Buyer Readiness Signals, Explained We’ve covered key aspects of the digital “breadcrumb trail” that buyers leave across the internet as they There are three main types of buyer readiness signals: conduct research. But there’s another type of signal that buying organizations emit in the Dark Funnel, and • Technographics these clues reveal which organizations are truly ready to acquire and use the kinds of solutions you offer. • Organizational performance These signals are generally easy to capture from your existing customers (since they should be regularly • Market forces communicating with your customer success team), but most prospects’ readiness signals lurk within Let’s take a closer look at each. the Dark Funnel, far from your detection. Type #1: Type #2: Type #3: Technographics Organizational Performance Market Forces One of the best ways to identify near-term A prospect organization must also have the Market forces refers to external events that might impact prospects is to uncover their organization’s right set of resources or business conditions a company’s need and ability to make a purchase. technographics—the technologies or that enable—or even require—them to make For instance, these signals might include regulatory technical infrastructures used to achieve their purchases. Even organizations that are otherwise changes, economic downturns or even the entry of new business goals. great fits may not be good prospects now if their competitors in a market. This critical information can reveal if a performance doesn’t afford them the budget and Here are some examples of how market buyer’s company uses solutions that resources to make the acquisition. forces impact buyer behavior: compete with yours, and whether those Key factors that strongly influence these • New regulations might require construction partnerships are new acquisitions or near time-sensitive purchasing decisions include: companies to make investments in the end of their contracts. • Is the company profitable or not? health and safety equipment Technographics can also reveal if a • Is the company growing? • Changes in tax laws may accelerate the company’s tech stack is technically com- adoption of new financial reporting solutions • Has the company recently received for industry-specific businesses patible with your solution, which is often a investment funding? critical sales qualifier. • Is the company gaining or losing market • Governmental infrastructure spending could share? signal the need for machine manufacturers to purchase new equipment • Is it hiring employees or laying them off? 12