Digital Asset Management (DAM)Marketing Resource ManagementBrand ManagementCreative Management PlatformsOnline Proofing Digital Rights Management (DRM)
210% more deals: What happens when the right data finally ends up in the CRM
Lisa König1/22/2026
How pixx.io integrates buyer intent data from OMR reviews into HubSpot and generates measurable pipeline impact from it
Table of contents
- When buyer intent data remains unused
- From manual data sifting to automated intent pipeline
- The new setup: OMR Reviews X HubSpot X Slack
- “Easy to implement and a game changer”
- Changes in sales: 210% more deals with OMR touchpoints
- Buyer intent data as an early warning system in customer success management
- You can learn this from pixx.io.
When buying software, people first do their research online. On platforms such as OMR Reviews, this research leaves clear traces: profile views, categories, comparisons with competitors – what looks like anonymous clicks is decoded by OMR Reviews and enriched with further 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.
This was also the case at pixx.io, a software provider for digital asset management (DAM). Although the team had access to buyer intent data from OMR Reviews, it played hardly any role in sales. Until a meeting between marketing and sales raised the key question: “How many opportunities are we actually losing because no one is systematically looking at these signals?”
In conversation with Sabrina Haselbach, Senior Inbound Marketing Manager at pixx.io, it becomes clear how big the difference between “We have intent data” and “We use intent data strategically” can be.
When buyer intent data remains unused
At pixx.io, the OMR Reviews data lay unused in the account for a long time: “We had had the buyer intent data from OMR Reviews for quite some time, and I think in many companies it's like hidden gold. Many have it, but it's rarely used efficiently,” says Sabrina Haselbach.
What was missing was the systematic integration of the data into the everyday work at pixx.io. As a result, potential opportunities remained invisible.
The turning point came after the marketing and sales teams worked together to analyze the data. The teams recognized the relevance of the insights for their own business – and the potential that had been lost until then.
From manual data sifting to automated intent pipeline
However, the initial work with buyer intent data was anything but easy and by no means scalable.
„In the beginning, everything was actually done manually. My colleagues from the SDR team sat down several times a week and went through all this data manually. That took a lot of time and wasn't really efficient. Sometimes there wasn't even time to do it.“
– Sabrina Haselbach, Senior Inbound Marketing Manager, pixx.io
This is a classic pattern: buyer intent data is exported, sorted, and evaluated, but in the end, there is no consistent process. Leads fall by the wayside because there is no prioritization.
For pixx.io, it was therefore clear that if the data was to deliver real added value, it had to appear where the team was already working. And that's not an Excel spreadsheet, but the company's CRM system and internal communication channels.
The new setup: OMR Reviews X HubSpot X Slack
Today, thanks to the connection to OMRViewer, the workflow at pixx.io is fully automated and integrated into existing processes:
"Our current setup connects the OMR backend with the intent data to our HubSpot system. Automations run in the background, and then colleagues from sales are notified in Slack when something new and exciting comes in," says Sabrina Haselbach, describing the new process.
The process in detail:
- HubSpot checks whether a company has achieved a defined intent score, for example >30.
- It evaluates whether relevant pages have been visited.
- Qualified companies appear in their own Slack channel.
- SDRs check the top 5 URLs and compare them with existing CRM contacts.
- If contacts are already stored in the pixx.io database, they are contacted directly. Otherwise, research begins via LinkedIn or other sources.
This transforms a confusing block of data into a clear, prioritized pipeline.
“Easy to implement and a game changer”
Many teams expect high technical complexity when considering automated processes. At pixx.io, the opposite was true. “The implementation was pretty easy. The integration of OMR and HubSpot went smoothly, without any duplicate records. So it was easy to implement and a game changer,” says Sabrina Haselbach.
The only stumbling block was a custom code workflow in HubSpot, which, according to the Senior Inbound Marketing Manager, was quickly resolved.
Changes in sales: 210% more deals with OMR touchpoints
The effect on the pipeline is clearly measurable. Sabrina Haselbach describes two key changes:
1. Massive time savings in the SDR team
No more manual sorting, no more data lists that become outdated before they can be processed.
2. Significantly higher relevance of conversations
The SDRs talk to companies that are demonstrably involved in digital asset management.
“Compared to last year, we have opened 210 percent more deals in which OMR was a touchpoint,” says Sabrina Haselbach.
At the same time, pixx.io is adding to the test account form (“How did you hear about us?”) to make touchpoints more transparent and improve attribution.
Buyer intent data as an early warning system in customer success management
Intent data is not only useful for acquisition. For pixx.io, it has also become an important tool in customer success management.
“We have written an automation that checks whether a company that has visited our OMR profile is one of our customers,” explains Sabrina Haselbach. “Then we look at whether the customer visited a competitor's profile or is just gathering general information. Depending on the answer, we send a message to the CS team, for example.”
When existing customers search for alternatives on OMR Reviews, this becomes visible. This allows the CS team to react early, before initial research turns into a concrete desire to switch. Especially in the SaaS sector, where retention is a key growth lever, this head start can be decisive.
You can learn this from pixx.io.
Sabrina's conclusion is clear:
„I would definitely not leave it lying around for so long. Don't evaluate it manually, because you lose so much time and sometimes overlook something. With automation, it's much easier to separate leads cleanly. We didn't think the impact would be so big.“
– Sabrina Haselbach, Senior Inbound Marketing Manager, pixx.io
For your team, this means:
- Work closely with sales before building workflows.
- Start with clear thresholds, such as an intent score above 30.
- Put the data where it matters: in the CRM system and communication tools like Slack.
- Use intent data not only for new customers, but also in customer success.
- Don't wait until you have the perfect process in place—a lean start often has the greatest leverage.
The leap from “hidden gold” to “real pipeline impact” is smaller than many people think.
Not sure where to start? You can find more information about buyer intent data on OMR Reviews.
Success Stories
Author
Lisa König
Author
Lisa König
Lisa ist Product Marketing Managerin bei OMR Reviews. Wenn sie gerade nicht an Positionierungen, Storylines oder neuen Content-Formaten arbeitet, steht sie hinter der Kamera oder plant das nächste kreative Projekt. Vor ihrer Zeit bei OMR Reviews hat sie in verschiedenen Marketing- und Kommunikationsrollen im SaaS-Umfeld gearbeitet und bringt eine große Leidenschaft für Storytelling und Pricing-Psychologie mit.
