Overview

Marketo lists can be a key aspect of segmentation, account-based marketing, sales qualification, and nurture campaigns. With the G2 + Marketo integration, you can create and use lists based on specific Buyer Intent signals.

For example, you can create a smart list that identifies buyers that are directly comparing your product to a competitor’s product. With this knowledge, you can know exactly which companies to target with an email campaign that specifically highlights your strengths against your competitor’s product.

Example lists

G2 has provided several examples that show how you can create Marketo lists with G2 Buyer Intent data. Use these examples lists without changes, or as inspiration to build more lists with different filter combinations.

• Example list #1: Associated companies with several G2 Buyer Intent signals
• Example list #2: Associated companies researching your product profile
• Example list #3: Associated companies making direct product comparisons
• Example list #4: Product comparisons with a specific competitor product
• Example list #5: Associated companies assessing product alternatives
• Example list #6: Associated companies researching your product category
• Example list #7: Associated companies with a buyer from a specific location

Smart lists or static lists

Smart lists in Marketo constantly update to add or remove people that meet the filter criteria you put in place. Smart lists are a good option when you want the list to update a new Buyer Intent is auto-mapped to a company.

Static lists in Marketo only generate one time based on the filter criteria, and the people included in the list only change when you manually update the list or it is updated as part of a smart campaign. Static lists are a good option when you do not need the list to update based on newly mapped Buyer Intent. For example, if you want to identify a set of people (associated companies) with specific Buyer Intent signals to target with a one-time email campaign, generate a static list with the desired filters and load the list into the email campaign.

Marketo resources for creating lists

To gain more in-depth knowledge of how to create and use lists, refer to the following Marketo documentation:

• Understanding Smart Lists
• Understanding Static Lists
• Smart List Filter Operators Glossary