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Intent data is a $2B category, but most of it is noise. We backtested 14 popular signals against 190K closed-won opportunities to see which ones actually predict pipeline.
The signals that actually work
Three signals correlated with a 3x+ lift in reply-to-meeting rate: recent funding (< 90 days), new leadership hires in the buyer's function, and public job postings for roles adjacent to your product.
- Series A–C funding within 90 days
- New VP or C-level hire in buyer's org
- Job postings mentioning your competitor or category
Signals to deprioritize
Website visits, content downloads, and generic 'surging' scores from third-party providers showed almost no correlation with pipeline in our sample. Great for marketing attribution, weak for outbound targeting.
Turning signals into plays
Match each signal to a specific play, a specific persona, and a specific sequence. Automate the routing so SDRs are always working the freshest, most qualified accounts first.