Timing is one of the biggest variables in outbound. The same email sent to the same person can get a reply one month and complete silence the next. The difference is often not the message. It is whether the person was in a moment where your offer was relevant to something happening in their world right now.
Intent signals are how we find those moments.
What an intent signal is
An intent signal is any observable event at a company that suggests a higher than normal likelihood of buying. It does not mean they are definitely ready. It means the conditions are right and this is a good time to start a conversation.
Some signals are strong and immediate. A company that just raised a Series B and is hiring a VP of Sales is very likely building out their go-to-market function right now. That is a direct trigger for your outbound.
Some signals are softer. A company that added a new CRM tool six weeks ago might be in a process of reviewing their sales infrastructure. Worth noting and worth reaching out, but with a lighter touch.
We track both types and factor them into your account scoring model.
The signals we monitor
We monitor six categories of intent signal across every target account.
Hiring signals are job postings that indicate a company is building or expanding a function relevant to your offer. A B2B SaaS company posting three SDR roles is signalling they are investing in outbound. That is worth knowing.
Funding signals cover new investment rounds at any stage. Funded companies have fresh budget, a mandate to grow, and pressure to show results quickly. All of those things work in your favour.
Leadership changes flag new executives joining a company, particularly in sales, marketing, or operations. New leaders often bring new priorities and new vendor decisions. The first 90 days in a role is when they are most open to making changes.
Technology changes track when a company adds or removes tools from their stack. A company switching CRM providers or adding a new outbound tool is in an active period of operational change. That is a good moment to be in front of them.
Growth indicators include headcount growth, new office locations, new product launches, and other signs that a company is scaling. Growing companies have growing problems, and growing problems create buying opportunities.
Engagement signals apply to any account that has already interacted with your brand in some way. An email opened, a LinkedIn profile visited, a website page viewed. These accounts move to the top of the priority list.
How we use signals in practice
Signals do not trigger outreach on their own. They inform it.
When a new signal appears on a target account we review it in the context of that account's overall score. A tier one account that just hired a new CRO gets moved to the top of the active sequence immediately. A tier two account that posted a relevant job gets flagged for the next list refresh cycle.
We also use signals to personalise the opening of a sequence. An email that references something real and specific that is happening at the prospect's company performs better than a generic opener. Signals give us that material.
Where the data comes from
We pull intent signal data from a combination of sources. LinkedIn for hiring and leadership changes. Crunchbase for funding rounds. BuiltWith and G2 for technology changes. Clay enrichment for growth indicators. Company websites and recent announcements for anything else.
We cross-reference across sources to reduce noise. A signal that appears in only one place gets less weight than one confirmed across multiple data points.
FAQ
How often are signals updated?
We refresh signal data on a weekly cycle as part of the standard list management process. Accounts showing new signals get reviewed and re-prioritised before each new campaign launch.
What if a target account shows a negative signal?
If an account shows a signal that suggests bad timing, such as a recent round of layoffs, a leadership exit with no replacement, or a public statement about budget cuts, we flag it and pause outreach until the situation becomes clearer. There is no point in reaching out to an account that is clearly in a difficult period.
Do signals work the same way for every ICP?
No. The weight we give to each signal type depends on your specific market. For some ICPs a funding round is the most reliable trigger. For others it is a leadership change. We calibrate which signals matter most during onboarding and adjust based on what the campaign data shows over time.