Set Up Intent for G2 Integration

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The Demandbase-G2 partnership enables Demandbase to ingest G2 product review intent directly into the Engagement Platform. It enables you to use G2 intent to power Marketing and Sales growth at every stage of the account journey. 

After you set up your initial G2 integration, Demandbase ingests G2 intent signals into Demandbase One nightly, so that you can use deep journey buying behaviors to:

  • Adjust messaging and programs,
  • Increase funnel velocity, 
  • Prioritize the best deals,
  • Take advantage of timely data signals to:
    • Seize every opportunity to convert new customers, and 
    • Uncover and prevent competitor intrusions.

You can use G2 activity in any selector in Demandbase.

We support multiple G2 intent integrations, so you can follow the steps below for each of your G2 API tokens.


You must have a license with G2 and therefore have an integrations API token to use in Demandbase.

You must have Admin privileges in Demandbase.

Allow several hours after entering your API key (step 2), in order for data to be ingested into the platform and be available for use.



  1. Get your G2 API key.
    a. Sign in to and go to the Product Admin section.
    b. Navigate to Integrations  > API tokens.
    c. Name the API token Demandbase.
    d. Copy your API Token from G2 into a text editor to port over to Demandbase.

  2. Input your G2 API key in Demandbase to connect your G2 intent data to it.
    a. From the left navigation bar, go to Settings_N.png Settings > Demandbase-Wide Settings > Integrations.
    b. Click Create Data Source and select G2 under Intent
    c. Enter a G2 Product Profile name. Since you can create multiple integrations, name your profile so that you know which integration supports which G2 Product Profile. For example: Demandbase for Asana.
    d. Paste the API Key and click Save.
    Entering the API key starts the ingestion process, so that G2 data can flow into Demandbase. Data should start appearing within an hour.

  3. Assign the Engagement Minutes and weight.
    From the left navigation bar, go to Settings_N.png Settings > Analytics > Engagement Minutes.
    b. From the Choose Category drop-down list, select Intent Activities.
    c. Scroll down to 3rd Party Intent.
    d. For the Add Trigger… value, make sure that Intent Surge is selected.
    e. Enter an operator such as Contains.
    f. In Criteria, enter an Intent Surge signal type and its value, for example:
    Profile: Demandbase
    Competitors: Terminus
    Compare: Capterra vs G2 Marketing Solutions
    Category: Buyer Intent Data Tools
    Ad: Demandbase sponsored content on Salesforce

    There are five types of G2 Intent Surge signals:
    Intent Surge Type Description Examples Recommended Scoring
    Profile A company profile Profile: CompanyName Depends on content
    Competitors A competitor’s profile on G2 Competitors: CompetitorsName 5-10 minutes per view

    Someone at a company is comparing several company profiles listed on G2.

    Compare: Capterra vs G2 Marketing Solutions 5-10 minutes per view
    Category Someone at a company is viewing a G2 product category report.

    Typically indicates a slightly higher funnel stage than specific product reviews.
    Category: Buyer Intent Data Tools 1-5 minutes per view

    Equivalent to a general content consumption, such as ungated assets on your website or home-page visit.

    Ad: Demandbase sponsored content on Salesforce

    Depends on content, Examples:

    ROI calculator: 5-10 minutes

    Ebook about market relevance, 1 minute

    Tip: The G2 Buyer Signals available for you to use are dependent on your G2 plan.

    g. Enter Engagement Minutes.

    Examples of Entire Rule:
    Trigger Value Operator Intent Surge Type: Value Results
    Intent Surge Contains

    Competitors: CompetitorsName

    Scores against signals from both competitive and comparison intent.

    Intent Surge Contains

    Compare: Company A vs Company B

    Scores against ALL comparative intent.
    Intent Surge


    Profile: ExactCompanyName

    Scores against only company or content with exactly that spelling.

  4. Create audiences of accounts in Demandbase One.
    a. From the left navigation bar, go to Database_N.png Database and create a new account list, people at accounts, or journey stage, or click into one.
    b. In the Advanced sub-tab of the Selectors tab, drag the Intent Surge activity to the Selector workspace.
    c. Add the constraints you want to use:
    - Intent Topic: The intent topic you want to use.
    To use ALL G2 intent signals, remove the Intent Topic constraint.
    - Activity Date: Date the intent signal came into the Engagement Platform.
    To take advantage of the actionability of the activity, we recommend that you cover no more than the past month.
    - Product Profile: The name of your G2 product profile created in step 2.
    - Source: Select G2
    d. Click Save.


Data begins syncing immediately and subsequently updated nightly for inclusion in predictive models.

Next Steps

When there is enough G2 intent data incorporated into Demandbase One, you can retrain your predictive models to include those signals. We recommend waiting at least a month after adding the integration to consider retraining your models. See Set Up Pipeline Predict Scores and Set Up Qualification Scores.

Once retrained to incorporate these signals, you can: 

  • Adjust your custom account journey stages using G2 Profile and Category reviews, 
  • Set up account lists and segments driven by G2 intent to power display, 
  • Set up social media advertising, 
  • Set up marketing automation campaigns, such as nurtures, personalized website, and conversational marketing experiences, and 
  • Other marketing operations practices, such as lead or account assignments, and status changes.

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