Signal-based selling is the future
The ole' "Predictable Revenue playbook" is dead
Hey y’all -
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Signal-based prospecting is the future
The old way of prospecting was mass-spamming a list of people/companies within your ICP.
Blindly throwing spaghetti against the wall.
As my first VP of Sales told me: "There is security in numbers" (in other words: 'hit the phone, kid').
While there is some truth in that statement, I've always been one to work smarter, not harder.
So, with the rise of AI, the amount of data available, and the tools on the market today, a new way of selling is emerging — a *smarter* way of prospecting.
I've been calling it "signal-based selling."
The good news: it's simple in definition.
The bad news: it's hard to execute (sorry).
Want a silver bullet? This is not the answer.
Want a new arsenal of arrows to build a modern GTM engine? This is it.
Let's say you're a rep with 200 Target Accounts in your patch.
You have an average of 10 potential buyers per account, so 2,000 people you could go after.
The old way: randomly pick 100 people today, load them up into your sequencer, and start emailing and calling them ("triple tap" them!).
Gross.
The new way: let technology scan across *hundreds* of signals to determine which people you should reach out to this week.
These signals are in categories like:
product usage
job change data
old deal that should be resurrected
new/relevant technologies detected
website visitor who didn't fill out a form
engaged with thought leadership on social media
previous customer/champion just joined a target account
a new path in, detected for a warm intro
co-selling opportunity with a partner
engaged with marketing material
here are ~200 other signals from Becc Holland (I think Zoominfo was very inspired by her content and made their own version), both are good resources
High-intent signals like these help you determine how to prioritize which people/companies to focus on today.
Oh, and the best part - you can scale this with the tools on the market today. But that's a post for another day :)
So ask yourself (or your reps):
"How did you choose the list of people/companies you're targetting today?"
If it wasn't determined by signals (data), you're missing out.
I hope this helps reframe how your GTM Team is building a more data-driven approach going into 2024.
See you next time,
B.
Which tools give you those signals? (could you name a few?)
Are those all outbound plays?