Intent signals tell you who might be interested. They don't tell you what to do about it.
Justin Tsang of HubSpot, who works on intent data, was upfront that it's "not a magic bullet." It helps with personalization and prioritization, but you still have to decide "what are you gonna do with it, how are you gonna personalize it," and whether your sales team has the capacity to follow up on these accounts. His view: those are good questions to be asking, and signals put you in a position to answer them.
A minute, and a straight answer on what intent data does and doesn't do.
https://valuefirststudios.com/media/episode/episode-2026-01-29-lets-unbox-hubspot-intent-data-with-justin-tsang
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Where this came from
Let's Unbox HubSpot: Intent Data with Justin TsangWatch the full conversation this clip was pulled from.
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