The Reason to Buy Comes Before the Intent Signal

What made them look?

Your team is good at spotting activity: the search, the download, the click. The problem is that by the time you see it, the story has already started.

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Something changed inside that account first. A new leader, a missed target,a project approved. That change is the reason to buy. The signal is its echo. Our latest guide, The Reason to Buy shows how to trace one back to the other.

1. The buying story starts before the search

68% of buyers start a purchase with a preferred option in mind, and that option wins 55% of the time (Forrester). An intent signal isn't the first chapter. It's a late one.

The question to ask: what changed at the account before it started looking?

In the guide: the triggers to look for behind a signal, and a short exercise to find the gaps in your best-fit accounts.

2. A score tells you who. Context tells you what it means.

A typical purchase involves 13 internal stakeholders and nine external influencers (Forrester). One contact's click is a thin view. Signal without a reason is noise. The signals worth acting on are the ones that point to the same reason.

The question to ask: could we name the reason behind our last "high intent" account?

In the guide: how to tell a real signal from three separate clicks, and where AI fits.

3. The hand-over is the product

67% of B2B buyers prefer a rep-free experience (Gartner), so the moments they do speak to a seller count for more. A lead is only as useful as the reason it carrie, and a name and an email don't carry one.

The question to ask: what does our lead tell a seller that a name and email can’t?

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Get the full guide

The 8-page guide turns these three ideas into something your team can use this week:

• One exercise and one question to take back to your team, for each takeaway
• The hand-over checklist: six things every lead should carry to sales
• A five-point self-check to see where your team stands

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