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Buyer Intent

Discover what companies in your target market are showing intent to purchase on your website, and watch your market share grow.

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  • Identify high-fit and high-intent accounts, complete with webpage visit activity and industry tags

  • Create workflows to route leads to sales using buyer intent behavior data

  • Improves conversions with enriched prospect data from new companies in your target market

Close the right leads at the right time.

Every day, anonymous visitors are reading your homepage or reviewing your pricing page, but you lack the market intelligence data to identify them. Anonymous visitors are visitors who have visited a page with your tracking code on it, but haven't converted through a form and aren’t a contact in your CRM yet. Unless they fill out your form, you have no way of engaging with them.

Buyer intent helps you turn anonymous visitors into customers by telling you what companies in your target markets are ready to buy with reverse-IP* and enrichment data. Use buyer intent data and tools to scale your intent-based prospecting. 

  1. Identify high-intent visitors' needs.

    It’s hard to be in the right place at the right time, especially when you’re a salesperson with lists of prospects to call. Let HubSpot's buyer intent connect anonymous web visitors to the company's address. Now your sales teams will know what companies are visiting your website and which product features or pricing pages they want to talk about on a call.

  2. Enhance lead generation and qualification.

    Understanding the visitor behind a website visit is a marketer’s dream. Your sales team knows that not all leads are equal, and marketers know not all traffic will turn into meaningful leads. Let buyer intent connect marketing and sales with enriched data to be used for time-based sales follow-up emails and personalized lead nurturing campaigns.

  3. Prioritize lead follow-ups.

    Not knowing who your most promising leads are causes your sales team to be inefficient with their time and impact. Assign scores based on website behavior, intent, lifecycle, and deal stage to focus on your highest quality leads.

  4. Create personalized outreach and marketing campaigns.

    If your emails and ads are generic and unpersonalized, they probably have low engagement rates. Send emails based on what a user did last on your website. Add visitors who are looking for jobs to a list that excludes them from marketing and sales. Segment your prospects into different workflows to make it easier for both marketing and sales to follow up with the right message.

Have questions? Give us a call and we'll walk you through it.

+1 857-829-5060

After comparing our current website tracking tool (a leader in the space) with HubSpot's new buyer intent feature over 14 days, the results were clear: HubSpot showed three times as many companies that had visited our website than our current tool. I can confidently say that HubSpot's buyer intent feature is among the best visitor tracking solutions available.

Katie McCauley

Senior Manager, Marketing

SnapFulfil

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Frequently Asked Questions

Buyer intent, sometimes also called purchase intent, is data that helps answer questions about how ready a prospect is to buy. 

Sales teams may prioritize calling companies that have downloaded a buyer’s guide and visited your pricing pages real-time.

Marketing teams can improve remarketing performance by adding visits to career pages as an excluded audience.

HubSpot's buyer intent helps you make better business decisions when you de-anonymize high-fit, high-intent companies visiting your website. Then take action after adding them to your Smart CRM.

Buyer intent data comes from two data sources: first-party visit data and third-party enrichment data. First-party visit data includes the IP addresses used to visit your website when you install the HubSpot tracking code, the company domains associated with those IP addresses, the web pages visited, and the timestamps of those visits. Third-party enrichment data includes 40+ firmographic and technographic data points that are continually refreshed to remain accurate.

Buyer intent keywords are phrases entered into a search engine, like Google, that are closely linked  with the intent to buy a product or service.

Buyer intent keywords now include AI-generated keyword tags. These tags group companies that are similar based on buyer intent data, like company descriptions.

Intent data helps businesses to create more relevant and personalized interactions with could-be buyers. This improves business outcomes you care about, like generating high-intent, qualified leads, and faster, higher close rates.

Intent data can also be used to estimate the total addressable market your business has left to grow. This provides valuable market intelligence on how much market share has been successfully captured.

Purchase intent is a customer’s willingness to buy a product or service. Timing is important as the window to sell to this customer is limited. Booking a meeting or filling out a form for a demo with your sales team are two examples of high purchase intent. 

HubSpot's buyer intent can show us which company an IP address belongs to using reverse-IP lookup technology. This is how we make sure that you don't miss any purchase intent data, like visits to product and pricing pages on your website.

Market intelligence is data about a company’s industry. The total size of the market of a particular industry is composed of all the companies in it, also known as the total addressable market (TAM).

HubSpot's buyer intent now comes with a new intelligence view on the company record where you can understand the fit, website visit activity, and data hygiene of any company in your CRM.