GTM Glossary · Motions & Plays
Buying Signal (Intent Data)
An observable event suggesting an account may be entering a buying window.
[01]What It Means
Signals divide into first-party, such as pricing-page visits and repeat sessions, and third-party, such as funding, hiring, leadership changes, technology adoption, or tender publications. A signal is not intent; it is permission to be relevant.
[02]Why It Matters
Signal-led outreach is the difference between interrupting and arriving on time. It raises answer rates, shortens cycles, and reduces the volume needed to hit a number, which is what makes a senior motion affordable.
[03]Where It Goes Wrong
Treating any website visit as intent and calling too early with nothing to say.Buying third-party intent data without validating it against closed-won history.Acting on signals with a generic message, which wastes the timing advantage.
[04]Related Terms