10 B2B buying signals that deserve a message today

Published by

David Argüello

CEO of Hurus AI · LinkedIn

A buying signal is an observable fact showing that a company may need what you sell now. If you're looking for the most basic ones (trade shows, change in sales leadership, plant expansion, grants, tenders and sales job postings), you'll find them in our article on B2B buying signals in manufacturers. Here are ten more, seen from the buyer's side.

For each one: where to see it, what it suggests and how to open. It is a working criterion. Each company should validate which ones work in its sector.

The ten signals

• 1. New shelf or category. Where to see it: the chain's website, stores, trade press. What it suggests: they are looking for brands to fill that space. How to open: cite the category and offer a specific item.
• 2. Hiring in purchasing. Where to see it: job boards and LinkedIn. What it suggests: they are about to shift their supplier portfolio. How to open: introduce yourself before the new team sets its list.
• 3. Supplier change. Where to see it: public comments, press, moves in their catalog. What it suggests: there is a gap or a service problem. How to open: ask what they would need to evaluate another option.
• 4. Expansion to new stores. Where to see it: press releases, public records, corporate website. What it suggests: they need more volume and more suppliers. How to open: talk about capacity and supply lead times.
• 5. New purchasing manager. Where to see it: LinkedIn. What it suggests: they will review what is in place. How to open: congratulate them on the role and propose a conversation about their plan.
• 6. Looking for brands with a story. Where to see it: their own messaging, calls for suppliers, announcements. What it suggests: they want product with a narrative. How to open: tell what is behind your brand in two sentences.
• 7. Attended an industry trade show. Where to see it: attendee or exhibitor lists, social media. What it suggests: they are exploring offers right now. How to open: cite the show and propose a short meeting.
• 8. Opened your emails several times. Where to see it: your own tracking. What it suggests: interest without a reply yet. How to open: a different message, shorter and with a closed question.
• 9. Launch of a new product or line. Where to see it: press, website, social media. What it suggests: they need suppliers, channel or distribution for that launch. How to open: tie your offer to the launch.
• 10. A partner joins or they receive investment. Where to see it: business press and public records. What it suggests: they have budget and growth plans. How to open: connect with the stated goal of that capital entry.

How to prioritize when there are several

Not all weigh the same. A simple rule: give more priority to the one that is more recent, more verifiable and closer to a buying decision. A supplier change and a new purchasing manager are usually closer to a decision than a trade show visit. But it depends on the sector.

When two signals coincide at the same company, the chance that it's a good moment goes up. It is a practical criterion, with no figures behind it.

Three mistakes when using signals

• Writing with a signal that has no date. If you don't know when it happened, you don't know whether it still holds.
• Pretending you found it by chance. It is better to say where you got it.
• Using the signal as an excuse to send the same message as always. The signal should change what you say, not just the first line.

Where Hurus comes in

Detecting signals across hundreds of companies at once is AI work. Deciding which ones matter for your business and opening the conversation with judgment is human work. That is what we do at Hurus: we detect the moment, prepare the context and open the conversation. You handle the meeting and the close.

Frequently asked questions

What is a buying signal in B2B?

An observable fact showing that a company may need what you sell now: a supplier change, a new purchasing manager, an expansion or a launch. It is useful if it is verifiable, recent and tied to a problem you solve.

Which is the most important signal?

It depends on the sector. As a criterion, the ones that are more recent, verifiable and closer to a buying decision weigh more, such as a supplier change or a new purchasing manager. If two coincide at the same company, even better.

How do I use a signal when writing?

You cite it in the first line and say where it comes from. Then you connect it with what you offer and propose a short next step. You don't disguise it as chance.

This article is based on working criteria, no external statistics.

Full guide: B2B prospecting for food and beverage manufacturers: 2026 guide

Last reviewed: October 25, 2026.