Most outbound programmes optimise the message and ignore the moment. Yet a company that has just raised funding, opened a new site or hired a head of operations is far more likely to be evaluating suppliers than one that has not changed in a year.
Buying signals are public events that correlate with a need: leadership changes, hiring surges, expansion announcements, tenders, new technology adoption or regulatory deadlines.
A signal-based approach starts with a ranked list of accounts where something has changed, and builds the opening message around that change. It is more relevant for the buyer and more efficient for the seller.
The discipline is in filtering. Not every signal matters for every offer, which is why modelling your ideal customer comes first.