How can buying signals influence sales timing?

20 December 2021

Are you wondering how buying signals can influence timing in sales and even speed up the sales cycle? Learn more about it here.

By Kompass International

20 December 2021

The pandemic hasn’t been a bed of roses for many businesses, including B2B operations. However, a recent report reveals that B2B businesses are better positioned than many B2C enterprises, with 41% of buyers expecting to increase CAPEX and 40% planning to increase CAPEX.

However, if you want to tap into this growth, you need to supercharge your digital solutions and sales functions. The same report also revealed that only 20% of B2B buyers wish to return to in-person sales.

One of the ways to improve your digital sales process is by paying attention to buying signals.

Buying signals can help you trigger conversations and shorten your sales cycle. They can also allow you to serve leads and customers better.

You can gain a competitive edge and more market share by informing sales timing with the right buying signals.

Don’t overlook this powerful strategy. Continue reading to find out how buying signals can influence your sales timing for better results.

Why buying signals are important

There are a few reasons B2B businesses should pay attention to buying signals.

As we said above, buying signals allow B2B businesses to hone in on prospects that are most likely to convert, saving time and resources and potentially boosting sales numbers.

Besides increasing efficiency, buying signals can also help you serve buyers better. Buyers want to find a solution to their needs. If you pay close attention to the right buying signals, you can be the business that engages with prospects right at the moment when your outreach is the most useful to them.

By pre-empting prospects’ needs like this, you can remove significant friction in the buyer journey.

Examples of buying signals

Buying signals typically fall into two camps. These are actions that an existing prospect or lead has taken around your content or B2B services or products. The other is internal changes and signals from companies that haven’t heard of you or engaged with you.

Middle and bottom of sales funnel content consumption

Content consumption in the middle and bottom of the sales funnel is a very simple buying signal you can track.

For instance, let’s say you have a series of blog posts catering to different buyer journey stages. Blog posts tailored for the middle or bottom of your sales funnel might cover topics like comparing your B2B services or product with competitors’ or outlining why it is the best choice on the market.

Prospects who engage with this type of content are displaying a keen interest in your offering. If a visitor is reading a blog post listing the pros and cons of your offering versus a competitor, they are nearing the bottom of the sales funnel and trying to reach a buying decision.

Reaching out to them at this point could sway them towards your offerings.

According to statistics, only 5% of B2B marketers focus on creating the bottom of the funnel content. Because it can trigger strong buy signals, make sure that you are generating this type of content in addition to top-funnel content.

Signing up for content

If visitors to your website sign up for your B2B newsletter, this is a strong indication they would like more of your content and to learn more about your offerings.

This is especially true if you don’t have a lead magnet in place that incentivizes visitors to give you their email address.

Social media engagement

Another buying signal to pay attention to is social media interactions. If a prospect is interacting with you on a social platform, this can often indicate that they have an interest in your B2B services or products.

Besides monitoring social media engagements, you can also rank engagements in terms of quality and platform. For instance, engagements on LinkedIn might indicate a stronger buying signal than those on a platform like Instagram.

The end of competitor contracts

If your B2B services are contract-based, you can also track the end of competitor contracts and use them as buying signals.

If you lose out on a contract to a competitor, take note of when this contract ends. You might win the buyer over when it does, especially if you can offer them a special deal or a better service than what they experienced with the competitor.

Leadership changes

When leadership changes take place, this can be a buying signal.

With management changes usually come new goals, perspectives, and approaches. This can often result in budget shifts and a demand for new vendors.


Funding is can also be a good buying signal to take note of.

If a potential buyer has recently received funding, there is a good chance they will be expanding their budgets. If your offerings are something that can serve them, reaching out at this point could trigger a relationship and differentiate you from competitors.

Leverage the power of buying signals and smart data integration to shorten your B2B sales cycle

The B2B landscape is notorious for its prolonged sales cycles. Buying signals offer B2B marketing specialists a way to target buyers early in the sales cycle and at key moments.

This, in turn, allows B2B businesses to zero in on the prospects that have higher chances of converting.

However, to do this, you need a way to track your prospects and aggregate buying signal data.

Here at Kompass, one of our core B2B services is data integration and consulting. If you need help making your data work for you, we are here to help.

We offer data auditing, cleaning, single customer view, deduplication, and more with our data integration services.

Want to discuss your needs? Click here and talk to a data expert today.


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