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Buyer Intent

Know which companies in your target market are ready to buy and convert anonymous visitors into customers with enriched business data.

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  • Identify the companies most likely to become customers based on website visits and research activity

  • Automate alerts and route leads that are ready to buy to your sales team

  • Close more deals with personalized outreach that resonates with your target market

Close the right leads at the right time.

Every day, buying signals go unnoticed. Anonymous companies browse your website, research relevant topics, announce leadership changes, or move contacts to new roles. Your team is left guessing who to contact and when.

HubSpot's buyer intent feature captures four signal types — visitor intent, research intent, company news, and contact-level signals — and surfaces them in HubSpot's Smart CRM. You know who's ready to buy, why now is the right time, and what to say. And when you start tracking a company, HubSpot automatically surfaces 30 days of signal history, so your team has context from day one.

  1. Know which companies to focus on and why.

    Spend less time sorting through leads and more time closing the ones that matter. Know which companies are visiting your site, researching your products, or triggering signals like a new executive hire, a funding round, or a product launch. Then score your leads based on their activity and buying signals, so your team always knows who deserves attention first.

  2. Stop guessing which leads are worth your time.

    Not all leads are equal, and not all signals are created equal either. HubSpot's buyer intent feature connects marketing and sales teams with the full picture: detailed company information, topics leads are researching, company news, and changes in key contacts. That means you can qualify faster, follow up smarter, and focus your team on the leads most likely to convert. Email bounce detection also automatically flags bad contacts before they hurt your outreach, so your team stays focused on leads worth pursuing.

  3. Create personalized outreach and marketing campaigns.

    Improve email engagement rates and ad performance with timely, tailored communication. Use buying signals, including website visits, company news, and research activity, to automatically group prospects and personalize outreach at the moment they're most ready to engage. Exclude low-intent visitors, so your team focuses only on the accounts that matter.

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

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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, also called purchase intent, is data that helps answer questions about a prospect's readiness to buy. HubSpot's buyer intent captures four types of signals — website visits, research activity, company news, and contact-level changes — to help sales and marketing teams identify which companies are actively in market. 

Sales teams can prioritize outreach when a tracked account announces a new executive hire or a key contact moves to a new company. Marketing teams can improve campaign targeting by segmenting prospects based on research topics they're actively exploring or excluding low-intent visitors from campaigns.

HubSpot's buyer intent draws from four signal types: first-party website visit data captured via your HubSpot tracking code; third-party research intent signals across 200,000+ websites; company news signals like executive hires, funding rounds, and product launches; and contact-level signals including job changes and email bounces. Enrichment data adds 40+ firmographic and technographic data points, continuously refreshed for accuracy. All signals are delivered as unified events directly in your HubSpot Smart CRM.

Buyer intent keywords are phrases entered into a search engine that signal an intent to buy a product or service. HubSpot uses AI-generated keyword tags to automatically group and surface companies showing these signals, helping you identify patterns and similarities across your target accounts.

Research signals go further — you can add custom research topics to find companies actively researching subjects relevant to what your business sells. HubSpot analyzes this activity across 200,000+ third-party websites, not just your own, giving you visibility into in-market accounts long before they visit your site or fill out a form.

Intent data helps businesses to create more relevant and personalized interactions with potential buyers. This improves outcomes like generating high-intent qualified leads and achieving faster, higher close rates — meaning your customers and prospects receive outreach that actually resonates.

Intent data can also be used to estimate the total addressable market for what you sell, and how much of it is actively showing buying signals.

Purchase intent is a customer’s willingness to buy a product or service. Here are examples across all four signal types:

  • Visitor intent: A company visits your pricing page three times in one week — HubSpot identifies them using reverse-IP lookup technology and alerts your rep.

  • Research intent: A company is actively researching topics related to your product category across the web — HubSpot surfaces them as a high-intent account before they ever visit your site.

  • Company news: A target account announces a new VP of Sales — a signal that a new strategy and budget may be forming, giving your rep a timely reason to reach out.

  • Contact-level: A key contact at an existing customer moves to a new company that isn't yet a customer — HubSpot automatically creates a new lead so your rep can act while the relationship is still warm.

Timing is important as the window to sell to this customer is limited.

Market intelligence is data about a company’s industry and competitive landscape. The total size of the market of a particular product or service is composed of all the companies in it, also known as the total addressable market, or TAM.

For sales and marketing teams, market intelligence answers two key questions: who belongs in your TAM, and how much of it is actively showing buying signals right now. HubSpot's buyer intent surfaces this through the intelligence view on each company record, giving your team a complete picture of fit, website visit activity, research behavior, and data hygiene — so they can prioritize outreach with confidence.

Most buyer intent features require HubSpot Credits, a flexible way to pay for usage-based features. Tracking a company for intent signals is a monthly recurring credit charge. Adding a net-new company to your CRM from the Visitors or Research tab is a one-time credit charge. See the pricing page for more.