Use research intent

After configuring research intent, use research intent to gain insight into companies researching topics you care about.

In research intent, you can add research topics, and filter by research level, visitor intent, target markets, and CRM properties.

How do we source data for research intent?

Research intent is powered by HubSpot’s proprietary intent ecosystem of 200,000+ websites. Every website in the ecosystem has the HubSpot tracking code installed, and has opted into intent data access.

Due to the extremely wide range of industries and content, HubSpot can assign websites in the ecosystem with hundreds of thousands of hyper-specific research topics.

How does research intent work?

When an anonymous IP visits a website in HubSpot's intent ecosystem (e.g. hubspot.com), HubSpot will:

1. Identify the anonymous visiting IP as a company (ex. WidgetCo), using HubSpot's reverse-IP technology
2. Match WidgetCo to topics assigned to hubspot.com (ex. “CRM”)

Now, you can now target “CRM” as a research topic within research intent, and return WidgetCo as a result.

Before you get started

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

• Before using research intent, set up your target market and select your research topics. Learn how to configure research intent.
• To configure research intent, users must have Buyer Intent permissions. 

Use research intent

Research intent allows you to find companies researching topics you care about both in and outside of your CRM.

Companies currently in your account will appear with a HubSpot icon. If you haven't purchased the 10,000 Breeze Intelligence credit pack, you will be limited to 3 companies per view.

When adding a company to your CRM from research intent, the company will have a Record source property value of Buyer-Intent. Learn more about the Record source property. 

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• At the top, click the Research tab.
• In the left panel, you can filter your companies:
  • Research topics: filter by one of the topics you created in Research Intent Topics configuration. HubSpot will use this to find companies researching those topics.
  • Filter by research level: filter by a company’s trend in research activity over the past 30 days compared to the previous 30 days.
  • Visitor Intent: filter for companies that meet your visitor intent criteria. Click Add visitor intent criteria to set your visitor intent criteria.
  • In my target markets: filter by companies that are in your Target Markets criteria. Click Add a target market to create a new target market.

• • HubSpot CRM: choose to filter by All companies, Companies not in my CRM, or Companies in my CRM. If you've chosen All companies or Companies in my CRM, you can use the following additional filters: 
    
    • Lifecycle stage: filter by the lifecycle stage of the corresponding company record, such as Customer or Subscriber. 
    • Deal Stage: filter by the Deal stage property of the company's associated deal records. 
    • Owner: filter by the company record's assigned owner. 
  • Filter by list: if you have a Starter, Professional, or Enterprise subscription and you've purchased Breeze Intelligence credits, you can choose to show or exclude specific companies' lists from your views within research intent.
    • This filter will only work if you've chosen All companies or Companies in my CRM in the HubSpot CRM filter. If you've selected the Companies not in my CRM option, the Filter by list option will not be available. 
    • To filter your research intent views by list: 
      • Click to toggle the Filter by list switch on. 
      • Click the first dropdown menu and select Exclude companies in or Only show companies in. 
      • Then, click the second dropdown menu and select the checkboxes next to the lists that you'd like to include or exclude from research intent. 

• To adjust the sort order, at the top right, click Research level and select from the following options. All options can be set to Ascending or Descending. 

• To review more details on a specific company:
  • Click the company.
  • In the company panel, you can review the following:
    • Research tab: will give you a summary of the research level, and the topics the company is researching.
    • About: will give you a description of the company, the industry, the employee range, and the country the company is based in.
    • Contacts: will show you the contacted in your CRM associated with this company. You can only see Contacts if the company is within your CRM.
  • If you have a Starter, Professional, or Enterprise subscription and you've purchased Breeze Intelligence credits, you can add companies to your CRM records, lists, or workflows in the company panel:
    
    • To add the company to an existing static list or workflow:
      • In the top right, click + List or + Workflow. If the company does not currently exist as a record in your account, it will automatically be added as a new record. 
      • In the dialog box, click the dropdown menu and select a list or workflow. Then, click Add. 

• • • If the company does not currently exist as a record in your account, in the top right, click + CRM. to create a new company record. 

• After reviewing the company details, click the X icon in the top right. 

Add companies to your CRM records, lists, and workflows

If you have a Starter, Professional, or Enterprise subscription and you've purchased Breeze Intelligence credits, you can add companies from research intent to your CRM records, lists, and workflows in bulk. When adding companies from research intent, users must have Enrich records permissions. 

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• To add an individual company to your HubSpot company records, click the + plus icon next to the company. 
• To add multiple companies to your HubSpot company records in bulk, select the checkboxes next to the companies' names. At the top, click + Add to companies. 
• To add multiple companies to an existing static list or workflow:
  • Select the checkboxes next to the companies' names.
  • At the top, click + Add to static list or + Enroll in workflow. If any of the selected companies do not currently exist as a record in your account, they will automatically be added as new records. 
  • In the dialog box, click the dropdown menu and select a list or workflow. Then, click Add.
• In the dialog box, review the count of records to enrich, and the credits available in your account. At the bottom, click Add enriched records. 

Please note: the credit balance reflects the number of credits remaining for your current credit usage period. Depending on your enrichment settings or if other users are in the account using credits, this number may have changed between actions.

Exclude companies from research intent

If you've purchased Breeze Intelligence credits, you can exclude up to 100 companies from the research intent overview and companies tabs and auto-adds, even if they already exist in your CRM.

To exclude an individual company:

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• On the Research tab, hover over a company and click the + plus icon. Then, select Add to exclusions.

To exclude companies by domain:

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• Navigate to the Configuration tab.
• In the Exclusions section, click Add exclusions in the top right.
• In the right panel, type a domain. 
• Click Save.

To add a company back into your buyer intent views:

• In your HubSpot account, navigate to Marketing > Buyer Intent.
• Navigate to the Configuration tab.
• In the Exclusions section, click Edit exclusions in the top right.
• Delete the domain from the exclusion list, then click Save. Or to remove all domains, click Remove.