Most agency business developers waste time chasing the wrong prospects.

Signal-based outreach flips that script. Instead of guessing who might be in the market, you identify real buying signals, moments that reveal interest or intent, and reach out with the right message at the right time.

A buying signal could be an event trigger (like a new CMO hire, funding round, merger, or job posting) or an engagement activity (like visiting your website, subscribing to your newsletter, or downloading content). These signals show when a company or contact’s situation or behavior suggests they’re ready to talk.

Here’s how to put signal-based outreach into action:

1. Identify the signals.

Start by listing the most relevant event triggers and engagement activities for your agency. Don’t boil the ocean. Choose a few that best indicate potential need, like executive hires or website visits.

2. Monitor and capture them.

Track signals using tools like LinkedIn Sales Navigator, HubSpot, or Crunchbase. If you’re just starting out, a simple spreadsheet works fine. Export data monthly and review it manually.

3. Prioritize and qualify.

Not all signals are equal. A website visit to your “Services” page carries more weight than a LinkedIn like. Stack multiple signals from one company to identify your hottest prospects.

4. Personalize and engage.

Tailor your outreach to the signal itself. If someone subscribes to your newsletter, thank them, and ask what drew their interest. If a new CMO has just been hired, congratulate them and share relevant insights.

5. Measure and report.

Track metrics like market reach (how many target companies gave signals), engaged accounts (companies with multiple interactions), and meetings booked. These indicators reveal whether your program is gaining traction.

Signal-based outreach helps you stop guessing and start timing. When you focus on who’s actually showing intent, your outreach becomes smarter, more relevant, and far more effective.