Resources Guide
60+ B2B Sales Signals
A reference matrix of 60+ B2B sales signals split by individual-level and account-level triggers. Each one includes a description, a relevance rating, and a difficulty score so you can prioritise which signals are worth tracking for your market.
About this resource
Signal-based outbound only works if you're tracking the right signals. But most teams either default to the obvious ones (funding rounds, job changes) or try to track everything and end up overwhelmed. This matrix gives you the full menu so you can make a deliberate choice about which signals to build plays around.
The signals are split into two categories. Individual-level signals (15) are things happening to the person you're reaching out to: they published a LinkedIn post, spoke on a podcast, commented on a competitor's content, got promoted, started a new role, or left a negative vendor review. These are your warmest entry points because they give you something specific and timely to reference. Account-level signals (27+) are things happening at the company: they raised funding, made an acquisition, started hiring for a specific team, launched a new product, lost a decision maker, or had a leadership change. These tell you the company's situation is shifting and there might be a reason to care about what you sell.
Each signal has three things: a plain-English description of what it means, a relevance factor (High, Medium, or Low) that tells you how strong the buying intent typically is, and a difficulty/time rating (Easy or Medium) that tells you how hard it is to actually track. The combination is what matters. A high-relevance, easy-to-track signal is where you start. A high-relevance, medium-difficulty signal is worth the investment once you've got the basics running. Low-relevance signals are nice to know but shouldn't be your priority until the higher-value ones are covered.
What you'll take away
- 15 individual-level signals (content activity, engagement patterns, role changes, vendor dissatisfaction)
- 27+ account-level signals (funding, M&A, hiring, layoffs, leadership changes, new products, tech stack shifts)
- Relevance factor ratings (High, Medium, Low) so you know which signals carry the strongest buying intent
- Difficulty/time ratings (Easy, Medium) so you can assess which signals are practical to track with your current setup
- A prioritisation framework: start with high-relevance, easy-to-track signals and work outward from there
Who this is for
SDR managers, GTM engineers, or sales ops leads deciding which signals to track and build plays around. Also useful for founders who know signal-based outbound is the right direction but need a comprehensive, prioritised list rather than guessing at which signals matter.