B2B Sales Prospecting: From Traditional to Buyer Signals

David Dulany discusses the shift in B2B sales prospecting, emphasizing the move from traditional methods to a buyer-centric, signal-based approach.

"This is a completely new reality where 70 to 80% of the pre-sales process and the research process is done online without even talking to a salesperson."

Key Insights:

• Salespeople are no longer the sole gatekeepers of information. Buyers conduct extensive research on solutions online before engaging with sales, driven by a fear of making mistakes — often called the "faux effect."
• Using signal-based data helps pinpoint the right prospects at the right time, eliminating guesswork and saving valuable time.
• Companies should prioritize analyzing the buyer journey, mapping the necessary technology stack, and focusing on signal-based data tools, ensuring that data flows smoothly between these tools and that the sales team effectively utilizes the information.
• Any company that fails to leverage intent data is missing out on valuable insights and risks falling behind competitors actively using these signals to personalize their outreach and engage with potential customers at the right time.