Buying signals are observable behaviours that indicate a potential customer’s interest or readiness to purchase. These might include downloading gated content, attending webinars, or visiting product pages.
In B2B sales, recognising buying signals helps teams prioritise outreach and tailor messaging to a prospect’s current stage in the buyer journey. Automated lead-scoring models often quantify these signals to trigger follow-up actions.
When combined with intent data and historical engagement insights, buying signals form a powerful early-warning system for revenue teams, helping them act quickly, reduce lead decay, and align marketing efforts with active demand.