Signals

A Signal is a piece of why-now evidence attached to a company. Signals are how an Account earns a slot in your book and how it stays ranked.

Every signal has the same shape: what kind, how strong, when it happened, what evidence supports it, where it came from. Multiple signals on the same Account stack: a funded company with a recent ICP-role hire is a stronger why-now than either signal alone. Signals decay with age; a funding round from last week is louder than one from 90 days ago.

All seven signals ship on every paid plan and on the trial. The picker groups them by quality: strongest intent signals are company events with budget implications, broader signals are behavioural, a wider net at lower precision. Alongside them, a baseline ICP fit sweep keeps the book from ever going empty: companies that match your fit cleanly can enter the book even without a live event, ranked below signal-backed rows.

Each signal is explained below: what it means, why it predicts buying, and what it needs from you.

Funding round

The company raised new capital. A round is the strongest budget signal there is: money just arrived, the board expects growth, and the team is about to spend on whatever unlocks it. Companies buy more tooling in the two quarters after a raise than at any other time.

Setup: none required. Optionally filter to the round types you care about (pre-seed through pre-IPO); leave the filter empty to catch every round on companies that match your fit. When a round lands, the people in your buyer roles at that company surface as Leads, with the raise as the opener context.

Acquisition

The company was acquired, or made an acquisition. Either way the org is in flux: teams merge, priorities reset, tooling gets re-evaluated, and new owners bring new budgets. That window of change is when incumbent vendors get swapped out.

Setup: none required. Optionally set a minimum deal size to ignore small transactions; leave it empty to catch every acquisition event on your fit accounts.

Executive move

A new leader joined the company. New executives arrive with a mandate, and the first quarter of a new VP or C-level tenure is when they change process and buy the tools they trust. If you sell into their function, this is the moment they are most open to a conversation.

Setup: none required. Optionally add title patterns (for example "VP Sales", "CRO") to only catch moves in the function you sell to; leave it empty to catch every executive move.

Job change

A person recently started in one of your buyer roles at a fitting company. New hires in a buying role re-evaluate the stack in their first 90 days: they have fresh eyes, something to prove, and often explicit ownership of the problem you solve. You are reaching them before they have settled on anything.

Setup: requires your buyer roles list (the Buyers section). The signal watches for people who recently moved into one of those titles at companies matching your fit.

Hiring

The company opened roles that your product supports or replaces. A company hiring three SDRs is investing in outbound; a company hiring FP&A analysts is scaling finance. Hiring for a function means budget and attention are flowing to it, which is exactly when tooling for that function gets bought.

Setup: requires a roles to track list, configured on this signal. Important: these are not the people you sell to, they are the roles whose hiring is the trigger. If you sell sales tooling to Heads of Sales, track "SDR" and "Sales Ops", not "Head of Sales". See Buyers for why keeping the two lists separate matters.

Competitor engagement

People at fitting companies are commenting on your competitors' LinkedIn posts. Someone engaging with a competitor's content is aware of the category, thinking about the problem, and possibly evaluating right now, and they have never heard your side of it.

Setup: requires your competitors' LinkedIn company pages, configured on this signal (your competitor names live in Your product). Quality follows the list: three real competitors that your buyers actually follow beat ten loose ones.

Keyword buzz

Someone at a fitting company posted publicly on LinkedIn about a topic you track. A public post about the pain you solve is a hand raised in your category: the problem is top-of-mind enough that they wrote about it.

Setup: requires your keywords list (the Your product section). Use phrases buyers actually write ("pipeline coverage", "outbound reply rates"), not category jargon. This is the noisiest signal when keywords are loose; start with two or three narrow phrases and widen only if volume is thin.

Defaults at onboarding

Newly created Audiences start with the three company-event signals on: funding round, acquisition, executive move. They need no configuration and never produce noise. Add job change and hiring once your buyer roles and roles-to-track lists are set, and competitor engagement and keyword buzz once your competitor list and keywords are dialled in.

If you flip on a signal that is missing its required input, it shows as pending with a note on what to add; it activates automatically the moment you fill the input in.

Signal portfolio = Timing

The Account-level Timing score (0-100) is the portfolio of live signals decayed by age, never a single collapsed value. When you look at an Account, the strongest signal is highlighted and the rest are stored on the row, so you have the full why-now picture, not just the top line.

Lighter signals are not noise; they fill the book between heavy events. A solid working day is a few strongest-intent rows at the top, several broader rows behind them, and a baseline of fit-sweep rows that keep the queue alive between heavy signal weeks. The book ranks them for you; work top-down.

Dropped

These were considered and dropped on purpose:

• Influencer engagers: surfaces mostly other salespeople, not buyers.
• Active evaluation as a standalone: subsumed by keyword buzz.
• X / Twitter keyword discussions: the data structure isn't reliable enough for our quality bar.