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Share enriched G2 reviews to Productboard
Streamline customer feedback collection by automatically sending G2 reviews to your product team in Productboard.
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Overview
Created by: Nikki Bown, Sr. Product Operations Manager @ Zapier
Every G2 review is a goldmine of customer insights, but manually tracking and sharing this feedback can be time-consuming, and risks core blockers and wins falling through the cracks. This template creates an automated pipeline that collects G2 reviews, enriches them with user data when possible, and delivers them directly to your product team in Productboard.
Your product team will receive a constant stream of rich, market-driven customer sentiment to inform their decisions, helping you build features that truly resonate with your users. Plus, you’ll be able to track how sentiment changes over time.
Why build an enriched G2 feedback to Productboard system?
- Save time and resources by eliminating manual review monitoring and data entry.
- Ensure all feedback reaches your product team, creating a more comprehensive view of where you’re winning and losing.
- React faster to market trends and user pain points by having real-time feedback at your fingertips (not whenever you have time to pull it).
What key features come with the enriched G2 feedback to Productboard template?
- Automated review capture — The template monitors G2 for new, approved reviews and automatically collects them as they’re published.
- Smart user matching — When a new review appears, the system attempts to match the reviewer with existing contacts in HubSpot, providing additional context about who left the feedback.
Who should use this template
This enriched G2 feedback to Productboard automation is perfect for:
- Product managers → Get direct access to customer sentiment without manual monitoring, so you can easily aggregate and prioritize features based on real user feedback.
- Marketing teams → Identify patterns in public reviews that might indicate broader satisfaction issues or opportunities for proactive outreach.
- SaaS companies → Leverage public reviews as a continuous source of product feedback, especially from customers who might not participate in formal feedback channels.
- Marketing teams → Track product perception in the marketplace and identify messaging opportunities based on what customers are praising or criticizing.
How does this template work?
This template builds you an automated feedback pipeline that collects G2 reviews and delivers them to your product team in Productboard. Here's how:
- When a new review is posted and approved on G2, the system is triggered.
- First, we filter to ensure only approved, public reviews are processed.
- Then, we extract the reviewer's name from the G2 review.
- Using the reviewer's first and last name, the system searches HubSpot to attempt to identify which of your customers left the review.
- The numeric G2 rating (e.g., 4.5) is converted into a more readable star format for easier interpretation.
- If a matching contact is found in HubSpot, we’ll enrich the data with info like the customer’s email domain or plan type.
- A note is created for Productboard that includes the formatted review text, star rating, and any available user information.
- All reviews are added to Productboard in a dedicated view for G2 feedback.
Your team will never need to manually check G2 for new reviews or copy-paste feedback into your product management tools again. By creating this continuous feedback loop from G2 directly to Productboard, you ensure that real-live customer sentiment is always factored into your product decisions, leading to more customer-centric development and faster response to market needs.
Frequently asked questions
Do I need to be a G2 customer to use this template?
Yes, you'll need an active G2 account to access their API and collect reviews. You'll also need accounts with HubSpot and Productboard to fully utilize this template.
What happens if the system can't match a reviewer to a HubSpot contact?
The automation will still process the review and send it to Productboard, but it will be marked as coming from an unidentified user. This ensures you don't miss any feedback, even if you can't tie it to a specific customer.
Can I customize what information is sent to Productboard?
Absolutely. The template provides a starting point, but you can modify the Zaps to include or exclude specific data fields based on your team's needs.
