28 B2B Buying Signals for Targeting With Cold Email Sequences
Dropping the right email to the right person at the right time can make your cold email campaign successful. And to do this effectively, you will need buying signals.
Our team at SmartReach.io, have been using buying signals to craft targeted cold email campaigns and we are having a great responses with meeting bookings every week. (more on this later)
But what exactly are buying signals, and how can you use them to boost your cold email replies?
Let’s understand.
What are buying signals?
Buying signals are indicators that suggest a prospect is interested in or ready to purchase a product or service.
In the context of B2B sales, these signals can manifest in various ways, from changes in a company’s structure to online behavior that hints at a need for your solution.
Recognizing and acting on these B2B buying signals allows you to customizing your cold email approach, making it more relevant and timely.
This targeted strategy significantly increases your chances of booking appointments and ultimately closing deals.
Types of buying signal for sales
To effectively use buying signals to create targeted cold email campaigns, you need to understand the three main categories:
- Fit data,
- Opportunity data, and
- Intent data.
Each type provides unique insights that can help you tailor your approach.
#1. Fit data a.k.a ICP signals
Fit data helps you determine if a company matches your ideal customer profile. It includes elements such as –
- Demographics: This isn’t just about knowing where a company is located. It’s about understanding the economic landscape of their region.
For example, if you’re selling sustainable energy solutions, knowing that a prospect is based in a state with aggressive green energy goals could be a golden opportunity.
- Technology usage: This is a secret weapon for email personalization.
If a company is using Salesforce, and your product integrates seamlessly with it, that’s a powerful hook for your cold email.
- Company size and structure: The needs of a 50-person startup are vastly different from those of a 5000-employee corporation.
#2. Opportunity data a.k.a the ‘time sensitive signals’
Opportunity data helps you identify the pivotal moments when a company is most likely to be receptive to your offer. Key signals include –
- Company events: Did your prospect just have a successful product launch? That could mean they’re in expansion mode and might need your services to support their growth.
- Leadership changes: New leaders often mean new initiatives. If a company just appointed a new CTO, they might be reassessing their tech stack. Your cold email could be the solution they didn’t know they needed.
- Funding rounds: A fresh influx of capital often signals a company’s readiness to invest in new solutions. If a prospect just closed a Series B, they might be looking to scale rapidly.
- Industry trends: If new regulations are coming into effect that your product can help with, that’s a perfect opening for a cold email.
#3. Intent data: the hottest leads
Intent data indicates active interest in solutions like yours with signals such as –
- Search behavior: Using different tools you can identify when companies are searching for solutions in your space.
If a prospect has been Googling “best CRM for startups” and that’s what you offer, your cold email is likely to land on welcome eyes.
- Website activity: This is where website tracking tools earn their keep. If a prospect has visited your pricing page multiple times in the past week, they’re likely in decision-making mode. Your cold email could be the nudge they need.
- Content engagement: If a prospect has downloaded your whitepaper on “10 Ways to Improve Sales Efficiency,” your cold email should speak directly to that interest.
By understanding the different types of buying signals, you can write better cold emails with higher chances of getting replies.
Top 5 tools to identify buying intent signals online
To effectively catch buying signals and craft your cold emails sequences accordingly, you can need to use buying intent tools.
Buying intent tool #1: Rb2b
- G2 Rating: 4.6/5
- Best for: Comprehensive B2B data and buying intent signals
Rb2b is a powerful platform that combines extensive B2B data with advanced buying intent signals.
Rb2b provides real-time updates on person level interaction with your website. It offers technographic data, and buyer intent signals, allowing you to identify and target prospects at the right moment in their buying journey.
With its integration capabilities, you can incorporate Rb2b insights directly into your existing CRM or the email outreach tool you use.
By using Rb2b’s data-driven approach, you can craft highly personalizsd and timely email campaigns that resonate with your prospects’ current needs and interests.
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Buying intent tool #2: Common Room
- G2 Rating: 4.7/5
- Best for: Teams looking for GTM solutions
Common Room is an AI-powered customer intelligence platform that captures buying signals from various digital touchpoints. It unifies these signals to provide a comprehensive view of customer interactions.
The platform automates outreach, helping teams engage the right person at the right time. It’s designed to streamline go-to-market strategies and boost revenue efficiently.
Additionally, Common Room offers advanced analytics to track engagement metrics and customer sentiment.
This tool is ideal for businesses looking to enhance their customer engagement and drive growth through data-driven insights.
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Buying intent tool #3: Clearbit
- G2 Rating: 4.4/5
- Best for: B2B data enrichment for cold outreach
Clearbit is a business intelligence platform that enriches customer data by integrating with various tools like Salesforce and HubSpot.
It provides real-time insights into prospects, helping you identify and target the right audiences with emails.
Clearbit’s data enrichment capabilities streamline lead generation and improve outbound sales efforts.
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Buying intent tool #4: LinkedIn Sales Navigator
- G2 Rating: 4.3/5
- Best for: finding leads and buying intent from LinkedIn
LinkedIn Sales Navigator is a popular tool that captures buying signals from LinkedIn’s extensive network.
It features advanced search filters and real-time alerts, enabling sales teams to connect with decision-makers at optimal times.
The platform provides insights into job changes, company growth, and other critical signals, facilitating precise and timely outreach.
This tool is a must have for sales reps aiming to build strong, data-driven relationships and close deals more effectively.
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Buying intent tool #5: Dealfront
- G2 Rating: 4.6/5
- Best for: Suite of integrated SaaS products
Dealfront is a powerful go-to-market platform tailored for European markets.
It excels at identifying accounts with high buying intent and provides direct contact details of key decision-makers.
The tool integrates smoothly with your CRM, ensuring timely engagement with potential leads.
By using Dealfront, sales teams can efficiently convert prospects into loyal customers, enhancing overall sales performance.
28 Examples of buying intent signals for targeted email campaigns
Now let’s look at some practical examples of how to use buying signals to craft targeted cold email sequences.
These 28 examples provide a comprehensive set of buying intent signals along with practical messaging options tailored to each scenario and funnel stage.
#1. Customer/champion job change
When a customer or champion moves to a new company, it’s an excellent opportunity to introduce your product to their new organisation.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “Congratulations on your new role at [New Company]! Given how [Product] benefited your previous team, I’d love to discuss how it might support your initiatives in your new position. Would you be open to a quick catch-up?” |
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#2. Stale opportunity reactivation
Reach out to previously interested prospects who didn’t convert, especially if you have new features that address their initial concerns.
Funnel stage: Mid-funnel (Consideration)
Messaging option 👇
| “Since we last spoke, we’ve launched [New Feature] that addresses the [specific concern] you mentioned. I’d love to show you how this might now be a perfect fit for your needs. Are you available for a brief demo?” |
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#3. Surge in email opens
If your emails are being opened frequently, it may indicate internal discussion about your product.
Funnel Stage: Bottom-funnel (Conversion)
Messaging option 👇
| “I’ve noticed increased interest in our recent communications. It seems like [Product] might be a topic of discussion at [Company]. I’d be happy to answer any questions or provide additional information to support your evaluation. Would you like to schedule a call?” |
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#4. Legislation change
When new laws affect your prospect’s industry, highlight how your product helps with compliance.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “With the recent changes in [specific legislation], many [industry] companies are finding it challenging to adapt. Our [Product] has helped several businesses ensure compliance while maintaining efficiency. Would you be interested in learning how?” |
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#5. Competitor feature deprecation
Target users of competitors who have discontinued features your product offers.
Funnel stage: Mid-funnel (Consideration)
Messaging option 👇
| “I understand [Competitor] has recently discontinued their [specific feature]. Our [Product] offers a robust alternative that many former [Competitor] users have found even more effective. Would you like to see how it compares?” |
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#6. Competitor closure or acquisition
Reach out to affected customers who may need a replacement solution.
Funnel stage: Mid-funnel (Consideration)
Messaging option 👇
| “Given the recent news about [Competitor’s] acquisition, you might be evaluating alternative solutions. I’d be happy to show you how our [Product] can ensure continuity for your operations and potentially offer improvements. When would be a good time to discuss?” |
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#7. Negative product review of competitor
Address pain points mentioned in reviews of competing products.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “I noticed your review of [Competitor Product] mentioning issues with [specific pain point]. Our [Product] was designed to specifically address this challenge. Would you be interested in seeing how we’ve solved this for other [industry] companies?” |
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#8. Form or chat flow abandonment
Follow up with prospects who started but didn’t complete a sign-up or inquiry process.
Funnel stage: Mid-funnel (Consideration)
Messaging option👇
| “I saw that you recently started exploring our [Product/Service] but didn’t complete the process. I’m here to help if you encountered any issues or have questions. What specific features were you most interested in?” |
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#9. Support ticket creation
Reach out to high-fit accounts that have recently submitted support tickets.
Funnel stage: Bottom-funnel (Conversion)
Messaging option 👇
| “I hope our support team was able to resolve your recent query satisfactorily. I’d love to schedule a brief call to ensure you’re getting the most out of [Product] and discuss any additional needs you might have.” |
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#10. Ideal persona recently hired
Connect with newly hired ideal personas who may be looking to make an impact with new solutions.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “Congratulations on your new role at [Company]! As you’re setting your strategy, I’d love to share how other [job title]s in [industry] are using our [Product] to drive results. Would you be open to a brief introduction?” |
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#11. Capital raised/new funding secured
Congratulate companies on new funding and explain how your product can help them scale.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “Congratulations on your recent funding round! As you plan for growth, I’d love to show you how our [Product] has helped other rapidly scaling companies in [industry] streamline their operations. Would you be interested in a quick overview?” |
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#12. Webinar participation
Follow up with webinar attendees, addressing topics they showed interest in.
Funnel stage: Mid-funnel (Consideration)
Messaging option 👇
| “Thank you for attending our webinar on [Topic]. I noticed you asked a question about [specific point]. I’d be happy to dive deeper into how our [Product] addresses this challenge. Would you like to schedule a personalized demo?” |
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#13. New leadership hired
Reach out to newly appointed leaders, explaining how your product aligns with potential new initiatives.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “Congratulations on your appointment as [New Role] at [Company]. As you shape your new strategy, I’d love to share how our [Product] has helped other [industry] leaders drive [specific benefit]. Would you be open to a brief introduction?” |
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#14. Product or feature launch
When target accounts launch new products, highlight how your solution can support their growth.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “Congratulations on launching [New Product/Feature]! As you scale this new offering, our [Product] could help streamline your [relevant process]. Would you be interested in seeing how we’ve supported similar launches in [industry]?” |
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#15. Surge in product usage
For product-led companies, reach out to accounts showing increased usage to discuss expanded capabilities.
Funnel stage: Bottom-funnel (Conversion)
Messaging option 👇
| “I’ve noticed your team’s usage of [Product] has increased significantly. It seems like you’re finding real value in the platform. I’d love to show you some advanced features that could further enhance your results. When would be a good time to chat?” |
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#16. Multiple workspaces created by single organization
Propose consolidation or upsell opportunities to organizations with multiple accounts.
Funnel stage: Bottom-funnel (Conversion)
Messaging option 👇
| “I’ve noticed your organization has created several workspaces in our platform. I’d love to discuss how an enterprise account could provide better collaboration, centralized billing, and advanced features. Would you be interested in exploring this option?” |
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#17. Power user threshold reached
Engage top users about advanced features or enterprise plans.
Funnel stage: Bottom-funnel (Conversion)
Messaging option 👇
| “Your team’s expertise with our platform is impressive! You’re among our top 1% of users. I’d love to introduce you to some of our advanced features and discuss our enterprise plan, which offers [specific benefits]. When would be a good time to connect?” |
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#18. Plan upgrade
Congratulate users on recent upgrades and offer additional support or features.
Funnel stage: Bottom-funnel (Conversion)
Messaging option 👇
| “Congratulations on upgrading to our [Higher Tier] plan! I’d love to schedule a call to ensure you’re taking full advantage of all the new features available to you and answer any questions you might have.” |
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#21. New integration connected
Reach out to users who’ve connected new integrations to discuss expanded use cases.
Funnel stage: Mid-funnel (Consideration)
Messaging option 👇
| “I see you’ve recently connected our [Product] with [Integrated Tool]. Many of our customers have found unique ways to leverage this integration. Would you be interested in exploring some best practices or discussing how this might open up new use cases for your team?” |
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#22. Security page/terms page activity
Follow up with accounts showing interest in security features or terms.
Funnel stage: Bottom-funnel (Conversion)
Messaging option 👇
| “I noticed you’ve been reviewing our security documentation. Security is a top priority for us, and I’d be happy to arrange a call with our security team to address any specific concerns or questions you might have. Would that be helpful?” |
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#23. GitHub activity
For tech products, engage users showing interest in related open-source projects.
Funnel stage: Mid-funnel (Consideration)
Messaging option 👇
| “I noticed your recent contributions to [Related Open Source Project]. Given your interest in this area, I thought you might be interested in how our [Product] complements and enhances workflows for developers using [Technology]. Would you like to see a quick demo?” |
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#24. Community or forum question asked
Respond to prospects asking questions in public forums such as Quora, Reddit, Slack etc. offering personalized assistance.
Funnel stage: Mid-funnel (Consideration)
Messaging option 👇
| “I came across your question about [Topic] in our community forum. I’d be happy to provide more detailed, personalized information on how our [Product] addresses this specific challenge. Would you be interested in a quick call to discuss your unique use case?” |
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#25. Pricing page activity
When prospects spend significant time on your pricing page or toggle between different plans, it indicates they’re evaluating your offering seriously.
Funnel stage: Mid-funnel (Consideration)
Messaging option 👇
| “I noticed you’ve been exploring our pricing options. Would you like to discuss which plan might best fit your needs? I’d be happy to provide a personalized demo focusing on the features most relevant to your business.” |
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#26. Beta launch participation
When a prospect signs up for your beta program, it shows a high level of interest and willingness to try new solutions.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “Thank you for joining our beta program for [New Feature]. We’d love to hear your thoughts on how this could potentially solve [specific pain point]. Would you be open to a brief call to discuss your experience and how we might tailor the feature to better serve your needs?” |
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#27. Economic buyer activity
When an economic buyer (e.g., C-level executive) engages with your content or follows your company on social media, it’s a strong signal of top-level interest.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “I noticed you recently engaged with our whitepaper on [relevant topic]. As [their role], I imagine [specific challenge addressed in the whitepaper] is a key priority for you. I’d love to share how other [industry] leaders are tackling this issue with our solution. Would you be open to a brief conversation?” |
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#28. Surge in layoffs
While often seen as a negative signal, a company undergoing layoffs may be looking for efficiency-driving solutions.
Funnel stage: Top-funnel (Awareness)
Messaging option 👇
| “I understand your company is going through some changes. Many organizations in similar situations have found our [product/service] helpful in improving efficiency and reducing costs. Would you be interested in learning how we’ve helped companies in [industry] do more with less?” |
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By using these buying signals and customising your outreach accordingly, you can significantly improve the relevance and effectiveness of your cold email campaigns.
Keep in mind to focus on how your solution can address their specific challenges rather than just promoting product features.
For an even more extensive list of buying intent signals and strategies for leveraging them in your outreach efforts, consider downloading the full guide containing over 100 signals.
This resource can help you further refine your targeting and messaging strategies across various scenarios and buyer journey stages.
Cheers to Common Room for curating such a detailed resource guide for signal led pipeline generation.
Craft targeted email campaigns based on buying signals
All the 28 examples are pretty useless if you are sending these emails manually to each prospect.
To generate sales pipeline using the buying intent signals, you need to use an email automation tool like SmartReach.io.
here’s how SmartReach users can leverage buying signals to craft personalized email campaigns for higher conversion and engagement! 👇🏻
SmartReach.io, an AI-enabled sales engagement platform, offers a suite of features designed to help you create and manage cold email campaigns tailored to these signals.
Here’s how SmartReach.io can transform your email outreach strategy:
1. Identify and segment prospects
SmartReach.io integrates with your CRM and other data sources to identify prospects based on buying signals such as website visits, email opens, and link clicks.
This allows you to segment your audience effectively, ensuring that your emails are relevant to the recipient’s current interests and needs.
2. Automated and personalized email sequences
SmartReach.io automates follow-ups that are personalized based on recipient behavior and other user attributes.
3. Optimal timing for email delivery
SmartReach.io’s advanced scheduling feature ensures your emails are sent at the optimal time, based on the recipient’s time zone and past engagement patterns.
This increases the chances of your emails being opened and read, leading to higher response rates.
4. Multi-channel outreach
Using SmartReach.io, you can engage with prospects across multiple channels including email, LinkedIn, WhatsApp, SMS, and phone calls.
SmartReach.io tracks interactions across these channels, providing a comprehensive view of each prospect’s engagement.
This multi-channel approach ensures you can reach prospects on their preferred platform, enhancing your outreach effectiveness.
5. Real-time analytics and reporting
SmartReach.io offers real-time analytics and reporting, allowing you to track key metrics such as replies, spam, bounce rates, etc.
These insights help you refine your email sequences and focus on the most promising leads, improving your overall campaign performance.
6. Maintain high deliverability with higher volume
To ensure your every email reaches the prospect’s inbox, SmartReach.io includes features like inbox rotation and unlimited free email verification.
Inbox rotation sends emails from multiple accounts to avoid spam filters, while email verification minimizes bounces, maintaining a good sender reputation.
Try all these features for free today.
Start your 1st campaign with SmartReach.io for FREE! (No Credit Card Required)
Buying signals: F.A.Qs
Q: How often should I check for new buying signals?
A: Aim to review buying signals at least weekly. Some tools allow for real-time alerts, which can be valuable for time-sensitive opportunities.
Q: Can buying signals guarantee a sale?
A: While buying signals significantly improve your chances, they don’t guarantee a sale. They’re a tool to help you target your efforts more effectively.
Q: How many buying signals should I look for before reaching out?
A: Even a single strong buying signal can be enough to warrant outreach. However, multiple signals often indicate a higher likelihood of interest.
Q: Are some buying signals more valuable than others?
A: Yes, the value of signals can vary by industry and product. Test different signals to see which ones lead to the best results for your specific offering.
Q: How can I measure the effectiveness of using buying signals in my cold email campaigns?
A: Track metrics like response rates, meeting bookings, and ultimately, closed deals. Compare these results to campaigns that don’t use buying signal data.
