Buying Signals For Demand Programs

B2B buyers emit a wide variety of signals as they research, evaluate, purchase, adopt, and review solutions to their business needs. Each signal conveys information about the buying entity and opportunity. Without structure and considered application, however, these signals at best contribute to the noise and at worst cause marketing and sales tactics to misfire due to lack of understanding of buyer needs. In this report, we provide guidance for understanding the dimensions and characteristics of B2B buying signals, classifying those signals across systems and workflows, and embedding sense-and-respond capabilities into demand program design.