The B2B buyer’s journey is anything but linear. Thanks in large part to the proliferation of information over the internet, today’s buyers don’t simply move from awareness to consideration to conversion – they hop back-and-forth between these stages and others, while conducting their own research, being influenced by peers and marketing messages, and hearing from sales reps.
So how can you tell when a buyer is ready to make a purchase? That’s where buying intent comes in to play. Often, when a lead enters your pipeline, they will have already been sending signals that they are interested in your product or service. It’s up to you to identify those signals and act on them.
Here are 9 great B2B buying intent signals that you can use to discover who is ready to make a purchase:
Engaging with your content: If someone has downloaded a white paper, shared a blog post or watched a video you’ve created, that’s a good indication that they are at least aware of, if not considering, your brand.
Engaging with your competitor: Monitoring who mentions your competition on networks like Twitter, or who interacts with the competition’s content, can show you in-market buyers with a need that your product has a good chance of filling.
Clicking on paid advertisements: When someone clicks on an ad on a website or social network, they are signaling that they may be interested in what you have to offer.
Giving you their email address: Subscribing to your newsletter or blog post updates is a signal that a lead wants to hear more from you. Continue to create great content, and monitor which pieces they engage with, to learn more about their needs and how you can satisfy them.
Visiting your website multiple times in a short period: When a lead visits your landing page, pricing page and features page multiple times in a week or a month, they are most likely interested in learning more about your solution.
Posting a job/Recent hiring: If you are using account-based sales techniques, you will want to pay attention to which new positions are being filled at your target accounts. This will show you a potential need for new software, tools or other necessities.
Attending an industry event: Whether you connected to a lead or not, the fact that they attended an industry event signals that they want to meet vendors and thought leaders in a related space.
Raising money for funding: Recently closing a round of funding shows that an account is expanding. They may be hiring new staff, or increasing their buys from vendors. This is a great time to reach out.
Opening up new location: New locations mean new employees with new needs – needs that your solution can meet.
Each of these signals tells you something different about your account or lead, and they can be used in tandem to build a detailed picture of exactly where they are on the buyer’s journey. The more signals you pick up, the more likely you are to create messages, sales pitches and product offerings that resonate with your prospects.