HubSpot Product Update: New Company News Signals

In B2B sales, timing is everything.
Reach out too early, and prospects aren’t ready.
Reach out too late, and your competitors may have already closed the deal.

HubSpot understands this challenge, which is why it introduced New Company News Signals for Buyer Intent—a feature designed to help business owners and sales teams identify which companies are most likely preparing to buy, before others do.

What Are New Company News Signals?

New Company News Signals are high-value intent signals derived from important business news about your target companies. These signals appear as events on the Company Record Timeline within HubSpot CRM and can be used across workflows, list filters, and lead or account scoring—just like existing intent signals.

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In simple terms, HubSpot transforms business news into actionable buyer intent data.

HubSpot has introduced five new company news signals that reflect meaningful growth and organizational change:

Executive Hiring – Hiring new C-level or senior executives
Product Launches – Launching new products or services
Strategic Partnerships – Announcing new strategic partnerships
Mergers & Acquisitions (M&A) – Mergers, acquisitions, or being acquired
Growth Metrics – Public announcements of revenue or customer growth

These events often signal upcoming changes in priorities, budgets, and vendor needs—making them powerful indicators of buying intent.

Why Should Business Owners Care About This Feature?

1. More Precise Sales Timing

Events such as executive hires or company acquisitions often trigger internal change—new budgets, new strategies, and new technology decisions.

With Company News Signals, HubSpot helps you know immediately, instead of discovering these changes weeks later. This allows your team to engage prospects at the moment they are most receptive—when response rates are highest.

2. Focus Sales Effort on High-Growth Opportunities

Rather than having your sales team chase every account, you can use signals like Growth Metrics or Executive Hiring to automatically boost lead or account scores.

The result:

Sales teams know who to prioritize
Less time wasted on accounts that aren’t ready
Higher close rates within your existing pipeline

This shifts your strategy from “sell more” to “sell smarter.”

3. Create Campaigns That Align with Real Business Events

Imagine launching campaigns specifically for companies that have just released a new product or announced a major partnership.

Your messaging no longer feels generic—it becomes relevant, timely, and helpful.
This is the true essence of Account-Based Marketing (ABM): engaging accounts based on what’s actually happening in their business.

4. Give Sales Teams Context—No Guesswork Required

Every signal appears directly on the Company Record Timeline, allowing sales reps to instantly understand:

What changed at the company
Why outreach makes sense right now
How to open the conversation with relevance

No manual research. No awkward cold calls. Just informed, confident outreach.

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How Does This Feature Work in HubSpot?

Getting started is simple:

Go to Marketing > Buyer Intent
Click the Signals tab
Select the Company Records you want to track
Enable Company News Signals (enabled by default and no additional cost)

From there, HubSpot automatically makes these signals available across Workflows, Lists, and Scoring models.

Company News Signals can:

Automatically increase buyer intent scores
Trigger workflows to notify sales teams
Create lists of accounts that require immediate attention

This allows business owners to manage sales operations proactively—based on data, not intuition.

Who Is This Feature Best For?

B2B business owners
Sales and marketing teams
Companies running Account-Based Marketing (ABM)
Organizations that want to sell with precision, not volume

If you’re already using HubSpot, this is a feature you should activate immediately.

More Than a Feature—A Strategic Advantage

New Company News Signals for Buyer Intent isn’t just about staying informed—it’s about knowing when to step into your customer’s buying journey at exactly the right moment.

In today’s competitive B2B landscape, the companies that win aren’t always the loudest sellers—they’re the ones who engage at the right time.

And timing, more often than not, determines who closes the deal first.

References: HubSpot. (2025). New Company News Signals for Buyer Intent. Retrieved from https://knowledge.hubspot.com/reports/use-intent-signals