How do I use intent data?

The buyer intent data you see in HubSpot is imported through ZoomInfo. A company's search result pages and website visits are captured from advertising data and analyzed to determine intent topics.

What do the intent data fields in HubSpot mean?

Company properties

Intent data is collected for the following topics: Change Management, Coaching and Mentoring, Employee Development, Employee Training and Development, HRIS (Human Resource Information Systems), Leadership Training, LMS (Learning Management Systems), Onboarding, Organizational Learning, Sales Coaching, Sales Training, Training Outsourcing

• Intent Issue Date: The most recent intent signal coming from that company

• Intent Signal Location: Where the most recent intent signal came from

• Intent Signal Score: How big the intent spike is compared to the company’s baseline consuming content related to the topic (1-100 scale)

• Intent Audience Strength: The relative size of the group conducting online research for the topic (Letter grade A-F)

Other related company properties

• Last Funding Round Date: Date of the last funding round secured by the company

• Last Funding Round Amount: Amount in dollars of the company’s last funding round (if known)

• Past 1 Year Employee Growth Rate: Percentage growth of the company in the last 12 months

• ICP (Ideal Customer Profile) Spoke: Does the company fit our Spoke ICP (Yes/No)

• ICP Training: Does the company fit our training ICP (Yes/No)

Contact properties

• Intent Geo Match: Whether recent intent signals have come from the location this employee is located (Yes/No)

• Total Lead Score: Raw score for the contact based on company intent data, their job role, whether their company fits our ICP and other factors

• Lead Score Tier: Which tier the lead falls into; 1 – Strongest, 7 - Weakest

FAQs and Best Practices

What happens once a lead has intent data in HubSpot? Marketing will reach out to these leads via email campaigns and targeted advertising based on their intent topics. Marketing outreach will only stop if a contact is placed into a sales email sequence.

How will I see prospects relevant to me? You will receive an opportunity report via email at 8 a.m. every Monday. This will include a list of “Engaged Intent Leads.” These leads:

1. Meet our ICP

2. Are in the market for our products and services (from intent data)

3. Have interacted with our marketing efforts and should have name recognition with Unboxed

4. Are in one of your protected verticals or a vertical that is not protected by someone else

What do I need to do next? If you want to reach out to one of these leads, you can “claim” them by putting them into an email sequence. Doing this will pause marketing’s email campaigns.

How should I reach out? By reviewing the marketing content the contact has engaged with, you can determine their potential need. With this context, outreach should be more personalized and relevant to their buying role and the business need they have shown interest in.

Should I reference intent data in my outreach? No. Avoid language like “I see you’re looking for information related to onboarding” or “Based on our data it looks like you might be in the market for a new LMS.” Most contacts will be unaware that the Bidstream (advertising data marketplace) exists, and that this data can be accessed.

How should I prioritize companies? Review Intent Data for Most Recent Intent Issue Date & Highest Intent Signal Score (A’s & B’s)

How should I prioritize contacts? Review contacts for alignment on Job Function (Title) & Intent Geo Match “Yes”. Also review UBT marketing content they have engaged with in the Hubspot Activity Feed: Email, Website Visits, etc.

How often is this data updated? Intent Data & Lead Score Tier are updated every Sunday Night. Company Level Data (Rev, Hiring Rate, etc) is updated on the first day of each Month.