Using Signals to Tackle New Territories

Using Signals to tackle New Territories

Client Signals account expansion provides a substantial financial opportunity for many sales teams, but unfortunately, it often presents an obstacle to their success. It’s not always clear whether clients are ready for an upsell or cross-sell offer and others should be nurtured further.

Determining where each client is in their (hopefully) lifelong journey with your company can be difficult, and trying to make a presentation or complete a sale without first segmenting clients can reduce your efficacy, much like new-customer acquisition.

But don’t worry. When it comes to tackling new frontiers, there’s something you can rely on. We’re talking about trigger signals, which are indicators of accounts that are actively exploring your product line or business in general.

Understanding these signals in the industry aids sellers and marketers in pursuing leads that are eager to learn more and engage with you.  It enables them to deliver better, more relevant experiences to leads and convert them at a faster rate.

Examples of signals

What are some of these trigger signals?

When you can consistently recognize and analyze signals, you may develop more predictive sales and marketing tactics. You also increase your return on investment. Here’s a look at some of these signals.

Opportunity Signals

These are signals indicating ideal conditions for a sale within a business, such as corporate events or management changes. All of these signals point to ideal selling circumstances.

Intent Signals

This indicates that consumers are actively expressing a desire to buy a solution. It’s critical because it demonstrates that the time is ideal to reach out and make contact.

Behavioral Signals

Potential clients with pain points seek instructional content, such as blog articles, ebooks, and webinars. These digital footprints reveal patterns of activity that may be used to guide sales and marketing strategies.

How to find signals

How do you get signals?

You may collect signals in a few different methods. Your website is most likely already gathering first-party data. Using analytical tools to assess visitor duration on-page or tracking email sign-ups in your customer relationship management (CRM) is also an example of this.

A third-party vendor is also the easiest way to get access to compelling event signals data.

Meanwhile, sellers may likewise gather and aggregate internet search traffic from numerous websites and online publications every week, establishing a baseline for content engagement and consumption.

How to use signals to spot sales-ready possibilities

How to use signals to spot sales-ready possibilities

Your sellers can reach out to leads exactly once they are ready to purchase if you can monitor these trigger signals. It’s an excellent method to boost sales conversions and ensure that your sales team is spending time with ready-to-buy prospects.

Make a list of accounts that you want to target.

You’ll uncover data points that will help you create your approach when you dig into the prospect’s signals data. You may then choose which leads to prioritize first. In addition to signals, the technographic and firmographic data aid in the development of a list of focused accounts with high buying intention.

Proactively reach out to potential customers.

You can ensure that you are reaching out to prospects proactively by paying enough attention to signals. You may establish a lead score indication that allows you to contact nurtured prospects whenever they reach a certain threshold. Your sales team will be able to react proactively rather than reactively as a result of this.

Produce unique content.

You may utilize trigger signals to produce content that is tailored to the needs of the prospect. You may advance prospects along the sales funnel this way. You may utilize signal data to design landing pages, e-newsletters, ad copy, and blog articles instead of depending just on keyword research.

You can see where your prospect is headed, the sales velocity, and the products and services they’re interested in based on which material they consume.

Customize your sales presentations.

You may design sales presentations to solve the difficulties after you know what your clients’ intents and pain points are. Personalization has a significant impact on purchasing decisions. By staying one step ahead of your competition, you will be able to handle the difficulties that they have overlooked.

Reduce your rate of churn.

It’s common knowledge among sellers and marketers that upselling existing clients is simpler than acquiring new ones. With signals, you can see how your prospective client is reacting to the present product and upselling them on other ones. You may even spot flaws in your product and suggest alternatives.

Increase the effectiveness of your account-based marketing campaigns.

Instead of targeting a broad audience, account-based ads target particular prospects from certain groups. You may further trim your targeted list using signals by only communicating with prospects that have a strong purchase intent.

ABM has shown to be a highly effective marketing method. The campaigns will benefit from the addition of compelling event signals.

Increasing the reach of your digital advertising

This is all about getting the most out of your present lead list. Deeper interactions are important for creating higher-quality leads, but intention may also be leveraged to produce whole new leads. Signals may be used by sales and marketing teams to generate a completely new audience to whom they can deliver adverts, introduce new clients to your business, and guide them through the sales funnel.


Trigger signals may appear difficult at first, but they provide a significant return on investment over time. You could discover, for example, that targeting clients based on demographic and firmographic data doesn’t go you very far. Prospects gathered through signals, on the other hand, result in high sales, so you may concentrate your efforts there.

B2B sales cycles are notoriously long. Using compelling event signals will help brands target their efforts just where they are most effective, saving time and money.

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