Some companies don't know who you are yet, but they should. How do you find them?
Justin Tsang of HubSpot, who works on intent data, explained two kinds of signal. Visitor intent is a company on your website, maybe on your pricing page: "it doesn't get any hotter than that."
Research intent widens the field to "companies that don't know who you are yet, but they should" because they're researching the problems you solve. His advice is to start with the visitors, then educate the researchers with helpful content.
Just over two minutes on where to start.
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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