Guide to signal-based campaigns
Part 3 of 3 in "Shift to account-driven GTM" series
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There’s a lot of noise around “signals”, specifically using intent signals to send outbound campaigns to prospects.
And you might be thinking…“Is this really a new thing? Is it worth the hype?”
My answer: Kind of
The concept isn’t new, signals are just data points that show intent. As marketers, we’ve always tried to reach the right people, at the right time, with the right message—whether by identifying high-priority contacts via lead scoring, reaching web visitors through retargeting ads, and/or sending segmented nurture sequences.
But a lot has actually changed. We now have seemingly infinite and near real-time data about companies and people, better workflows for connecting the dots across tools and data sources, and the ability to create highly-relevant, personalized content faster.
We also have way more “signals” of intent than ever before. Instead of waiting for inbound leads to come to you or blasting spray-and-pray style outbound messages to static lists, you can now more easily send hyper-relevant, signal-based campaigns to your high-priority accounts.
In this newsletter:
This is part 3 of my 3 of my Account-Driven GTM series:
Part 1: Why B2B startups need to shift to account-driven marketing
Part 2: How to map your TAM and account tiers into your CRM
Part 3: How to run signal-based campaigns to reach your priority accounts.
A refresh on how signal-based campaigns fit into an account-driven GTM approach
Lots of examples of signal-based campaigns that actually work
Setting up account stages and rules of engagement
My take on “Are signal-based campaigns worth the hype?”
For paid subscribers in our template library:
List of 50+ tools to use in an account-driven GTM
50+ signal-based campaign ideas
Rules of engagement template for marketing and sales in an account-driven, signal-based world
Recommended products & agencies
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Default: Default automates your inbound workflows: easier routing, actionable intent, and faster scheduling. B2B Rev Ops & Marketing Teams at startups like OpenPhone, Unify & Descript use Default to convert more leads to revenue.
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Section 1: Signal-based marketing primer
We used to rely on lead scoring to qualify prospects, moving them through a funnel without considering account-wide activity. When/if pipeline dried up, teams resorted to mass outbound and spammy outreach to hit targets. We don’t have to do this anymore!
As I shared in my last newsletter, the best GTM teams are shifting towards an account-driven strategy, which starts with tiered accounts, adding accounts and contacts into your CRM, and then systematically reaching those accounts at the right time across channels.
Signal-based campaigns are a big way to do that. But as with any marketing strategy or tactic, things can go very wrong when you start copying and pasting from everyone else. You need to find the signals that work best for your unique B2B startup to find success.
What are signal-based campaigns?
Intent signals are behavioral or data-driven indicators that suggest a company or individual—who fits your ICP—is actively considering or ready to buy a product like yours. These signals come from first-party data (e.g. website visits, product usage), second-party data (e.g. partner interactions), and third-party data (e.g. industry news, competitor research).
Tracking these signals helps you prioritize accounts, trigger marketing and sales activity, and create more relevant, personalized outreach. Signal-based campaigns are simply the outreach and engagement efforts triggered by these signals.
Are signal-based and firmographic-based campaigns the same?
No, but there are some gray areas. Firmographics and technographics help segment your audience and define account tiers based on ICP fit. Signals, on the other hand, indicate real-time intent. Whether you’re running a signal-based or firmographic-based campaign, follow these best practices:
All campaigns need fuel & engine alignment (the content needs to match the distribution channel)
The “fuel” should add value for the recipient(s), and the “fuel” should be be tailored to the “engine” you’re using (e.g. outbound, Linkedin ad)
Campaigns should feel relevant and personalized, and not just because you included {{lead.First Name}}
Campaigns are tailored to where an account is in their buying journey
Your outreach doesn’t feel generic, lazy, or spammy
Additional MKT1 reading: Fuel & Engine Framework | How to run high-impact campaigns
Are signal-based campaigns more effective than other campaign types?
Signal-based campaigns are typically more proactive: When you act on signals that just happened (e.g. recent job switch)…
And more targeted: Signals indicate a propensity to consider or buy your product…
And therefore higher-converting: Reaching contacts and accounts at the right time with the right content, leads to better engagement.
Is it worth it to set up signal-based campaigns? Is this an unnecessary level of complexity?
I like to think signals add sophistication, not complexity. Once you start tracking signals, you now have multiple variables for determining when/if a campaign should be sent and what content, messaging, and CTAs to include. You can now prioritize accounts and contacts based on more data:
People (lead or contact) stages
Account engagement stages
Account tiers (typically based on fit with ICP and potential value of customer)
Signals
⛔ 🐏 Avoid doing random acts of (signal-based) marketing. While I think signal-based campaigns can help you drive growth, like anything in marketing, figure out the right bets to make, then test, then scale them. Don’t jump in head first and try building campaigns for every signal you can possibly track. You’ll end up right back in the R.A.M. trap.
More from MKT1
📖 Keep reading: Still not convinced that signal-based campaigns are worthwhile? Paid subscribers get access to the rest of this newsletter, which shares my take on whether signal-based campaigns are worth the hype. Plus tons of signal-based campaign examples and the process I recommend for setting it all up.
✂️ Templates and discounts for paid subscribers: Paid subscribers can find all growth marketing templates here including an account-driven signal list, 50+ signal-based campaign ideas, and account tiering methods. Active discounts on products we recommend.
👁️ Related newsletters: Anatomy of a marketing plan, Shift to account-driven GTM, and How to set up account-driven GTM
🧑🚀 Job board: Jobs from the MKT1 community. Paid subscribers can now add jobs to our job board for free.