Strategic Signal Selection: From Initial Signal Identification to High-Play Conversion Plays

Kevin White shows how to streamline your sales approach by categorizing and combining signals to create highly targeted micro-campaigns that personalize your outreach and boost your results. Learn how to overcome common challenges in this session: "Our go-to-market teams are being asked to do more with less. And one way to do that in a really effective way, is through using signals to inform go-to-market and then also to use them for personalized outbound and prioritization..." 

Key Points

• The traditional go-to-market strategy needs to improve its effectiveness due to mass layoffs, AI advancements, and increased efficiency demands. A signal-based approach helps businesses reach the right audience with the right message at the optimal time, enhancing efficiency and results.
• The focus should be on signals with a higher likelihood of conversion, typically those requiring human review and falling within a specific "sweet spot" on the volume-conversion spectrum.
• Organizing signals into categories quickly eliminates irrelevant signals based on company focus and go-to-market strategy, streamlining the selection process. Combining signals allows for creating highly targeted and effective micro-campaigns, improving conversion rates.
  • Micro-campaigns are highly targeted outbound sequences built around multiple stacked signals, which enable personalized outreach and increase conversion rates by providing rich contextual information.