Salesloft

The G2 + Salesloft integration enables you to map your G2 data directly to your accounts and people in Salesloft, enabling you to create cadences, prioritize outreach via Rhythm, and more.

Basics of the G2 + Salesloft 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.

How G2 Buyer Intent data auto-maps to Salesloft

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

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

Custom fields

G2 creates 13 custom fields in Salesloft, enabling you to create robust automation rules based on G2 buyer activity. The following table includes a description of each field.

Where G2 data appears in Salesloft

This section describes how to view G2 Buyer Intent data for accounts and people in Salesloft using the base G2 + Salesloft integration. For information on how G2 Buyer Intent data appears in Salesloft Rhythm, refer to the Rhythm section.

Activity timelines

G2 Buyer Intent data appears in the Activity timelines of accounts and people in Salesloft.

Notes

G2 creates a new note in Salesloft for each Buyer Intent signal. If the activity timeline for an account or person is crowded, consider navigating to the Notes tab.

Custom fields

You can view data for each custom field created in Salesloft directly within the Custom Fields sidebar account or person details page.

Implementation

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

1. Connect your Salesloft account

To activate this integration, you must authenticate access to your Salesloft environment by connecting your Salesloft user account.

To connect your Salesloft account:

1. Go to my.G2, then navigate to Integrations > Integration Hub.
2. Select the Salesloft tile, then select Authenticate Now.
3. Log in to Salesloft if prompted, then select Authorize.

2. Configure Buyer Intent

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

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

If you subscribe to Salesloft Rhythm, set the Allow G2 to automatically send BI signals to Salesloft Rhythm? slider to Active.

Rhythm

G2 Buyer Intent integrates with Salesloft Rhythm to help revenue teams prioritize their next best action for account engagement based on G2 buyer activity.

Get started with G2 Buyer Intent data in Rhythm

When a new Buyer Intent signal is sent to Rhythm, Salesloft creates an email task using a pre-populated template created by G2’s Product team.

To take action, select the task from the queue.

You can also access tasks directly from the account or person details page.

Salesloft displays a streaming list of G2 Buyer Intent signals in the Live Feed, and includes a brief description of the signal, as well as the current Buying Stage and Activity Level for the buyer organization.

G2 Buyer Intent data and Rhythm

Rhythm incorporates multiple G2 data points to prioritize outreach, including G2 Buyer Intent signals, Buying Stage, and Activity Level.

G2 sends the following Buyer Intent signals to Rhythm:

How G2 Buyer Intent data maps to accounts in Rhythm

G2 collects Buyer Intent data at the account level. When a Buyer Intent signal is sent to Rhythm, the most relevant person at the corresponding account is automatically selected for outreach.

Salesloft uses the following logic to choose the most relevant person from an account:

• If an open opportunity exists, the main contact for the opportunity will be selected.
• If there isn’t an open opportunity, Salesloft uses the following prioritization to choose a person from the account:
  • The most engaged person in the account over the past 30 days.
  • The person last contacted by the account owner.
  • The person last contacted by any Salesloft user.

Configure Plays

Salesloft Plays enable you to customize the actions triggered by signals in Rhythm. To access and modify the Plays for G2 Buyer Intent signals, navigate to Settings, then from the Workflow section, select Plays.

By default, each Buyer Intent signal triggers a unique email task from a template created by G2’s Product team.

To modify the email template associated with a Buyer Intent signal:

1. Find the signal you want to modify, then select Edit.
2. Open the Action dropdown, then select Configure Email.
3. Enter your changes into the corresponding text field, then select Save.

Cadences

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

Adding G2 buyers to cadences

You can automatically add accounts to a cadence by creating automation rules from G2 Buyer Intent signal triggers.

To create a new automation rule:

1. Log in to Salesloft, then navigate to Settings > Data > Automation Rules.
2. Select Create New Rule.
3. In the Rule Details panel, enter a descriptive Name for your rule.
4. From the Trigger panel, select Person Updates.

5. From the Criteria section, search for and select the G2 custom field you want to use as inclusion criteria for your cadence, then set your inclusion logic.

6. Set your desired action, such as Add to Cadence.
7. Select Save.

Example criteria

G2 offers several examples demonstrating how to automate Salesloft cadences using Buyer Intent signals as inclusion criteria. You can create criteria that exactly match these examples, or use the following examples as inspiration for your own custom criteria.

Comparisons to a specific competitor

This example criterion includes companies that viewed a G2 comparison page for your product. For Sales and Marketing teams, this Buyer Intent signal helps you target buyers with a campaign highlighting your product’s strengths relative to a specific competitor.

To limit comparisons to a specific competitor for targeted outreach, select +, then add the following criterion.

Accounts at risk for churn

This example criterion includes companies that viewed a G2 alternatives page that featured your product. For Customer Success teams, this activity can indicate that an account is at risk for churn.

Buyers from a specific geolocation

This example criterion includes companies with individual buyers from certain geographic locations.

Profile or pricing pageviews

This example criterion includes companies with views of your G2 profile or pricing pages, which are considered high-intent activities that require a specific type of messaging.