Buying signals · 1 min read
Business signals are context, not proof of intent
Public developments like hiring or expansion can make outreach more relevant. They should never be mistaken for a decision to buy.
Public business developments, such as a company entering a new market, growing a team or announcing a technology initiative, can be valuable context for B2B sellers. They help explain why a conversation might be timely. But they are frequently overstated.
Three different kinds of evidence
It helps to separate three categories. Public business signals are observable developments at an organisation. First-party engagement is how a specific person has interacted with your own content, emails or calls. Verified purchase intent is an explicit, confirmed statement that a buyer is evaluating or planning to buy. Each carries a different weight.
Why the distinction matters
Treating a public signal as intent leads to presumptuous messaging such as 'I saw you're looking for…' when the recipient is doing no such thing. That erodes trust quickly. Treating it as context leads to better questions: 'Teams expanding into new regions often face X. Is that relevant for you?'
Use signals responsibly
Rely on publicly available information, cite it accurately, and avoid inferring personal circumstances. A signal should make your outreach more relevant and respectful, not more intrusive.