Best Practice: Getting Started Successfully with Buyer Intent Data

heyData shares practical learnings on how buyer intent data creates real value in sales

Buyer intent data is a powerful way to reach potential customers at just the right moment. But how do you use this data so it actually makes a difference in your day-to-day work? Michael Lippert, Head of Demand Gen at heyData shares concrete insights and recommendations in this best practice guide for SaaS companies looking to leverage buyer intent professionally.

1. Think processes first, then scale

Before buyer intent data can really make an impact, you need a solid strategic foundation. For heyData, one thing was clear: success depends on well-defined processes.

"You have to know exactly what you want to achieve with the data first. What funnel stages do you have? What do you call them? How do you monitor and track them? These questions need to be answered clearly before you start operating." - Michael Lippert, Head of Demand Gen, heyData

Only when your goals, terminology, and KPIs are crystal clear internally can buyer intent signals be interpreted meaningfully and put to use by your sales team.

2. Automation is the game changer

Manual processing of intent data costs time and often misses the moment when potential customers are actively engaged. For heyData, the native integration of OMR Reviews into HubSpot was the decisive lever.

"Before, everything was too manual. Once the data started flowing automatically into HubSpot and was immediately visible there, everything changed. That was the game changer for us."

When buyer intent appears right where your sales team is already working, the barrier to adoption drops and impact goes up. Speed is a central success factor here.

"If you wait a week for the data to show up in a spreadsheet, it's too late. Intent needs to be live and visible, exactly where people work every day."

Find out how you can easily funnel your buyer intent data into your CRM.

3. Actively involve your sales teams

Here's another key learning: intent data only delivers its full value when your sales team sees it as genuine added value, not just another to-do list.

"If marketing just throws new leads over the fence, that doesn't generate much enthusiasm in sales. What matters is that teams work closely together and the value for sales is crystal clear."

At heyData, buyer intent data is integrated directly into the daily task overview of each sales team member. This way, they immediately see which accounts are active and need priority.

"When a score shoots up and shows up directly in your workflow, people immediately see the value. Then they actually use it, and it works."

Your next steps

1. Define your processes and goals

Before you start with buyer intent, clarify internally what you want to achieve with the data and how you'll use it systematically. Set your targets. For example:

Process goals:

• Define appropriate actions for each funnel stage
  For example:
  Category visits triggered → Display ads
  Multiple profile visits → Start SDR outreach

• Set up automated workflows in HubSpot
  to feed buyer intent data directly into your sales team members' task board.

SMART goals:

• Convert 20% of buyer intent leads who viewed a competitor profile into demo meetings 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 you work every day, without detours or manual intermediate steps.

3. Strengthen collaboration with sales

Involve your sales team early on, create relevance in their daily work, and make the value visible. That's the only way buyer intent becomes a real enabler for your customer acquisition.