Your sales team spends hours chasing leads and following up with (possibly) interested prospects, only to get ghosted. Meanwhile, high-intent buyers—people actively looking for a solution like yours—slip through the cracks because you don’t know they exist.
What if you could identify them? HubSpot’s Breeze Intelligence takes website traffic and turns it into actionable insights so your sales team knows exactly who to focus on and when.
What Is Buyer Intent and Why Should You Care?
77% of B2B buyers do research online before contacting a sales rep. That means by the time a prospect contacts you, they’ve already decided whether you’re worth their time.
Buyer intent is identifying those hidden decision-makers before they officially raise their hand. It’s based on digital signals like:
- Repeated website visits (especially to pricing and product pages)
- Content downloads (like whitepapers or case studies)
- Time spent on pages (someone skimming your homepage is different from someone reading your features page for five minutes)
If you only rely on traditional lead forms, you’re missing huge opportunities. But with Breeze Intelligence, you don’t have to wait. This AI-powered tool shows you which companies are actively interested—even if they haven’t reached out yet.
How HubSpot Breeze Intelligence Uses Buyer Intent to Boost Sales
HubSpot’s Breeze Intelligence is an AI-powered tool that helps sales teams find and focus on the right leads. It analyzes CRM data and a massive database of over 200 million company profiles to show which businesses are actively looking for a solution like yours.
Here’s how Breeze Intelligence’s Buyer Intent feature helps sales teams work smarter, not harder:
1. Finds High-Intent Companies
Most website visitors don’t fill out a form, making it difficult to know who’s interested. 98% of website traffic remains anonymous.
Breeze Intelligence helps sales teams focus on the right leads by identifying which companies engage most with their website.
Using reverse-IP lookup and Clearbit Reveal, it connects visits to company data—like industry and size—so sales teams can focus on the businesses that are most likely to buy.
Here’s what it does:
- Recognizes company-level interest based on website visits
- Tracks intent signals like repeated visits to product or pricing pages
- Enriches CRM records with firmographic data (e.g., industry, employee count)
Instead of cold-calling random prospects, sales teams can focus on companies already showing interest—without relying on outdated or inaccurate contact lists.
2. Prioritize Lead Follow-Ups Based on Buyer Behavior
Not all leads are the same. Some visitors casually browse your website, while others actively search for a solution. The challenge is knowing who is considering a purchase and who isn’t.
Breeze Intelligence helps sales teams focus on the right prospects by analyzing their engagement patterns.
Certain behaviors indicate a higher level of interest than others:
- Repeated visits to the pricing page → A strong buying signal, meaning the prospect may be comparing options and is close to making a decision.
- Downloading a product guide or case study → Indicates serious research. This is an excellent opportunity for a well-timed follow-up with additional resources.
- Skimming a blog post or homepage without deeper engagement → Likely still in the early stages of awareness. Instead of immediate outreach, these leads may be better suited for long-term nurturing.
Without buyer intent data, sales teams often waste time chasing cold leads while missing out on the prospects who are interested.
Since 78% of buyers go with the company that responds first, knowing who to follow up with—and when—can give your team a real advantage.
3. Automate Lead Routing with HubSpot Workflows
Keeping track of every lead manually is time-consuming and inefficient. Breeze Intelligence connects directly with HubSpot, allowing teams to automate follow-ups, prioritize outreach, and ensure no high-intent lead falls through the cracks.
Here’s how it streamlines the process:
- Automatically send follow-up emails when a prospect engages with key content, like a pricing page or product comparison.
- Trigger alerts for sales reps when a high-fit company shows repeated interest, so they can reach out at the right time.
- Update CRM records in real-time so sales teams always have the latest engagement insights without needing to track activity manually.
Instead of constantly monitoring website traffic or guessing which leads to prioritize, teams can focus their time on selling while HubSpot handles the workflows in the background.
4. Improve Lead Generation and Marketing Campaigns
Sales teams aren’t the only ones who benefit from buyer intent insights. Marketing teams can use this data to create more effective, personalized campaigns—reaching the right people at the right time.
For example:
- Visitors who engage with case studies → Can receive follow-up emails with industry-specific success stories.
- Prospects returning to the pricing page → Can be retargeted with ads highlighting competitive advantages.
- Leads who download an in-depth whitepaper → Can be nurtured through a targeted email sequence offering deeper insights.
- Unqualified visitors like job seekers or competitors → Can be excluded from sales outreach to keep reps focused on real prospects.
Without intent data, marketing campaigns rely on guesswork—often sending generic content to broad audiences. But when teams understand exactly what prospects are interested in, they can deliver timely, relevant, and valuable content.
Strategies for Using Buyer Intent to Drive More Sales
Knowing which companies are interested in your product is just the first step. To get real results, you need a clear plan for how to act on that data. Here are some practical ways to use.
HubSpot’s Buyer Intent feature inside Breeze Intelligence to find, engage, and convert high-fit leads.
1. Define Your Target Market and Intent Signals
Not every website visitor is a good fit for your business. To avoid chasing the wrong leads, start by setting up target market criteria and intent signals inside HubSpot.
First, add target markets. In HubSpot, go to Marketing > Buyer Intent, then define which industries, company sizes, or locations you want to track.
Then, set intent criteria. Filter visitors based on key behaviors, such as page visits, content downloads, or time spent on product pages.
Finally, track anonymous visitors with HubSpot’s tracking code. Ensure your website has the HubSpot tracking code installed, so you can start collecting buyer intent data automatically.
Once this is set up, your CRM will only highlight the most relevant companies showing strong buying intent, saving your sales team time.
2. Automate Lead Scoring and Prioritization
Not all high-intent leads are equally urgent. Some need immediate attention, while others may still be in the research phase. Breeze Intelligence helps sales teams prioritize the most engaged prospects by analyzing website activity and scoring leads based on their behavior.
Start by filtering leads in the Buyer Intent dashboard to see which companies are showing the most engagement. You can sort visitors by number of page views, unique visitors, and last visit date to identify which companies are most active.
Then, set up lead scoring rules inside HubSpot. Assign higher scores to visitors who repeatedly check pricing pages or download in-depth content, since these behaviors indicate a stronger intent to buy.
Leads that only skim a blog post might get a lower score, signaling they need more nurturing before a sales rep reaches out.
Once leads are scored, make sure they move to the top of your sales pipeline. High-intent leads should be assigned to sales reps immediately, ensuring they don’t go cold while they’re actively considering solutions.
3. Automate Lead Routing and Follow-Ups
Once you’ve identified high-intent leads, the next step is ensuring they get the right response at the right time. Manually tracking each lead is inefficient, so Breeze Intelligence integrates with HubSpot to automate follow-ups and lead routing.
First, set up real-time notifications for your sales reps. In HubSpot workflows, create a trigger that alerts your team whenever an account returns to your website or visits a high-value page multiple times. This ensures they can follow up while interest is high.
Next, enroll leads in personalized email sequences based on their activity. For example, if a company downloads a case study, you can set up an email workflow that sends additional resources tailored to their industry.
If they return to the pricing page, they might receive a message offering a consultation or free demo.
Finally, use HubSpot’s automation tools to route leads to the right team members. You can assign leads based on industry, location, or engagement level, ensuring that each prospect gets the right sales rep handling their follow-up.
With these automations in place, your team can act quickly and focus on selling instead of manually tracking lead activity.
4. Enrich CRM Data for Better Sales Conversations
Buyer intent insights aren’t just about tracking activity—they also help sales reps have smarter, more personalized conversations with prospects.
Inside HubSpot, check the Buyer Intent card within each company record. This will show you recent visits, top-viewed pages, and overall engagement history, giving reps key context before a sales call.
If a company has repeatedly visited a specific product page, the conversation can start by focusing on that feature rather than a generic pitch.
Make sure to update CRM records with enriched data, including company size, industry, and relevant website activity. When reps have access to this information, they can tailor their outreach to address a company's specific needs instead of relying on guesswork.
Using intent insights in this way helps sales teams build trust faster by showing prospects that they understand their business and are offering relevant solutions—not just sending out cold sales emails.
5. Analyze and Optimize Your Buyer Intent Strategy
Like any strategy, buyer intent tracking needs to be reviewed and improved over time. HubSpot’s Intent Funnel report provides a full breakdown of how many companies in your target market are showing intent vs. actually engaging with your content.
Regularly check the Buyer Intent dashboard to identify trends. If certain high-intent leads aren’t converting, it might mean your follow-up strategy needs to be adjusted. You can experiment with different outreach methods, response times, or messaging to see what works best.
If lead quality seems off, revisit your intent criteria and lead scoring system. You may need to refine which behaviors trigger follow-ups or adjust how leads are ranked.
Testing different approaches—like A/B testing email sequences or tweaking your automation workflows—can help fine-tune your strategy so that your sales team is always engaging with the right prospects at the right time.
Make Buyer Intent Work for You
Finding the right leads at the right time is what separates efficient sales teams from those stuck chasing dead ends. Buyer intent data gives you a clearer picture of which companies are actually interested—and Breeze Intelligence makes it easier than ever to act on that information.
You can engage with prospects when they're most ready to buy by defining your target market, prioritizing high-intent leads, automating follow-ups, enriching CRM records, and continuously refining your strategy.
Instead of relying on outdated lead lists or waiting for prospects to reach out first, you’ll proactively connect with companies already showing interest in your solutions.
Use buyer intent data strategically. Keep refining your approach, experiment with different workflows, and ensure your sales and marketing teams are aligned in engaging with prospects. When done right, buyer intent insights will help you close more deals, faster.
Get the Most Out of Buyer Intent with Origin 63
Want to start using HubSpot’s Buyer Intent feature with ease? Origin 63 can help. Our team specializes in HubSpot implementation, automation, and optimization, ensuring that your sales and marketing teams get real results from intent-driven insights.
Let’s work together to make the most of Breeze Intelligence!
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