Utilizing Signals to Align Sales & Marketing

how signals can help align sales and marketing

It’s a missed opportunity to ignore accounts that indicate interest in one of your other products or services. To avoid this, B2B sellers look for accounts with strong intent using trigger signals align sales & marketing.

A signal is a piece of information, or an indicator conveyed actively or passively between market players. As they interact with the economy, consumers send forth signals. They may, among other things, make purchases and payments, search for items, click on advertisements, and browse websites. Both behaviors are signals, and businesses like yours can watch, analyze, and act on those signals.

Another sort of signal is one that is given out when a prospect fits a particular profile. Whether a company is new to the market, is recruiting a new chief executive, or has just gotten investment and funding, it sends out a signal that can be watched, analyzed, and acted upon.

What Signals to watch out for

There are a few signals that some sellers and marketers may ignore while providing – or tracking – a product or service to a consumer. A handful of them is listed below.

what signals to watch out for

Behavior Signals

Consider it the search signal: clients engage in a way that triggers a marketing signal. Mining your customer relationship management file or transaction file for value from behavior-based signals is a fantastic method to do it.

Relationship Signals

It’s important to remember that your network is your net worth. Knowing the right people and using the signals they put out may help you transform your market, giving you more and better chances to close your deal.

Predictive Signals

Predictive Signals help you deliver for your business, whether it’s maintaining existing accounts, developing connections, or discovering new consumers that look like your greatest clients.

Competitive Signals

Knowing what your rivals are up to enables your sellers to detect possible trouble spots. You can make smarter decisions about which accounts to prioritize, which sales activities to devote more time to, and what resources you’ll need to enhance your chances of completing a transaction when you know what to avoid.

Buying Intent Signals

Buying intent refers to a prospect’s willingness to purchase a thing now or in the near future. Buying intent signals indicate if a client is still looking into your products, is already intrigued, is ready to purchase, or isn’t interested at all. If you know where a prospect stands, you can better arrange your lead engagement and nurturing efforts, concentrating on the most promising leads to get the best results.

Aligning sales and marketing through Signals

You may use compelling event signals to figure out where an account is in the purchasing process. Then you may send the right message, offer, and content to them. Here are some B2B sales tips on using signals to your advantage and aligning your sales and marketing processes.

benefits of an aligned marketing and sales strategy

Use signals to identify early opportunities.

The most useful application of signals is to reach out to prospective accounts earlier in the B2B sales process. Getting in touch with prospects before other sales teams is one of the finest methods to get a leg up on the competition. For offering the business, many companies prefer a sales associate who talks with them first. There’s a strong possibility that one portion of your audience isn’t in the right purchase phase to engage with your content when you contact prospects through marketing campaigns. You’re either too late to reach out, or you’re reaching out at the same time as your competitors.

This is why B2B sellers and marketers are beginning to recognize the value of employing signals to improve the success of marketing initiatives. 

Use signals for lead scoring

Lead scoring can assist in identifying between those who are actively studying a problem and those who are merely reading about it without intending to buy. This data shows if a lead meets your desired client profile or not, making prioritizing a breeze. A lead scoring model takes time, thought, and effort. As a result, setting up, monitoring, and improving B2B sales techniques might take long.

Signal intelligence can help in this situation. Signals let you detect the buying signals of your prospects based on intent themes that companies have carefully investigated. Each account is given a live score based on how interested they are in a particular topic. The higher the rating, the more relevant material the account has ingested about the intent themes you choose. 

Because it is an automated process, the lead-scoring technique is simplified.

You can choose accounts with the best conversion potential by selecting the topics relevant to the products and services.

Use signals to tailor your marketing strategy.

B2B sellers and marketers may use signals to better understand and target accounts throughout the route to purchase. Signals from a first-party source reveal precisely what a potential consumer is looking for. It can also demonstrate their level of curiosity. These analytics enable companies to deliver tailored, relevant information at scale.

Consider the following scenario: you have three products to sell. You track signals on similar subjects to figure out which one a certain account is interested in. Your sales team may then send them an email with further information about the product they’re interested in. The sort of content you transmit will, of course, be influenced by your level of purpose.

Signals may also play a critical role in developing and cultivating connections with the appropriate prospects. While account-based marketing frequently necessitates technographic and firmographic data, you must gather as much data as possible about your clients to adopt a laser-focused strategy.

Signals not only help you broaden your reach, but they also provide you with data that you wouldn’t have been able to get otherwise. This information may help you identify more in-market consumers, score leads more accurately, and reshape your ABM campaign with personalized messaging. If you know what a business is actively seeking, you may reasonably predict what they want to acquire.

That’s precisely what signal intelligence can help with. Thousands of topics regarding various products and services are watched regularly to identify whether businesses are interested in particular topics. The more a client researches a subject, the more likely they will buy something in that area.

Use signals for focused advertising

Using buyer signals, make your advertising efforts even more detailed by focusing on leads who display specific indications. You won’t spend any of your advertising expenditures on those who are just interested in your product for a short time and aren’t planning to buy it. You may start providing particular material that will help your B2B buyers accomplish their objectives and open up an opportunity for you after you’ve connected the dots between what they need and their buying signals.

Use signals to refine your content.

Trigger signals assist you in developing a content strategy that is tailored to your target consumers’ preferences. While there are numerous search engine optimization tools that can help you identify the top keywords and hot subjects, adding signals into your content marketing plan will provide you with a whole new layer of data to improve your content marketing approach.

Use signals to fortify your sales pipeline.

Following an end-to-end B2B sales strategy isn’t enough to get a company’s results. In your marketing funnel, you must do more than just discover and engage demand. Creative demand generation efforts are no longer enough. It’s crucial to do your homework on your target market, learn their habits, and approach them with fresh material. Customizing your marketing strategy has progressed beyond demographic and firmographic information about your addressable market.

In a world where sellers must do more with less — time, money, and effort – Signals may help revenue teams figure out where to focus their efforts and actions. To increase the size of your sales funnel, you should concentrate on Signals. B2B marketers utilize Signals to develop targeted and tailored marketing.


Data such as firmographics, technographics, and interaction metrics, are significant on their own. Still, when coupled with signal intelligence, you can develop a more comprehensive and precise selling and marketing model. 

When integrated with other criteria, compelling event signals can help you forecast and determine which accounts are most likely to purchase your services or products, allowing you to prioritize your accounts and save your time, money, and energy.

Leave a Comment here

Self-Source Pipeline at Scale