First Steps with Buyer Intent Data
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      3. First Steps with Buyer Intent Data

      Best Practice: Getting Started with Buyer Intent Data

      heyData shares practical learnings on how Buyer Intent Data can create real value in sales.

      Buyer Intent Data is a powerful way to reach potential customers at exactly the right time. But how do you use this data in a way that makes a real impact in your daily sales operations?

      Michael Lippert, Head of Demand Gen at heyData, shares hands-on insights and recommendations for SaaS companies looking to leverage Buyer Intent data professionally.

      1. Think processes first, then scale

      Before Buyer Intent Data can truly make an impact, you need a solid strategic foundation. For heyData, one thing was clear: success depends on well-defined processes.

      “You first need to know exactly what you want to achieve with the data. What funnel stages do we have? What do we call them? How do we track and monitor them? These questions need to be clearly answered before you get started operationally.”
      – Michael Lippert, Head of Demand Gen, heyData

      Only when goals, terminology, and KPIs are aligned internally can Buyer Intent signals be properly interpreted and used effectively in sales.

      2. Automation is the game changer

      Manually handling intent data takes time – and often misses the moment when potential customers are actually active. For heyData, the native integration of OMR Reviews with HubSpot was the key driver.

      “Before, everything was too manual. Since the data now flows directly into HubSpot and is immediately visible there, everything has changed. That was the gamechanger for us.”

      When Buyer Intent data appears exactly where sales teams already work, the barrier to adoption drops and the impact increases. Speed is a critical success factor here.

      “If you wait a week for the data to show up in an Excel sheet, it’s too late. Intent needs to be visible live – exactly where the daily work happens.”

      Learn how to easily route your Buyer Intent Data into your CRM.

      Your Next Steps

      1. Define processes and goals

      Before diving into Buyer Intent, clarify internally what you want to achieve with the data and how you will use it systematically. Set clear objectives, for example:

      Process goals:

      Define specific actions for each funnel stage, e.g.:

      • For category visits → trigger ads

      • For repeated profile visits → initiate SDR outreach

      • Set up automated workflows in HubSpot to feed Buyer Intent data directly into the sales team’s task board.

      SMART goals:

      • Convert 20% of Buyer Intent leads who visited a competitor profile into a demo meeting through personalized outreach.

      • Respond to all high-intent signals within 48 hours to ensure maximum relevance in the decision-making process.

      2. Establish intelligent automation

      Make sure the data is visible where the work happens – without detours or manual steps.

      3. Strengthen collaboration with sales

      Get your sales team involved early, make the relevance clear in their daily workflow, and show the value.

      Only then will Buyer Intent become a true enabler for your customer acquisition.