Glossary
The signals vocabulary, in plain English.
Buying signals, intent data, GTM engineering, timing — the terms behind modern outbound, defined clearly and honestly, with the trade-offs each one hides.
Buying signals
Observable events or behaviors that suggest an account is entering a buying window — like new funding, a key hire, or a product launch.
Read →Intent data
Data used to infer that an account is researching or ready to buy — spanning first-party behavior, third-party topic consumption, and public events.
Read →Signal-based selling
An outbound approach that prioritizes accounts by real-time buying signals and leads every touch with the specific reason to reach out now.
Read →GTM engineering
The practice of building automated, data-driven systems — enrichment, scoring, routing, and outreach — that run the go-to-market motion.
Read →Trigger events
Discrete, dated events — funding, leadership changes, M&A, launches, hiring surges — that open a window of buying readiness.
Read →Ideal customer profile (ICP)
A definition of the accounts most likely to become good customers — the fit criteria that decide who belongs in your market.
Read →Account scoring
Ranking accounts by a combination of fit and timing so reps work the highest-probability opportunities first.
Read →Fit vs. intent
The two independent questions behind prioritization: is this a good-fit account, and is it ready to buy now?
Read →Sales timing
The principle that most outbound fails on when you reach an account, not who you reach — and that timing is researchable.
Read →Third-party intent data
Aggregated, anonymous topic-consumption data from a publisher co-op, used to infer that accounts are researching a subject.
Read →Website de-anonymization
Identifying the companies (or people) behind anonymous website traffic so sales can follow up on inbound interest.
Read →Waterfall enrichment
Querying multiple data providers in sequence to fill in a record, moving to the next source when one comes up empty.
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