If you’ve ever sat through a sales call wishing you knew more about the person on the other side, you’re not alone. Most sellers wing it with a mix of LinkedIn stalking, scattered notes, and hope. But prepping smart—without wasting hours—can make all the difference. This guide is for anyone who wants to use Warmly to cut through the noise and get real, useful buyer insights before a call. No fluff, no magic bullets—just a practical process.
Why Bother With Buyer Insights?
Let’s be honest: most of what passes for “personalization” these days is just dropping a first name into an email. Real buyer insights mean knowing what your buyer cares about, what keeps them up at night, and what might actually get them to engage.
Here’s what you get from prepping with intent: - You sound like a human, not a robot. - You waste less time on the call “getting to know each other.” - You can steer the conversation toward things that matter to them (and you).
But you don’t need a 10-page dossier or to spend half your day on LinkedIn rabbit holes. That’s where Warmly comes in.
Step 1: Set Up Warmly (Get the Plumbing Right)
Before you do anything fancy, make sure Warmly is actually working for you. That means:
- Integrate your calendar. This is how Warmly knows who you’re meeting.
- Connect LinkedIn and CRM (if you can). Warmly pulls more context if you give it permission.
- Check your notifications. Decide how you want to get your insights—email, Slack, or whatever works for you.
Pro Tip: Don’t overthink setup. The default settings work for most people. Tweak later if you want, but don’t get lost in the weeds.
Step 2: Pull Up the Buyer Profile Before Your Call
Warmly’s whole pitch is that it automatically builds a profile for each meeting participant. Before your call:
- Open the Warmly dashboard. Find your upcoming meeting.
- Review the generated profile. You’ll get a snapshot: recent roles, LinkedIn activity, company news, and sometimes shared connections.
What’s actually useful here? - Recent job changes, promotions, or projects. Shows what they’re focused on now. - Company updates. Funding rounds, layoffs, new product launches—these can change priorities fast. - Mutual connections or interests. Useful for small talk, but don’t force it.
Skip It: Warmly sometimes includes generic “fun facts” or old news. If it feels like filler, it probably is. Ignore anything that doesn’t help you understand what they care about today.
Step 3: Customize Your Insights (Don’t Just Read—Think)
Warmly can only do so much. The real value comes from how you use what you see.
Here’s how to turn generic info into custom insights:
- Ask “So what?” For each piece of info, ask why it matters. If their company just raised money, does that mean growth is top priority? Or maybe they’re hiring and need new tools?
- Map to your solution. If they’re in a new role, they might be building their own processes—could be a good time for change.
- Find a real conversation starter. Not “I see you like hiking,” but “I noticed your team recently expanded to Europe—has that changed your workflow at all?”
Pro Tip: Jot down 2–3 specific questions or insights you want to bring up. Don’t script the whole call—just have a few anchors.
Step 4: Ignore the Noise (What Not to Waste Time On)
Some of what Warmly shows is just… not helpful. Here’s what you can skip:
- Outdated news or old blog posts. If it’s not relevant this quarter, move on.
- Surface-level “interests.” Unless you have a real, shared connection, forced small talk is obvious.
- Overly generic company descriptions. You already know what Salesforce does.
Remember, the buyer doesn’t care how much homework you did—they care whether you understand their current challenges.
Step 5: Make It Part of Your Routine (Keep It Simple)
You don’t need a 30-minute research session before every call. Here’s a sane approach:
- Block 5 minutes before each call. That’s usually enough if you’re focused.
- Use Warmly as your “first pass.” If something jumps out, dig deeper. If not, move on.
- Update your notes. Add anything you learn to your CRM, so you’re not starting from scratch next time.
If you’re prepping for a big deal or a high-stakes call, sure, do a deeper dive. But for most meetings, keep it light and actionable.
What Works, What Doesn’t, and What to Watch Out For
What Works
- Warmly is great for saving time. It pulls together the basics fast, so you don’t start from zero.
- Surfacing recent company changes and job moves. These are the nuggets that usually lead to good conversations.
- Integrations with calendar and CRM. No extra steps, no copy-pasting.
What Doesn’t
- Depth. Warmly isn’t going to give you deep competitive intel or strategic priorities—that still takes legwork.
- Accuracy. Sometimes the info is out of date or a little off. Always sense-check before you use it live.
Ignore the Hype
- AI “insights.” Some of what’s labeled as “insight” is just regurgitated LinkedIn data. Take it with a grain of salt.
- Personalization promises. At the end of the day, it’s a tool—not a replacement for real curiosity.
Keep It Simple and Iterate
You don’t need to be a research ninja to run better sales calls. Use Warmly to get a quick read, focus on what matters now, and skip the showy small talk. As you do more calls, you’ll figure out which insights actually help you connect—and which just look good on paper.
Keep it simple, tweak your process as you go, and remember: the goal isn’t to impress with your prep—it’s to have a real conversation that moves things forward.