How to Use Hubspot Buyer Intent Data Effectively

Hubspot buyer intent data helps you identify which companies are actively researching your solutions so you can prioritize outreach, segment prospects, and time your sales motions more effectively.

This guide walks you through how to access, understand, and operationalize buyer intent inside your account using company records, reports, lists, and workflows.

What Is Buyer Intent in Hubspot?

Buyer intent in Hubspot is company-level data that indicates how strongly an organization is showing interest in topics related to your product or service.

This data appears on company records and in reporting tools so sales, marketing, and RevOps teams can:

• Identify which companies are in market now
• Prioritize outreach based on intent strength
• Align campaigns with current research activity
• Score and route leads more intelligently

The data comes in as intent topics and intent scores on company properties, which can then be used across the CRM and automation tools.

Where Hubspot Buyer Intent Data Appears

Once enabled, buyer intent data surfaces in several key places inside your CRM.

Hubspot company record properties

Company records display intent details so reps can understand why a company is being prioritized.

Common buyer intent properties include:

• Topic names or categories related to your solution
• Topic strength or intensity indicators
• Last updated dates for intent signals
• Counts of active topics for the company

Reps can use these properties on the left sidebar, in overviews, or inside custom views to quickly qualify and prepare for outreach.

Hubspot reports and dashboards

You can build reports on buyer intent properties and add them to dashboards for ongoing monitoring.

Typical reporting use cases include:

• Tracking the number of active in-market companies
• Monitoring changes in topic interest over time
• Comparing intent strength across segments or territories
• Surfacing companies with the highest current intent

Dashboards allow sales leaders and marketers to visualize intent trends and assign follow-up based on current demand.

How to Access Buyer Intent Data in Hubspot

Access to buyer intent depends on your subscription and settings. Once enabled for your account, the data is available as company properties that you can use across tools.

Step 1: Confirm buyer intent properties

1. Navigate to Settings in your Hubspot account.
2. Go to Properties and select Company properties.
3. Search for intent-related properties provided by your subscription.

Verify which properties are available so you know what you can use in lists, reports, and workflows.

Step 2: Add intent properties to company views

1. Open Companies in the CRM.
2. Use the table view actions to select Edit columns.
3. Add the buyer intent properties you want to see, such as topic names and intensity.
4. Save the view and share it with your team if needed.

This gives sales and success teams quick visibility into which accounts have active intent.

Building Hubspot Reports with Buyer Intent

Reporting on intent is essential for prioritization and leadership visibility.

Create a basic buyer intent report in Hubspot

1. Go to Reports > Reports.
2. Click Create report and choose a Single object report.
3. Select Companies as the object.
4. Add buyer intent properties to the report columns.
5. Filter by intent strength or topic activity as needed.
6. Save your report and add it to a dashboard.

Use this report to highlight which accounts should be targeted by sales and which segments are currently showing the most activity.

Example Hubspot intent report ideas

• Companies with active high-intent topics in the last 30 days
• Intent trend by industry or territory
• Accounts with rising intent versus declining intent

These reports help you align your campaigns with actual demand and support data-driven territory planning.

Using Buyer Intent in Hubspot Lists

Lists allow you to group companies based on buyer intent so you can target campaigns and nurture sequences more effectively.

Create an active list using Hubspot intent data

1. Navigate to Lists in your account.
2. Click Create list and select Company-based.
3. Choose Active list so membership updates automatically.
4. Add filters using buyer intent properties, such as topic strength or number of active topics.
5. Save the list with a clear naming convention, for example, “High Intent Companies – Last 30 Days”.

You can then use this list to:

• Enroll companies in targeted email sequences
• Align outbound efforts for specific territories
• Sync in-market accounts to ad audiences

Automating Outreach with Hubspot Workflows

Workflows allow you to automate actions based on buyer intent changes, ensuring timely follow-up.

Build a Hubspot workflow triggered by intent

1. Go to Automation > Workflows.
2. Create a Company-based workflow.
3. Set enrollment triggers using buyer intent properties or lists, for example, intent strength above a certain threshold.
4. Add actions such as:

• Create tasks for account owners
• Send internal notifications to sales reps
• Update company lifecycle stages or custom fields
• Enroll associated contacts into nurturing sequences

5. Review enrollment criteria and activate the workflow.

This ensures that when a company’s intent increases, your team is alerted and next steps are automated.

Best Practices for Operationalizing Hubspot Buyer Intent

To get the most value from buyer intent signals, align your sales and marketing processes around the data.

• Define clear thresholds: Agree on what levels of intent require immediate outreach versus nurture.
• Standardize playbooks: Build outreach templates and talk tracks that reference the topics companies are researching.
• Review dashboards regularly: Sales and marketing leaders should review intent reports weekly or monthly.
• Combine with other signals: Use buyer intent alongside engagement metrics like email opens, page views, and meetings.

Over time, refine your thresholds and workflows based on conversion performance.

Additional Resources for Hubspot Users

To go deeper into the specifics of buyer intent configuration and limitations for your subscription, review the official documentation on the Hubspot knowledge base at how to use buyer intent.

If you need strategy support, implementation help, or a broader RevOps roadmap around intent data, you can also consult specialists at Consultevo for tailored Hubspot consulting and optimization.

By combining accurate buyer intent data with well-structured reports, lists, and workflows, you can ensure your revenue teams focus on the right accounts at the right time, improving efficiency and win rates across your entire Hubspot environment.

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