Best practice: How BOTfriends set up a structured buyer-intent process

From anonymous profile visits to qualified leads - this is how BOTfriends uses the data from the OMRviewer to make its sales more efficient.

You will find the following content in this article 👇

1. recognize purchase intent with the OMRviewer

2. CRM integration: Making leads usable in HubSpot

3. implementation: From signal to smart approach

4. measuring performance and understanding attribution

5. How to establish your own process

BOTfriends shows how buyer intent data can be used to identify genuine willingness to buy at an early stage and target the right leads at the right time. With OMR Reviews, the team identifies relevant target groups, prioritizes them according to intent level and, based on this, triggers personalized campaigns via HubSpot, LinkedIn and Google Ads.

This resulted in a scalable sales process, which Lukas Volz, Marketing Lead at BOTfriends, presented to us. This not only improved efficiency within the team, but also increased the conversion rate.

1. Recognize purchase intent with the OMRviewer

The first step is to analyze buyer intent data in OMRviewer. BOTfriends uses it to identify potential customers who have already shown interest.

The following visit sources are analyzed:

• Own OMR Reviews profile page
• Competitor profiles
• Category pages (e.g. “chatbots”)
• ContentHub articles in which BotFriends is mentioned

2. CRM integration: Making leads usable in HubSpot

In the next step, the recognized company data is exported as a CSV file and integrated into HubSpot. BOTfriends creates user-defined feeds for this purpose, which are integrated directly into existing workflows.

The review is based on criteria such as:

• Engagement rate
• Recurring visits
• Frequency of activity in the profile

Two lists are created depending on behavior:

• High-Intent list for particularly interested contacts
• Medium-intent list for contacts with basic interest

3. Implementation: From signal to smart approach

Based on these lists, BOTfriends develops differentiated measures for the further funnel process:

For the high-intent list:

• Direct approach via AI agents, chatbots or individual demos
• Personalized Loom videos for a targeted approach
• AI-supported analysis of reviews to refine USP communication

For the medium intent list:

• Personalized outreach via LinkedIn
• Retargeting with Google Ads based on the OMR Reviews profile
• Integration of trust elements such as badges and reviews in creatives

This combination enables authentic, relevant communication tailored to the actual interest of the leads.

Integration of badges and reviews in the pitch deck

Integration of badges and reviews in advertising materials

4. Measuring performance and understanding attribution

At the end of the process is the evaluation. BOTfriends regularly checks how effective its measures are.

The focus is on the following questions:

• Which touchpoints worked best?
• How high are the costs per lead?
• What deal value is achieved per channel?

This manual analysis provides valuable insights for optimizing the sales strategy and helps to further sharpen the data-driven approach.

BOTfriends touchpoint analysis in Hubspot

How to establish your own process

If you want to successfully integrate your buyer intent data into your sales process, start with these steps:

1.  Identify the first relevant visitors to OMR Reviews in OMRviewer.

2. Create filters and categories that reflect your target group.

3. Integrate the data into your CRM, e.g. via CSV export or the integrated HubSpot connection.

4. Structure your leads by intent level to prioritize outreach.

5. Develop suitable measures (e.g. personalized LinkedIn outreach, retargeting campaigns).

6. Use trust elements such as reviews and badges in all touchpoints.

7. Analyze the results and continuously optimize the process.