Identifying buying signals is essential for knowing when your Ideal Client Profile (ICP) is ready to engage and move closer to a purchase decision.
In Fried Egg Marketing, the goal is to focus your efforts on the yolk, your most valuable clients. Buying signals help you understand where they are in their journey. But not all signals are equal, and they vary depending on the stage of awareness and intent your ICP is in.
Understanding how to identify buying signals within your ICP can help you avoid wasting time on leads that aren’t ready and instead focus your marketing and sales efforts where they’ll deliver the most impact. Let’s break down the three key stages of buying signals within your ICP: Unaware Signals, Problem Aware Signals, and Solution Aware Signals, and how to interpret them through the lens of Fried Egg Marketing.
1. Unaware - Early Clues from Your ICP
At the Unaware Signal stage, your ICP prospects are not actively looking for solutions. They might not even be aware they have a need. These signals are subtle indicators of potential future demand, often related to changes within the organisation or market. Although these prospects aren’t in the market yet, recognising early evidence signals allows you to get ahead and start nurturing relationships before your competitors do. Here are a few examples.
- Changes in leadership, management, or restructuring within your ICP’s organisation can signal upcoming shifts in priorities or new challenges that your solution might address.
- Adjustments in budget allocations within your ICP’s organisation, such as an increase in spend for technology or operational improvements, can hint at potential future needs.
- If your ICP is launching new products or entering new markets, they may need additional tools, services, or support to fuel that growth.
- When your ICP begins recruiting for key roles, such as tech or compliance, it could be a sign they are preparing to invest in new solutions to support those hires.
2. Problem Aware - Awareness Grows in Your ICP
As your ICP prospects move into the Problem Aware stage, they begin to recognise they have a problem but aren’t fully committed to solving it yet. At this point, they are researching and educating themselves. However, buying intent is still unclear. Your role here is to help them understand their challenges and guide them towards a solution that aligns with their needs. It is really important to understand that at this stage they are not a lead, they are in education mode. Our job is to be the first to educate so that we can develop an early relationship with a champion.
Examples of ICP Need Signals
- Website Visits: When ICP prospects visit your website and engage with key pages, such as product overviews or service offerings, they are starting to explore how your solution fits into their needs.
- Engagement with Competitor Content: If your ICP is comparing you with competitors or frequently engaging with your content while researching others, they’re looking for differences but are still in the exploration phase.
- Webinar Attendance or Downloading Whitepapers: Your ICP might attend your webinars or download educational resources. While this signals interest, they’re still gathering information and are not yet committed to a purchase.
3. Solution Aware - Ready to Engage and Explore Solutions
In this stage, your ICP prospects have recognised their need, named it, and are actively seeking solutions. These signals show clear buying intent, meaning the prospect is now deep in the decision-making process and likely comparing vendors before making a final choice. Our job here is to convince them that our solution is the most viable solution to their problem. They are still not really a qualified lead at this point and can not be considered part of your deal pipeline.
Examples of ICP Intent Signals
- Repeated Visits to Pricing Pages: If your ICP prospects are visiting your pricing page multiple times, they’re seriously evaluating your solution and considering cost as part of their decision-making.
- Multiple Interactions with Product-Specific Content: ICP prospects who repeatedly download case studies, attend product-focused webinars, or engage with solution-specific content are demonstrating a high level of interest.
- Requesting Demos or Consultations: When ICP prospects ask for demos or consultations, it’s a strong indication they are close to making a decision and want to see how your solution works in their context.
- Participation in In-Person Events: ICP members attending your events or conferences demonstrate commitment to exploring solutions and deepening their relationship with your brand.
Why Buying Signals Matter for Your ICP in Fried Egg Marketing
The beauty of Fried Egg Marketing is that it helps you focus on the right clients at the right time. Understanding buying signals within your ICP allows you to tailor your marketing and sales efforts accordingly. Instead of chasing every lead, you focus on the yolk—the core clients who are most likely to convert and bring long-term value.
By recognising these signals, you can:
- Prioritise high-potential prospects: Focus your efforts on those who are showing clear intent, ensuring your time and resources go toward clients ready to engage.
- Align your messaging: Adapt your content and outreach to match where your ICP is in the buying journey, moving them from awareness to decision-making smoothly.
- Reduce wasted efforts: Avoid spending too much time on early-stage prospects who aren’t ready, and focus on nurturing them until they move closer to intent.
Conclusion: Spotting Buying Intent in Your ICP
Identifying buying intent within your ICP is a crucial part of Fried Egg Marketing. While many leads may show early signs of interest, understanding the different stages of buying signals helps you focus on the most valuable prospects. By recognising evidence, need, and intent signals, you can tailor your approach to engage with your yolk—those high-value clients who are ready to make a decision.
With the right strategies in place, you’ll be able to maximise your marketing efforts, streamline your sales process, and close deals more effectively by focusing on the clients that matter most.
Get started on your own Fried Egg Marketing strategy by attending this webinar.
