Use HubSpot Buyer Intent With Primer Audiences to Boost Retargeting

Expand retargeting beyond cookie-based tracking

Not so long ago, retargeting customers was easy. When a user visited your website, your pixel tagged them and initiated an ad display. Now, ad pixels lose ~30% of their coverage due to cookie restrictions on Safari & Firefox. It considerably complicates retargeting the users who have shown interest in your offerings. Online resources just don't spot them.

Fortunately, reverse-IP products such as HubSpot Breeze reveal those otherwise invisible companies. When synchronizing HubSpot with Primer, you can build audiences based on HubSpot intent data and use them for ad campaigns across Google, Instagram, Meta, YouTube, and other channels. Such campaigns have much higher match rates and conversions than pixel-only.

Learn how to improve retargeting and increase ad performance by using HubSpot intent data to build audiences in Primer. Find the step-by-step guide and use cases below.

What is HubSpot Buyer Intent?

Buyer Intent, which reveals buyer intent through reverse IP, is a recent update in HubSpot that became possible after the company acquired Clearbit. The collaboration resulted in the launch of Breeze Intelligence, the tool that expands your pool of IP reverse retargeting by turning anonymous visitors into companies with specific intent.

The Buyer Intent feature allows you to identify which companies are visiting your website and showing interest in your products and services. They don't even need to fill out the form. The tool converts anonymous visitors into specific users through reverse IP and data enrichment. You know who is browsing your website and whether they are ready to buy.

How HubSpot Buyer Intent Combines With Primer for Retargeting

Primer maximizes the benefits of HubSpot's buyer intent data, particularly for digital advertising in B2B. Primer audiences increase the match rate and help businesses reach leads with retargeting campaigns across multiple channels.

Here is how retargeting works:

• The Reverse IP feature in HubSpot enables you to use your first-party data to identify companies visiting your site.
• HubSpot Breeze adds companies with a field marked as buyer intent to the client base.
• Primer pulls the companies in and converts them into high-match-rate ad audiences compatible with core advertising engines. You can use them across ad destinations, including Google, Meta, and LinkedIn.

Such a combination provides a powerful way to drive down the funnel leads showing interest in your product, expand your retargeting audiences, and effectively push consideration content through ads.

Funnel Stage for HubSpot Intent Signals + Primer

HubSpot Buyer Intent campaigns belong to the middle stage of the funnel, where you have already had the first interactions with potential customers. You have captured their intent and determined the companies they come from with HubSpot. Now, you can use Primer to build custom audiences based on this data and interact with suitable accounts through retargeting ad campaigns.

Signs You Should Use HubSpot and Primer Audiences

There are some telltale signs that pixel-only retargeting fails to deliver the expected results. Here are the main cases when you should combine HubSpot and Primer to create high-match rate audiences and optimize your campaigns.

Heavy low-qualified inbound traffic

If you are flooded with low-qualified traffic that does not match your ICP, most of these visitors are useless. They waste your ad budget without converting. By building more refined audiences with HubSpot + Primer, you increase the quality of traffic and focus on people who have the intent to buy.

Pixel match rate is below 45%

Match rates show the percentage of users your ad platform (e.g., Google Ads, Facebook, or LinkedIn) can match to its database. Most major platforms display these statistics, and if it is lower than 45%, your ads are not effective.

The HubSpot and Primer combination goes beyond pixel and cookie-based ads by identifying relevant audiences. It can almost double your match rate, reducing cost per lead and improving ROAS.

Small retargeting audiences

When pixel ads are losing coverage, building ICP audiences based on HubSpot intent data can help you scale. While HubSpot Intent tells you what companies are interested in your services, Primer turns this information into custom audiences with specific characteristics for accurate retargeting.

How to Set Up ICP-Based Retargeting in 3 Steps

Combining the power of HubSpot and Primer to optimize retargeting campaigns requires a few simple configurations. Here is what to do:

1. Enable Website Reveal (Reverse-IP) in your CRM and on your site.

Go to HubSpot to make sure you have access to buyer intent data (now Breeze). Sign up or activate the integration if needed. HubSpot will start capturing reverse-IP signals from website visitors.

2 . Add buyer intent filters and persona criteria in Primer.

Filter for companies that in the ‘record source’ field in HubSpot have 'buyer intent'. Add more filters, including department and job title, to narrow down targeting.

Once you are ready with the settings, click "Finish and Run" to sync the audience to your ad platforms (e.g., YouTube, LinkedIn, or Meta).

3 . Finalize and test retargeting campaigns.

Open the campaign in the related ad channel and pair a synced HubSpot audience with your pixel-based retargeting audiences. Launch the updated campaign and measure improved incremental CVR vs. the pixel-only campaign.

Results you can achieve with Primer Audiences + HubSpot Intent

We always encourage our customers to measure the outcome of their ad campaigns to see the difference Primer makes. Here is what you can achieve by using Primer and HubSpot intent for pixel ads:

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FAQs

• How to measure the efficiency of campaigns?

You can split your budget to run two similar campaigns. One is pixel-only, and the other is powered by the HubSpot and Primer combination. Then, compare the conversion rates (CVR) to see how using intent data and custom audiences enhances your marketing efforts.

• What if we use HubSpot without Primer?

HubSpot is primarily a CRM that doesn't enable marketers to run data-driven advertising campaigns. It only collects the data you can further use to build custom audiences with Primer and push them into ad channels.

• What Primer plan do we need for using HubSpot Buyer Intent?

You can create custom audiences based on HubSpot Buyer Intent with any plan. Note that you will need a sign-off to connect to HubSpot.