signal-intel
Use when consolidating intent, product usage, and third-party signals to prioritize ABM actions.
When & Why to Use This Skill
The Signal Intelligence Systems skill is designed to streamline Account-Based Marketing (ABM) by consolidating fragmented data from intent platforms, product usage, and third-party signals. It provides a structured framework for normalizing account identifiers, applying decay-weighted scoring, and triggering automated sales or marketing workflows. This skill helps organizations transform raw engagement data into prioritized, actionable intelligence, ensuring sales teams focus on the accounts most likely to convert.
Use Cases
- ABM Account Prioritization: Automatically rank target accounts by consolidating intent spikes from platforms like 6sense with internal product usage data to identify 'warm' prospects.
- Real-time Sales Alerting: Configure Slack or CRM notifications for SDRs and AEs when high-value signals occur, such as executive moves at a target account or a surge in documentation views.
- Marketing Automation Optimization: Trigger specific nurture tracks or suppress ad spend based on live engagement signals and commercial stages to improve ROI and customer experience.
- Churn and Expansion Monitoring: Identify renewal risks or expansion opportunities by correlating seat utilization drops or support ticket volume with commercial contract windows.
| name | signal-intel |
|---|---|
| description | Use when consolidating intent, product usage, and third-party signals |
Signal Intelligence Systems Skill
When to Use
- Monitoring account readiness for ABM plays.
- Prioritizing SDR/AE follow-up based on live engagement.
- Coordinating signal-based automations (ads suppression, nurture routing, sales alerts).
Signal Sources
- Intent Platforms – Bombora, 6sense, ZoomInfo (topics, spike scores, recency).
- Product Usage – PQL metrics, feature adoption, seat utilization, idle license detection.
- Engagement – email/web activity, event attendance, community participation, SDR/AE touchpoints.
- Commercial – opp stages, renewal windows, open tickets, expansion likelihood.
- External Events – hiring, funding, tech stack changes, executive moves, news.
Framework
- Normalize identifiers (domain, account ID) across sources.
- Define scoring rules per signal category with decay functions.
- Build alerts/automations (Slack, email, CRM tasks, MAP triggers).
- Feed prioritized lists into plays (target-accounts, plan-plays, monitor-abm).
- Log outcomes to refine weighting and ROI.
Templates
- Signal scoring worksheet (source, weight, freshness, trigger threshold).
- Alert matrix (signal → delivery channel → owner → SLA).
- Data dictionary for dashboards/warehouse models.
Tips
- Combine at least two signal types before triggering high-effort plays.
- Store historical signal snapshots to correlate with pipeline impact.
- Align privacy/compliance flags with marketing automation + CRM suppression rules.