Signal Activation Playbook

Centralize all signals into a single table.

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

‍

Standardize all key fields before enrichment.

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

‍

Add missing data to each signal.

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

‍

Check whether the account already exists.

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

‍

Filter signals based on ICP.

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

‍

Prioritize accounts for action.

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

‍

Group accounts for routing and messaging.

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

‍

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

‍

Push structured data into CRM.

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

‍

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

‍