Recent Intent Signals Guide Decisions Based on Real Buyer Intent

In today’s B2B landscape, the problem isn’t a lack of leads. The real challenge is not knowing who is actually ready to buy. 
Marketing teams can generate traffic. 
Sales teams may have a CRM full of company records.

But the most important question remains: Which companies are at the right moment to close a deal—right now?

This is why Recent Intent Signals in HubSpot has become a feature that business owners should seriously understand. It shifts the game from guessing to knowing earlier.

What Is Buyer Intent — and Why Should Business Owners Care?

Buyer Intent refers to signals that indicate a company or buyer is actively considering purchasing a product or service.

In the past, we measured:

• Who opened an email
• Who clicked on a website
• Who filled out a form

But these actions only indicate interest — not decision timing.

True Buyer Intent requires business context, such as:

• A company recently raised funding
• A new executive was hired
• A strategic partnership was announced
• A merger or acquisition took place

Events like these often lead to system changes, new tool adoption, or engagement with consultants. And this is where Recent Intent Signals play a critical role.

What Are Recent Intent Signals?

Recent Intent Signals is a new Company Property in HubSpot that shows which Buyer Intent signals have been detected for the companies you track within a rolling 30-day window.

Key highlights:

• Automatically updated data
• Available in Index Views, Reports, and Company Records
• Immediately usable in Lead Scoring and Workflows
• No need for your team to manually monitor news or update records

Simply put, HubSpot acts as a radar system that detects buying signals on your behalf.

Users can add this property into different CRM views to monitor intent signals directly.

Why the “Rolling 30 Days” Matter

Many businesses have data—but it’s outdated.

Intent data that is 90–120 days old may no longer reflect the real buying window of a prospect.

Recent Intent Signals uses a Rolling 30-Day Window, meaning:

• Only signals from the last 30 days are displayed
• The data continuously refreshes to remain current
• If no new signals appear, the information expires automatically

For business owners, this creates a strategic advantage.

Reaching out during the same week a company hires a new CMO
can increase your chance of closing a deal significantly compared to random outreach.

Timing is leverage.

How Recent Intent Signals Transforms Sales

From Cold Outreach → Contextual Outreach

Instead of calling with a generic introduction, you can say: “We noticed your company recently expanded your marketing leadership team. Many organizations at this stage look for CRM solutions that support scaling…”

The difference is clear:

• You demonstrate business awareness
• You engage at a moment of real need
• Your credibility increases instantly

Smarter Lead Scoring

Recent Intent Signals can be integrated into your Lead Scoring model.

For example:

• +20 points for an Executive Hire
• +30 points for a Strategic Partnership
• +50 points for M&A Activity

By combining multiple signals, you can identify High Buying Intent Accounts.

The result:

• Sales teams avoid wasting time on unready prospects
• Focus shifts to accounts with the highest closing probability

Real-Time Workflow Automation

You can build automations such as:

• If a new Intent Signal appears → Notify the Account Owner
• If 2 signals occur within 30 days → Create a follow-up task
• If an Intent Signal + Pricing Page visit → Update Lifecycle Stage

This transforms your CRM into an Early Warning System.

Use Cases for Business Owners

Case 1: B2B SaaS Company

Target account shows Funding + Executive Hire.

→ System triggers alert
→ Sales contacts within 48 hours
→ Deal closes before competitors even notice

Case 2: Digital Transformation Consultancy

Target account shows M&A Activity.

→ High likelihood of CRM/system restructuring
→ Segment this group specifically
→ Launch targeted email campaign + strategic follow-up

Conversion rates significantly outperform generic campaigns.

What Business Owners Need to Understand

Recent Intent Signals is not just news monitoring.

It is:

• Fully integrated CRM data
• Automation-ready
• Reportable and measurable
• Aligned across Marketing and Sales teams

This turns Intent Data from a simple insight into a true Revenue Driver.

How to Get Started Strategically

If you’re already using HubSpot:

1. Add Recent Intent Signals to your Company View
2. Create a Saved View for High-Intent Accounts
3. Update Lead Scoring to include Intent Signals
4. Build notification workflows for Sales
5. Track KPIs such as:
• Response Time
• SQL Conversion Rate
• Win Rate

In competitive markets, speed and timing create advantages.

Recent Intent Signals helps you:

• Know before competitors
• Reach out at the right moment
• Allocate sales resources efficiently
• Transform your CRM from a data storage system into a revenue engine

If your business still relies on random outreach or measures success only by lead volume,

It may be time to shift your mindset—From “Who is interested in us?” to “Who is actually ready to buy?” And that is the true power of Recent Intent Signals.

References:

• HubSpot. (2026). Recent Intent Signals Company Property. Retrieved from https://app.hubspot.com/l/product-updates/?rollout=283933
• HubSpot. (2026). Use intent signals. Retrieved from https://knowledge.hubspot.com/reports/use-intent-signals

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