Configure buyer intent (BETA)

Before using buyer intent, set up your target markets and intent criteria. You can also configure additional features such as auto-add to automatically add companies from your saved views to your CRM, static lists, and workflows, set up email digests, and confirm that your HubSpot tracking code has been installed and is successfully firing on your website.

Necessary Disclosure: by participating in the buyer intent beta, you agree to the Buyer Intent Beta Terms & Conditions.

Before you get started

Before getting started with buyer intent, please note the following:

• To use buyer intent, you must install the HubSpot tracking code.
• It is recommended you add the site domains for the websites that you would like to track visitors on. It is also recommended to limit tracking to these specific domains when using buyer intent. 
• To comply with data protection laws, you may need to install a cookie consent banner on your own website.

Add a target market 

When adding a target market, a company must meet at least one criteria in all selected categories to be added as part of that market. For example, if the target Industries has been set to Accounting or Energy, and the target Company country has been set to France, the target market will include specifically accounting companies in France or energy companies in France. 

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• At the top, click the Configuration tab. 
• In the Total Addressable Market (TAM) and Target Markets section, click Add Target Market.
   

• In the right panel, click Add next to the category you'd like to use to define your target market. Then, configure the following target categories: 
  • Industries: the industry these companies belong to, such as Accounting or Manufacturing. 
  • Company keywords: use keywords with industries to narrow your target market to specific companies within industries. Company tags can also be used to identify companies that match specific keywords or terms, such as B2C, healthcare, or more. 
  • Employee range: the range of employees in each of your target companies. 
  • Company country: the country that these companies are based in. 
  • Company state/province/region: the state, province, or region that these companies are based in. 
  • Company city: the city that these companies are based in. 
  • Web technologies: the technologies currently used by these companies internally and for their websites. 
  • Revenue: the revenue for each of your target companies. 

• To manage your target market criteria: 
  • To add another criteria within each category, click the dropdown menu and select or enter another criteria. 
  • To remove a criteria within a category, click the X icon next to the criteria. 
  • To remove a category, click Remove.
• To exclude specific criteria:
  • In the category section, click + Add [category] to exclude. To add an exclusion, you must have a cat
  • Click the dropdown menu and select your criteria. 
  • To remove an exclusion criteria within a category, click the X icon next to the criteria. 

• After setting up your target market, at the bottom, click Create Target Market.
   

• To edit an existing target market:
  • Click Edit next to the target market description.
  • In the right panel, edit the target market's details. 
  • At the bottom, click Save changes. 

• By default, the target market's name will be set based on the selected categories. After creating, to rename your target market: 
  • In the table, click Edit next to the target market.
  • In the right panel, at the bottom, click More and select Rename.
  • In the dialog box, enter the new Name. 
  • Click Save. Then, click Save Changes.

• To clone your target market: 
  • In the table, click Edit next to the target market.
  • In the right panel, at the bottom, click More and select Clone. 
  • In the dialog box, enter the Name for the cloned target market. 
  • In the right panel, make edits to your cloned target market. 

• • At the bottom, click Save Changes. 

• To delete an existing target market:
  • In the table, click Edit next to the target market.

• • In the right panel, at the bottom, click More and select Delete. 
  • In the dialog box, click delete.
     

When reviewing your Total Addressable Market (TAM) and Target Markets section, the count of companies that meet target market profiles will display with the message: We’ve identified [x] companies in your Total Addressable Market (TAM).

If a specific company appears in more than one target market, the company will only be counted once. As a result, the total count of companies may be lower than expected. 
 

Set intent criteria

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• At the top, click the Configuration tab. 
• In the Intent section, click Add Intent Criteria or Edit Intent Criteria. 
  
  

• On the Inclusions tab, set up your intent criteria: 
  
  • Page path: the page path of the website page to be included in intent criteria. For example, to include all companies who have viewed your pricing page on the page, you can set the page path to Path is equal to /pricing. 
    • Click the dropdown menu and select your Operator. You can select from the following:
      • Path is equal to
      • Path is not equal to
      • Path contains
      • Path does not contain
      • Path starts with
    • Enter your page path in the field. 

• • Minimum number of visits: the minimum number of page visits from the same company to qualify as showing intent. 
  • Minimum number of visitors: the minimum number of unique visitors from the same company that have visited your page to qualify as showing intent. 
  • Time frame: the timeframe during which the website visits have occurred. 
     

• To exclude pages, you can also set exclusion criteria. At the top, click the Exclusions tab. Then, set up your exclusions: 
  • Page path: the page path of the website page to be excluded in the intent criteria. For example, to exclude all visitor that have visited your careers page rather than any product pages, you can set the criteria to Exclude pages where the path is equal to /careers.
    
    • Click the dropdown menu and select your Operator. You can select from the following:
      • Exclude pages where the path is equal to
      • Exclude pages where the path is not equal to
      • Exclude pages where the path contains
      • Exclude pages where the path does not contain
      • Exclude pages where the path starts with
    • Enter your page path in the field. 
  • Time period: the timeframe during which the website visits have occurred.
• To add another intent criteria, click Add a path. Then, set up the intent criteria to include or exclude. 
• To delete an intent criteria, click Delete. 
• After setting up your intent criteria, at the bottom, click Save. 
• To delete all intent criteria, at the bottom of the right panel, click Delete. Then, select Delete. 
   

• To use a custom property to indicate a company's intent criteria:
  
  • At the top, click Settings.

• • If this is your first time setting up an intent property, in the Property label field, enter a label for your intent property. 

• • To review and edit an existing property in the property editor, click the Edit property. You cannot 

• • After updating your settings, at the bottom, click Save. Then, use the property in other HubSpot tools. For example, you can use the property to create an active list or enroll companies into a workflow. 

Please note: after setting up your intent property, user property access permissions will still apply. 

Review intent recommendations

Use intent recommendations to identify your highest converting web pages. These website page paths will usually correlate to higher buying propensity. 

When companies reach the selected Goal stages within the set Goal met window, the company's previous 7 days of pageviews will be analyzed in order to identify recommendations. 

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• At the top, click the Configuration tab. 
• In the Intent section, click Edit intent criteria. 
• At the top, click the Recommendation tab.
• Set up your recommendations.
  • Click the Goal stages dropdown menu and select the company lifeycle stages that you'd like to use. 
  • Click the Goal met window dropdown menu and select a date range. 
• After configuring your recommendation settings, in the table, you can review the following metrics for each recommendation.
  
  • Page path: the page path of the website page that has met the recommendation criteria.
  • Conversion: this metric is calculated by dividing number of conversions, by number of companies that visited a specific path.
  • Confidence: this metric is calculated by comparing the page's conversion rate to the baseline conversion rate. The baseline conversion rate uses the website's homepage. Pages that convert higher than the baseline are considered good candidates for companies showing intent.
• Companies that have already been added in the inclusions or exclusions for intent criteria will be tagged Included or Excluded. 
  
  • To remove a page from the intent criteria, click Remove. 
  • To add a recommendation to your intent criteria, click Add to. Then, select the operator for the intent criteria. 
    
    

Confirm that your HubSpot tracking code is installed

After installing the HubSpot tracking code, ensure that your tracking code is receiving events:

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• At the top, click the Configuration tab. 
• In the HubSpot tracking code section, click Check Code Installation. If the code is working correctly, a Receiving events message will appear. If your code is not receiving events, learn how to troubleshoot the HubSpot tracking code. 
   

Set up and edit your cookie consent banner

By participating in the Buyer Intent Beta and adding the HubSpot tracking code to your websites, you'll be sharing the following data about your website visitors with HubSpot:

• Domain;
• Online identifiers, including visitor ID and IP addresses;
• Timestamp of the website visit; and
• URL path for the visit.

To comply with data protection laws, you may need to install a cookie consent banner. A cookie consent banner allows visitors to opt in or opt out of being tracked in your HubSpot account with cookies. This feature works for all HubSpot pages as well as any external pages with your HubSpot tracking code installed. See below for more resources on how HubSpot enables customers to comply with data protection laws.

• GDPR Compliance
• CCPA Compliance