Best performing intent signals for ColdIQ's outbound campaigns:
(Common Room’s tracks > 25 of these)
1️⃣ Website Visitor Identification
One of our favourites.
Works best if you get lots of website visits.
The idea is simple:
→ Someone visits your site.
→ CommonRoom (or else) identifies the person.
→ You use this information with additional research/qualification to reach your prospects.
Typically, you want to triangulate information around:
- the page they visited
- how you can help
- what’s going on in their company at the moment.
2️⃣ Job changes
There are 2 main ways we use this signal:
A. Someone using your product at a previous company joins a new one.
Here, it’s mostly about re-starting the conversation with them:
Brian LaManna published a great template for this use case a few weeks ago:
“Hi {{first_name}},
I saw that you recently joined {account name} coming from a Gong customer, {{! insert last company}} - congrats on your new role as {{title}}!
Given that, you're no stranger to Gong and I'll spare you the pitch.
As I'm sure you'll agree, Gong could help: [benefit 1], [benefit 2], [benefit 3]
Worth a chat? No expectations beyond sharing a few ideas and seeing where it goes.
Brian
P.S. [fill in something personal from LI profile]“
B. Someone (a new decision maker) joined less than 3 months ago.
Here we typically start by congratulating them on their new role. Then we ask questions about potential pain points or issues in the department they now own.
3️⃣ Job openings
This has been used a lot, but it is still effective if you make an effort that goes beyond: “I see you’re hiring SDRs. Do you want to use an outsourced SDR agency?”
The key to this signal is to look at the job description for the opening.
Most precisely, the responsibilities and priorities of the new hire.
Companies typically don’t decide to open new jobs without proper consideration.
Thus, instead of positioning your product or service as a ‘replacement’ for the new person, you’re better off positioning it as an enhancement for what the person will do.
4️⃣ News announcement
This could mean mergers, acquisitions, new product launches & more.
Each event precedes periods of change - which present opportunities for you to help.
For example, M&As typically lead to redundancies in some roles, the need for training to adapt to new tools/systems… changes in leadership, etc.
For product launches, it could signal the need for more engineering talent or more budget allocated to marketing, etc…
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We use a lot more than these 4 depending on clients' products & requirements.
There are no one-size-fits-all signals.
My best advice is to look at all potential signals you could leverage.
And see how they are relevant to your product.
Common Room has a great "Signal Spectrum Map" resource for that.
(Let me know if you want it... and I'll share it!)
In the meantime, what are your top performing intent signals?
