitor products your buyer accounts are researching on G2. Use this information to understand your competitive landscape, identify late-stage evaluations, and track shifts in buyer attention across different vendors.
Refer to the Filter and identify G2 Buyer Intent signals documentation for more information about the G2-specific filters used to build the example report.
To build this report:
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In HubSpot, select Reports > Reports.
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Select Create custom report.
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Select Custom Report Builder.
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Choose Companies in the Primary data source dropdown.
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Select Next.
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In the Configure tab, choose the Table option.
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In the left-side sources menu, select and drag G2 Related Products to the Fields section.
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Select and drag the following items to the Columns field:
- Company domain name
- G2 Related Products Details
- Count of companies
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(Optional) Add filters for specific competitors (for example, Apollo.io or Salesforce Service Cloud).
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Select Save report. Enter a report name and decide whether this report should be added to a dashboard.
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Select Next. Set the ability for other HubSpot users to access and edit this report.
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Select Save. This report is now available for use.
Use trending reports on G2 Related Products to track how competitor attention changes over time. This can help you identify shifts in market share and adjust campaigns accordingly.
HubSpot resources for creating reports
For more information on creating reports in HubSpot, refer to the following HubSpot resources.
- Create reports with the custom report builder documentation: An in-depth explanation of HubSpot’s custom report builder.
- General HubSpot reports and dashboards documentation: General resources around HubSpot reports and dashboards.
- Building custom reports in HubSpot lesson: A HubSpot Academy lesson that provides a series of videos covering reports. A HubSpot log-in is required.