Hi There,
Question: what's signal-based outbound?
Answer: the future of outbound 😉
The old way of doing outbound goes something like:
The result is a very static list that's hard to prioritize.
So what more and more companies are doing now is using Clay to go more granular on that list and enrich/ use AI agents to do some sort of lead-scoring and adjust messaging based on different segments and signals.
Signal-based outbound however takes this to the next level, it starts out with a signal.
So instead of having a static list, you can get a weekly or daily list based on signals that are of high intent for the problem you solve/ impact you deliver.
As a result, you'll be reaching out to companies at the right time making it a very efficient way to run outbound.
PS. Working on a more in-depth video on how to pull this off with Koala and Cargo, will be sharing that one in a following newsletter.
Koala
As you can tell by the intro to this email, I've been taking a deep dive into different ways to get intent data in, both from first and third-party sources. With Koala, the first-party sources are insane, everything from LinkedIn engagement, website visits, product use, G2... and not just the typical "X has been on your website x times" but you can segment intent based on your website pages or actions on the website. (Ex, you probably want a different flow for a lead that was on the website for 10 seconds or the lead that was on the website for 5min, checked out pricing, and read 2 blogs)
I'll be diving in on more intent tools like this over the next weeks but so far, Koala is the one that has blown me away the most. (Their UI is also clean AF.. which I'm a sucker for.)
Had a few calls last week with different SaaS companies and I'm surprised at how many haven't set up the play to go from website visitor to an outbound action/ add to a TAL (target account list). It's not a complex workflow to set up and can add deals fast if you've got decent web traffic. So here's how I would set it up using Clay.
*Tools to reveal website visitors: Hubspot, Leadinfo, Unify, Warmly, Koala, Commonroom, RB2B...
Thanks for reading!
Happy Sunday,
Laurens
PS. I've been dialing in the SOP we use at GTM Engineer for setting up these flows and the way we currently work is we run experiments with Clay and later set it up in Cargo to run on autopilot with an added customer data platform (CDP) to create a closed loop system (to create an internal customer database over the full GTM system/ Bowtie and later on potentially train an AI on etc). This seems to be the most efficient way to go about it.