Updated on
May 11, 2024

Use buying intent signals for sales outbound

Buying signals aka intent data are revolutionizing sales strategies, significantly enhancing performance metrics for sales and marketing teams.
Table of content
icone arrow

Do you struggle to prioritize account? Is Outbound getting harder?

If these resonate, something is awaiting your attention.

In today's competitive business landscape, sales representatives face an uphill battle to reach potential customers, qualify leads, and close deals.

Traditional sales methodologies are ineffective, leaving reps struggling to identify the right account to prospect and engage them in meaningful conversations.

In the B2B world, who wouldn't dream of having the sales team beginning their day with:

  • A list of top accounts to prospect within Salesforce or HubSpot,
  • The right contacts already identified and accessible,
  • Unique selling points tailored for each contact,
  • While concurrently, the marketing team targets ads at these top prospects.

This scenario represents a perfectly synchronized sales and marketing strategy, streamlining efforts and maximizing efficiency.

This is where buying signals, also known as intent data, come into play: they serve as the secret weapon of top-performing go-to-market (GTM) teams. By utilizing intent data, sales and marketing can unify their efforts, targeting the same accounts simultaneously to boost pipeline.

Buying signals: A Must-Have for Outbound Sales Success

The Rise of Intent Data in Sales Strategies

Buying signals are a game-changer for sales teams, providing valuable insights to create and close more potential customers. These information empower outbound activities to target efforts focusing on leads that are most likely to convert.

Understanding the Impact of Intent Data

The benefits of buyer signals are undeniable. Studies have shown that companies that use intent data experience:

  • 55% increase in sales pipeline visibility,
  • 32% increase in close rates,
  • 27% decrease in sales cycle length.  

These statistics highlight not only the effectiveness of sales trigger events in streamlining sales processes but also in optimizing overall sales performance. Moreover, intent data helps sales reps build stronger relationships with prospects by allowing them to personalize their outreach and provide relevant solutions.

⚠️ Without any structure or strategy. You listen out for “everything” and contact any company or contact showing the slightest example of a buying signal. A signal alone used by an individual doesn’t perform.

intent data in a custom object link to contacts and companies in salesforce crm
Display of intent data in a Salesforce

How Intent Data Fuels Sales Performance

Enhancing Lead Prioritization and scoring with Signals

Traditional lead qualification methods often fall short because they do not account for the prospect's current buying mindset. Intent data fills this gap by providing insights into the prospect’s recent activities and interests, allowing sales reps to prioritize the account with the right message at the right time.

Personalization at Scale

One of the strongest advantages of intent data is the ability to personalize outreach on a large scale. Sales reps can customize their communications based on the specific interests and needs of each prospect, making each interaction more relevant and effective.

Streamlining Sales Efforts

By focusing on leads that exhibit buying signals, teams can allocate their resources more efficiently, prioritizing interactions with the most promising prospects.

Different types of outbound signals

There are two kinds of buying signals for outbound:

Blackbox intent data for spray and pray

You should contact to sell them something today!

✅ Pros:

  • Easy to use and read
  • Simple to activate (on paper)

❌ Cons:

  • Why?
  • Which message related to the intent can I use?
  • Is it relevant?
  • Do I contact all the companies? My personas?

Precise buying signals

Precise buying sales signals can trigger various actions by all GTM teams (sales and marketing).

Examples of precise intent triggers:

  • Competitor used
    -> 1st openers and prioritization criteria for 30% of sales reps
  • Job movements (Job changes + new hires)
    -> Increase "meetings to closed deals" conversion rate from 1.5% to 9.5% for a software company
  • Job postings / Hiring
    -> You can find more intelligence about a targeted company in job offers than in any other sources
  • Downloaded content (ebook, webinar)
    -> The response rate from evangelized contacts who downloaded content increased by 20%
  • In a community (slack, etc)
    -> The connection acceptance rate for contact sharing a community is 70% higher
  • Attended at an event
  • Social selling (like, comment, post)
  • Fundraising
  • Website traffic
  • Tech stack changes

Example: My champion from the Segment deal we lost 7 months ago changed jobs to Orum.

✅ Pros:

  • it's a signal that I understand and use daily as a Sales
  • I write relevant sequences for my past champions (sequence playbook here)
  • it's actionable for me and my marketing team. We work closely to book more meetings

❌  Cons:

  • hard to capture at scale
  • difficult to activate for GTM teams (sales and marketing) when I save it manually
  • I lose time daily to capture
job posting buying signals with job description from hiring intent saved into salesforce crm as a custom object
Example of Job Postings/Hiring intent ready to use for reps. Help to detect Competitor uses, pains and project fitting value proposition and internal tech stack.

The benefits: a game changer for the pipeline

Outbound signals offers a competitive edge to revenue teams (sales and marketing):

  • Increase Pipeline: Outbound intent data uncovers hidden opportunities, expanding the sales pipeline with qualified leads that are actively considering a purchase
  • Improve Close Rates: By focusing on high-intent leads, sales reps engage with prospects who are most likely to convert, leading to improved close rates and increased revenue
  • Shorter Sales Cycles: Intent data-driven outreach eliminates wasted time and effort, shortening the sales cycle and accelerating deal closures
  • Enhance Personalization: Understanding a company's buying intent allows sales reps to personalize their messaging, addressing specific pain points and offering relevant solutions
  • Align GTM teams: The marketing team works closely with Sales, targeting accounts with ads to reinforce awareness, while Sales initiates conversations to create opportunities. Lowering CAC, increasing win rates, and qualified pipeline.

revenue journey from accounts and contacts sourcing to activation with sales and marketing team
Revenue stack with intent data

Use cases to leverage outbound buying signals

To effectively leverage outbound intent for targeted sales success, consider these strategies:

  • Identify Key Intent Signals: Prioritize the intent signals that align with your business objectives and target audience. For instance, focus on job postings, competitor activities, tech stack changes, and job changes if these factors align with your sales goals.
  • Segment and Prioritize Accounts: Utilize intent data to segment accounts into tiers based on their buying intent. Focus outreach efforts on high-intent accounts, where the likelihood of conversion is highest.
  • Personalize Outreach and Messaging: Tailor your outreach to individual prospects based on their unique intent signals. Address specific pain points, highlight relevant solutions, and demonstrate how your company can address their needs.
  • Utilize Intent Data for Sales Enablement: Equip sales reps with intent data-driven insights to improve their conversations and increase their chances of closing deals.
  • Identifying New Opportunities: Identify companies actively needing and researching your solutions.

Outbound intent data isn't just a signal but a must-have for outbound performance in 2024.


Help me automate buying signals capture in my CRM

Alexandre DEPRES
Mis à jour le

Others posts

All posts
5 min reading · Apr 20, 2024

Playbook Outbound: New Executive Hires joined ICP Account

Written by : Lisa Surraco
5 min reading · Apr 13, 2024

Outbound: Drive bigger pipeline, increase revenue with unique selling points from job postings

Written by : Alexandre DEPRES
5 min reading · Apr 13, 2024

Outbound: Personalized sequences with lead pain to drive bigger pipeline and increase revenue

Written by : Alexandre DEPRES
Cookie Consent

By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.