The same message that gets ignored in January can book a meeting in March — because the account's situation changed. Intent signals are how you find the accounts whose situation just changed, and reach them while the window is open.
Signals that predict readiness
- Hiring for roles that imply your problem (e.g. a new RevOps lead).
- Fresh funding — new budget looking for a home.
- Tech stack changes that create a gap you fill.
- Content and site engagement that shows active research.
Prioritize, then personalize
Signals do two jobs. First, they reorder your queue so in-market accounts get worked first. Second, they give you a genuine, timely reason to reach out — 'I saw you're hiring your first SDR' lands very differently than a generic pitch.
“You can't manufacture demand, but you can catch it. Intent data is how you show up in the two weeks that matter instead of the fifty that don't.”
Don't let signals go stale
A funding announcement is gold in week one and noise by week eight. Wire signals into a trigger-based workflow so outreach fires while the signal is fresh — automation earns its keep on speed, not just scale.
