Signal-Based Outbound12 min
What is signal-based outbound? The complete guide
Everything about signal-based selling: what it is, which signals exist, and how to set it up.
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Buyer Signals
10 buying signals you can use tomorrow for B2B outbound
10 min read
You don't have to guess who's ready to buy. Buying signals tell you exactly which companies are now open to a conversation. In this article: 10 concrete buyer signals, how to detect them, and an example opening line per signal.
Why buying signals change your outbound
The difference between a cold email with 3% reply rate and one with 15%? Timing and relevance. Buying signals give you both. Instead of blindly working through a list, you respond to something concrete that just happened.
Below are the 10 most powerful signals, each with: what it is, why it works, how to detect it, and a ready-to-use opening line.
1. Funding round raised
Wat het is
A company raises seed, Series A, B or growth capital.
Waarom het werkt
There's fresh budget, they're scaling up, and decisions need to be made quickly. Companies that just raised funding actively invest in tooling, processes and people.
Hoe je het detecteert
Clay automatically monitors funding rounds via Crunchbase integration. Set a trigger for companies in your ICP that raised funding in the past 30 days.
Openingszin:
“Congratulations on the funding round. At similar scale-ups in your industry, we see that the sales process becomes the first bottleneck when scaling — does that sound familiar?”
2. New sales or marketing hire
Wat het is
A company hires a new sales or marketing manager, director or VP.
Waarom het werkt
New hires want to prove themselves quickly. They evaluate existing tooling, bring new ideas, and have budget to invest. The first 90 days are the window when they're most open.
Hoe je het detecteert
Clay tracks new hires via LinkedIn data. Filter on job titles like 'Head of Sales', 'Marketing Manager', 'VP Revenue' at companies in your ICP.
Openingszin:
“Saw that you just started as [title] at [company] — congratulations. Other sales leaders in your industry use signal-based outbound to deliver results faster.”
3. New CEO or CRO appointed
Wat het is
There's a C-level change, specifically CEO, CRO or COO.
Waarom het werkt
New leadership means new strategy. A new CEO or CRO re-evaluates existing vendors, processes and priorities. This is when budgets shift.
Hoe je het detecteert
LinkedIn (manually or via Clay). Set alerts on companies in your ICP for C-level changes.
Openingszin:
“With a new CRO at the helm, a lot often changes in a short time. At similar companies, we helped the new leadership team streamline their sales process within 6 months.”
4. Company visits your website
Wat het is
A company visits your website — specifically pages like pricing, case studies or product pages.
Waarom het werkt
They're actively exploring. This is first-party intent data — the strongest signal there is, because they're already looking for you.
Hoe je het detecteert
Leadinfo is the go-to for Dutch companies. It identifies 35-40% of B2B traffic in the Benelux. Cookieless, GDPR-compliant, and from €69/month.
Openingszin:
“We help B2B companies set up a scalable sales process. Given your focus on growth — is this something that's on your radar right now?”
Note: never refer to the website visit itself in your message. That feels creepy. Use the signal to determine your timing, not as a conversation opener.
5. Technology adoption or switch
Wat het is
A company implements new software or switches from one tool to another.
Waarom het werkt
Technology switches mean active evaluation is happening. If a company switches from tool A to tool B, there's a good chance they're also reconsidering adjacent tools.
Hoe je het detecteert
Clay integrates with BuiltWith for technographic data. You can set triggers on specific technology adoptions or switches.
Openingszin:
“Noticed you recently started using a new tool. Companies making this move often run into specific challenges — we help solve those.”
6. LinkedIn engagement with your content
Wat het is
A prospect likes, shares or comments on your LinkedIn posts or company page.
Waarom het werkt
They already know you. There's brand awareness and an initial form of trust. A connection request or DM therefore doesn't feel cold but like a logical next step.
Hoe je het detecteert
LinkedIn Sales Navigator (Advanced) shows engagement with your content per saved lead and account.
Openingszin:
“Thanks for your reaction on my post about signal-based outbound. I'm curious — is this something that's relevant at your company?”
7. Searching relevant keywords (intent data)
Wat het is
A company actively searches for topics related to your solution.
Waarom het werkt
They're actively in an exploration phase. This is classic third-party intent data.
Hoe je het detecteert
Bombora is the market leader but costs $30,000-$100,000 per year and is primarily US-focused. For Dutch SMBs, use Google Search Console + Leadinfo as a free alternative.
Openingszin:
“I noticed this topic is high on your agenda. At similar companies, we helped streamline their sales process — would it be worth a quick chat?”
8. Negative reviews about internal culture
Wat het is
A company gets negative Glassdoor reviews about sales culture, high turnover, or lack of tooling.
Waarom het werkt
This signals internal problems that your solution might address. High sales turnover? Maybe proper tooling or training is missing.
Hoe je het detecteert
Manually monitor Glassdoor at companies in your ICP. Clay can scrape Glassdoor data and filter on relevant keywords.
Openingszin:
“I work a lot with sales teams in your industry that struggle with structuring their sales process. Sound familiar?”
Note: never refer to the Glassdoor reviews themselves. Use the insight, not the source.
9. New market or office
Wat het is
A company opens a new office, enters a new market, or launches in a new country.
Waarom het werkt
Growth into new markets creates direct needs: local lead generation, new processes, partnerships, and market knowledge.
Hoe je het detecteert
Chamber of Commerce mutations for Dutch companies. LinkedIn company pages for international expansion. Clay can monitor company updates.
Openingszin:
“Congratulations on the move to the new market. Other companies in your industry that made the same move ran into specific sales challenges — something you're dealing with too?”
10. Prospect opens your emails repeatedly
Wat het is
A prospect opens the same email 3+ times, or opens multiple emails in your sequence.
Waarom het werkt
Repeated opening means interest. They're hesitating, sharing internally, or waiting for the right moment.
Hoe je het detecteert
Email tools like Instantly, Lemlist or HubSpot track opens. Filter on prospects who open 3+ times but don't respond.
Openingszin:
“I wanted to check if my previous email was relevant — I understand the timing isn't always right. Is the sales process something that's relevant now or later?”
How to get started
You don't need to monitor all 10 signals at once. Choose 2-3 that are most relevant to your ICP and industry, and build campaigns around them.
The easiest start: signal 4 (website visits via Leadinfo) and signal 2 (new hires via Clay). Both are affordable, easy to set up, and deliver immediate results.
Want to know how to set this up?
Read how to switch to signal-based outbound in 5 steps, or see which tools you need.
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