• 17 Feb 2023
  • 4 Minutes to read
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This page details every step you need to take to implement the G2 + HubSpot integration.

Before getting started

You must repeat the implementation steps for each of your G2-listed products. If your my.G2 user account cannot access all of your organization’s products that receive Buyer Intent, please use 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. Authentication and G2 app installation

Only organizations that have been authenticated by G2 can utilize the HubSpot integration.

To authenticate your organization and install the G2 app in HubSpot:

  1. Go to my.G2 and access Integrations > Integration Hub.
  2. Select the HubSpot Marketing Hub tile.
  3. Select Authenticate Now. If not already logged into HubSpot, you are redirected to a HubSpot log-in page.
  4. Confirm permissions for G2. Review the permissions, and then select Connect app to complete the authentication process.


If authentication is successful, a "HubSpot is successfully connected" message displays in my.G2.

2. Confirm G2 app installation

To confirm the G2 app has been installed in your HubSpot environment:

  1. Open the account dropdown in the top-right corner of any HubSpot page, and then select Profiles & Preferences.
  2. In the left-side Settings bar, go to the Account Setup section and select Integrations > Connected Apps.
  3. Confirm that the G2 app is listed on the Connected apps page.


3. Enable G2 Buyer Intent data

To enable Buyer Intent in your organization’s HubSpot environment:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the HubSpot Marketing Hub tile.
  3. In the Buyer Intent Integration section, set the Integration Status slider to Active.


Buyer Intent should begin flowing to HubSpot within 48 hours of activation.

Once data is flowing into your HubSpot environment, G2 recommends building a HubSpot list with Buyer Intent data to get a better understanding of how you can leverage this integration to segment contacts and companies.

To view Buyer Intent data in a HubSpot activity timeline, the G2 filter must be enabled by individual users. Refer to the G2 Buyer Intent data and HubSpot documentation for more information.

4. (Optional) Automatically create new HubSpot companies

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

Create HubSpot companies based on G2 Buyer Intent

5. (Optional) Enable Stack Data

If you subscribe to G2 Stack, set the Allow G2 to send Stack data to HubSpot toggle to Active.

send stack data

6. (Optional) Enable leads data

G2 leads are generated when buyers commit certain actions on your G2 product profile page, including watching videos, downloading your content, and requesting custom quotes.

To view all leads generated from your G2 product profile, log in to my.G2, then go to Buyer Activity > Leads > Leads Activity.

To send leads to HubSpot:

  1. Go to my.G2 and access Integrations > Integration Hub.
  2. Select the HubSpot Marketing Hub tile.
  3. In the Leads Integration section, set the Integration Status slider to Active.
  4. In the Configure Leads field, select Edit Configuration.
  5. Select Add a Field to add rows. Use the dropdowns in the G2 field and HubSpot field columns to map the G2 leads data to your HubSpot environment.

hubspot configure leads fields

  1. When you are finished mapping the lead fields, select Save. G2 leads will begin flowing to your HubSpot environment within 48 hours.

For more information on choosing lead form fields, refer to the Tagging leads with additional data section.

Tagging leads with additional data

Any field on your G2 lead form can be mapped to HubSpot, including custom and hidden fields. To view all form fields available for mapping, select Add a Field, then scroll through the options in the G2 field dropdown.

find leads options

G2 collects robust interaction data when buyers submit your lead form, which you can also map to fields in HubSpot. For example, use the user_action or action_id fields to include the specific action that triggered the lead form submission.

The user_action field provides a short, human-readable version of the interaction, such as Downloaded a document.

The action_id field provides full details for the interaction. If the lead was generated by a document being downloaded, the name of the document is also included, such as document_download: Pricing List.

If you want to tag your leads with data that G2 does not capture by default, refer to the Leads documentation for more information on adding custom fields to your lead form.

For example, if you have multiple products listed on G2, you might want to tag leads with the name of the specific product profile that captured the lead. To accomplish this, you can create a hidden product name field on the lead form for each of your products, which can then be mapped to HubSpot.

add product name field to hubspot

Confirming leads activity

After enabling leads data, confirm that leads are flowing to your HubSpot environment by reviewing the Leads Activity section in the my.G2 HubSpot Marketing Hub tile, which contains all leads sent to HubSpot.

A green checkmark in the Status column indicates that lead data was successfully synced to HubSpot, while a red X indicates that lead data was not synced.

To determine why a lead did not sync, select the dropdown arrow, then review the Response message at the bottom of the sync data.


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