Learn what B2B buying signals are, the eight categories to watch, and how to turn a dated event into outreach.
B2B buying signals are dated public events or observable behaviors that help a sales team decide which accounts to research. An executive appointment, a published initiative, or a dated regulatory requirement can give context for a timely conversation.
The buyer signal intelligence glossary defines the category and how signals are read. The buying window glossary explains how a buying window is estimated.
A useful observation has a source, an event date, a named company, and a clear connection to the problem your team solves. A job post, for example, shows the role a company is hiring for and the work it describes.
When independent observations at one company point to the same business change, they help a team decide which account to work first.
For a more detailed set of examples, use the 40-signal monitoring framework.
Intent data can show category-related research or engagement, depending on the provider and data source. Event-based signals can add dated organizational context. Both help a team prioritize research, and they complement one another.
Step 1: Record the event. Save the source and date.
Step 2: Connect it to your offering. Describe how the event relates to the problem you solve. Identify the role most relevant to that problem.
Step 3: Ask a useful question. Reference the event accurately and ask whether the initiative affects the prospect's priorities.
Step 4: Set a review date. If a public deadline exists, record it. Otherwise, choose a follow-up date based on the event and your normal sales process, and label it an internal planning decision.
Which buying signal matters most?
The one most closely tied to the problem your offering solves. Relevance to your offering and a dated source matter more than category rankings.
What does an executive hire give a seller?
A named person, a date, and any mandate the company has announced for the role. Reference that mandate in outreach.
Which signals carry a date a seller can plan around?
Public procurement deadlines and stated project milestones carry dates that a seller can plan around.
View a sample Kairos report to see the format for sourced events and qualified account research.
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