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How Manufacturers Can Identify & Use Buyer Intent Signals To Drive Sales

How Manufacturers Can Identify & Use Buyer Intent Signals To Drive Sales
Written by publishing team

What if you could tell your sales and marketing teams Which buyers were actively looking for for your products and services? They will likely confine their focus to these buyers, and you will likely see an increase in the number of real opportunities flowing through your pipeline.

In the digital space, potential customers are always sending signals about the types of products and services they are likely to buy. Knowing what these signals are and how to recognize them can lead to significant growth in your lead generation and sales efforts, and this post will help you do just that.

A recent DemandGen market study shows that 25% of B2B companies are currently using intent data in their lead generation efforts, with another 35% preparing to use it over the next year. But how do they do it and why is it important?

What are Buyer Intent Signals?

Buyer intent signals are indications that a potential buyer is preparing to make a purchase. Gartner calls buyer intent data the future of B2B lead generation because it “expands the traditional pool of leads by capturing valuable buyer data before an action occurs.” This means that you get insight into who might buy in the future before they get involved in your business.

In the industrial and industrial field, examples of buyer intent signals include:

  • Searching Google for information about a specific product or service
  • Review a specific page on the manufacturer’s website
  • Read blogs about features, benefits, benefits, or a specific product or service
  • Search directory platforms such as for suppliers of a specific product

Whether they’re in the early research phase or they’re evaluating potential suppliers and creating their shortlist, engineers, maintenance and repair staff, and procurement professionals always provide signals of intent – if you know where to look.

➡️ Thomas tip: It’s more important than ever to know which potential customers are willing to buy before reaching out. Find out who is actively searching for your products and services and set your timing with a free market buyer report.

How can I identify potential customers that are showing signs of buyer intent?

According to a Gartner study, by the end of 2022, more than 70% of B2B marketers will use third-party intent data to target potential customers. The better you are able to track signals of buyer intent, the better you will be able to engage these buyers as they supply your services and increase your chances of winning their business.

We recommend reviewing three main channels for identifying buyers and their signals of intent:

  1. Analytics tools on your website
  2. Account-Based Marketing Tools
  3. Activity Data Sources

Let’s review how data can be collected from these channels and used for awareness raising.

Determine buyer intent signals on your website

To access buyer intent signals on your website, learn about Google Analytics and Thomas WebTrax. Google Analytics is useful for identifying and segmenting the different segments of your website visitors. It also allows you to see which content works best and which pages offer the most value in engagement and lead generation.

The combination of Google Analytics and Thomas WebTrax gives you an extra layer of buyer behavior. The two platforms complement each other, but Thomas WebTrax provides hard and first-party demographic data on anonymous users to give you a clear understanding of which buyers are visiting your site and why.

With a free Thomas WebTrax account, you can identify businesses that show buyer intent as they browse your website, allowing you to prioritize your sales team’s outreach efforts toward businesses actively evaluating your business.

Identify signals of buyer intent using account-based marketing tools


With HubSpot’s marketing automation software, you can use the behavior of each lead to customize email messages, content, offers, and communication at scale. HubSpot keeps track of when your CRM contacts visit your website and gives you insight into what marketing content they engage in the most.

Accessing this data allows you to set internal trigger notifications for your team when a contact takes noteworthy action such as visited pages or clicked on emails, and add tasks to alert your sales team to which contacts they should follow up with. This will help you launch automated marketing emails about highly relevant content or alert your team to proactively reach out to potential customers who know what they care most about and what weaknesses need resolving.

➡️ Thomas tip: A marketing automation tool will help you see the full ROI of your website efforts if you measure how many leads are going to an appointment with your sales team and how many close to a sale. Find out the tools you need to build your website into a complete lead generation platform by ordering a free digital health check. Account-Based Marketing’s account-based marketing services allow manufacturers to over-target their online ads at buyers who actively display signals of intent on the platform. The service leverages Thomas’ first-party data to identify, aggregate and target market buyers with highly relevant ads that increase engagement at a higher rate.

Marketing and sales teams can also review industries and companies that are showing intent to plan their outreach, providing an opportunity to achieve faster turnaround time for marketing strategies and identify new companies to add to their priority target list.

In one recent example, a manufacturer generated a $1.5 million opportunity after leveraging buyer intent data to place its ad in front of the right buyer at the right time using account-based marketing (ABM) services at


Bombora solutions can reveal market intent by discovering how many users from an organization are searching for relevant topics, how often they read, and how deep they search compared to their usual activity. It measures the digital journey of potential customers across 4,000+ premium B2B websites, so you know exactly who’s in the market.

Identifying Buyer Intent Signals on is the most important platform for manufacturers to find and track data on buyer intent – over 1.3 million buyers, engineers and MROs have one intention: to find and evaluate suppliers that meet specific purchasing needs. Manufacturers with a presence can reach these active buyers at every stage of their buying process as they search for new suppliers and ensure their business is considered.

Manufacturers who want to understand which companies display buyer intent signals on can request an in-market buyer report dedicated to identifying their active buying audience. These reports are useful for sales and marketing teams to determine which companies and industries are most likely to respond to their marketing and sales efforts.

Ultimately, manufacturing leaders must set out to understand where buyers are located, the types of information they need to do their jobs, and when they are in the market. Contact us today to learn how to identify the most successful customers and engage engineers, purchasing managers, and maintenance and repair personnel who are actively searching the web for new suppliers.

“Thomas saw our blind spots we didn’t know existed and provided them with data and technology to help us boost our sales and marketing efforts,” said Brad Goodwin, CEO of E2Global, a provider of consumer turnkey manufacturing services. “The generated leads are qualified and real.”

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