Outbound emails are a foundational part of many B2B sales and marketing strategies. Yet, most of them never get opened, let alone replied to. The reason? They're irrelevant.
Sending the same pitch to a broad list of prospects no longer works. Buyers expect messages that are timely, personalized, and aligned with their current needs or priorities. If your outreach doesn’t reflect that, it’s doomed to be ignored.
So, how do you break through the noise?
The answer lies in intent signals – behavioral cues that indicate a potential buyer is actively researching a problem you solve. By identifying and acting on these signals, you can dramatically improve the timing, relevance, and effectiveness of your outbound efforts.
In this article, we’ll explore the different types of intent signals, the tools that help you capture them, and how to turn those signals into meaningful conversations that drive revenue.
Intent signals are digital breadcrumbs. These are clues left behind by potential buyers as they browse the web, consume content, or interact with your brand. They reveal a prospect’s level of interest, urgency, and where they might be in their buying journey.
Unlike traditional lead scoring, which relies on static rules or assumptions, intent signals provide real-time behavioral data. This helps you understand who is interested, what they are interested in, and when they are most likely to respond.
For example:
Each of these actions signals intent. They are moments you can act on with relevant, timely outreach that feels personal and aligned with their current needs.
Intent signals typically fall into three categories: first-party, second-party, and third-party. Each offers unique value and helps you sharpen your outbound strategy.
First-party signals are behavioral cues you gather from your own digital environment. These insights come from how potential buyers interact with your website, emails, product, events, or support team. Because this data comes directly from your ecosystem, it tends to be timely, accurate, and highly relevant.
When a visitor lands on your pricing page, it often means they are actively considering your solution. This is one of the strongest signs of intent and can indicate that they are close to making a decision.
Downloads of whitepapers, case studies, or other resources also show a clear interest in learning more about your offer. If someone spends significant time on product or feature pages, it usually reflects a deeper level of evaluation.
Useful tools for website insights: Instantly.ai, RB2B, Vector, MeetVisitors, Identity Matrix, Warmly
Opening emails, clicking on specific links, and replying to past outreach are all signs of interest. Even if a reply comes later or in response to an automated message, it suggests the lead is paying attention and may be ready to talk soon.
Useful tools for email behavior tracking: Mixpanel, Amplitude, Common Room
Registering for a webinar or showing up at a live event indicates curiosity and a willingness to learn. Asking questions during a session or downloading materials shows active engagement and can reveal what matters most to the attendee.
Useful tools for webinar tracking: Common Room, Unify
If someone signs up for a free trial, requests a demo, or starts exploring features within your platform, they are likely evaluating your product seriously. These activities show clear buying intent. Similarly, if a customer reaches out to support asking about advanced features or add-ons, it may be a sign they are ready to expand their use.
Useful tools for product engagement: Pocus, Amplitude, Mixpanel, Heap
When a lead follows your company, views employee profiles, or interacts with your content on platforms like LinkedIn, it shows growing awareness and interest. Liking, commenting, or sharing posts are small but meaningful signs that can help open a conversation.
Useful tools for social signals: Trigify.io, Teamfluence, PhantomBuster
Second-party signals represent a powerful layer of buyer intent that lies between your own data and broader market insights. Unlike first-party signals, which you collect directly from your channels, second-party signals come from trusted partners who share insights based on their own first-party data.
These partnerships allow you to access highly relevant, verified information that reflects real buyer behavior in contexts adjacent to your own.
When a company visits comparison pages, checks out competitor profiles, or reads in-depth reviews on sites like G2 or Capterra, they are actively researching options. This behavior signals mid to late-stage intent and gives you a chance to join the conversation with helpful, timely information.
Tools for capturing review activity: G2, Capterra, ColdIQ
When a key contact changes jobs or a former user joins a new company, this can reignite opportunities. These career moves often introduce new decision-makers or advocates into target accounts. Monitoring these shifts can help you reach out with context that resonates.
Tools for tracking contact changes: Common Room, Unify, Champify, UserGems
Shared data from platforms that overlap with your ideal customer profile can reveal prospects already engaging with similar tools or services. For example, if a partner platform identifies companies exploring integrations or complementary products, those accounts may be primed for your solution as well.
Tools that surface ecosystem signals: Crossbeam, Reveal, WorkSpan
Second-party intent signals combine the precision of partner-verified data with insights that extend beyond your own reach. They help you identify warm leads, uncover hidden opportunities, and tailor outreach based on meaningful activity you would otherwise not see.
Third-party signals are intent data collected from outside your brand and partner ecosystem. These insights come from external platforms that track online behavior across websites, databases, and public sources. Their main strength is in identifying potential buyers before they interact directly with your company.
These signals are especially helpful for discovering new prospects who are actively researching solutions in your space but are not yet on your radar.
When a company starts using a new CRM system or replaces an analytics tool, it often signals changing priorities. These shifts can create opportunities for complementary products or services.
Tools for technographic data: HG Insights, BuiltWith, Wappalyzer, Similarweb
Companies that receive funding or go through acquisitions are usually entering a phase of growth or transformation. These events often lead to hiring, restructuring, or new software investments.
Tools for tracking funding activity: Crunchbase, PitchBook, Owler
Some platforms collect and analyze data from web activity to uncover early buyer interest. These include signals from visits to relevant articles, public databases, and competitor content. AI-powered agents help identify patterns in this behavior and recommend accounts worth contacting.
Tools for analyzing web activity and behavior: Relevance AI, Claygent, Apify, ZenRows, Common Room, Unify
When a company posts new job openings for roles like data engineers or operations managers, it can indicate upcoming initiatives. These signals suggest that the company is preparing to adopt new technologies or expand its capabilities.
Tools for monitoring hiring signals: Clay, PredictLeads, LoneScale, Mantiks
To get real results from intent data, focus on these key actions:
When used correctly, intent signals help you stop guessing and start connecting with the right leads at the right time with the right message.
If you want help turning these insights into qualified pipeline, we are here to support you.
Get in touch with FORECOM and let’s build an outbound strategy powered by intent.