HubSpot and the Art of reading Shoppers' Minds

In an increasingly competitive business environment, it is crucial for businesses to understand and anticipate the behavior of their potential customers. Staying up to date with trends is a major challenge, sometimes overlooked, for those who have been in the sector for decades. Others are aware that renewing oneself is synonymous with staying one step ahead of the competition. That's where the Buyer Intent feature comes in, a powerful concept that helps identify the prospects most likely to convert into opportunities. HubSpot, with Breeze and its artificial intelligence (AI) capabilities, gives businesses powerful tools to exploit buyer intent and optimize their marketing and sales efforts.

HubSpot took a decisive step forward with the acquisition of Clearbit, consolidating its offer in buyer intent analysis. Users now benefit from a thorough understanding of their prospects, thanks to comprehensive data, refined identification, and increased targeting and personalization capabilities.

What is Buyer Intent Data in HubSpot

Breeze, a tool resulting from the acquisition of Clearbit, enriches your database HubSpot by adding deep insights, advanced intent features, and enrichment tools that help you work smarter, not harder.

Think of buying intent as a digital breadcrumb: every click, every interaction, a wealth of clues about the desires and intentions of your prospects. Breeze automatically adds the size of the company, its turnover and its sector of activity to your leads. No need to search, everything is there, ready to propel you towards ultra-fast lead qualification.

Understanding Buyer Intent Data: A Key Asset

Timing is key in B2B! Buying intent data helps you identify prospects who are already looking for your solutions. Detecting interest before the first contact is a huge advantage. Fewer guesswork to identify who is ready to move forward. Prioritize converting the most interested visitors into qualified leads. Reduce the solicitation of cold leads, so you can better focus your efforts on hot prospects that are ready to convert.

What is BuyerIntent Data?

In the business world, it's not always easy to know who's really interested in what you're selling. Even though you have a great website and tons of content, sometimes it feels like you're screaming into the void. That's where buyer intent data is a game-changer. Just imagine: instead of relying on luck, you know exactly which companies are looking at your products and comparing your prices. It's like having a radar that shows you the hottest potential customers. In other words, with the fully integrated tool that HubSpot offers, we can transform these anonymous visitors into real opportunities. We are talking about better targeting, personalizing exchanges and even shortening sales cycles.

Why is Buyer Intent Crucial in B2B Marketing?

The B2B buying journey is often long and complex, with lots of potential touchpoints before a lead is ready to convert. If before, we were content with traditional methods of capturing prospects, such as completed forms, today we are aware that this only tells part of the story and limits the ability to act on an interest that does not follow a predictable path.

Buying intent data is a game-changer by allowing you to identify high-potential prospects based on their behaviors, not just their form submissions. This allows your sales and marketing teams to:

• Engage prospects sooner: by identifying interested businesses sooner, you can contact them and start building a relationship before your competitors know they are interested.
• Prioritize High-intent lead resources: Intent data highlights who are most likely to convert, allowing your team to focus their time and energy where they will have the most impact.
• Reduce missed opportunities: with a clearer view of the interests of potential customers, you can proactively engage prospects who might otherwise go unnoticed.

Reverse IP Address and Enrichment

One of the core technologies that feeds into buyer intent data is reverse IP tracking. This process captures the IP addresses of anonymous website visitors and identifies their business details, giving you insight into who is showing interest in your site without requiring form submissions. Combined with Breeze Intelligence's data enrichment, you can gather additional details, such as industry, business size, and location, that help you better understand the profile of each business.

In accordance with the Law 25, the management of this data is carried out in compliance with the standards of confidentiality and protection of personal information.

How does it all come together? Let's break it down.

It all depends on how they interact with your website. Some behaviors are like flashing light signs, telling you that they are actively considering your product or service, although at an early stage.

HubSpot tracks these behaviors and connects the dots for you, so you can focus on the leads that are most likely to convert.

• Identify anonymous visitors:
  
  • With reverse IP tracking, HubSpot finds out which businesses are browsing your site, even if they haven't filled out a form. Imagine knowing that a key account is looking for you!
• Enrich profiles automatically:
  
  • HubSpot doesn't just collect data, it enriches it with firmographic details such as company size, industry, and location. That means you'll know at a glance if a lead is worth your time.
  • An added benefit is that it works well with HubSpot's progressive profiling features, which means that data enrichment reduces the number of form fields a visitor has to fill out.
• Score and segment leads:
  

• Each interaction adds points to a lead's score, helping you rank and organize them. High-intent leads come to the top, so your team knows exactly where to focus.
• Create intelligent follow-ups:
  

• Integrating intent data into workflows allows you to send personalized emails, assign leads to the right representatives, or even trigger a call at the right time.
• With these capabilities, HubSpot turns buyer intent data into a practical tool that generates better decisions and greater results.

Automate Actions based on Intent Signals

One of the most powerful benefits of integrating buyer intent with HubSpot is the ability to automate follow-up actions. For example:

• Automated lead attribution: automatically assign high-intent accounts to specific sales representatives based on criteria such as region, industry, or deal size.
• Personalized nurturing campaigns: Enroll high-intent accounts in personalized nurturing sequences that meet their specific interests and needs.
• Real-time alerts: Set up alerts to inform your team as soon as a highly relevant company shows intent, allowing for quick action when interest is at its peak.

As mentioned in another Item, with the buyer intent data built into HubSpot, you not only get access to high-quality intent signals, but you're also creating a streamlined process for acting on those signals, helping you turn anonymous traffic into priority prospects in your CRM.

How do I set up Buyer Intent Data in HubSpot?

Ready to turn buyer intent data into action? Setting up in HubSpot is easy if you know where to start. Here's a step-by-step guide to help you get the most out of this powerful tool.

Step 1: total addressable market (TAM) and target markets

Start by identifying the specific market segments you want to focus on. Creating detailed profiles for these segments helps bring high-match visitors to your site and ensures that your marketing efforts are aligned with the right audience. Here's how to structure this step:

• Business sectors:
  
  • Define the business sectors you want to target. Consider sectors such as healthcare, manufacturing, or B2C, depending on the suitability of your product or service.
• Company keywords:
  
  • Use keywords to further refine your target audience within these sectors. These keywords can target specific types of businesses or niches, such as “AI-powered solutions” or “sustainable manufacturing.” Keywords can also be used independently to identify businesses that are aligned with your goals.
• Employee range:
  
  • Specify the employee size range for the businesses you are targeting. This can help tailor your message to small businesses, mid-sized businesses, or large businesses.
• Geographical location:
  
  • Countries: List the countries where your target market operates.
  • State/Province/Region: To further refine your targeting, specify the region.
  • City: include specific cities if they are relevant to your strategy.
• Web technology:
  
  • Identify web technologies that are commonly used by your ideal customers. This could include CMS platforms, e-commerce solutions, or marketing automation tools.
• Turnover:
  
  • Define a target revenue range for the businesses you focus on to ensure alignment with their purchasing power and needs.
  • By refining these criteria, you create a clear and actionable plan to effectively target high-potential market segments.

Step 2: Identify and filter businesses with intent

Use intent-based criteria to identify businesses that show interest in your offerings. Intent is determined by analyzing factors such as the number of visits, unique visitors, and the frequency of visits to specific pages on your website. For example, businesses that visit your Product or Pricing pages are strong indicators of interest. After installing the HubSpot tracking code (if you're not using the HubSpot CMS), buyer intent data connects anonymous website visitors to known businesses using IP address matching. You can apply filters to identify high-priority businesses:

• Period: Filter businesses by the recency of visits, for example, the last 14 days.
• Target markets: Focus on businesses that meet your predefined target market criteria.
• Intent criteria: Select businesses that meet at least one intent criteria, such as visiting a specific page.

Step 3: Automatically add businesses and email summaries

Take the next step in your intent-based targeting by automating key actions and staying on top of high-potential businesses. HubSpot's tools simplify the way you manage and act on buyer intent data, making sure you don't miss out on opportunities. With Breeze Intelligence, you can configure settings to automatically add businesses from views saved to your CRM.

The hidden Benefit of this Technology is to catch Buyers before Competitors. 

In a world of fairies and unicorns, the success of one would have no impact on the successes of the other! However, in the world we live in, competition is a part of the game. The intention to buy makes it possible to seize potential customers before your competitors. When a prospect shows interest, chances are your competitors are on their radar as well. Buying intent data helps you spot these signals early so you can engage before someone else.

Shorten the sales cycle:

• Making contact while prospects are actively looking for solutions means fewer delays and faster decisions. No more endless going back and forth to keep their attention.

Working smarter with multiple stakeholders:

• In B2B, there is rarely a single person who makes the decisions. Buying intent data shows when an entire team is exploring your solution, making it the perfect time to connect and meet their needs. With the right timing, you're not just responding to interest, you're positioning yourself as the obvious choice, ready to help when it matters most.

Conclusion: Turning Anonymous Visitors into Revenue

Buying intent data bridges the gap between your inbound and outbound efforts, turning anonymous visitors into actionable leads and helping you focus on those who are most likely to convert. For B2B marketers, it's the key to turning website traffic into real opportunities. By taking advantage of HubSpot's buying intent tools, you can identify high-intent behaviors, engage prospects at the perfect time, and shorten your sales cycles. Whether it's enriching lead profiles, automating personalized approaches, or aligning your teams, buying intent data gives you the clarity and tools you need to act with confidence. Don't let high-value leads get out of your way. Learn how buying intent data can improve your sales and marketing strategy today.