signal-to-campaign

Use this play before enriching contacts or writing campaign copy. It turns an observable market event into a small, defensible campaign package staged for human approval.

Prove the signal carries pain

Translate the offer into the operational problem it solves. Generate several candidate signals, then score each on:

• Specificity: does it point to this problem or merely describe the company?
• Observability: can every account be tied to evidence another operator can inspect?
• Timing: does it explain why action makes sense now?
• Ownership: is there a recognisable buyer who owns the implied problem?
• Offer fit: does the offer resolve the situation without a logical leap?
• Noise: what common cases would create a false positive?

Select one primary signal and one backup. A visible event is not automatically a buying signal. Funding, generic hiring, technology use, and broad growth become useful only when combined with current evidence of the relevant workflow, constraint, or complexity.

Build the evidence layer

Create an account record for every candidate with: