Buyer Intent Signals and Propensity-to-Buy Scoring in Beacon
Use Beacon's propensity-to-buy scoring and buyer intent signals to identify and prioritize enterprise accounts most likely to close a marketplace deal.
Beacon gives you visibility into which enterprise buyers have real budget available and are showing signs of purchase intent. Instead of prospecting blind, your sales team works from data — commit balances, marketplace activity, renewal timelines, and behavioral signals — to focus on the accounts most likely to close.
What are buyer intent signals?
Beacon continuously collects and aggregates signals from across the cloud marketplace ecosystem to surface which buyers are actively in a purchase motion. These signals span several dimensions:
- Commit availability: How much EDP (AWS) or MACC (Azure) budget the buyer has available and hasn't yet committed to purchases. Buyers with significant unspent commit balances have both the budget and the incentive to transact through the marketplace before their commitment period ends.
- Marketplace search activity: Whether the buyer has been actively browsing marketplace listings in your category. Beacon tracks search and discovery behavior to surface accounts already looking at solutions like yours.
- Renewal proximity: Accounts with software renewals coming up in the next 30–90 days are high-priority. Renewal windows are natural re-evaluation moments — buyers are comparing options, and the timing is right for a marketplace-routed deal.
- Existing vendor overlap: Buyers who already purchase from companies in your space are more likely to add complementary solutions. If a buyer is already transacting with adjacent ISVs through the marketplace, they've demonstrated marketplace-readiness.
- Company growth signals: New hires, funding rounds, or expansion activity that correlates with software buying. Growth-stage companies and teams scaling into new functions tend to accelerate procurement decisions.
Propensity-to-buy score
Each account in Beacon receives a propensity-to-buy score from 1 to 10 that aggregates all available intent signals into a single ranking. The score updates daily as new marketplace data becomes available, so your prioritization stays current without manual effort.
| Score range | What it means | Recommended action |
|---|---|---|
| 7–10 | Strong commit availability, active marketplace browsing, near-term renewal window | Prioritize immediately — send a private offer or engage directly |
| 4–6 | Some positive signals but not yet purchase-ready | Nurture with targeted outreach; monitor for score increases |
| 1–3 | Limited signals or no marketplace activity detected | Monitor for changes; revisit when signals strengthen |
The score is designed to be actionable, not just informational. A high score means the conditions for a deal are aligned right now — commit budget is available, the buyer is searching, and the timing is right.
Using intent signals in your workflow
Navigate to Buyer Intent
In Beacon, go to Sales Intelligence > Buyer Intent to open your scored account list.
Sort by propensity-to-buy score
Sort accounts by propensity-to-buy score (highest first) to immediately surface your best opportunities. The list refreshes daily.
Review the signal breakdown
Click into an account to see the full signal breakdown — what's driving the score. You'll see individual signal strengths for commit availability, search activity, renewal proximity, vendor overlap, and growth signals.
Check commit balance and marketplace routing
For top-scoring accounts, view their current commit balance and Beacon's recommended marketplace routing — whether to route the deal through AWS Marketplace, Azure Marketplace, or Google Cloud Marketplace based on where their commit sits.
Take action
Click Create Offer to open a pre-populated private offer for that account, or Add to CRM to sync the account to your connected CRM so your sales team can act on the signal in their existing workflow.
Tip
Connect your CRM to Beacon so your sales team sees intent scores directly in their existing workflow. See Integrations for setup instructions on supported CRM connections.
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