The Early-Signal List: 12 Buying Signals to Reach Buyers Before Your Competitors

Why you need to be early

6sense surveyed nearly 4,000 B2B buyers for its 2025 Buyer Experience Report. According to this summary of the study, 79% of buyers said they made first contact with vendors themselves, and that first contact came when buyers were about 61% of the way through their buying process.

The 6sense press release adds two more numbers. 94% of buying groups ranked their preferred vendors before first contact, and they bought from that early favorite 77% of the time. Buyers also had about 16 interactions per person with the vendor they picked.

Put simply: by the time a buyer calls you, they've mostly decided. If you want a fair chance, you need to be in their head before that point.

Worked example: how long buyers research alone

The same press release says buying cycles took about 10 months in 2025.

1. 10 months × 61% = about 6 months before the buyer contacts anyone.
2. That's half a year of reading, comparing and shortlisting without you.
3. The study summary says buying groups filled 4 of 5 shortlist spots on day 1. Show up late, and you're fighting for one seat.

What a signal is

A signal is a public event that suggests a company may soon need what you sell. A new sales leader, a job post, a new office. It doesn't mean they'll buy. It means you have a real reason to write now, and that reason goes in your first line.

The 12-signal list

How to use it, step by step

1. Pick 3 signals that clearly connect to your offer. Ask: if this happened, would they need me more?
2. Set a weekly check. Same day each week, look for new signals in your target list. Write them in a sheet: company, signal, date, link.
3. Write within days, not months. A signal from last week is a reason. A signal from last year is old news. A common rule is to write within 1 to 2 weeks.
4. Put the reason in your first line. "Saw you just opened a Denver office" earns the next line. A generic opener doesn't.
5. Connect the signal to the problem. Don't just say congrats. Say what that event usually brings: "New offices usually mean..."
6. One signal = one campaign. Write a different email for each signal type, so the reason always fits.

First lines for each type of signal

New leader

Congrats on the new role at [company]. Most new [role]s I talk to spend their first 90 days fixing [problem].

Job post

Saw you're hiring a [role]. While that seat is open, who's covering [the task]?

New location

Saw [company] just opened in [city]. New locations usually need [result] before the local word of mouth kicks in.

Common mistakes

Write the email with Claude

I sell: [your offer, one sentence]
My best result: [a real result, or "none yet"]

Here is a company and the signal I found:
Company: [name]
Person: [name, role]
Signal: [what happened, with the date and link]

Write a cold email under 70 words:
- First line: the signal, said simply and kindly. No "I hope this finds you well".
- Second line: the problem this signal usually brings for a company like theirs.
- Third line: one line of proof (use my result only if it's real; if "none yet", offer something useful for free).
- End with one easy question, like "Worth a look?"
Plain, simple English. Don't invent facts about the company.

Company | Person | Signal type | What happened | Date found | Link | Email sent (date) | Reply?

Links and tools

Quick answers

Does a signal mean they're ready to buy?

No. It means you have a good reason to write now. Many will say not yet. That's fine: ask when to check back.

Do I need paid tools to find signals?

No. Careers pages, LinkedIn, Google News and press releases are free. Paid tools just save time when your list gets big.

How many signals should I track?

Start with 3 that clearly connect to your offer. Add more only when those are running every week.

Isn't it creepy to mention their news?

Not if it's public and you say it kindly. Hiring posts and new offices are things companies want people to see.