Signals and what makes one worth acting on
A signal is a dated event at a business. Here is what each kind means and when to move.
A signal is something that happened at a business, with a date. It tells you why now might be a good time to get in touch.
The kinds
| Group | Kinds |
|---|---|
| Growth | Contract win, Funding, Expansion, Newly incorporated |
| People | Leadership, Hiring |
| Risk | Strike-off risk, Insolvency, Regulatory |
| Profile | Award, In the news, Launch |
| Changes | Changed trade, Renamed, Moved |
| Relationship | Through a supplier |
What makes one worth acting on
- It is recent. A signal from last week beats one from last spring.
- It matches what you sell. A new director matters to a firm selling to leaders; a hire matters to a recruiter.
- It comes with a route in: a verified director email, or a phone.
- It is not a risk signal you would be wrong to chase. Insolvency and strike-off are warnings, not invitations.
An example
"Appointed Sarah Whitfield as a director" at Marsh and Keel (sample) is a Leadership signal. A new director often reviews suppliers, so it is a natural reason to write.
Register events are described as register facts. A news story is never credited to its publisher.