Understanding Buyer Intent

When I was in sales, the hardest question was: “Which accounts are actually worth my time?” We had CRMs full of companies and contacts, but no real way to know who was in-market. So we spent hours digging through filings, news, and social posts – hoping to find a signal. Even the best reps could only cover 30 to 40% of the accounts they were assigned. The rest was just wasted opportunity. That’s changing with AI. I have been talking to our customers and even our own reps at HubSpot about how they are using intent data to drive better prospecting. And it is dramatically different. Here is what I am seeing great reps do: Spot demand before it’s obvious. They are using AI to scan job postings, funding announcements, press coverage, even community chatter, to flag the accounts most likely to buy. Qualification is completely different with intent data. Make conversations personal and relevant. Reps are using AI to get alerts the second an account shows intent, like visiting a pricing page right after a funding round. And they are using sequences to send out relevant emails that feel personal. This is what intent-based qualification and prospecting looks like. Salespeople can not only cover more accounts, they can connect with each account in a deeper way. One sales leader we connected with told me: “What used to take 20 hours a week in research now takes one. And we’re seeing better responses than ever.” Prospecting used to be guesswork. With AI, it’s precision.

VP of Sales: We need to stop forcing buyers into discovery calls. CEO: That's literally how we sell. What are you talking about? VP of Sales: Buyers have changed. They don't want to talk to us until they're ready. We're losing deals by pushing calls too early. CEO: Our demo show rate is 65%. That's industry standard. VP of Sales: And our close rate from those demos is 8%. I ran the numbers. The deals we actually close? Most of them pushed back on the first 3 call requests. CEO: Because they're busy. That's why we follow up. VP of Sales: No. Because they're not ready to be sold to yet. They want to research on their own terms. By the time they agree to a call, they've already decided if we're a fit. CEO: So what, we just wait around hoping they call us? VP of Sales: We give them everything they need to make a decision without us. Product demos on YouTube. Case studies. Pricing transparency. Then the sales call becomes a buying conversation. CEO: You want to show pricing upfront? Are you trying to kill our ACV? VP of Sales: Our competitors already do it. Prospects are finding it anyway. We look sketchy hiding it. CEO: This sounds like you want to eliminate the sales team. VP of Sales: I want to eliminate the dog and pony show. The reps who can't adapt will struggle. The ones who educate instead of pitch will thrive. CEO: We've done it this way for 8 years. VP of Sales: And our average sales cycle has increased from 45 days to 93 days in the last two years. Because buyers are tuning us out until they're ready. CEO: You have one quarter to test this. If pipeline drops, we revert. VP of Sales: Deal. But when our close rate doubles, I want budget for more content. CEO: Don't get ahead of yourself. VP of Sales: Already ahead. Johnson closed a $180k deal last week. Prospect watched 4 of our YouTube videos before the first call. Sales cycle: 12 days. PS - This isn't about eliminating sales calls. It's about earning them. Stop interrupting buyers. Start informing them. I'm Conor Paulsen & I help companies turn LinkedIn into a top revenue channel through a combination of organic content + outbound messaging. Follow me for more actionable LinkedIn sales tips & tricks.

I cannot tell you the horror stories I’ve heard from buyers about coming in with a super high-intent inbound and being forced sit through 1-2 initial meetings where there was zero value for the customer. The call was solely for the benefit of the selling company trying to “qualify” when the buyer came in ready to buy I want us to take a step back and really think about what this process looks like from the outside. Here I am, someone interested in a solution. I reached out to the sales organization to learn more Then I got handed to someone for an initial conversation who just asked me a bunch of questions and then when they described the product, it wasn't tailored to my needs. Every...and I mean every B2B company needs to embrace customer journey paths that triage buyers as fast as possible and match the customer's desired path I’m going to introduce an easy concept here that will help you to understand what real intent looks like with the concept of Vetted, Educated and Cold. Vetted: At least 5 of the below Have met with a competitor or reviewed their offerings online Have researched your offering via a peer or online resource Have an understanding of pricing Have a clear business outcome they are looking to achieve Have a clear timeline Have already defined the evaluation process They do not have to be a decision maker Educated: Must have completed these three Have researched your offering via a peer or online resource Have a clear business outcome they are looking to achieve Have a clear timeline They do not have to be a decision maker Cold: Have completed less than three of the criteria in Vetted The goal prior to every potential customer that we interact with that is “Cold” is to get them to be educated BEFORE we meet so they can self guide and we can meet them at this stage. This should be done digitally as much as possible. Then when you understand where someone is...you better skip the BS steps you are told "have to happen" and instead use common sense to get the right buyers through the process faster. It's 2024 - the one size fits all sales process is done. Buyers don't have time for it so start here. Start by thinking about these paths and how could your team react faster to high-intent buyers DM me or book some time and happy to talk through teams are implementing more dynamics sales processes for 2024

Years ago, I watched one of the best enterprise salespeople I've ever known lose a million-dollar deal simply because "𝗜 𝗱𝗼𝗻'𝘁 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲 𝗽𝘂𝘀𝗵𝘆". This brilliant, capable professional was letting million-dollar opportunities slip away because she was afraid of seeming aggressive. Sound familiar? Here's the reality I've found after analyzing thousands of sales interactions: The average B2B purchase requires 8+ touches before a response, but most salespeople give up after 2-3. 𝗧𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗶𝘀𝗻'𝘁 𝗳𝗲𝘄𝗲𝗿 𝗳𝗼𝗹𝗹𝗼𝘄-𝘂𝗽𝘀—𝗶𝘁'𝘀 𝗯𝗲𝘁𝘁𝗲𝗿 𝗼𝗻𝗲𝘀. Working with clients across industries, I've developed what some have called the "Goldilocks Sequence" – not too aggressive, not too passive, but just right for maximizing response rates without alienating prospects. It starts with how we view follow-ups. Stop thinking of them as "checking in" and start seeing them as opportunities to deliver additional value. For each client, we build what I call a "Follow-Up Content Library" with 5-10 genuinely valuable resources for each buyer persona – a mix of their content and third-party research addressing likely challenges. Having this ready means follow-ups can pull the most relevant resource based on the specific situation. The sequence itself has a rhythm designed to respect the prospect's time while staying on their radar: 𝗗𝗮𝘆 𝟭 is the initial value-focused outreach with a specific insight (never generic "I'd like to connect" language). Around 𝗗𝗮𝘆 𝟯, we send a gentle bump, forwarding the original email with: "I wanted to make sure this reached you. Any thoughts on the [specific insight]?" It's brief and assumes positive intent. By 𝗗𝗮𝘆 𝟱, we shift to an alternative channel like LinkedIn, with a personalized note referencing the insight, but still no meeting request. Around 𝗗𝗮𝘆 𝟴 comes the pure value-add – sharing a relevant resource with no ask attached: "Came across this [article/case study] that addresses the [challenge] we discussed. Thought you might find it valuable regardless of our conversation." 𝗗𝗮𝘆 𝟭𝟮 brings what I call the "pattern interrupt" – a brief email with an unexpected subject line and single-question format that's easy to respond to. Then, around Day 18, we send the "permission to close" message: "I'm sensing this might not be a priority right now. If that's the case, could you let me know if I should check back in the future? Happy to remove you from my follow-up list otherwise." This sequence generated a 34% response rate for an enterprise software client compared to their previous 11% using traditional methods. The key difference? Every touch adds legitimate value rather than just asking for time. And because it's systematic, it removes the emotional weight of deciding when and how to follow up. What's your most effective follow-up technique? I'm always collecting new approaches to share with clients. #SalesFollowUp #OutreachStrategy #PipelineGeneration

Every decision we make is influenced by subtle psychological triggers— whether we’re aware of them or not. For marketers & sales teams, understanding these nuances can dramatically enhance how we connect with prospects & close deals. Here are a few key psychological drivers: 1. Anchoring bias: → Initial information frames decisions. → Highlighting a premium offering first can make subsequent options appear more attractive. 2. The scarcity effect: → Limited availability creates urgency. → “Only 3 spots left” taps into the fear of missing out & drives quicker action. 3. Social proof: → People follow the crowd. → Testimonials, reviews, or case studies make potential clients feel safer in their decisions. 4. Loss aversion: → Potential losses resonate more deeply than equivalent gains. → Phrasing matters: “Don’t miss out on this opportunity” often outperforms “Here’s what you’ll gain.” 5. The reciprocity principle: → When you give, people feel compelled to return the favor. → Offering free resources or insights builds goodwill that nudges prospects toward action. Let’s understand now why it matters: Decisions aren’t just logical— they’re emotional too. Tapping into psychology can turn hesitation into action. Hence, making communication more persuasive & impactful. How are you aligning your sales strategies with these behavioral insights?

Had an interesting conversation with a client last week that I can't stop thinking about. "Before every sales meeting, I look up the person on LinkedIn," he told me. "If their content doesn't match what they claim to sell, I'm already skeptical before the call even starts." This hit home because we ALL do this, don't we? When someone's about to pitch us, we immediately check their LinkedIn profile. It's our digital due diligence. And what we find dramatically shapes our perception before a single word is spoken in that meeting. I've seen this play out hundreds of times with B2B services companies: • A biopharma prospect researches a consultant who's coming to pitch next week - but finds they've only been posting about education for months. Credibility damaged. • A potential client explores a software agency's leaders' profiles and finds inconsistent messaging about what they actually do. Confusion created. • An enterprise buyer reviews a services firm's content and discovers thoughtful insights specifically about their industry challenges. Trust established. What's fascinating is how few companies strategically align their LinkedIn presence with their sales conversations. They treat LinkedIn as a separate channel rather than the critical first touchpoint in their buyers' journey. Your LinkedIn content isn't just content marketing - it's the foundation of your positioning. It's where buyers decide if you truly understand their world before they ever speak with you. The question isn't "should we post more on LinkedIn?" but rather "does our LinkedIn presence build or undermine the credibility we need to win business?" What do potential clients see when they inevitably check out your profile before meeting you? #B2BMarketing #Positioning #LinkedInStrategy #SalesEnablement

The Rise of Buyer Research on LinkedIn: Why Your Digital Reputation Decides the Sale Buyers have changed the way they buy. The days of someone picking up the phone to “learn more” are long gone. Now, by the time a prospect agrees to a conversation, they already know a lot about you. LinkedIn is often the very first place they look, and what they find shapes whether they see you as credible or worth ignoring. Think about your own habits. When someone connects with you or sends a message, do you just reply straight away? Or do you check their profile, their activity, and whether they seem trustworthy? Your buyers do exactly the same. They look for signs of credibility. They scan your content to see if you share anything useful. They check your recommendations. They might even notice who in their network already engages with you. This isn’t about being “active” for the sake of it. Your profile is your shop window. Your content is the reassurance that you know what you’re talking about. Together, they create a digital first impression. And in social selling, that impression can either open doors or close them before you even know the buyer was looking. Here are three things most prospects are doing before you speak: ...(read the article)

Prospecting ≠ Stalking. No one likes stalkers on their phones (instead do this): Your outreach doesn’t need to feel like you're spamming your prospect. Sadly, +54% of reps are missing the quota. Mainly because they don't have: → Updated data → Ongoing training → Proper tech stack As the experts say, great outreach is about relevance, not just reaching out. It’s not enough to have a name and a number.   Without context, your call will be BS. This is what Cognism stands for: to eliminate the crippling challenge sellers face when prospecting blindly. Their new launch, Sales Companion, is a sales rep's plus to more accurate decision-maker data Here are 6 ways that will help you hit quota (smartly): 1. Use real-time signals   ↳ Look for buying signals like funding rounds or hiring sprees. These clues tell you when to reach out. Example: ACME just hired a CRO and opened a new office in London. 2. Company + Contact intent ↳ Check for behavioral data like the number of times they engaged in specific content in X timeframe. Example: Company or CRO reacted to "AI sales strategies" 4 times in the last 7 days. 3. Message relevance ↳ Reference recent events or news in your outreach. Show that you’ve done your homework. Example: "Looks like you're into AI sales strategies, we put this 1-pager together with the top 7 approaches and tools to use. Should I send it over? FYI, follow X for more insights, you'll love it." 4. Be timely   ↳ Don’t guess when to contact someone. Let real-time data guide you. Example: "The new feature about X in the product launch yesterday is so good — exciting milestone!" 5. Build a connection   ↳ Use your knowledge to create a relevant conversation. Make them feel valued. Example: "[Name] enjoyed your CEO's take on scaling SaaS teams in X event last week. Great insights!" 6. Stand out   ↳ Most salespeople send generic pitches. Be different. Be relevant. Be credible. Example: "Saw you’re expanding into AI—big moves! Let me know if you'd like a quick resource on trends." You don’t need to be a stalker to connect.   So what are you waiting for?  If you want to move from 100 rejections a day to qualified meetings booked in your calendar, try Cognism's new Sales Companion Act now and make your outreach count. PS: Awesome meme by Noam.

55% of sales leaders witnessed increased lead conversions with intent data, a stat that marks a new era in the art of sales and marketing. 🔍 A Personal Tale: From Data Jungle to Targeted Strategy 🔍 I once partnered with a client who was overwhelmed by a deluge of intent data from Bombora. Picture navigating a dense jungle without a map. The data was vast but unstructured, not effectively mapped to accounts. I was reminded of Craig Rosenberg's words - "The key on intent is fit comes first." 💡 Turning Complexity into Clarity: The Role of Context Our quest was clear: to cut through this jungle and find a path. We initiated a meticulous cleanup, aligning intent data with specific accounts. Then, we took a pivotal step further by focusing on contextual intent data. 🧭 Unlocking the ‘Why’ Behind the Data Contextual intent data is like a compass in uncharted territory. It goes beyond identifying interested accounts; it's about grasping the reasons behind their interest. This deeper understanding enabled us to tailor our approach, addressing the specific needs and challenges of each account. 🌈 The Outcome: Precision-Driven Sales and Marketing Success The transformation was remarkable. Sales dialogues became more focused and resonant. Marketing campaigns struck a chord, addressing the unique context of each account's journey. 🛤️ A 5-Step Blueprint to Mastering Contextual Intent Data Data Harvesting: Collect intent data with an eye for the underlying context of each interaction. Intelligent Mapping: Align this data with specific accounts, illuminating your path through the data forest. Tailored Tactics: Customize your outreach based on the nuanced context of each segment. Adaptive Campaigns: Launch dynamic, context-sensitive campaigns that connect deeply with each account's narrative. Strategic Refinement: Continuously evolve your strategies, responding to the ever-shifting landscape of intent signals and contexts. 📈 Beyond Just Data Points: Contextual intent data isn't merely a collection of information; it's a storytelling tool. It's about transforming raw data into compelling narratives that not only reveal who is ready to buy but also why they are on this journey, creating more meaningful and effective sales and marketing engagements. Step into the world of contextual intent data and watch your sales and marketing narratives change from abstract data points to stories that connect and convert. #ContextualIntentData #SalesInnovation #MarketingTransformation #DataDrivenDecisions #BusinessGrowth #B2Bmarketing #ABM #accountbasedmarketing #METABRAND #IndustryAtom

Most reps lose deals to silence, not rejection. And the worst part? It looks like interest. But it’s not. Here are 10 dead giveaways that your prospect isn’t serious And how to spot fake interest before it clogs your pipeline: 1.) They say yes to everything → Real buyers challenge you. Ask hard questions. Poke holes. 2.) They don’t push back on price → Expect friction. No tension = no urgency. 3.) They won’t introduce other stakeholders → Still “evaluating”? Translation: You’re not a priority. 4.) They say “send something over” without specifics → Ask: “What are you hoping to see and how will it impact your decision?” 5.) They never bring up implementation → Real buyers ask about roll-out, timing, support. 6.) They go dark after the demo → If they loved it and still vanished, it was entertainment, not evaluation. 7.) You’re doing all the work → A deal with zero buyer effort = a deal that’s already dead. 8.) Their questions stay surface-level → Detail = intent. Vague = curiosity. 9.) They delay without a reason → “More time” = low urgency. 10.) They never ask about results → Real buyers care what success looks like. You’re not being ghosted. You’re being slow-played. And unless you qualify harder, these deals will drain your time, your morale, and your forecast. Keep your eyes open. Protect your pipeline. Which one have you run into most recently? __ 👇 Want to close faster and qualify sharper? Join 30,000+ sales pros getting tactical advice in the SalesDaily newsletter. It’s free. It’s quick. And it’ll make you better every week. Subscribe here → https://buff.ly/Q4kqQip