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Masterclass On-Demand

Demand to Deal: Aligning Marketing & Sales Around Buyer Intent

Stop chasing cold leads. Start converting engaged buyers.

Event Recorded on March 19, 2026 

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

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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

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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.
GenerateLeads

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.
IntenttoPipeline

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 Watch

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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

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Revenue Operations leaders aligning Marketing and Sales around shared metrics

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Marketing Operations and Sales Operations professionals implementing AI-powered workflows

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Your Registration Made a Difference!

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

Featured Experts

  • Jonathan Hunt

    VP of Media & Head of The Hustle

    HubSpot
    Jonathan leads content, monetization, and audience growth for HubSpot's ecosystem of video, audio, newsletter, text, and creator content. Today, HubSpot Media reaches tens of millions of people each month and converts tens of thousands of them into new demand. Under his leadership, HubSpot has pioneered an AI-enabled, human-led approach to creative storytelling that drove the company's launch of Loop Marketing.

  • 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. 

  • 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.

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

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

No! This masterclass is valuable for both:

  • Prospective customers exploring how to modernize their GTM strategy
  • Current customers looking to maximize their HubSpot investment

The strategic insights apply regardless of your current tech stack.



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.

Yes. All registrants will receive:

  • Full recording within 24 hours
  • Slide deck
  • Resource links and implementation guides

This masterclass balances strategic thinking with tactical implementation. You'll see:

  • High-level context on market shifts (suitable for executives)
  • Practical demonstrations of key features (suitable for operators)
  • Implementation guidance you can action immediately (suitable for practitioners)

No technical background required.

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.

All HubSpot AI features:

  • Use your CRM data to inform outputs (not train public models)
  • Comply with GDPR, CCPA, and other privacy regulations
  • Allow you to control what data AI can access
  • Never share your proprietary business information with third parties

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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.

  • Date: March 19, 2026 at 11:00 AM EST

  • Duration: 60 minutes

  • Format: Live virtual event with Q&A

  • Cost: Free

  • Recording: Provided to all registrants within 24 hours

  • Speakers: 3 HubSpot experts (VP-level + Product Marketing leads)

  • Best for: Marketing Directors, Sales Directors, Revenue Ops leaders

Keep The Momentum Going

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