Account Monitoring Compelling Event Signals Customer Churn Sales Process Signal Intelligence Time & Maturity Signals

How to Identify Signals That Are Most Likely to Convert

We have built something called the Signals Quadrant at Pipeline Signals. The goal is to gather knowledge from our clients about the convertibility and urgency of all the different signals and other things that we’re currently tracking. They are constantly changing.

However, we propose concentrating on time-based signals when it comes to urgency because you’re not the only game in town.

Whether someone joins a company, someone departs a company or a department increases in size or declines in size. You, your rivals, and everyone else is vying for the same buyer’s mindshare and wallet share.

What are time-based signals, and how do they work?

Time signals are occurrences that indicate a seller’s chance to contact a prospect. Time Signals enable you to forecast when a company will want your service or product, allowing you to focus on the clients that can be converted easily into potential clients right now.

Most of these indications, though, aren’t as straightforward as a tweet or a LinkedIn post. You’ll need to monitor the proper channels to see the minor adjustments that might freshen up a cold outreach.

So, how do these compelling event signals appear, and where do they occur?

Here are several time signals to help you create fresh sales leads and improve your B2B sales strategy.

time signals

Changes in an organizational structure 

Changes in the company’s organizational positions or structure and its hiring velocity fall within this category. For one thing, a newly hired high-level manager has considerable authority and is eager to mess things up. Because they don’t have set conventions in their new business and seek to earn their keep right away, they’re more receptive to fresh ideas than other corporate executives. It’s the right time for you to propose your proposal.

However, you should pay attention to changes in top management and new duties that might imply new plans. Remember that people who have never had a predecessor are free to start their divides in whatever way they want. Make the most of your chance to get in on the main level.

Whether the organization is employing new people or laying off many people, any substantial movement in hiring might be a good trigger event.

A satisfied client shifting employment or transferring to a different organization, on the other hand, might indicate Time Signals. To see if they’d want to take your product or service with them, give them a call. If your offer made them look suitable in their former employment, they’d be ready to spread the news in their new one.

Expansion of the company

New problems occur when a lead enters a new industry or introduces a new product or service in an unexplored area. This means that there will be new challenges to cope with. This is the ideal environment to seize the chance. Uncharted territory demands new kinds of help, as well as maybe new suppliers.

If your target has lately been awarded a significant account, they will get a large sum of money. At this point, you can pitch your product or service.

A new office site necessitates many new solutions, products, and services, which your prospective client will require. Depending on your solution, this might be a significant upsell or an introduction opportunity.

Strategies for business

Draw conclusions about your prospect’s new business strategies or initiatives from a social post or a shift in social media behavior. Find out which projects are being funded and which are being delayed or canceled entirely. Suppose you can derive these observations (from a social post or a shift in social media activity) and position your offer effectively. In that case, buyers will be impressed with your ostensibly clairvoyant powers.

You should also pay attention to any events that a potential account is hosting. Is there a conference or other sort of event planned?

Furthermore, every sector has news and changes that generate a lot of attention inside the field but are scarcely noticed outside of it. Make that you keep note of these occurrences, whatever they may be.

Performance of the Business

Is the business making a lot of money? Then they’ll be more accepting of projects that can assist them in maintaining or hastening their progress. What if the company is rapidly losing money? Do you have a service or product that might go against the grain?

Keep track of any honors that your prospects acquire. It’s satisfying to be acknowledged inside a company’s industry or expertise. While they’re on a high, reach out and tell them how you might help them stay ahead of competitors.

Keep a watch on how the business is being covered in the news. A newspaper feature, whether favorable or harmful, will cast a particular light on a company. Assist them in maintaining a good image or correcting a bad one by being present.

If a prospect mentions that their existing spouse isn’t working out, seize the opportunity. Remember that this might show up in more than just a simple Facebook or LinkedIn post; look for articles or keep an eye on legal activities that signal worsening relations.

If a company gets punished for non-compliance, it will look for a product or service to protect it from getting into difficulty again. The individual who can swoop in and help amid a disaster will almost certainly become their hero.

Reacting to time-based trigger signals

When it comes to time-based signals, you must act quickly. They’re probably looking at your products or services, as well as those of your rivals. You may be their first choice, but quickly enough, you risk losing the transaction if you don’t reply to their compelling event signals. Give them no opportunity to have buyer’s regret. Act quickly and address all of their worries and inquiries to make them feel more comfortable with the deal.

Here are a few tips on how to engage these signals.

how to leverage time signals

Concentrate on your most important prospects.

Using the predictive data, you may build up your lead-scoring algorithm to favor the organizations that exhibit genuine interest and purchase intent. Maybe they’re looking for a specific item. They come back to your product page several times and download the whitepaper.

Your sales team may follow the prospect’s behavior, obtain a visual of the score, and make a timely and fruitful contact by using the intent data.

Reactivate possibilities that have lain dormant for a long time.

Remember that promising lead that you didn’t follow up on? What trigger signals are they sending out to help you rekindle your relationship and clinch the sale? A prospect, for example, accepts your free trial. However, they do not take advantage of it. Your sales representative follows up with the lead to find out why they didn’t use the products.

The agent knows how to influence the conversation and drive the sale ahead with intent-data knowledge, such as the other websites the lead is examining.

Keep existing clients happy.

Clients who you’ve worked hard to get will make more purchases. See what they’re looking at in real-time so you can generate upsell chances and keep them interested in your product.

A lead’s purchase intent data can also assist you in spotting any problems that would prompt them to cancel a subscription or membership renewal and look for another option. This involves getting information from postings and reviews on social media.

If your sellers know what consumers are saying about their positive and negative experiences with your brand, follow-up is more focused, resulting in satisfied clients.


You’ll be able to focus essential accounts at the right moment if you organize your sales efforts around time-based signals, allowing you to use more efficient and effective B2B sales strategies.

Time signals help you not only choose the most outstanding prospects to pursue right now, but they also help you have more meaningful conversations with them. Based on these signals, you may alter your pitch to their present circumstances. The prospect will feel that you know what you’re talking about, which is critical for establishing trust, credibility, and confidence.

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4 Ways Revenue Teams Can Increase ROI with Time Signals

Most salespeople make random cold calls and emails, hoping that someone will respond and be interested in what they have to offer. But timing is typically the missing ingredient for many B2B sales strategies. The most challenging aspect of sales is finding the proper consumers to sell to Time Signals and selling to them at the correct time. 

Timing is critical in the world of the B2B sales process. For this reason, organizations rely on a variety of compelling events signals, or trigger signals, to meet and exceed sales targets and achieve above-average results. Marketing and sales teams rely extensively on various signals to alert them that now is the perfect moment to contact their prospects and close more deals because of an event.

There are several types of Signals that salespeople can track to prioritize their efforts and improve their B2B sales techniques. Time Signals are one of them.

What Are Time Signals?

Time Signals are events that signify an opportunity for you to contact a prospect as a salesperson. Time Signals allow you to predict when a firm will require your service or product so you can focus on the accounts that are most likely to convert into potential customers right now.

However, most of these signals aren’t as simple as a tweet or LinkedIn post. To notice the subtle changes that might warm up a cold outreach, you’ll need to tune into the correct channels.

So, how and where do these time signals appear?

Opening Up Sales Opportunities Through Time Signals

Company expansion or relocation, mergers or acquisitions, new product/service announcements, increased business expenses, layoffs, or a change in marketing channel are the most common time signals for customer prospecting. Almost any change or development in the industry, market, or within the organization itself can signal the start of a sales cycle.

Has there been a recent shift in managerial strategy? Perhaps the company entered a new market. Or maybe you’ve seen a change in your consumer base, or perhaps in your sales?

Rounds of funding, awards and honors, and recognition are all events that require your attention. These events are opportunities for you to present your solution to another company.

Here are a few Time Signals that you can use to generate new sales leads and enhance your B2B sales strategies.

#1: Organizational Changes

This category includes changes within the company’s organizational roles or structure and its hiring velocity. For one, a recently appointed high-level manager has plenty of power and a desire to shake things up. They’re more open to new ideas than other business leaders because they don’t have established traditions in their new organization and are trying to prove their worth immediately. It’s the ideal opportunity for you to make your pitch.

But pay attention not only to changes in executive leadership but also to new responsibilities that indicate new strategies. Keep in mind that persons who have never had a predecessor are allowed to start their divisions however they like. Take advantage of the opportunity to get in on the ground level.

Any major shift in hiring can be a worthy trigger event: whether the company is recruiting new talent or making massive layoffs.

On the other hand, a happy client changing jobs or transferring to a new company may also signify Time Signals. Call out to see if they’d like to take your product or service with them. They’d be eager to spread the word in their new role if your offering made them appear suitable in their previous one.

#2: Business Expansion 

New challenges arise when a potential partner enters a new market or ventures into uncharted territory when it launches a new product or service. This means new issues to deal with. This is a perfect atmosphere to tap into the opportunity. Uncharted terrain necessitates new sorts of assistance and possibly new vendors.

If your prospect has recently landed a large account, they’re about to get a lot more money. You can suggest your product or services at this stage. 

If your prospective client opens a new office location, it demands a large number of new supplies and services. This might also be a key upsell or introduction opportunity, depending on your product or service.

#3: Business Strategies

Draw insights from a social post or a change in social media behavior regarding your prospect’s new organization strategy or initiatives. Discover which projects are financed and which are being postponed or scrapped outright. Buyers will be pleased with your supposedly psychic abilities if you can draw these insights (from a social post or a change in social media behavior) and position your offering correctly.

You should also take notice of the events being organized by a potential client. Are they hosting a conference or other types of events? 

Moreover, every industry has news and updates that create a lot of buzz within the industry but barely register with the rest of the world. Make sure you’re keeping track of these events, whatever they are.

#4: Company Performance

Is the company making a big profit? Then they’ll be more open to projects that can help them stay on track for success or accelerate their growth.

What if the business is losing money quickly? Do you have a product or service that might be able to buck the trend?

Stay up to date when prospects receive awards as well. It feels nice to be recognized inside an organization’s industry or specialty. Reach out while they’re on a high and tell them how you can assist them in keeping ahead of the competition.

Keep an eye on the company’s press coverage, too. A story from a third-party magazine, whether positive or negative, will put a specific light on a corporation. Be present to assist them in building on a positive impression or changing a negative one.

If a prospect somehow expresses that it isn’t working out with their current partner, take advantage of it. Keep in mind that this could manifest itself in ways other than a simple social media post; seek news articles or monitor legal actions that indicate a deteriorating relationship.

If a business is fined for noncompliance, it will seek out a product or service that will keep them out of trouble in the future. The person who can swoop in and offer assistance amid a tragedy will most likely become their hero.

To Summarize

By organizing your sales efforts based on Time Signals, you’ll be able to prioritize the most critical accounts at the perfect time, allowing you to have more efficient and productive B2B sales techniques. 

Time Signals not only assist you in identifying the best leads to chase right now, but they also assist you in having more meaningful interactions with them. You may adjust your pitch to their current situation based on these Signals. The prospect will get the impression that you know what they’re talking about, which is crucial for building confidence, trust, and credibility.