G2 Integration Guide

What is the G2 Integration?

The G2 integration allows mutual RollWorks and G2 customers to access more intent signals to identify and engage in-market prospects and uncover companies exploring competitors. Furthermore, mutual customers can understand how G2 activity impacts an accounts’ buying journey enabling them to strategize ABM programs.

Who is Eligible to Access the G2 Integration?

In order to access the G2 Integration, customers must have:

  • A G2 Subscription: Pro, or Power.
  • Any RollWorks subscription package: Starter, Standard, Professional, or Ultimate.

To find out what subscription package you have, login to the RollWorks platform and visit the Plan and Usage page under Settings.

What are the Features and Benefits of the G2 Integration with RollWorks?

Features:

  • Account List and Account Group creation using G2 Buyer Intent in combination with other 1st and 3rd party sources. (coming soon)
  • Customize Journey Stages with G2 Buyer Intent.
  • View G2 Buyer Intent events alongside other intent and engagement signals in a single view.

Benefits:

  • 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.

Connect your G2 account to the RollWorks platform

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

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

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  • 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'

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  • Share the 'API Token' with your RollWorks Account Manager

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If you have multiple product lines of G2 Buyer Intent, you will need to create multiple API Tokens in G2, and complete the previous steps for each additional product line.

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 in:

How do I use the G2 Integration?

Sign in to your RollWorks account to find G2 data in the following RollWorks features:

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 Intent data, 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 'Identify' > 'Target Accounts' and click the name of one of your Account Lists
    • Click in the name of the Account to view the Journey Events details

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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.

Select the G2 Buyer Intent data object and choose between:

  • Profile 
  • Competitor 
  • Comparisons
  • Category

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'

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  • In the dropdown 'Select Data Source Type' choose 'Profile Views'

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

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  • 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'

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

Account Lists and Groups (coming soon)

The RollWorks Account List Builder allows users 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:
        • Profile
        • Competitor 
        • Comparisons
        • Category 
  • Optionally, join G2 Buyer Intent data with other available data sources in RollWorks to engage accounts.

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

  • Sign in to RollWorks and go to 'Identify' > 'Target Accounts'
  • Click 'Create a List'
  •  In the dropdown 'Select Data Source' choose 'G2 Buyer Intent'G2 - A - 1.png
  • In the dropdown 'Select Buyer Intent Type' choose 'Profile Views'3.png
  • Define the logic for 'Profile Views' as one or more page views within the last 30 days

Screen Shot 2021-10-27 at 3.12.46 PM.png

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:

G2 - A - 2.png

 

For more information on Account Lists & Groups, visit the Account List Builder Overview article.

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