Best practice: how does pixx.io generate 210% more deals with buyer intent data?

When buying software, people first conduct online research on platforms such as OMR Reviews. The clicks, which appear anonymous at first glance, are decrypted by OMR Reviews and enriched with additional information. This turns a seemingly meaningless profile visit into a clear indication of which company is looking for answers and which topic it is interested in.

Such signals are extremely valuable for SaaS teams: they show which companies are currently actively looking for a software solution. In reality, however, this so called buyer intent data often remains unused. The reasons are trivial: lack of processes, lack of time, or lack of knowledge about how the data can help in everyday work.

Sabrina Haselbach, Senior Inbound Marketing Manager at pixx.io, shares concrete steps in this best practice article on how you can use automation to set up an efficient process for buyer intent data.

Step 1: Integrate intent data into your CRM

The first step is to connect the intent data from OMR Reviews to your CRM system (e.g., HubSpot). The goal is to automatically capture relevant signals:

• Define an intent score above which a company is considered relevant (e.g., >30).

• Check which pages were visited to identify the company's interests.

• Automate data transfer so that qualified companies automatically appear in the CRM without you having to manually update lists.

“Automation saves our colleagues at SDR a lot of time, and we can already see the first signs of success: Compared to last year, 210% more deals were opened where OMR was a touchpoint.” - Sabrina Haselbach from pixx.io

 Step 2: Set up notifications for the team

To enable sales teams to respond immediately, it is worth bringing the relevant data into communication tools (e.g., Slack):

• Set up a dedicated channel for qualified leads.

• Automate notifications as soon as a company reaches the defined intent score.

• This alerts SDRs directly to new, relevant leads and eliminates the need to search through spreadsheets or databases.

Step 3: Prioritize and review leads

Not every interaction is equally valuable. A streamlined review process ensures that your team works efficiently:

• The SDRs review the top 5 URLs of qualified leads.

• Compare the leads with existing CRM contacts:

  • Existing contact: Direct contact possible.

  • New contact: Start research via LinkedIn or other sources.

• This turns a large block of data into a clear, prioritized pipeline.

Step 4:  Involve Customer Success early on

Intent data is not only relevant for new customers, it also offers advantages for existing customers:

• Set up automation that checks whether a customer is looking for alternatives on OMR Reviews.

• If a customer actively visits competitor profiles, the CS team can react proactively before a switch is imminent.

• This allows you to use the data as an early warning system to increase retention and customer loyalty.

Step 5: Start lean, optimize continuously

Many teams wait for the perfect process, but a lean start quickly brings results:

• Start with clear thresholds and a minimal setup.

• Put the data where it works: CRM, Slack, or other collaboration tools.

• Work closely with sales and adjust workflows as needed.

• Monitor the results, optimize, and expand the process step by step.

“My tip is not to put off integrating with HubSpot for too long. A lot of time is lost when evaluating buyer intent data manually, and automation makes the process more efficient and accurate. We didn't think it would have such a big impact at the beginning.” - Sabrina Haselbach from pixx.io

🚀 Checklist for your team:

1. Work closely with sales before building workflows.

2. Start with clear thresholds, such as an intent score above 30.

3. Put the data where it matters: in the CRM system and communication tools such as Slack.

4. Use intent data not only for new customers, but also in customer success.

5. Don't wait until you have the perfect process in place—a lean start often has the greatest leverage.