Qualified Signals plays a significant role in the new era of the Pipeline Cloud. As an intent product, Signals allows you to tap into the gold mine of buyer intent data you already have from your website. With Qualified Signals, you can unlock this data and turn these insights into action.
However, as a salesperson, you know you can't always predict the buying intent of your accounts and that it often changes...sometimes very rapidly.
To illustrate this, it's essential to know three key terms:
- Signals Intent
- Signals Temperature
- Signals Trend
In Qualified Signals, accounts are categorized by one of four possible purchase intents:
These intents correlate with the account temperature score, ranging from 0-100°. Think of the Signals temperature, sometimes called the Signals score, as any other temperature. It tells you how hot this particular account is. Hotter accounts have a high propensity to buy, while cooler accounts are less likely to buy.
An account can go from cold to warm very quickly. Since temperatures can fluctuate in real-time, so too can intent. To measure this, we use Account Trend. These trends show how an account’s purchase intent has increased or decreased based on their website engagement over the past 14 days. If an account is neutral or cooling, it means their activity on your website has decreased or stalled. In contrast, an account is categorized as surging if they have a significant increase in recent activity on your site.
But, what should I do with this information?
There are three types of activities or signals that warrant attention:
- An account that is surging should be a prime candidate for outbounding activities.
- A cold account that is suddenly heating or surging should also receive attention.
- An account that is On Fire but cooling warrants a different level of attention to help bring them back to a heating or surging Trend.
In most cases, you want to focus on Accounts in a positive Intent and Trend state. If you look at the graph below, you want to prioritize the accounts up and to the right.
Let's think about this in a different way:
Imagine your thermostat in a home. You've recently returned after a long vacation – perhaps you set the thermostat to off or "eco" while you were away, so when you returned, it was cold 59°. [Intent & Temperature]
You immediately bump up the heat, and since it's winter in Chicago, turn on the fireplace as well, and the system starts heating. [Trend]
By the time you've grabbed the mail and sat down for some Netflix, it's warm in the house, and you turn the heat off. [Intent]
Your Trend is now Neutral, and you're feeling good about how much you saved on your heating bill. Signals temperature, Intent, and Trend all work very similarly to a good old Nest thermostat.
Still have questions about terminology in Qualified Signals? Chat with us below👇!
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