BOTfriends: Building a Buyer-Intent Process

From anonymous profile visits to qualified leads - here's how BOTfriends uses data from OMRviewer to make their sales more efficient.

Here's what you'll find in this article 👇

1. Recognizing purchase intent with OMRviewer

2. CRM Integration: Making leads usable in HubSpot

3. Implementation: From signal to smart outreach

4. Measuring performance and understanding attribution

5. How to establish your own process

BOTfriends shows how to leverage buyer-intent data to recognize genuine purchase readiness early and reach the right leads at the right time. Using OMR Reviews, the team identifies relevant target audiences, prioritizes them by intent level, and runs personalized campaigns across HubSpot, LinkedIn, and Google Ads based on these insights.

This created a scalable sales process that Lukas Volz, BOTfriends' Marketing Lead, presented to us. It not only improved efficiency on the team but also increased conversion rates.

1. Recognizing purchase intent with OMRviewer

It all starts with analyzing 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 that mention BOTfriends

With saved filters, you can analyze this data strategically (for example, by specific categories or specific competitors). This creates a reliable foundation for lead generation.

2. CRM Integration: Making leads usable in HubSpot

In the next step, the identified company data is exported as a CSV file and integrated into HubSpot. BOTfriends creates custom feeds for this that are directly integrated into existing workflows.

Scoring is based on criteria like:

• Engagement rate

• Repeat visits

• Profile activity frequency

Depending on behavior, two lists are created:

• High-Intent List for particularly interested contacts

• Medium-Intent List for contacts with basic interest

3. Implementation: From signal to smart outreach

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

For the High-Intent List:

• Direct outreach via AI agents, chatbots, or individual demos

• Personalized Loom videos for targeted messaging

• AI-powered review analysis to refine USP communication

For the Medium-Intent List:

• Personalized outreach via LinkedIn

• Retargeting with Google Ads based on your OMR Reviews profile

• Integration of trust elements like badges and reviews into creatives

This combination enables authentic, relevant communication tailored to your leads' actual level of interest.

Integration of badges and reviews in pitch deck

Integration of badges and reviews in ad creatives

4. Measuring performance and understanding attribution

At the end of the process comes the evaluation. BOTfriends regularly checks how effective their measures are.

The focus is on these questions:

• Which touchpoints worked best?

• What are the costs per lead?

• What deal value is generated per channel?

This manual analysis provides valuable insights for optimizing your sales strategy and helps sharpen your 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 your first relevant visitors on OMR Reviews in OMRviewer.

2. Set up filters and categories that represent your target audience.

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

4. Structure your leads by intent level to set priorities in your outreach.

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

6. Use trust elements like reviews and badges across all touchpoints.

7. Analyze the results and continuously optimize your process.