Short answer
Buyer intent is data that signals a company is actively researching a purchase, such as repeated visits to your pricing page or research on topics related to your services. In HubSpot, buyer intent is part of Breeze Intelligence and identifies companies showing interest so sales can prioritize outreach.
Buyer Intent explained
Intent signals come from two places: first-party activity on your own website, matched to companies by IP and tracking data, and third-party research activity across other sites. HubSpot lets you define your target market and the pages and topics that matter, then surfaces companies showing intent. Enrichment and some intent features use HubSpot credits.
Intent data is directional, not certain, so it works best combined with fit criteria and human judgement.
How Vantage Point helps: we set up buyer intent filters for your ideal client profile and connect them to routing and outreach plays.
Frequently asked questions
Where does HubSpot buyer intent data come from?
From visits to your website matched to companies, and from research-intent signals HubSpot gathers about topics companies are researching.
Does buyer intent identify individual people?
No. It identifies companies. Contacts still need to be found and enriched separately.