In sales and marketing, everyone’s talking about “intent data”—signals that show when a potential customer is ready to buy. Many companies claim they can track these signals perfectly. But is intent data really that powerful, or is it just another hype?
At Rainex, we don’t just jump on the trend. Instead, we tested it carefully to see how these signals actually work—where they come from, how to spot them, and most importantly, how to use them to close more deals.
Before we jump into tactics, let’s break down the key buying intent signals you should know.
What Are Buying Intent Signals?
Buying intent signals refer to behaviors or activities that indicate a potential customer’s readiness or interest in making a purchase. These signals can come from a variety of sources, and they often reveal themselves through specific actions or patterns exhibited by a user.
In simple terms, intent data provides a way for businesses to track and understand what a prospect is interested in, which ultimately helps sales teams identify when and how to engage them more effectively.
There isn’t a fixed number of buying intent signals, as the signals depend on the context, industry, and sales model. However, several common types of intent signals can be observed across various platforms and interactions. Here are the key categories:
1. On-Site Behavior
- Page views: visiting specific product or pricing pages indicates interest.
- Time spent on site: prolonged engagement with certain content, such as reading product specifications or case studies.
- Downloads: whitepapers, eBooks, or product brochures often signal higher intent.
- Repeat visits: Returning to the website or specific pages can suggest growing interest.
2. Content Engagement
- Social media activity: interactions with posts related to your products or services, including likes, shares, comments, and follows.
- Reviews and testimonials: reading or posting on review sites or forums can indicate the prospect is evaluating options.
- Webinar attendance: participation in a product demo or educational webinar is a strong signal of interest.
3. Firmographic Changes
- Hiring trends: spikes in job postings or hiring in specific departments might indicate growth, expansion, or the need for your product or service.
- Funding rounds: companies that have recently raised funds may be looking to invest in new solutions.
4. Third-Party Interactions
- Review site activity: interactions on platforms like G2 or Capterra where users compare and evaluate products.
- Industry communities: engagement in niche forums, communities, or trade-specific networks can reveal intent.
- Surveys and feedback: participation in surveys or providing feedback about specific pain points.
However, the challenge lies in distinguishing between actual intent and superficial engagement, as not every user action indicates a buying intent.
Let’s see how this applies to real businesses, using Software for employee management and payroll. Below we tried to give a detailed description of your actions for each intent signal.
Hiring Trends
- Tip 1. Track job postings for HR & Finance roles
Use LinkedIn Sales Navigator or Rainex.GetLeads filters to set alerts for companies hiring HR Manager, Payroll Specialist, Financial manager (such positions indicate payroll complexity)
Reach out to the decision-makers of these companies: “I noticed you’re hiring for [role]—are you evaluating new payroll systems to handle the growing team?”
- Tip 2. Analyze hiring velocity
Tools like Glassdoor or Indeed track hiring spikes. If a company went from 50 to 200 employees in 6 months, they likely need scalable payroll software.
Idea for cold message: “Congrats on your growth! Many companies at your stage upgrade to automated payroll—would a quick demo help?”
- Tip 3. Monitor “We’re hiring” social posts
Companies posting about rapid hiring on LinkedIn/Twitter may need HR tech soon.
You can leave a comment: “Scaling fast? Our payroll software automates compliance for growing teams—happy to share how [Your existing Customer] streamlined theirs!”
Funding Rounds: Capital = Budget for new Software
- Tip 1. Prioritize companies that raised $5M+ .
Use Crunchbase Pro or CB Insights to filter:
– Series A+ startups (likely investing in ops tools).
– Companies mentioning “HR tech” or “scaling operations” in funding PR.
- Tip 2. Keep in mind timing.
Wait 2-4 weeks post-announcement (when they start procurement).
- Tip 3. Track “Now Hiring” in funding press releases.
Example: “We’re excited to announce our $10M Series B to grow our team!” → Clear signal they need payroll software.
Email Template you can use for cold outreach: “Congrats on the funding! With your team expanding, are you evaluating payroll solutions to automate compliance?”
G2, Capterra & Software Review Activity
- Tip 1. Engage with reviewers asking questions.
Respond to G2/Capterra questions within 1 hour (decision-makers are active).
- Tip 2. Target “Top HR Software” list visitors.
Use Google Ads Remarketing to show ads to visitors of:
– Best payroll software 2024
– HRIS comparison
Niche Forums & Community Discussions
- Tip 1. Monitor relevant posts in Reddit & Slack Communities.
– r/humanresources: *”What payroll software do you use for 100+ employees?”
– FinTech Slack groups: *”How do you handle multi-state taxes?”
Don’t sell directly—answer helpfully, then DM something like this: “Saw your question about payroll tax compliance. We built a tool for that—happy to share how it works!”
- Tip 2. LinkedIn Groups (e.g., “HR Technology Buyers”) and look for such topics as
– “Looking for payroll software”
– “How do you solve payroll issues”
Here is the sample of response: “We help companies like yours automate payroll. Here’s a free guide on what to look for when switching.*
- Tip 3. Quora/Stack Overflow
Track: “Best cloud payroll software for startups?” Reply with a comparison guide.
Website & Pricing Page Visitors (Highest Intent)
- Tip 1. Retarget pricing page visitors:
– Facebook/LinkedIn Ads
– Email Sequence
Here is a Matrix of signals and actionable insights you may apply while attracting new customers
Final Playbook
Intent Signal | Action | Tool/Example |
Hiring HR/Finance roles | LinkedIn outreach + payroll pain points | Scaling team? How are you handling payroll compliance? |
Recent funding | Email campaign + VC partnerships | Congrats on the round! Our payroll software helps scale-ups like your |
G2 comparisons | Competitor battle cards + instant replies | Here’s how we differ from [Competitor] on global payroll |
Pricing page visits | Retargeting ads + live chat | Get a free payroll audit before you decide |
Wrap Up
Intent data is powerful—but only when used strategically. The key differentiator isn’t just gathering vast amounts of information; it’s about interpreting the right signals and acting on them with precision. When leveraged correctly, intent data doesn’t just reveal who might buy—it enables you to engage the right leads at the right moment, turning insights into predictable revenue growth.
At Rainex, we strive to not only keep up with the latest trends, but to stay ahead of them by monitoring new technological opportunities and evolving customer needs. We’re improving the ways we use intent data to help our clients not just get leads, but turn interested buyers into actual customers.
Stay tuned for updates on Rainex.GetLeads so you don’t miss the launch of a feature that will revolutionize your prospecting and future customer engagement strategy!
In the meantime, we provide you with the most relevant lead generation for cold automated outreach. And provide warm lead prospecting services for you. Want to explore these features more closely? Take the time for a free demo to discover a way to increase your sales 3x.
