Your website may receive hundreds or thousands of visitors each month. But only a small percentage ever fill out a form or request a meeting.
That leaves marketing and sales teams wondering:
- Who else is visiting our site?
- Are any of those companies potential customers?
- How can we follow up with them?
HubSpot’s Buyer Intent tool helps solve this problem by identifying companies visiting your website and signaling when they may be actively researching solutions like yours.
Instead of waiting for leads to convert, you can proactively reach out.
What Is HubSpot’s Buyer Intent Tool?
HubSpot’s Buyer Intent tool analyzes website traffic and company data to identify organizations interacting with your site.
It can show you:
- Companies visiting your website
- Pages they viewed
- When they visited
- Whether they match your target market
- Whether they are researching relevant topics
Even if the visitor hasn’t filled out a form, HubSpot can often identify the company behind the visit using domain and IP intelligence.
This allows your team to act on real behavioral signals, not just guesses.
Step 1: Define Your Target Markets
The first step is to tell HubSpot what types of companies you want to track.
Within the Buyer Intent configuration settings, you can create target markets based on:
- Industry
- Company size
- Geography
- Revenue
- Technology stack
- Keywords
For example, a company might define its target market as:
- B2B companies
- 50–500 employees
- Located in North America
- Using specific web technologies
Once this is configured, HubSpot can label visitors that match those criteria.
Step 2: Set Up Intent Signals
Next, you define what behavior signals potential interest.
Intent signals might include:
- Visiting your website
- Viewing specific pages
- Returning multiple times
- Viewing product or service pages
You can keep this simple; for example:
Or you can build more advanced logic around specific pages and behaviors.
These signals help HubSpot determine which companies are worth investigating further.
Step 3: Identify Companies Visiting Your Website
Once tracking is enabled, HubSpot will begin showing companies that have visited your site.
You’ll be able to see:
- The company name
- Their location
- The number of visits
- The pages they viewed
- Whether they match your target market
In many cases, these companies may not yet exist in your CRM.
That means you're uncovering brand-new prospect opportunities directly from your website traffic.
Step 4: Add High-Intent Companies to Your CRM
When you find an interesting company, you can add it directly into HubSpot as a company record.
From there, your team can:
- Research the company
- Identify key contacts
- Begin outreach
- Enroll contacts into sales sequences
- Assign them to a sales rep
This turns anonymous website traffic into actionable sales opportunities.
Step 5: Automate Lead Creation with Saved Views
HubSpot also allows you to create saved views that automatically monitor visitor data.
For example:
A saved view might include companies that:
- Match your target market
- Trigger an intent signal
- Visited your website in the last 7 days
You can then enable auto-add, which automatically creates CRM records whenever a company meets those criteria.
Your team will receive notifications when new prospects appear.
Step 6: Use Research Topics to Identify Buying Signals
Another powerful feature is research topics.
HubSpot can surface companies that are actively researching topics relevant to your business.
For example:
- HubSpot CRM
- Marketing automation
- CRM software
- Sales enablement tools
If a company is researching those topics and visiting your site, it may indicate active buying intent.
That’s an excellent moment for outreach.
Why This Is So Powerful for Marketing and Sales
For years, companies needed multiple tools to accomplish this type of insight.
Platforms like data enrichment providers and prospecting tools handled pieces of the puzzle.
HubSpot is increasingly bringing those capabilities directly into the CRM.
This means your team can:
- Identify anonymous website visitors
- Enrich company data
- Track behavioral intent
- Trigger sales outreach
All from one platform.
A Goldmine for Sales Teams
Sales teams are always looking for better signals about who might be ready to buy.
Buyer Intent gives them something incredibly valuable:
Companies that are already engaging with your content.
When combined with strong outbound messaging and sequences, this data can dramatically improve prospecting effectiveness.
Final Thoughts
Most businesses invest heavily in driving traffic to their websites but never fully leverage the data those visitors generate.
HubSpot’s Buyer Intent tool helps bridge the gap between marketing activity and sales outreach.
By identifying companies already showing interest in your business, you can turn anonymous website traffic into meaningful growth opportunities.
Ready to Put HubSpot to Work for You?
Need help implementing or optimizing HubSpot Service Hub? The Gist Inbound provides training, audits, and consulting exclusively inside HubSpot.
Work with us.
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