• 09 Sep 2022
  • 5 Minutes to read
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The G2 + ZoomInfo integration enables you to view and filter G2 Buyer Intent data directly in ZoomInfo, helping to refine your segmentation, account-based marketing campaigns, and lead qualification.


Basics of the G2 + ZoomInfo integration

This integration is available to any customer that receives both G2 Buyer Intent and ZoomInfo Intent data.

You must be subscribed to at least the Pro plan to receive Buyer Intent signals from G2. For more information on checking your G2 plan, refer to the Buyer Intent documentation.

Your ZoomInfo subscription also must include Intent to access this integration. Eligible plans include SalesOS Advanced+, SalesOS Elite+, and all MarketingOS packages.

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 is mapped to ZoomInfo

Buyer Intent signals are automatically mapped (auto-mapped) to existing accounts in ZoomInfo’s database by matching the website domain on the Buyer Intent signal to a ZoomInfo account with the same domain.

If the website domain does not match to an existing ZoomInfo account, G2 attempts to map the signal to an account with a matching organization name and country.

If auto-mapping fails, it is possible that some of your G2 Buyer Intent signals do not appear in ZoomInfo.

To optimize your organization’s Buyer Intent, G2 recommends setting up Buyer Intent notifications in my.G2. Both G2 and ZoomInfo anticipate that the majority of Buyer Intent signals will auto-map to existing ZoomInfo accounts, but setting up supplemental notifications ensures that you identify the maximum number of buyers.

Where G2 Buyer Intent data appears in ZoomInfo

In SalesOS, you can directly view an organization’s Buyer Intent activity timeline by accessing their company profile, then selecting the G2 tab. G2 provides details for each Buyer Intent signal, including the G2 product, the triggering pageview, and the buyer's geolocation.

activity timeline tab

You can also use Buyer Intent data to build lists with contacts and companies in SalesOS, and audiences in MarketingOS. For more information, refer to the Creating lists with G2 data section


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

Before getting started

To activate this integration, you will connect your my.G2 user account to your organization's ZoomInfo environment. ZoomInfo 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.

If your my.G2 user account cannot access all of your organization’s products that receive Buyer Intent, please connect a different account, or ask a user in your organization with access to the missing product to invite you.

To verify the products you can access:

  1. Go to my.G2.
  2. Open the product dropdown at the top of the page to reveal your my.G2 product access.

access products

  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. Set the integration status

To set your G2 + ZoomInfo integration status:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the ZoomInfo tile.
  3. Set the Turn on integration slider to Active.

turn on integration

2. Enable G2 Buyer Intent data for ZoomInfo

To enable the flow of G2 data to ZoomInfo:

  1. Log in to your ZoomInfo Admin Portal, then select Integrations from the left sidebar.
  2. Find the G2 tile, then select Connect. You will be prompted to log in to my.G2.

ZoomInfo only receives G2 Buyer Intent data for the products you can access in my.G2. Refer to the Before getting started section for more information on verifying your my.G2 product access.

  1. Select Allow access to complete the authentication process. Within 24 hours, G2 Buyer Intent data from the last 90 days will be available in ZoomInfo. G2 sends new Buyer Intent data daily.

Creating lists with G2 data

You can use G2 filters to identify contacts and companies in SalesOS, and to refine audiences in MarketingOS.

Accessing G2 filters

To use G2 filters in SalesOS:

  1. From the navigation header, select Advanced Search.
  2. From the Filters panel, open the G2 Buyer Intent dropdown.

G2 captures Buyer Intent data at the company level. Contacts that appear in your G2-filtered results are included because of their association with the buyer organization. This does not mean a specific contact generated the corresponding Buyer Intent signal.

To use G2 filters in MarketingOS:

  1. Create a new ZoomInfo audience.
  2. From the navigation header, select Advanced Filters.
  3. From the Accounts panel, open the G2 Buyer Intent dropdown.

Filter types

G2 offers the following filters for refining your search results.

Filter Description
Visit Date Set a date range to find contacts and companies with Buyer Intent activity during that time frame.

For performance, your custom date range cannot exceed two years. If you add other G2 filters but do not select a date range, ZoomInfo defaults to a 90 day interval.
Visit Type Choose specific types of pageviews that triggered your Buyer Intent signals.
Refer to the Buyer Intent documentation for a description of each signal type.
Related G2 product If you have multiple products listed on G2, you can limit results to one or more of your products.
Category If your Visit Type filters include Category signals, you can further refine your results by selecting one or more categories.

The Category filter includes categories for all of your G2 products connected to this integration. If you want to verify the categories for a specific G2 product, log in to the my.G2 dashboard for that product, then open the Category dropdown.

check categories

Applying Buyer Intent filters

To add a filter, open the filter dropdown, then select the corresponding checkbox for each subfilter you want to add.

filter with g2 data

The Visit Type and Related G2 Product filters can be used as inclusion or exclusion filters. Select Include or Exclude to switch your filter type.

switch include to exclude

Selecting Include or Exclude changes all active filters of that type to your new selection.

filter warning

Your added filters populate in a panel above your search results.

filter panel

ZoomInfo reports a Contact Accuracy Score alongside your filters, which measures ZoomInfo’s confidence in the accuracy of their contact database. This score does not reflect the accuracy of G2’s data.

What's Next