Best Practice: How Projecter uses Buyer Intent Data to target new customers more effectively

For a long time, many agencies have grown primarily through referrals, existing networks, and inbound inquiries. While this can work well, it often presents a challenge for sales: new business opportunities are difficult to plan for.

Projecter therefore sought a different approach. The Leipzig-based online marketing agency uses OMR Reviews’ buyer intent data to identify companies with recognizable interest earlier on and to tailor its outreach more effectively.

Identify relevant signals and process them effectively

To do this, Projecter uses buyer intent data from OMR Reviews. This data is based on visitor activity on relevant profiles and pages, such as the agency’s own profile, competitor profiles, or relevant software profiles. Using the OMRviewer, this data reveals companies that are already actively engaged with relevant topics.

What matters here is not just the signal itself, but the subsequent process. At Projecter, this is broken down into several steps:

1. Identify interested companies

The first step is to identify companies that already have some connection to relevant services or topics. This creates a significantly better starting point than a purely non-targeted outbound approach.

2. Import data into the CRM and prioritize

The identified companies are integrated into HubSpot via Projecter and evaluated there based on the Ideal Customer Profile and the intent score. This makes it easier to quickly distinguish which contacts are suitable for direct outreach and which should be monitored or nurtured further for the time being.

3. Set up outreach and social selling in a more targeted manner

Depending on the strength of the signal, Projecter either starts directly with a personalized approach or focuses on social selling first. This makes the contact more relevant because the communication is more closely aligned with the company’s actual interests.

4. Nurture leads with relevant content

Not every identified company is immediately ready for a conversation. That’s why, in the next step, Projecter uses relevant content such as white papers, industry-specific content, and invitations to events or webinars to further qualify interest. This transforms an initial signal into a structured nurturing process.

5. Focus sales resources on relevant contacts

As soon as a contact is more clearly qualified, they are handed over to sales or given priority treatment. The advantage: The team focuses its efforts on contacts with higher relevance, rather than communicating broadly and indiscriminately into the market.

Results on Projecter

Here’s what you should pay special attention to:

The example of Projecter also highlights how important it is to have a well-structured profile on OMR Reviews. The clearer your services, specializations, and relevant topics are on your profile, the better the foundation you’ll have for building the right visibility and relevant signals.

• Formulate your service offering clearly and specifically.

• Carefully maintain your specializations and relevant categories.

• Use projects, industry focus, and descriptions to show what types of cases you specialize in.

• Think of your profile not just as a showcase, but as part of your go-to-market strategy.

Especially for business services, a well-maintained profile can be more than just a presence: It can be a valuable component of a data-driven sales and marketing process.