Session Summary

In this recorded session, HubSpot’s Isabel White delivers a practical walkthrough of Buyer Intent, explaining how teams can identify and act on high-intent companies visiting their website. Drawing on her background in sales and real customer use cases, Isabel demonstrates how Buyer Intent works inside HubSpot, what’s included in different subscriptions, and how marketing and sales teams can use it to prospect more proactively—without relying solely on form fills. Viewers will come away with a clear understanding of where to find Buyer Intent in HubSpot, how to configure it effectively, and how to turn anonymous website traffic into meaningful sales opportunities.

Understanding Buyer Intent and What’s Now Included

Isabel opens by addressing a common point of confusion among customers: whether Buyer Intent is included in their HubSpot subscription. She explains that for customers on Marketing Pro Plus, Buyer Intent is fully available without the need for additional third-party tools or paid credits. From June 2nd, access was expanded so users can now see all companies visiting their website, rather than a limited subset.

She also provides important context around how Buyer Intent works. While the tool does not reveal individual identities, it de-anonymises companies visiting the site using HubSpot’s underlying technology. This gives teams valuable visibility into previously hidden website activity, enabling them to move away from passive, form-led strategies and towards more proactive prospecting.

Navigating the Buyer Intent Dashboard and Filters

The session then moves into a live walkthrough of the Buyer Intent dashboard within HubSpot. Isabel explains how users can adjust the time frame, from the default seven days up to 90 days, to analyse recent website activity in a meaningful way. She advises against looking too far back, as older visits are less likely to indicate current buying intent.

Isabel highlights the importance of using filters to manage noise, noting that most accounts will see a high volume of visiting companies. Filters such as traffic source help teams understand which marketing efforts are driving visits, while options like “company not in CRM” quickly surface new, untapped opportunities that may warrant outreach.

Defining Target Markets to Reduce Noise

A key theme throughout the session is the importance of clearly defining target markets. Isabel explains that without this step, teams risk wasting time on irrelevant visitors such as job seekers, students, or organisations outside their ideal customer profile. Target markets allow HubSpot to understand “what good looks like” for each business.

She demonstrates how to create target markets using criteria such as industry, company size, location, keywords, and web technologies. Isabel recommends keeping the number of target markets between three and five, ensuring sales and BDR teams can work efficiently without constantly switching contexts or overcomplicating their workflows.

Using Intent Criteria to Identify High-Value Visits

Building on target markets, Isabel introduces intent criteria as a way to further qualify visitors. She explains how teams can define which pages such as pricing or contact pages signal genuine buying interest, as well as set thresholds for visit frequency or number of visitors from the same company.

Equally important, she shows how to exclude low-intent pages like careers or volunteer content. Once configured, these criteria allow HubSpot to apply an “Intent” tag to relevant companies, helping teams focus on the most promising accounts. Isabel stresses that proper configuration is essential to long-term success with Buyer Intent.

Acting on Buyer Intent: Outreach, Credits, and Alerts

In the final part of the demo, Isabel walks through how teams can act on Buyer Intent insights. She shows how users can click through to LinkedIn, use Sales Navigator where available, and tailor outreach based on the pages companies have viewed. The goal, she explains, is relevant and timely engagement, not aggressive or overly personalised messaging.

She also clarifies how credits work, emphasising that viewing Buyer Intent data does not consume credits. Credits are only used when enriching records, adding companies to the CRM, or triggering actions like workflows. Isabel highlights additional features such as email digests, which notify non-HubSpot users of recent activity, and introduces the newer “Search” tab, which surfaces companies actively researching specific keywords, even if they haven’t visited the website yet.