Signal Activation Playbook

April 6, 2026

Tools used

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A workflow to capture, qualify, and activate high-intent buying signals using a structured workflow to drive pipeline.

Dan Rosenthal

How it works

Step 1: Capture signals from all sources

Collect signals across 1st, 2nd, and 3rd party sources.

Pull signals from:
- CRM, website visits, marketing engagement
- Review sites, partner networks, LinkedIn engagement
- Technographics, news, social activity
Route signals into your orchestration layer using:
- Webhooks
- APIs
- Native integrations

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Step 2: Aggregate signals into one system

Centralize all signals into a single table.

Use:
- Clay
- Cargo
Create a master table where each row represents:
- One signal
- One company or contact

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Step 3: Normalize and deduplicate data

Standardize all key fields before enrichment.

Create columns for:
- Company domain
- LinkedIn URL
- Job title
Use formulas to:
- Clean data
- Standardize formats
- Remove duplicates

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Step 4: Enrich company and contact data

Add missing data to each signal.

Use:
- Clay
- BetterContact
- Findymail
Enrich:
- Firmographics
- Contact details
- Technographics

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Step 5: Lookup records in CRM

Check whether the account already exists.

Lookup:
- Company by domain
- Contact by email
Use:
- HubSpot
- Salesforce
Identify:
- Existing account
- Assigned owner

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Step 6: Qualify accounts using AI

Filter signals based on ICP.

Use:
- Clay
- Claude
- ChatGPT
- Perplexity
Evaluate:
- Company fit
- Persona fit
Keep only qualified accounts

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Step 7: Score accounts into tiers

Prioritize accounts for action.

Use:
- Firmographics
- Technographics
- Signal strength
Assign:
- Tier 1: strong fit
- Tier 2: good fit
- Tier 3: okay fit

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Step 8: Segment accounts

Group accounts for routing and messaging.

Segment by:
- Company size
- Industry
- Location
- Business type

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Step 9: Route signals to reps

Assign each signal to the correct owner.

Maintain a live rep list
If owner exists → keep owner
If no owner → assign (round-robin)
Use segmentation for distribution

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Step 10: Sync data to CRM

Push structured data into CRM.

Update:
- Companies
- Contacts
- Custom events (HubSpot)
Track multiple signals per account

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Step 11: Activate signals

Turn qualified signals into outbound and marketing actions.

Execute retargeting campaigns via:
- Google Ads
- LinkedIn Ads
Launch automated outbound sequences:
- Instantly
- HeyReach
Send connection requests and LinkedIn DMs:
- HeyReach
- Sales Navigator
Run manual outreach for tier 1 accounts:
- Nooks
Trigger Slack alerts for monitoring
Create CRM tasks for follow-up

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