Demand to Deal: Aligning Marketing and Sales Around Buyer Intent

Why Intent-Driven Teams Are Winning (And Volume Players Are Losing)

60% of Google searches now end without a click. Buyers are using AI to research, compare, and build shortlists before they ever reach your website. When they finally do visit, they're 4.4x more likely to convert than traditional search traffic because they arrive with crystallized intent.

With 74% of sellers confirming AI's impact on buyer research, the pressure is on to redefine "value." Buyers already have their shortlist, meaning successful sales teams must pivot from information providers to strategic consultants who can instantly address intent.

The gap between where buyers research and where you engage them is widening. When Sales finally connects, buyers expect consultative expertise—but reps lack the intent signals and enriched data to deliver it. The result? Longer sales cycles and lower win rates.

The solution? Marketing and Sales alignment around a single truth: buyer intent.

What to Expect in This Masterclass

Executive Context: The GTM Landscape

Understand why traditional strategies are failing and how the AI era has fundamentally changed buyer behavior. Hear from HubSpot leadership on how marketing drives lead generation while creating qualified pipeline that sales teams actually convert.

Marketing: Build Demand That Converts

Learn how to use Breeze (HubSpot's AI tools) and HubSpot Connectors to analyze your best customers and surface what they care about. Enrich contact data with AI-powered signals and easily scale content production across channels while maintaining your unique brand voice.

Sales: Turn Intent Into Pipeline

Discover how to identify anonymous companies actively researching your solution with Buyer Intent. Automate timing with Intent Signals that alert reps to buying behavior and scale personalized outreach across entire buying committees using Prospecting Agent.

Who Should Attend

Marketing Directors, VPs, and CMOs looking to prove ROI and drive quality pipeline

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Sales Directors, VPs, and CROs seeking to improve outbound efficiency and conversion rates

Revenue Operations leaders aligning Marketing and Sales around shared metrics

Marketing Operations and Sales Operations professionals implementing AI-powered workflows

Your Registration Makes a Difference!

HubSpot will donate $1 to Entrepreneurship for All for every sign-up, up to $1,000*. EforAll empowers individuals from overlooked communities to build businesses, uplift families, and inspire change.

Learn More

Featured Experts

Jonathan Hunt

VP of Media & Head of The Hustle

HubSpot

Jonathan leads HubSpot's media strategy across 10+ YouTube channels with 1.8M+ subscribers, 2M+ LinkedIn followers, and properties including The Hustle and Mindstream. Under his leadership, …

Jonathan Hunt: linkedin
Steph Crigler

Lead Product Marketer

HubSpot

Steph is focused on helping marketing leaders use AI-powered content and connected data to drive faster go-to-market while still improving quality demand.

Steph Crigler: linkedin
Jan Bogaert

Senior Product Marketer

HubSpot

Jan works with revenue teams to turn buyer intent and real-time signals into prioritized target accounts and faster-moving pipeline.

Jan Bogaert: linkedin

This Approach Works

89%

of Content Hub customers see an increase of 89% in inbound leads after 12 months
67%

of sales pros using HubSpot say it made their sales outreach messages more personalized
58%

of marketers note that AI referral traffic has much higher intent than traditional search

Sources: Performance Since Purchase Tracker | 2025 ROI Survey Research Report | HubSpot State of Marketing 2026

Channels have multiplied while attention shrinks. Today's buyers trust people, communities, and AI results more than ads. Feedback loops — not one-and-done campaigns — create compounding advantages. The types of metrics people cared about a couple years ago are far less relevant today than they've ever been. AI is crucial to today's marketers, but more important than AI is good taste.

Kipp Bodnar

CMO

HubSpot

Frequently Asked Questions

The masterclass covers strategies and features across multiple HubSpot tiers:

Available to all customers:

Breeze Assistant (Free)
HubSpot Connectors for ChatGPT, Claude, Gemini (Free)

Sales Hub Starter+:

Buyer Intent
Intent Signals
Data Enrichment

Sales Hub Professional+:

Data Agent (Smart Properties)
Prospecting Agent
Target Accounts
Workflows for automation

Marketing Hub Professional+:

Brand Voice
Data Agent

Content Hub Professional+:

Content Remix

We'll clearly indicate which tier each feature requires and help you understand what's possible at your current subscription level.

Buyer Intent identifies companies actively researching your product category—both known companies in your CRM and anonymous companies you've never engaged with. It helps you understand your total addressable market and which accounts are showing research behavior.

Intent Signals monitors specific companies for buying triggers like funding announcements, leadership changes, tech stack additions, job postings, and web activity. It tells your reps exactly when to reach out and why.

Both are available starting at Sales Hub Starter+ tier.

With our new We Are All Entrepreneurs initiative, HubSpot is partnering with nonprofits, universities and other institutions around the world to help business owners harness the power of tech to overcome many barriers.

Entrepreneurship for All (EforAll) accelerates economic and social impact in communities nationwide through inclusive entrepreneurship. Your registration will fuel HubSpot’s donation to create new businesses, jobs, and brighter futures across the nation. Learn more about EforAll here.

*Donations are funded by HubSpot and will be made to Entrepreneurship for All in an aggregate amount of $1 USD per eligible registration received during the registration period, up to a maximum total of $1,000. Donations are not tax-deductible to registrants.

Keep The Momentum Going

Explore our full webinar lineup for more actionable strategies on AI, GTM alignment, and executive leadership. All are designed to give you frameworks you can put to work right away.

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Demand to Deal: Aligning Marketing & Sales Around Buyer Intent

Why Intent-Driven Teams Are Winning (And Volume Players Are Losing)