• 02 May 2022
  • 5 Minutes to read
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This page details every step you need to take to implement the G2 + Marketo integration.

1. Authentication

Your organization must be authenticated by G2 before you can access the Marketo integration. To authenticate, you must have your Marketo Client ID, Client Secret, Endpoint URL, and Identity URL.

Obtain your Marketo Client ID and Client Secret

To find your Client ID and Client Secret:

  1. Go to Marketo, then Admin > LaunchPoint.
  2. Select See Details for any of your existing services to reveal your Client Id and Client Secret.

If you do not have any services, create a New Service with the Service dropdown set to Custom.


Obtain your Marketo Endpoint and Identity URLs

To find your REST Endpoint and Identity URLs:

  1. Go to Marketo, then Admin > Web Services.
  2. Copy the Endpoint and Identity URLs from the REST API section.

Do not use the information in the SOAP API section.


Complete authentication

Once you have the required credentials, you can complete the authentication process in my.G2.

To authenticate your product:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the Adobe Marketo Engage tile.
  3. Enter your Client ID, Client Secret, Endpoint URL and Identity URL into the corresponding fields.


  1. Select Save.

2. Enable G2 Buyer Intent data in Marketo

To send G2 Buyer Intent data to your organization’s Marketo instance:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the Adobe Marketo Engage tile.
  3. Set the Buyer Intent Integration Status slider to Active. Buyer Intent data will begin flowing to Marketo within 24-48 hours of activation.


3. Create Marketo custom fields for G2 Buyer Intent data

You must create nine custom fields in Marketo to receive Buyer Intent data in your Marketo instance.

For more information on creating custom fields, refer to Marketo’s Create a Custom Field documentation.

To create custom fields:

  1. Go to Marketo, then Admin > Database Management > Field Management.
  2. Select New Custom Field, then select Person from the Object dropdown.
  3. Fill in the remaining parameters according to the first row in the following table, then select Create. Repeat steps 2 and 3 for each of the remaining rows in the following table until all nine custom fields have been created.

The API Name auto-populates based on your Name entry. You must overwrite the auto-populated API Name to match the API Name value in the following table.

Type Name API name
Integer G2 Category Pageviews g2_category_pageviews
String G2 Company Name g2_company_name
Integer G2 Comparison Pageviews g2_comparison_pageviews
String G2 Domain g2_domain
Integer G2 Market Score g2_market_score
Text area G2 Pages Viewed g2_pages_viewed
Integer G2 Product Profile Pageviews g2_product_profile_pageviews
Integer G2 Sponsored Content Pageviews g2_sponsored_content_pageviews
Integer G2 Total Pageviews g2_total_pageviews


You must create all nine G2 custom fields to receive Buyer Intent data in Marketo, even if you do not subscribe to certain Buyer Intent signals with your current G2 plan. For more information on which Buyer Intent signals are included in your subscription, refer to G2’s Seller Solutions Plans.

4. Populate the G2 Domain field

G2 Buyer Intent signals are automatically mapped (auto-mapped) to Marketo by matching the organization’s Buyer Intent website domain with the website domain in the custom G2 Domain Marketo field for each Marketo person. For this reason, you must create a Smart Campaign to populate the G2 Domain field with the company website information associated with each Marketo person.

To populate the G2 Domain field for your Marketo people:

  1. Go to Marketo, thent Marketing Activities > New Smart Campaign.
  2. From the Campaign Folder dropdown, select the folder containing the Marketo people you want to populate with Buyer Intent data. Enter a descriptive Campaign Name for the smart campaign, such as Populate G2 Domain, then select Create.
  3. Select the Smart List tab.
  4. Search for the G2 Domain filter using the right sidebar. Select and drag the filter to the smart list canvas, then choose is empty in the G2 Domain dropdown.

g2 domain filter

  1. Select the Flow tab.
  2. Search for the Change Data Value action using the right sidebar. Select and drag the action to the flow canvas.
  3. Choose G2 Domain from the Attribute dropdown, then search for and select {{company.Website}} in the New Value dropdown.


  1. Select the Schedule tab and choose how often this smart campaign should run.

Because the first smart campaign run populates the G2 domain field for all of your Marketo people, G2 recommends scheduling the first run during a weekend time slot to avoid performance impacts to your Marketo instance during work hours. Subsequent runs should be scheduled multiple times per week to help ensure that new Marketo people receive G2 Buyer Intent signals.

5. (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. Go to my.G2, then Buyer Activity > Leads > Leads Activity to view the leads generated from your product profile.

Only new leads are created in Marketo. If a lead generated from your G2 product profile already exists as a Marketo person, G2 does not overwrite or change the lead’s information in Marketo.

To send leads data to Marketo:

  1. Go to my.G2, then Integrations > Integration Hub.
  2. Select the Marketo Engage tile.
  3. Set the Leads Integration Status slider to Active.
  4. Select Edit Configuration.
  5. Select Add a Field to add rows. Use the dropdowns in the G2 and Marketo field columns to map G2 leads data to your Marketo fields. For example:
G2 field Marketo field
company Company Name
first_name First Name
last_name Last Name
industry Industry
email Email

The user_action and action_id G2 fields describe the buyer action that created the lead. The user_action provides a human-readable version of the interaction (for example, Downloaded a document).

The action_id provides the API name for the interaction. If the lead was generated by a document being download, the name of the document is included (for example, document_download: Pricing List). The document name can be set in the Webhooks Title field of the Downloads tab in my.G2.

leads mapping

G2 does not validate the match between G2 fields and Marketo fields. Verify that your field selections are correct before proceeding

  1. When finished mapping, select Save. G2 leads will begin flowing to Marketo within 24-48 hours.

Confirming leads activity

After enabling leads data, confirm that leads are flowing to your Marketo instance by reviewing the Leads Activity section in the my.G2 Marketo Engage tile, which contains all leads sent to Marketo.

A green checkmark in the Status column indicates that the lead was successfully created in Marketo, while a red X indicates that lead data could not be 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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