Problem Statement
HubSpot’s Buyer Intent feature provides valuable data about companies visiting our website, but this data is isolated in the Buyer Intent tool and cannot be accessed through the Custom Report Builder or added to dashboards.
Currently, users can only:
- View buyer intent data within the Buyer Intent tool itself
- Receive the default weekly email digest (which cannot be customized)
This creates significant limitations for teams who need to:
- Combine buyer intent metrics with other business data
- Create custom dashboards for leadership
- Track week-over-week trends and performance
- Share formatted reports on custom schedules
Use Case
Our team migrated from Leadfeeder to HubSpot’s Buyer Intent feature expecting similar reporting capabilities. Our leadership team was accustomed to receiving weekly summary reports showing:
- Total companies visiting our website (with % change from previous week)
- ICP companies identified (with % change)
- New companies visiting for the first time (with % change)
- Companies from our CRM that visited (with % change)
These summary metrics with percentage changes help our sales and marketing teams quickly identify trends and prioritize outreach efforts.
Requested Features
1. Buyer Intent as a Data Source in Custom Report Builder Enable buyer intent data to be selected as a primary or secondary data source when building custom reports, similar to how Companies, Contacts, and Deals currently work.
2. Reportable Buyer Intent Metrics Make the following metrics available in custom reports:
- Total company visits (by date range)
- New vs. returning company visits
- Companies by target market/ICP status
- Companies from CRM vs. not in CRM
- Page views per company
- Visit frequency/recency
- Intent criteria met (which visitor intent criteria triggered)
3. Calculated Fields for Comparisons Enable time-based comparisons such as:
- Week-over-week changes (count and percentage)
- Month-over-month changes
- Custom date range comparisons
4. Dashboard Integration Allow buyer intent reports to be:
- Added to custom dashboards
- Scheduled for automatic sharing (daily/weekly/monthly)
- Displayed in various visualization formats (KPIs, gauges, tables, charts)
Benefits
- Reduced tool redundancy: Eliminate the need for third-party tools like Leadfeeder when HubSpot has the underlying data
- Better decision-making: Leadership can see buyer intent trends alongside other key metrics
- Customizable reporting: Teams can format reports to match their specific needs and preferences
- Improved workflow: Sales and marketing can access buyer intent insights in their existing dashboard views rather than switching between tools
- ROI visibility: Easily track the impact of buyer intent data on pipeline and revenue
Current Workarounds (and their limitations)
- Export to spreadsheets: Manual, time-consuming, and not real-time
- Custom properties via workflows: Only captures binary “yes/no” data, doesn’t provide visit counts or historical trends
- Screenshots of the Buyer Intent tool: Not scalable or professional
Similar Existing Features
HubSpot already provides robust custom reporting for:
- Website analytics (traffic sources, page performance)
- Sales analytics (deal velocity, pipeline metrics)
- Marketing analytics (campaign performance, attribution)
Buyer Intent data should receive the same level of reporting flexibility, as it’s equally critical for modern B2B sales and marketing strategies.
Additional Context:
This limitation has been mentioned in several related community posts:
- “Make Breeze Buyers Intent ‘Website Visits’ Usable as a CRM Property”
- “Buyer Intent should be moved to Reporting”
However, those requests focus on specific aspects. This idea addresses the broader need for full reporting integration.
If you’re experiencing this same limitation, please upvote and add your use case in the comments!