13 Buying Signals You Can Identify or Track for B2B Prospecting
Are you struggling to figure out which prospects are actually ready to buy?
You’re not alone. Some leads open every email but never respond.
Others silently browse your pricing page and book a demo the next day.
The secret is simple: learn to identify buying signals early so you can:
- Focus on high-intent prospects
- Stop wasting time on cold leads
- Reach the right buyers at the right moment
In this blog, you’ll discover:
- 13 proven buying signals to track for better B2B prospecting
- The difference between explicit and implicit intent
- How to spot warm leads before your competitors
- How LeadsForge tracks buying signals in real time
By the end, you’ll know exactly which prospects are worth chasing, and how to close them faster.
13 Buying Signals You Can Identify or Track For B2B Prospecting – Key Takeaways
Before we explore each of the 13 buying signals in detail, here’s a quick overview to help you understand:
- Which signals matter the most
- How strong the buying intent is
- What your next step should be
This comparison table will give you clarity on where to focus your time and how to act faster on hot prospects.
Buying Signals at a Glance
What Are Buying Signals in B2B Sales?
Buying signals are actions or behaviors that show a prospect is interested in your product or service and may be ready to buy.
In B2B sales, spotting these signals helps you focus on the right leads and engage at the right time.
Examples of buying signals:
- Visiting your pricing or product pages
- Downloading case studies, whitepapers, or webinars
- Attending your events or virtual sessions
- Responding to your emails or calls
By tracking these signals, you can prioritize high-intent prospects, personalize your outreach, and close deals faster.
Why Identifying Buying Signals Matters in B2B Prospecting
In B2B sales, not every lead is ready to buy right away.
Some are just researching, while others are actively looking for a solution.
Knowing how to identify buying signals helps you separate serious prospects from cold leads.
Here’s why it matters:
- Focus on the right leads → Spend your time on prospects who are more likely to convert.
- Improve your timing → Reach out when interest is highest to increase response rates.
- Personalize your outreach → Use the right message based on the prospect’s behavior.
- Close deals faster → Acting on buying signals shortens the sales cycle.
By paying attention to these signals, your sales and marketing teams can work smarter, build stronger connections, and convert more prospects into customers.
Types of Buying Signals in B2B Sales
In B2B sales, buying signals come in two main types. Understanding these helps you read prospect behavior better and decide how to approach them.
1. Explicit Buying Signals
These are clear and direct actions showing a prospect is seriously interested.
For Example:
- Requesting a demo or pricing details
- Filling out a contact form
- Booking a sales call
- Asking specific questions about your product
2. Implicit Buying Signals
These are indirect actions that indicate a prospect is considering solutions but hasn’t reached out yet.
For example:
- Visiting your pricing or product pages multiple times
- Downloading case studies, guides, or webinars
- Comparing your solution with competitors
- Engaging with your emails, ads, or social posts
By tracking both explicit and implicit signals, you can identify the right prospects, personalize your approach, and convert leads faster.
13 Buying Signals You Can Identify and Track for Better B2B Prospecting
In B2B sales, prospects rarely say, “I’m ready to buy.”
Instead, they leave small clues, visiting certain pages, downloading resources, or interacting with your brand.
If you can spot these signals early, you’ll know who to focus on, when to reach out, and how to approach them.
Here’s how to recognize the first three:
1. Repeated Visits to Your Pricing or Product Pages
Sometimes, the strongest signals are the quietest.
When a prospect visits your pricing or product pages multiple times in a short span, they’re likely comparing plans or getting internal approvals.
For example, if a SaaS buyer from LinkedIn checks your pricing page three times in two days, they’re probably close to making a decision. That’s your chance to step in.
2. Emails That Keep Getting Opened
You send a proposal email at 10 a.m. By lunch, it’s been opened five times and the pricing link clicked twice.
That’s not random, that’s a prospect reviewing your offer carefully or sharing it with colleagues.
Instead of sending a pushy follow-up, make it light and helpful: “Hey [Name], just wanted to check if you had any questions about the proposal. Happy to clarify anything.”
3. Downloads That Show Serious Research
A casual visitor won’t download two case studies and register for your next webinar.
When someone goes out of their way to grab resources, they’re clearly looking for answers and want to see proof before deciding.
This is your chance to engage softly: share related success stories, a short video, or invite them to a quick demo.
Make it about helping them, not selling to them.
4. Engaging With Your Brand on Social Media
Sometimes, prospects won’t visit your website but will quietly follow you on LinkedIn, like your posts, or comment on industry updates.
That’s a subtle but powerful buying signal.
For example, a VP of Sales from your target account likes three of your LinkedIn posts and comments on a poll about sales automation.
That’s a sign they’re aware of your brand and might be looking for solutions.
What you should do is simple: start a soft conversation. Reply to their comment, share useful insights, or connect with a personalized note, don’t pitch right away.
5. Requesting a Demo or Filling Out a Contact Form
Not all buying signals are subtle. Sometimes, a prospect tells you directly they’re interested.
When someone books a demo, requests a callback, or fills out your contact form, that’s a high-intent signal, they’re already considering your solution.
The faster you respond, the higher your chances of converting them into a paying customer.
Don’t leave these leads waiting, follow up within hours, not days.
6. Comparing You With Competitors
If you notice prospects checking comparison pages or actively visiting competitor sites, it means they’re deep in the evaluation stage. They’re deciding between you and someone else.
For example, a prospect downloads your “Product vs. Competitor” guide, then engages with your competitor’s ads on LinkedIn. That’s a clear buying signal, but also a sign you need to differentiate fast.
Reach out with a message like: “Hi [Name], I noticed you’re exploring different solutions. Here’s a quick customer story showing how we helped [Company X] achieve [result], might be useful as you compare options.”
7. Unusually High Website Visits From the Same Company
When you notice the same company visiting your site multiple times in a short span, it’s rarely random. It usually means they’re discussing your solution internally and want to learn more.
Maybe three different people from the same account checked your pricing page, features, and case studies, all within two days. That’s a sign they’re moving deeper into their research.
A simple, well-timed email or LinkedIn note here can open the door to a conversation.
8. New Decision-Makers or Leadership Changes
When a new VP, CMO, or CTO joins a company, things usually change fast. Priorities shift, budgets get reassigned, and old tools are often replaced with better ones.
Say a new CTO posts on LinkedIn about modernizing their tech stack, that’s a perfect moment to connect. A simple “Congrats on the new role” followed by a relevant resource works better than a direct pitch.
This is your chance to get in early, before competitors flood their inbox.
9. Adopting New Tools or Updating Their Tech Stack
When a company invests in new software or upgrades its tech stack, it often signals active projects and open budgets.
These businesses are already making changes and might need solutions that integrate or complement what they’ve adopted.
For example, a target account rolls out a new CRM. That’s your chance to position your product as a perfect add-on or integration.
Keeping track of such updates through LinkedIn, press releases, or tools like BuiltWith can give you a head start.
10. Announcing New Budgets, Investments, or Funding
When a company secures new funding or announces a budget increase, it often means they’re ready to invest in growth, and possibly new tools or services.
For example, a SaaS startup raises $5M in Series A funding and posts about expanding into new markets. That’s a golden opportunity to position your solution as something that can support their growth plans.
Keep an eye on LinkedIn updates, press releases, and funding platforms like Crunchbase to catch these signals early.
11. High Engagement With Your Sales Outreach
Sometimes the clearest buying signals come from how prospects respond to you directly.
If someone replies quickly to your emails, clicks your links, joins discovery calls, or requests more details, it usually means they’re seriously considering your solution.
For example, a prospect who opens your proposal twice, books a follow-up call, and asks for pricing details is clearly moving closer to a decision. That’s the moment to prioritize them.
12. Increased Activity on Review or Comparison Platforms
If prospects are visiting sites like G2, Capterra, or TrustRadius to compare solutions, they’re already in the evaluation stage.
For instance, if a prospect checks your profile on G2 and looks at competitor comparisons, that’s a strong sign they’re actively choosing between vendors.
Reaching out here works best when you offer value, not a hard pitch, like sharing a customer success story or sending a relevant case study.
13. Attending Industry Events or Webinars
When prospects attend industry conferences, virtual events, or webinars, they’re usually actively exploring solutions and learning from peers.
For example, if three people from a target account join your webinar on sales automation, it’s safe to assume they’re evaluating tools in that space.
A quick follow-up after the event, sharing slides, recordings, or answering questions, keeps the conversation warm and relevant.
3 Real-World Buying Signals Examples
1. UserGems + Greenhouse → Job Change Signals
Greenhouse, a recruiting software company, used UserGems to track job changes of former users and champions.
Whenever someone who had used Greenhouse at a previous company moved to a new role, the sales team received instant alerts.
By reaching out at the right time, Greenhouse created 150+ new opportunities, built a $5.8M pipeline, and closed $1.6M in revenue within a few months.
2. 6sense + PTC → Website Behavior Signals
PTC, an industrial software company, partnered with 6sense to track anonymous website activity and intent signals.
They identified companies repeatedly visiting their product and pricing pages and prioritized those accounts for personalized outreach.
PTC generated 1,200 high-intent accounts, secured 1,000 qualified leads in just a few months, and built an $18M net-new pipeline.
3. LeadsForge + SaaSCo → Intent-Based Prospecting Signals
SaaSCo, a mid-market SaaS provider, used LeadsForge to identify high-intent prospects based on real-time buying signals.
LeadsForge tracked behaviors like pricing page visits, case study downloads, and competitor research activity, then scored leads automatically.
Within three months, SaaSCo’s sales team generated 500+ qualified leads, booked 120 demos, and built a $3.5M pipeline, all by prioritizing prospects showing the strongest intent signals.
Try Leadsforge now and get 100 free credits!
How to Act on Buying Signals Effectively to Close More B2B Deals
Spotting buying signals is only half the job, the real impact comes when you act on them quickly and smartly.
Here’s a simple approach:
Steps to Act on Buying Signals
Most Common Mistakes When Recognising Buying Signals
Sometimes, sales teams spot buying signals but misread them, which leads to missed opportunities or wasted time. Here are the mistakes to avoid:
Best Tool to Generate B2B Leads by Identifying Buyer Signals
In B2B sales, you don’t need more leads, you need the right leads. Reaching out to prospects who aren’t ready to buy wastes time and slows down your pipeline.
The real advantage comes from knowing who’s showing buying intent, and acting before your competitors do.
That’s where LeadsForge can help.
It’s an AI-powered B2B lead generation platform that helps you identify, prioritize, and reach prospects based on real buying signals.
LeadsForge doesn’t just collect intent data; it turns it into actionable insights so your sales team knows:
- Who’s ready to buy
- What they’re researching
- When to reach out
With LeadsForge, you get real-time intelligence powered by behavioral, demographic, and firmographic data, giving you a complete picture of prospect intent.
Try LeadsForge today and start converting buyer intent into revenue.
Conclusion
B2B prospecting becomes easier when you can identify buying signals early.
In this blog, we explored 13 key signals that reveal when prospects are researching, comparing, and preparing to make a decision.
By acting on these signals, you can:
- Focus on accounts with real purchase intent
- Personalize outreach based on what prospects care about
- Save time by avoiding low-intent leads
- Close deals faster and more efficiently
If you want to make tracking these signals simple, LeadsForge gives you everything in one place, verified leads and intent data, so you always know who to reach out to and when.
Start your free trial today and see how LeadsForge helps you turn buying signals into qualified leads and faster conversions.