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SignalWhy it MattersStrengthTagChannelFunnel StageGuide?Playbook
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Name of signalDescription of the signal and applicationHigher intent signals = higher signal strengthCategorization of signal typeWhere signals originate fromStage in buyer journey where signal occursLink to Common Room playbook
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Customer/champion job change
(See signal guide ➜)		Tried and true, when a customer or champion moves to another company, there’s a good chance they’ll bring your product along for the journey. If you keep in touch, that is.🔥🔥Sales-ledDark FunnelTop: AwarenessTurn job movement into pipeline
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Tech stack adjacency
(See signal guide ➜)		Whether your product is complementary or competition, getting a peek at a company’s tech stack configuration will help you stand out with value and show empathy with pain points.🔥Sales-ledDark FunnelTop: AwarenessIdentify target accounts based on their tech stack
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Stale opportunityA lot of initial convos go well but die on the vine due to budget, timing, feature gap, etc. After some time, these are some of the lowest-hanging fruit to pick up. Even better if you have a new feature to revitalize interest.🔥🔥🔥Sales-ledCRMMid: Consideration
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Surge in email opens (internal)Hint: The email opens probably aren’t coming from just one person. Rather, it’s a sign that your email is being passed around to other stakeholders.🔥🔥🔥Sales-ledCRMBottom: Conversion
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Legislation changeSometimes the government steps in and passes legislation that impacts markets. When your product is an easy fix for that change, it’s a lot easier to convert a customer or book an intro.🔥🔥🔥Sales-ledDark FunnelMid: Consideration
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Platform policy changeCompanies and services have been wiped out by policy changes to distribution platforms (updates to Gmail sender guidelines come to mind). When this happens, it causes fear, uncertainty, and doubt—FUD that your product can potentially curb.🔥🔥🔥Sales-ledDark FunnelMid: Consideration
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Competitor feature deprecationIf competitors stop supporting features or deprecate product lines, everyone who gets value from those features is now in the market for a new offering.🔥🔥🔥Sales-ledDark FunnelMid: Consideration
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Competitor close or acquisitionWhen competitors sunset their service or get acquired, their customers often reenter the market to refill the gap.🔥🔥🔥Sales-ledDark FunnelMid: Consideration
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Surge in layoffsReduction in force is a signal of need for efficiency or strategy not working as intended. While often seen as a counter-signal, it can be a positive sign for a need to consolidate technology or bring on a new tool to replace the function of an employee.🔥🔥Sales-ledDark FunnelTop: AwarenessIdentify and action on signal-heavy accounts
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Integration removal (external)Just like adding an integration to a tech is a signal of intent, the same goes for removal. It could mean the stripped tool was not adding value as intended and is being replaced for something more feature rich.🔥🔥Sales-ledDark FunnelMid: Consideration
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Negative product reviewSites like G2 and Trustpilot offer a wealth of reviews from product users. Even if generally positive, reviews often uncover frustrations or limitations of the product. If your product addresses those pain points, it’s a good opportunity to reach out or chime in.🔥🔥Sales-ledDark FunnelTop: Awareness
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Competitor job changeChatting with someone who recently left (or was let go) from a competitor presents an opportunity to get intel on churn risks, upcoming renewals, key points of context, and more.🔥🔥Sales-ledDark FunnelTop: AwarenessTurn job movement into pipeline
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Form or chat flow abandonmentIn addition to abandoning a sign-up flow, form fills and live chats are occasionally abandoned (especially if there’s a lag in live chat response time). Dig into it.🔥🔥Sales-ledWebsiteMid: Consideration
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Support ticket creationSeems obvious, but oftentimes support teams and go-to-market teams don’t talk to one another. When a support ticket is created (especially if it’s from a high-fit account), it’s usually worth a look from the GTM team.🔥🔥Sales-ledCRMBottom: ConversionSend alerts when support queries are created
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Negative media coverage
(See signal guide ➜)		In the unfortunate scenario that a target account runs into PR trouble, it can be a catalyst for making a change—a change that may require new solutions to address a problem.🔥🔥Sales-ledDark FunnelTop: Awareness
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Surge in hiringHiring is a sign that there’s a need to solve a problem. If your product can help, it’s a strong signal to connect and show how.🔥Sales-ledDark FunnelTop: AwarenessIdentify and action on signal-heavy accounts
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Ideal persona recently hiredNew employees want to make an impact. When an ideal persona lands at a target account, it’s an opportunity to get in the mix of their ideal tech stack.🔥Sales-ledDark FunnelTop: Awarenesshan
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Content consumptionTried and true way of surfacing engaged leads—those who click the emails, sign up for the webinars, read the blog posts, watch the videos, etc.🔥Sales-ledWebsiteTop: Awareness
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Capital raised/new funding secured
(See signal guide ➜)		Caution: This one is overused. However, it does mean that scale will follow. That scale could be a strong signal to purchase new software.🔥Sales-ledDark FunnelTop: AwarenessInform outbound based on news and events
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Earnings call/10-K release
(See signal guide ➜)		While a pretty loose signal, these financial reports can provide insight into a widespread initiative within a target account. It’s decent leverage to book a meeting.🔥Sales-ledDark FunnelTop: AwarenessInform outbound based on news and events
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Webinar participationIndicates active interest in a product offering and the desire to deepen understanding. Often a sign of a prospect evaluating how the product fits their needs🔥Sales-ledWebsiteTop: Awareness
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Analytics tag added to websiteThis shows an initiative to understand user behavior and demographics of users on a web property. It’s often tied to a marketing or growth lead joining a company.🔥Sales-ledDark FunnelTop: Awareness
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Advertising tracking tag added to websiteThis shows an initiative to scale GTM channel investment and track conversion from that investment. This behavior is often driven by demand gen or marketing ops roles.🔥Sales-ledDark FunnelTop: Awareness
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Website relaunchA significant update or complete overhaul of a prospect's website signals a strategic shift or a new direction in their go-to-market approach. It could mean a change in audience targeting, product packaging, need to move upmarket, etc.🔥Sales-ledDark FunnelTop: Awareness
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New leadership recently hired (CEO, C-level, board)
(See signal guide ➜)		Bringing on a new CEO, C-level executive, or board member is a sign that change is happening in the form of new initiatives, new hires, strategy adjustments—all possible triggers where a new technology can help fill a gap.🔥Sales-ledDark FunnelTop: Awareness
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Podcast guest appearanceSo the economic buyer at a target account was just featured on a podcast? Seems like a good trigger to send a congrats and show you’re a fan.🔥Sales-ledDark FunnelTop: Awareness
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Social postFollow key people at target accounts on social channels. When they post, like it, engage in the convo, and help amplify. It keeps you top of mind and increases the chances of getting that intro call booked.🔥Sales-ledDark FunnelTop: Awareness
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Product or feature launch (external)When target accounts launch a new product, it’s a signal that could mean a change in strategy, a new line of hiring, or a new set of customers they can sell to. All can be signals of things your product can potentially help with.🔥Sales-ledDark FunnelTop: AwarenessInform outbound based on news and events
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Merger or acquisition
(See signal guide ➜)		Rare these days, but integrating a new product, team, line of business, etc. is not an easy task. Still, it’s one that your product can potentially help with.🔥Sales-ledDark FunnelTop: AwarenessInform outbound based on news and events
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Job opening(s)
(See signal guide ➜)		Hiring people is a sign that there’s a gap that needs to be filled. It’s possible that gap can be addressed by your product or that the person to address the gap would benefit from your product.🔥Sales-ledDark FunnelTop: AwarenessUncover outbound opportunities using job listings
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Surge or decline in website trafficWebsite traffic in either direction can be a signal of pent up demand (rapid growth) or cause for concern (rapid churn). If your product is priced on traffic, it’s a signal to reach out and offer support.🔥Sales-ledDark FunnelTop: Awareness
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Award or recognition received
(See signal guide ➜)		When a target account is recognized (think Cloud 100), or someone within that account is (think 30 under 30), it’s an opportunity to send a congrats. Just try to make it relevant.🔥Sales-ledDark FunnelTop: Awareness
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Customer story published (internal)When a customer story is made public (especially when that story has hard numbers), it’s a good time to share it with prospects in a related space. Even better if they’re competitors to the customer featured in the story.🔥Sales-ledWebsiteTop: Awareness
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Customer/prospect promotionNot all job change prospects move organizations. When a customer or ideal prospect gets a promotion, it’s often a sign that the team is growing, they’ll have additional budget, and that they’ll be looking to make a fast impact.🔥Sales-ledDark FunnelTop: AwarenessTurn job movement into pipeline
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Region expansionMoving into a new market could mean localized copy, policy restrictions (think GDPR), real estate requirements, etc. These are all potential buying triggers.🔥Sales-ledDark FunnelTop: AwarenessInform outbound based on news and events
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Offer expiration (internal)When there’s a planned price increase or a holiday offer, the deadline offers a reason for a prospect to take action.🔥Sales-ledCRMTop: Awareness
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Prospect or customer email bounce (internal)When an email sent to a high-fit user bounces, it’s worth a look to see what happened. There may have been a change of employment, giving you a reason to connect with a different point of contact.🔥Sales-ledCRMTop: Awareness
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Professional milestoneRecognition in the form of awards, news coverage, tenure, etc. are milestones that can be acknowledged to cater to a contact’s ego. Can’t hurt, right?🔥Sales-ledDark FunnelTop: Awareness
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Personal milestoneLike professional milestones, personal wins like an alma mater sports championship, birthday, vacation, etc. are sometimes made public. When the occasion calls for it, it’s a chance to show you’re paying attention and stand out from the pack.🔥Sales-ledDark FunnelTop: Awareness
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Positive media coverageA soft signal, but a signal nonetheless. When a prospect or customer is covered by a media outlet (e.g., TechCrunch, Bloomberg, etc.), it provides intel on company direction and can offer up a reason to reach out.🔥Sales-ledDark FunnelTop: AwarenessInform outbound based on news and events
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Brand/website relaunchNew brand and website launches often signal a change in strategic direction. That direction could be going after a new audience, pivoting a product, up-leveling positioning—all potential signs to reach out.🔥Sales-ledDark FunnelTop: Awareness
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New customer story publishedSocial proof and envy are strong motivators. When your team publishes a new case study, story, quote, etc., it’s an opportunity to reach out to similar accounts and the direct competition.🔥Sales-ledWebsiteTop: Awareness
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Pricing page activity
(See signal guide ➜)		Visits to the pricing page—especially when those visits have a lot of toggling and activity—are often a signal of purchase consideration.🔥🔥Product-ledWebsiteMid: ConsiderationTransform anonymous website visits into real revenue
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Surge in product usage
(See signal guide ➜)		Spikes in product usage over a short period of time indicate rapid product adoption (or an organization running a proof of concept). It’s worth looking into.🔥🔥🔥Product-ledProductBottom: ConversionSurface product-qualified leads (PQLs) to reps
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Compliance or IT user identification
(See signal guide ➜)		While compliance and IT users are not typically economic buyers or champions, they’re tasked with making sure products meet security and cost benchmarks. This is usually a strong buying signal.🔥🔥🔥Product-ledProductBottom: ConversionIdentify active economic buyers and VIPs
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Rapid rise and fall in product usage
(See signal guide ➜)		A common enterprise product selection tactic is to run a high-scale test (think connecting a streaming data workload) to assess product performance and UX. You might be getting evaluated.🔥🔥Product-ledProductBottom: ConversionReach engaged economic buyers in high-usage accounts
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Multiple workspaces created by single org
(See signal guide ➜)		When there are multiple sign-ups from different departments as the same organization, it’s a sign to follow up on a potential consolidation or upsell.🔥🔥🔥Product-ledProductBottom: ConversionSurface product-qualified leads (PQLs) to reps
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Power user threshold reachedCarve out the top 1% of product users. See who’s underpaying, who could benefit from extra features, and so on.🔥🔥🔥Product-ledProductBottom: ConversionFind power users in top accounts
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Paid ceiling threshold approached
(See signal guide ➜)		Whether it’s based on number of seats, API calls, connected integrations, docs created, or something else, users approaching free or self-serve limits are a surefire signal for a convo that can drive more revenue.🔥🔥🔥Product-ledProductBottom: ConversionUncover the budget holders behind high-usage product accounts
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Multiplayer product activity
(See signal guide ➜)		More than one person collaborating in the same corner of a workspace (think a shared Figma file or Miro board), is often a sign of shared value.🔥🔥🔥Product-ledProductBottom: Conversion
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Payment method addedAdding a credit card to a paid plan is a high-signal step toward recurring revenue. It’s worth a look to see who it’s from. Could be the next whale piloting a paid plan.🔥🔥🔥Product-ledProductBottom: Conversion
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Upgrade screen activitySure, raising a hand to upgrade is an obvious signal. But those who view an upgrade screen or CTA don’t always take the next step. This group is on the fence and likely need a call to discuss.🔥🔥🔥Product-ledWebsiteBottom: ConversionTransform anonymous website visits into real revenue
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Plan upgradeAn upgrade to a higher-tier plan is an obvious signal of value. Worth a look (and often a check-in with the customer) to understand the reason.🔥🔥🔥Product-ledProductBottom: ConversionSurface product-qualified leads (PQLs) to reps
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Aha! moment reachedAha! moments happen when a user first groks the value of the product. Whether it’s connecting a data source, inviting a new member, or some combination of events, aha! moments are a signal of value and likely retention.🔥🔥🔥Product-ledProductBottom: ConversionSurface product-qualified leads (PQLs) to reps
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New integration connectedWhen a new integration is connected to your product (think Salesforce or Snowflake), it’s a strong sign of a new use case, an ability to pay, and long-term retention.🔥🔥Product-ledProductBottom: ConversionSurface product-qualified leads (PQLs) to reps
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Bug question/complaintAsking or complaining about a bug is a cry for help. It can be a signal that a user needs assistance. Providing it is an opportunity to uncover pain points and new use cases.🔥🔥Product-ledProductBottom: ConversionSurface product-qualified leads (PQLs) to reps
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Surge in product log-ins
(See signal guide ➜)		If there’s a spike in log-ins, it’s a signal to look deeper into user behavior. It could indicate users are sharing log-ins (and need to expand) or are preparing for an upcoming initiative.🔥🔥Product-ledProductMid: ConsiderationSurface product-qualified leads (PQLs) to reps
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Security page/terms page activity
(See signal guide ➜)		These forgotten pages are actually a strong signal of purchase intent. It’s a sign that a compliance person is reviewing terms for a purchase.🔥🔥Product-ledWebsiteMid: ConsiderationTransform anonymous website visits into real revenue
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Product link share
(See signal guide ➜)		For collaborative products (think Figma or Loom), sharing links to reports or docs developed in the product is a signal of associated value and potential upsell or cross-sell opportunities.🔥🔥Product-ledProductBottom: ConversionSurface product-qualified leads (PQLs) to reps
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Gmail/personal sign-up enrichment
(See signal guide ➜)		Product-led companies tend to get a lot of sign-ups from personal emails. With enrichment, it’s possible to separate the ideal customers from the freeloaders.🔥🔥Product-ledProductMid: ConsiderationEnrich Gmail signups
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Integration disconnected (internal)When an integration is disconnected or removed from a customer’s workspace, it’s a sign that it wasn’t adding value or is being replaced by a new integration that is more cost-effective, feature-rich, etc.🔥🔥Product-ledProductMid: ConsiderationSurface product-qualified leads (PQLs) to reps
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Integration page activity
(See signal guide ➜)		A visit (especially for an extended period) to an integrations page is a signal that the viewer is looking to understand how that integration works. It’s a good opportunity to reach out and offer some help. And even better if that integration is one that’s associated with a high revenue value.🔥🔥Product-ledWebsiteMid: ConsiderationTransform anonymous website visits into real revenue
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Docs page activitySimilar to integrations page views (sometimes they’re even the same thing), consumption of docs pages is a sign that a lead (or account if the lead is unknown) is looking to address something with your product. Doesn’t hurt to reach out to lend a helping hand.🔥🔥Product-ledWebsiteMid: ConsiderationTransform anonymous website visits into real revenue
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New account sign-up
(See signal guide ➜)		Obvious one, but a new sign-up for a trial or free version of a product is a clear sign of interest.🔥🔥Product-ledProductMid: ConsiderationSurface product-qualified leads (PQLs) to reps
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Trial end approached
(See signal guide ➜)		When a trial is expiring (especially when there’s active product usage), it’s an opportunity to reach out to users to help with conversion to customer. It can also be used as a point of leverage to extend the trial in exchange for a conversation.🔥🔥Product-ledProductBottom: Conversion
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Sign-up flow abandonmentJust like abandoning a shopping cart, many times someone will begin filling out a product sign-up form and bounce part of the way through. This is a good chance to follow up to see what happened.🔥🔥Product-ledProductMid: Consideration
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Payment declinedFor self-service products, a declined payment can be a sign of reaching credit card limits. An annual contract or insertion order might be needed.🔥🔥Product-ledProductBottom: Conversion
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Rage clicksRage clicking or frequent loads of a page in your product is a signal that something is going wrong. It’s a sign to reach out to lend a helping hand.🔥🔥Product-ledProductMid: Consideration
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Product activity after stagnant period
(See signal guide ➜)		When users or prospects go dark—no log-ins, no usage, no responses to outreach—and resurface, it’s often a sign of a new initiative or use case being prioritized.🔥🔥Product-ledProductMid: ConsiderationSurface product-qualified leads (PQLs) to reps
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Product or feature launch (internal)When your team ships a new product update, it’s a good time to revisit lost opportunities from lack of feature set. It’s also an upsell play for existing customers.🔥Product-ledProductTop: Awareness
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Beta launch (internal)Offering exclusive access to a new product or feature is a good chance to retain customers and set expectations for a new product upsell.🔥Product-ledProductTop: Awareness
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LinkedIn insights tag activityIn addition to reverse IP lookup, adding the LinkedIn Insights tag to track web activity delivers more matches to visits from target accounts.🔥Product-ledWebsiteTop: AwarenessConvert LinkedIn audiences with signal-based ad targeting
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Round-tripping (contacts from a vendor used internally)Quid pro quo. I use your product, you should use mine. Contacts at companies that your company currently uses can offer a warm intro to the right buyer.🔥🔥NearboundCRMMid: ConsiderationFind and qualify leads based on their tech stack
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Shared opportunities across partnersTwo are better than one. Sharing overlap of deals across strategic partners helps paint a picture of initiatives at a given account. It’s also an industry in itself: nearbound.🔥🔥NearboundCRMMid: Consideration
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Shared investorSharing a common investor presents an opportunity for a warm intro. Keep track of your investors’ portfolio and ask for that intro when the time is right.🔥NearboundCommunityTop: Awareness
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Shared advisorPart of the value advisors bring is the ability to connect people in their network. If you share an advisor with a target account, it’s an easy ask to get a warm intro.🔥NearboundCommunityTop: Awareness
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Shared connections (colleague)More of a coincidence than a signal, shared connections between a prospect and a colleague are often an easy way to get your foot in the door.🔥NearboundCommunityTop: Awareness
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Event attendanceEven if you’re not there, knowledge that an event was attended is a signal that the attendee is looking to learn or even seek out a solution to an initiative/pain.🔥EventCommunityTop: AwarenessTrack participation of in-person events
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Event talk/keynote/panel participationWhen a key prospect or customer is speaking at an event, it signals a few things, including topic of interest (the talk track) and investment in the event audience. It’s also a good chance to recognize the achievement.🔥EventCommunityTop: Awareness
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Live event registration/attendanceEven if you’re not there, knowledge that an event was registered for or attended is a signal that the attendee is looking to learn or even seek out a solution for an initiative or pain point.🔥EventCommunityTop: AwarenessTrack participation of in-person events
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Digital event registration/attendanceSimilar to live events, participation in digital events (such as webinars) often indicate active interest in a product (or product-adjacent topic).🔥EventCommunityTop: Awareness
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Event sponsorshipEvent sponsorship is a sign that an account (usually someone from the marketing team) is trying to reach the audience in attendance. If your product can help with that objective, it’s a good signal to reach out about.🔥EventDark FunnelTop: Awareness
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Competitor followNew follows of a competitor handle on LinkedIn or Twitter are a sign that a convo is happening.🔥🔥CompetitorDark FunnelMid: Consideration
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Employee of competitor followA follow of an account executive or leadership of a competitor is a sign that the follower is in conversations with that competitor.🔥🔥CompetitorDark FunnelMid: Consideration
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Upcoming renewal with competitorWhile it’s hard to programmatically know when a renewal is upcoming, it’s possible to infer or gain intel on when a target account is in renewal talks with the competition.🔥🔥CompetitorDark FunnelMid: Consideration
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Competitor MentionWhen a person mentions a competitor, it's an opportunity for your organization to join in their evaluation process, be the one it's replaced with in a "Rip & Replace" scenario, or for "Listening" to gain competitive intelligence for your GTM organization.🔥🔥CompetitorCommunityTop: Awareness
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GitHub activity
(See signal guide ➜)		Starring, forking, opening PRs, merging PRs—all are signals of interest in open-source technology. Even better when that activity is from an economic buyer.🔥🔥Community-ledOpen SourceMid: ConsiderationTriage GitHub activity
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Economic buyer activity
(See signal guide ➜)		Economic buyers are elusive. When they reveal themselves (be it by joining their team in your product, following your founder, or something else), you should pay attention.🔥🔥Community-ledDark FunnelTop: AwarenessIdentify active economic buyers and VIPs
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Ideal persona community join (owned)
(See signal guide ➜)		A new user joining an owned community (e.g., a community of your product users) is a signal that that user is looking for support from others who have been there and done that.🔥🔥Community-ledCommunityMid: Consideration
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Community or forum question askedWhen questions are posted to a community or forum, it’s usually a sign that people need help. It’s a good opportunity for the go-to-market team to step in and help pave the path to success.🔥🔥🔥Community-ledCommunityMid: ConsiderationSend alerts when support queries are created
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Ideal persona support forum joinClose cousin of joining a community, an ideal user joining a support forum (think Discourse or Bevy) is a signal of intent to get some help. Even stronger sign then joining a community in many cases.🔥🔥Community-ledCommunityMid: Consideration
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Community or forum question answeredQuestions answered in community channels are often a sign of product advocacy and expertise. Depending on where the question came from and where that user is in the customer journey, it could be a sign to reach out, even if just to thank them.🔥🔥Community-ledCommunityMid: ConsiderationSend alerts when support queries are created
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Relevant post engagementEveryday there are dozens of posts on LinkedIn or Twitter that trend. If those trending topics hit on a pain point that your product can solve, those who engaged with it can be a good source of prospects to reach.🔥🔥Community-ledDark FunnelTop: AwarenessProspect from any LinkedIn post
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Questions answeredThe other side of users asking support questions, a contact answering a question posed by the community not only helps relieve the support team but could be a candidate to connect with for upsell.🔥🔥Community-ledCommunityMid: Consideration
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Keyword engagement
(See signal guide ➜)		Consumption of content or interactions with social posts centered around business-relevant keywords (think product functionalities, competitor names) are often a signal of top-of-funnel intent.🔥Community-ledDark FunnelTop: AwarenessTrack buyer intent by keywords and send real-time alerts
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Topic engagementSimilar to keyword intent, when a topic blows up on LinkedIn or Twitter (and that topic is a pain point your product can solve), user engagement around that topic is a surface area for in-market leads.🔥Community-ledDark FunnelTop: AwarenessProspect from any LinkedIn post
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Influencer followIf there’s an influencer who shares a similar view of the world as your company (thinking Chris Walker and “dark social” or Brendan Short and “signal selling”), followers who meet ICP criteria are worth looking into.🔥Community-ledDark FunnelTop: Awareness
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Ideal persona community join (unowned)A new user joining a community is a sign of interest in the category or product. It can also be a sign of support for communities of practice. Be sure to adhere to the community guidelines before contacting members.🔥Community-ledCommunityTop: AwarenessIdentify ideal customers in your community