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.
- 行业 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
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