G2 can deliver your Verified Leads directly to your sellers through a supported CRM integration, a webhook, or an API.
After you gather the required details from your CRM, go to my.G2, then navigate to Verified Leads > CRM Integrations and select Add Integration to submit your request. Existing integrations are listed on this page, and you can submit a request to edit one here. This includes any changes to your web-to-lead form's fields, because G2 may need to update the integration to keep it operational.
CRM integration requires an additional $2.95 per lead, billed through Software Advice. You authorize this charge when you submit your integration request.
At minimum, include Company, First Name, Last Name, Phone, Secondary Phone, Email, and Call Notes on your web-to-lead form. A full list of options is available on request.
HubSpot
- In your HubSpot account, go to More > Marketing > Forms.
- In the upper right, select Create form.
- Choose the Standalone page form type, then select Next.
- Select the Contact us template to start with the most common fields, or select Blank template to start from scratch. Select Start.
- At the top of the form editor, select the pencil icon to edit the form name.
- Select the fields to include in your web-to-lead form. Don't select the CAPTCHA option.
- Select Publish.
- In the pop-up, select Share Link, then copy the form page's direct URL.
- Enter the direct form URL in your integration request in my.G2.
The integration builder doesn't support CAPTCHA. Your web-to-lead form isn't posted publicly. It's used only for automated, internal submissions, so spam protection isn't a concern.
Salesforce Lightning
- In Salesforce Lightning, select Setup.
- Go to Feature Settings > Marketing > Web-to-Lead.
- Select Create Web-to-Lead Form.
- Select the fields you want to capture on the form.
- Clear the Include reCAPTCHA in HTML checkbox. Software Advice integrations can't support CAPTCHA.
- Select Generate to generate the HTML form code.
- Copy the generated HTML form code into your integration request in my.G2.
Salesforce may ask you to specify a retURL. You can use any link, since prospects won't see that page. If you're using Salesforce Classic, setup instructions are available on request.
Marketo
Marketo integrations are supported only through the REST API. Contact Marketo or your Marketo administrator with any setup questions.
- Set up a user and enable an API connection in Marketo.
- Give the API user all three of these read-write permissions:
- Read-write lead
- Read-write activity
- Read-write opportunity
- In your CRM integration request in my.G2, provide the following:
- REST endpoint URL
- Client ID
- Client secret
These standard API fields are supported by default:
- address
- city
- company
- country
- firstName
- industry
- lastName
- leadSource
- mktoCompanyNotes
- mobilePhone
- phone
- postalCode
- state
- title
- Website
To request additional custom fields, include their REST API field names in your integration request.
Webhook for broader compatibility
G2's webhook integration lets you receive qualified leads through a broader range of technologies. It requires some technical input, but most teams can set it up within 15 minutes.
Work with your technical team to provide the following in your integration request:
- Webhook URL: The endpoint where G2 sends your lead data.
- Field mapping details: The fields you want (for example, name, email, phone) formatted to match your system.
- Bearer token (for authentication): If your system requires secure access, provide a bearer token so G2 can communicate with your endpoint. G2 recommends that this token has no expiration date to avoid interruptions in service.
Troubleshoot missing leads
If a lead doesn't pass through your integration, notify G2 through your my.G2 account and specify the lead. G2 will troubleshoot the issue with you.
Regardless of your CRM integration's status, every lead is also emailed to your team's specified addresses and posted in the Verified Leads table of your my.G2 account.