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Play 20Outbound · ABM · Inbound

Signal Activation

Signal Activation is an eleven-step outbound, ABM and inbound play for your website, LinkedIn and email, from “Capture signals from all sources” to “Activate signals”. It uses LinkedIn, Clay, BetterContact, Findymail, HubSpot and 18 more tools.

Portrait of Kenny Damian

Kenny Damian, Co-founder & Head of GTM

Motion
Outbound, ABM, Inbound
Channel
Website, LinkedIn, Email
Steps
11
Tools
23

The workflow

Workflow diagram of the Signal Activation play in five numbered stages: capture signals from every party; one table, one row per signal; check the CRM, then qualify; route to a rep and sync; and activate on every channel.
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The diagram as text

  1. 1Capture signals from every party

    • First party (your own data): Website visits, Product usage and Events. Web: Warmly and Webflow. Product: Amplitude and Mixpanel. Events: Luma.
    • Second party (shared with you): LinkedIn activity, Review sites and Partners. Social: LinkedIn and Sales Navigator.
    • Third party (public web): Technographics, News and Social. Tech: TheirStack. News: Perplexity.
    • In by webhook, API or native integration

  2. 2One table, one row per signal

    • Signal table (clay): Signal, Company and Contact. Domains, LinkedIn URLs and titles standardised. Duplicates removed. Tool: Clay.
    • Fill the gaps: Firmographics, Contact details and Technographics. Enrich: Clay, BetterContact and Findymail.

  3. 3Check the CRM, then qualify

    • CRM lookup (who owns it today): Account found by domain, contact by email, current owner noted. Lookup: HubSpot and Salesforce.
    • Gate 1: Company and persona fit: AI checks each signal's account and person against the ICP. Dropped: Not ICP. Tools: Clay, ChatGPT and Perplexity.
    • Gate 2: Score into tiers: Firmographics, technographics and signal strength set Tier 1, 2 or 3. Dropped: Weak signal. Tool: Clay.
    • Segmented by size · industry · location · business type

  4. 4Route to a rep and sync

    • Account status → Who gets the signal
      • Already owned in the CRM → The existing owner
      • No owner yet → Next rep on the live round-robin list
    • Signals written as custom events, many per account. Tools: HubSpot, Salesforce and n8n.

  5. 5Activate on every channel

    • Priority accounts (tier 1): A human works it the same day. Call: Nooks. Pitch: Gamma. Alert: Slack. Task: HubSpot.
    • Sequences (automated): Email plus connection requests and DMs. Email: Instantly and Outreach. LinkedIn: lemlist.
    • Retargeting (ads): The same accounts see you on LinkedIn and Google. Ads: LinkedIn and Google.
    • Outcome: Every signal reaches the right rep. Tool: Slack.

Labelled connections: Then enrich: Signal table to Fill the gaps.

The stack: Warmly, Webflow, Amplitude, Mixpanel, Luma, LinkedIn, Sales Navigator, TheirStack, Perplexity, Clay, BetterContact, Findymail, HubSpot, Salesforce, ChatGPT, n8n, Nooks, Gamma, Slack, Instantly, Outreach, lemlist, Google.

The play in eleven steps

  1. Step 1: Capture signals from all sources

    Aggregates data from first, second, and third-party channels including CRM systems, website analytics, marketing engagement metrics, review platforms, partner networks, LinkedIn activity, technographics, news mentions, and social signals via webhooks, APIs, and native integrations.

  2. Step 2: Aggregate signals into one system

    Centralizes all captured signals in a single unified table using Clay or Cargo, with each row representing one signal and associated company or contact.

  3. Step 3: Normalize and deduplicate data

    Standardizes key fields like company domain, LinkedIn URLs, and job titles; applies formulas for data cleaning, format standardization, and duplicate removal.

  4. Step 4: Enrich company and contact data

    Supplements missing information using Clay, BetterContact, and Findymail to add firmographics, contact details, and technographic data.

  5. Step 5: Lookup records in CRM

    Searches HubSpot or Salesforce for existing accounts by domain and contact by email, identifying current account ownership.

  6. Step 6: Qualify accounts using AI

    Filters signals against ideal customer profile using Clay, Claude, ChatGPT, or Perplexity to evaluate company and persona fit.

  7. Step 7: Score accounts into tiers

    Assigns tier rankings (Tier 1: strong fit, Tier 2: good fit, Tier 3: okay fit) based on firmographics, technographics, and signal strength.

  8. Step 8: Segment accounts

    Groups accounts by company size, industry, location, and business type for targeted routing and messaging strategies.

  9. Step 9: Route signals to reps

    Assigns each signal to appropriate sales representatives using round-robin distribution, maintaining live rep lists while preserving existing account ownership.

  10. Step 10: Sync data to CRM

    Pushes structured signal data into CRM platforms, updating companies, contacts, and custom events while tracking multiple signals per account.

  11. Step 11: Activate signals

    Executes multi-channel campaigns including retargeting via Google Ads and LinkedIn Ads; automated sequences through Instantly and lemlist; connection requests and LinkedIn DMs; manual outreach for priority accounts via Nooks; Slack alerts; and CRM task creation.

Tools used

The 23 tools this play names. Each links to the other plays that use it.

Related plays

All GTM plays

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Play 20 · Signal Activation