The buying signals we actually build campaigns on
Funding, leadership changes, hiring, tech switches, expansion and first-party intent: which signals are worth a campaign and how we score them.
A signal is only useful if it changes the odds that someone will reply this week. Plenty of data looks interesting and does nothing for reply rates. These are the signals we keep coming back to, and how we decide which ones matter for a given client.
Six signals worth a campaign
1. Funding
New money creates budgets and urgency. The window is a few weeks to a few months after the announcement, while plans are being made and vendors chosen.
2. A new leader in the team you sell to
New VPs and heads of department review their stack in their first months. A job-change signal on the right title is one of the most reliable triggers we run.
3. Hiring for roles your product supports
A company posting several SDR roles is telling you it wants pipeline. A company hiring a RevOps lead is telling you its systems are about to change.
4. Technology changes
A move from one CRM to another, a new data tool, or dropping a competitor all open a short window for adjacent vendors.
5. Expansion
New offices and new markets mean new suppliers, new hires and new processes. Geography signals work especially well for services businesses.
6. First-party intent
Repeat visits to your pricing page from an identifiable company are the strongest signal of all, because the interest is in you specifically.
How we score them
Every account gets two scores: fit, meaning how closely it matches the companies that buy from you, and signal strength, meaning how recent and how relevant the trigger is. High fit with a fresh signal goes to the top of the queue and gets the most personal treatment. High fit with no signal stays in a slower nurture lane. Low fit is excluded, however exciting the signal looks.
| Fresh signal | No signal | |
|---|---|---|
| High fit | Priority lane, signal-led first line | Nurture lane, segment-level angle |
| Low fit | Excluded | Excluded |
Writing to the signal without being creepy
The signal earns the first line, not the whole email. Mention it plainly, connect it to one likely problem, and ask a small question. “Saw you are hiring four SDRs” followed by a paragraph about their funding, their CEO's podcast and their office move reads like surveillance. One reason, one pain, one ask.