G2 Integration Guide

What is the G2 Integration

The G2 integration you to use your own G2 buyer intent data to identify and engage in-market prospects and uncover companies exploring your company and your competitors. You will be able to:

• Uncover and engage more in-market accounts with relevant messaging.
• View how accounts are progressing through their designated buying journey and plan outreach accordingly.
• See activities mapped to changes in account engagement and stages; determine how ABM efforts are influencing the buying journey.

Once you complete the G2 Integration you can use G2 Buyer Intent data in the following RollWorks features:

• Journey Stages. Customize your 'sales ready' or 'engaged' definitions using G2 intent.
• Account Card & Journey Timeline. Deep dive into a specific account activity by looking at a centralized view of all their events including engagement, intent, CRM activities, and more.
• Account Lists and Groups. Create a list of accounts surging with G2 Buyer Intent, or segment an existing account list by creating a group using G2 Buyer Intent Filters.

Who can access

In order to access the G2 Integration for RollWorks you must have:

• A paid Subscription to G2 Buyer Intent: Pro, or Power with access to the G2 account Admin panel.
• A paid RollWorks subscription package: Starter, Standard, Professional, or Ultimate.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

The different G2 Buyer Intent attributes available through your RollWorks are determined by your G2 subscription as follows:

*Pricing Signals are incorporated in the attribute Profile Signals through the RollWorks integration rather than separated in its own attribute. 

Connect G2 to RollWorks

In order to get started with the G2 Integration, follow these steps:

• Log in to G2 and go to 'Integrations' > 'Integrations Hub'.
• Search 'RollWorks' and click on the 'RollWorks Account-Based Platform' card.

• Scroll down to 'Turn on Integration' and slide from 'Not Active' to 'Active'.

• Next, go to the 'Integrations' > 'API Tokens' and enter the following:
  
  • • 'Label' =  {Enter the name of your product}.
    • 'Integration partner' = RollWorks.
• Click 'Create New Token'.

• Copy the 'API Token' found under 'Existing Token'.

• Log in to RollWorks and go to 'Integrations' > 'G2' and click 'Connect'.

• Paste the Token from G2 and click 'Connect' again.

After authenticating the API Token, RollWorks will ingest the Buyer Intent data overnight, at which point you can access the previous 90 days of Buyer Intent data in RollWorks.

Connect multiple G2 profiles

You can connect multiple G2 Buyer Intent profiles to one RollWorks Account.

If you have multiple product lines of G2 Buyer Intent, you will need to create multiple API Tokens in G2, and complete the steps to connect your G2 Account to RollWorks for each additional G2 profile you want to add.

Use Cases

Log in to your RollWorks account to leverage G2 data in RollWorks as part of your ABM programs:

• • • View G2 data in Journey Events.

    • Use G2 data to customize your Journey Stages.

    • Create Account Lists and Account Groups using G2 attributes.

Use G2 Intent in Journey Events

RollWorks Journey Events pulls timestamped events from Salesforce and HubSpot CRM, Marketing automation platforms like Marketo and HubSpot, and partnership integrations like G2, combining those events with Bombora Company Surge® Intent, engagement data, and Journey Stages data contained within the RollWorks platform. 

Journey Events help you understand how marketing and sales activities are driving account progression by creating a single visualization of all account events from within and outside of RollWorks. For more information on Journey Events, visit the Journey Events section of our Help Center.

To view G2 Buyer Intent data in RollWorks Journey Events:

• Click on any Account from anywhere in RollWorks and view all of the events that have occurred at an account including G2 Buyer Intent.
• For example to find an Account in RollWorks:
  • Go to 'Audiences' > 'Accounts Lists' and click the name of one of your Account Lists
  • Click in the name of the Account
  • The Journey Events card will open as follows:

Use G2 Intent in Journey Stages

RollWorks Journey Stages tracks the progression of your accounts along their buying journey and helps you plan and measure the impact of your marketing and sales program investments. You can use G2 Intent data, in combination with other data sources, to define Journey Stages and create an account progression framework specific to your business.

If you have a Starter Package

We suggest editing the default Journey Stage called 'Engaged' and customizing it so that it tracks Accounts that are ready to be sent to Sales based on engagement and/or intent signals, including G2 Buyer Intent.

If you have a Standard, Professional, or Ultimate package

We suggest creating a new stage called Sales Ready and customizing it so that it tracks Accounts that are ready to be sent to Sales based on engagement and/or intent signals, including G2 Buyer Intent.

These are the G2 Buyer Intent attributes you can choose from:

• • • Profile Views
    • Category Views🔑
    • Alternatives Views🔑
    • Comparisons🔑

🔑  G2 filter is only available if you have a G2 Power package.

In the example below, we will walk you through how to customize the RollWorks Journey Stage for 'Aware' accounts by using G2 Buyer Intent data based on 'Profile Views' and 'Category Views':

• Sign in to RollWorks and go to 'Journey Stages'
• Click 'Edit' for the Aware stage
•  In the dropdown 'Select Data Source' choose 'G2 Buyer Intent'

• In the dropdown select the G2 Buyer Intent data object and choose between:
  • • • • Profile Views
        • Category Views🔑
        • Alternatives Views🔑
        • Comparisons🔑

🔑  G2 filter is only available if you have a G2 Power package.

• In the example below 'Select Data Source Type' choose 'Profile Views'

• Define the logic for 'Profile Views' as one or more page views within the last 30 days

• Repeat the same steps to add additional G2 Intent data fields to define the logic that defines what constitutes your 'Aware' stage by adding 'Category Views'

For more information on Journey Stages, visit the Journey Stages section of the Help Center.

Create Account Lists with G2 Intent

The RollWorks Account List Builder allows you to create rule-based Account Lists and Account Groups that update daily. Both Account Lists and Account Groups can be created by combining data from Salesforce, HubSpot, RollWorks, and G2 Buyer Intent.  When building account lists with G2 intent date, you’ll be able to:

• Discover accounts in active research mode for your product, category, or competitors using G2 Buyer Intent.
• Select the G2 Buyer Intent data object and choose between:
  • • • Category Views🔑
      • Alternatives Views🔑
      • Comparisons🔑
      • Profile Views

🔑 Fields only available to G2 customers with a G2 Power package. Click here to learn more.

• Combine G2 Buyer Intent data with your CRM and MAP data, and with RollWorks Company attributes to create your Account Lists.

In the example below, we will walk you through how to use G2 Buyer Intent data to create an Account List:

• Log in to RollWorks and navigate to 'Audiences' > 'Account Lists'
• Click 'Create Account List'
•  In the dropdown 'Select Data Source' choose 'G2 Buyer Intent'
• In the dropdown 'Select Buyer Intent Type' choose 'Profile Views'

• Define the logic for 'Profile Views' as one or more page views within the last 30 days

Repeat the same steps to add additional G2 Intent data fields to define the logic that defines your new Account List by adding additional G2 Intent data, in this example, we added 4 different logics to define our Account List using G2 Intent data:

For more information about how to create Account Lists and Groups visit the Account List Builder Guide.