In today’s competitive B2B landscape, successful GTM campaigns don’t rely on spray-and-pray tactics – they leverage intelligent signals and triggers to identify and engage prospects at the perfect moment when they’re most likely to convert.
Enter: Triggers & Signals!
What I mean is, you can automagically send personalised inbound & outbound campaigns based on ICP-relevant signals & triggers that drive business growth, all while while you sleep 😴
What’s a SIGNAL? What’s a TRIGGER?! 👇
What’s A Trigger?
‘Triggers’ indicate your ICP are more likely to need & buy your solution RIGHT NOW. Triggers are often quantifiable, easy to access via Clay’s data integrations or an API 🔑, and spotlight low hanging fruit ripe for a relevant & personalised conversation starter.
For a marketing agency serving B2C roofing companies – for example – the ‘most obvious’ triggers might include:
- High bounce rate / low conversion rates
- Low organic traffic / X% drop in web traffic QoQ
- Lack of trust indicators (reviews, testimonials, certifications, low trust pilot score)
What’s A Signal?
Intent ‘signals’ are behavioural or data-driven indicators that suggest your ICP is actively considering or ready to buy your product/ service/.
For the same example marketing agency serving roofing companies, this might include:
- Scheduled a discovery call with your agency
- Downloaded your product/ service lead magnet
- Visited key product pages on your website
When you define the most relevant signals & triggers for each segment of your ICP and set up personalised, non-cringey, strategically & beautifully copy-written campaigns with intelligent AI snippets for dynamic variables within Clay – your email campaign open rates, meeting requests, closed deals and revenue are more likely to increase 👏
By implementing these signal and trigger-based GTM campaigns in Clay, you’ll transform your outreach from generic blasts into precision-targeted conversations that drive measurable growth while you focus on strategic initiatives—automation that works as hard as you do.
Need help automating inbound & outbound GTM campaigns?
Book a discovery call today.
(strategy + creativity + Clay = 💪🏼)
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Photo by Kelly Sikkema on Unsplash
