• 13 Jun 2024
  • 6 Minutes to read
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Article summary

The G2 + Outreach integration enables you to use G2 Buyer Intent data to prioritize outreach to customer and prospect accounts with high-intent activity on G2.

image showing G2 data in the Account custom fields panel in Outreach

Basics of the G2 + Outreach integration

About G2 Buyer Intent data

G2 Buyer Intent captures enriched data about buyers researching your product across G2. Buyer Intent signals can be generated by a variety of buyer actions, including interacting with your G2 product profile page, comparing your product to a competitor, and viewing alternatives for a product in a shared category. This data enables your sales, marketing, and customer success teams to identify a buyer's stage in the buyer journey.

Refer to the Buyer Intent documentation for more information on signal types, checking the signals included in your subscription, and more.

How G2 Buyer Intent data auto-maps to Outreach

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

You can enable G2 to create new companies in your Outreach environment by changing an integration setting.

Custom fields

You must create 11 custom fields in Outreach to enable mapping and automation rules based on G2 buyer activity.

The following table includes a description of each G2 custom field:

G2 Organization NameThe name of the buyer organization.
G2 Organization DomainThe website domain for the buyer organization.
G2 Ad PageviewsThe total number of views of advertisements for your product on G2.
G2 Total PageviewsThe total number of views across all G2 page types.
G2 Comparison PageviewsThe number of views for a G2 comparison page that includes your product.
G2 Product Profile PageviewsThe number of views for your product’s G2 profile page.
G2 Category PageviewsThe number of views of a G2 category page that includes your product.
G2 Competitor PageviewsThe number of views of a G2 alternatives page that includes your product.
G2 Market ScoreThe G2 Buyer Intent score for the product.
G2 Last Seen AtThe time and date for the buyer organization’s previous activity on G2.
G2 Pages ViewedA full description of the Buyer Intent signal, including the specific G2 pages viewed and the visitor’s geolocation.

For more information on each signal type, refer to the Buyer Intent documentation.

Where G2 data appears in Outreach

G2 Buyer Intent data appears in the Custom Fields panel of accounts in Outreach.

image showing G2 data in the custom fields panel in Outreach

G2 Buyer intent also populates in the Account Custom Fields panel on the prospect level.

image showing G2 data in the Account custom fields panel in Outreach

Because G2 captures Buyer Intent signals at the company level, all prospects associated with an account in Outreach have identical custom fields panels. This does not mean a specific person generated the corresponding Buyer Intent signal.


This section details every step you need to take to implement the G2 + Outreach integration.

Before getting started

This integration is available to any customer that receives both G2 Buyer Intent and Outreach data. To activate this integration, you must be a my.G2 admin user with marketing permissions.

Outreach only receives G2 Buyer Intent data for the products you can access in my.G2. For this reason, you must verify that the my.G2 account you use to activate this integration can access all of your organization’s G2-listed products.

To verify the products you can access:

  1. Go to my.G2, then select the product dropdown.

Demo showing how to access products in my.g2

  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. Create Outreach custom fields for G2 Buyer Intent data

You must create 11 custom fields in Outreach to receive G2 Buyer Intent data in your Outreach environment.

demo showing how to create custom fields in outreach

You must be an Admin user in Outreach to create custom fields in your Outreach environment.

For a complete list of G2 custom field labels, refer to the Custom fields section.

To create your custom fields in Outreach:

  1. Log in to Outreach, then select Administration.

  2. Select Prospects.

Demo showing how to navigate to the prospects tab in Outreach

  1. In the Custom Fields panel, enter each of the G2 custom field label.
  2. Select Save.

After adding custom fields in the Prospects tab, you must complete the same steps within the Accounts tab.

Image showing the accounts tab in Outreach

2. Connect your Outreach account

After preparing your Outreach environment to accept G2 data, you are ready to activate the integration by connecting your Outreach user account.

demo showing how to authenticate the outreach integration in my.g2 and outreach

G2 recommends completing the authentication process with a dedicated Outreach user account. If the connected Outreach user account becomes deactivated, you must re-authenticate with an active Outreach user account to continue receiving Buyer Intent signals in Outreach.

To authenticate the integration:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the Outreach tile.
  3. Select Authenticate Now.
  4. Log in to Outreach when prompted, then select Authorize to grant G2 access to your Outreach account.

3. Activate the integration

After authenticating the integration, you can enable Buyer Intent delivery to Outreach by setting the Integration Status slider to Active. Buyer Intent will begin flowing to Outreach within 48 hours of activation.

image showing the integration status slider for Outreach in my.g2

4. (Optional) Automatically create new Outreach companies

By default, if G2 cannot match the signal to an existing company in Outreach, a new company is not created.

To enable G2 to create companies in your Outreach environment, set the Allow G2 to automatically create company accounts in Outreach upon buyer intent matches? to Active.

image showing the allow g2 to automatically create company accounts in Outreach slider in my.G2

5. Syncing custom fields in my.G2

You must map the custom fields that you created in Outreach to the G2 fields in my.G2 to ensure buyer intent data syncs accurately in Outreach.

Demo showing how to map custom fields created in outreach within my.G2

To map your custom fields:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the Outreach tile.
  3. In the Configure Custom Fields panel, for each G2 property select the Custom Field Label from the dropdown that corresponds to the custom field that you created in Outreach.
  4. Select Test Connection and Save.

Within 48 hours of implementing the G2 + Outreach integration, G2 Buyer Intent data from the last 24 hours will be delivered to your Outreach environment.

G2 delivers new Buyer Intent data to Outreach once every 24 hours.

Creating triggers

Outreach Triggers enable you to create personalized, effective automations that target accounts showing intent to buy. The G2 + Outreach integration enables you to create automation rules using G2 Buyer Intent data to automatically add contacts at high-intent accounts to your triggers.

Adding G2 buyers to triggers

You can automatically add accounts or prospects to a trigger by creating automation rules from G2 Buyer Intent signals.

image showing the triggers section in Outreach

To create a new trigger:

  1. Log in to Outreach, then navigate to Administration > Triggers.
  2. Select Add Trigger.
  3. Enter a descriptive Name for your trigger.
  4. In the Set trigger event panel, select an Object and Event from the dropdowns.

demonstration showing how to set trigger event in Outreach

  1. In the Define trigger action settings panel, select a Target and Frequency from the dropdowns.

demo showing how to select define trigger action settings in Outreach

  1. In the Select trigger conditions and actions panel, select Add condition.
  2. From the dropdown, select the G2 custom field you want to use as inclusion criteria for your trigger, then set your parameters.

demo showing how to add account conditions in Outreach for a trigger

  1. Set your desired action, such as Create task.
  2. Select Save.

What's Next