Latest / MATCH B2B INSIGHTS / Building a Signal-Based Revenue Engine: Triggers, Mindset, and Real-World Examples

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Building a Signal-Based Revenue Engine: Triggers, Mindset, and Real-World Examples · MATCH B2B INSIGHTS

• 0:26
  Hey everyone, welcome back to MATCH B2B Insights.
• 0:30
  I'm Brenda, and today I'm here with Benny פלומן,
• 0:34
  Daniel Weiss, and Brian Newman for a pretty timely conversation.
• 0:34
  Before
• 0:39
  we dive in, I wanna take a moment for something important.
• 0:42
  As we're recording this, Israel is in an active war situation with Iran.
• 0:47
  A lot of our clients, partners,
• 0:50
  and friends are literally working between sirens,
• 0:53
  kids at home, and very real uncertainty.
• 0:56
  So wherever you are listening from - Israel,
• 0:59
  the U.
• 0:59
  S., Europe, anywhere - we're wishing you safety,
• 1:03
  resilience, and a calm, secure,
• 1:06
  and happy Purim for you and your families.
• 1:06
  And actually that connects
• 1:11
  to today's topic: how you build resilience into your revenue system when
• 1:16
  the world is unstable.
• 1:17
  Not with more chaos and more "activity",
• 1:21
  but with better signals and focus.
• 1:21
  Yeah.
• 1:25
  When we talk about resilience for SMBs right now,
• 1:28
  especially Israeli SMBs selling globally,
• 1:31
  it's not motivational talk.
• 1:33
  It's: how do you protect your team's limited energy and still grow in
• 1:37
  a messy environment?
• 1:37
  That's where signals come in.
• 1:40
  In B2B, you're surrounded by noise - clicks,
• 1:43
  impressions, likes, random demo requests.
• 1:46
  Signals are the specific behaviors or events that actually tell you something
• 1:51
  meaningful about buying, risk, or expansion.
• 1:51
  And we can slice those into
• 1:56
  a few buckets.
• 1:57
  You've got behavioral signals - things people do: website visits,
• 2:02
  content consumed, email replies.
• 2:04
  You've got account-level signals - funding,
• 2:08
  hiring, leadership changes.
• 2:09
  Product signals - trial usage,
• 2:12
  logins, feature adoption.
• 2:14
  And then external signals - regulations,
• 2:17
  market moves, even, sadly, wars and supply issues.
• 2:17
  From the SDR side,
• 2:23
  what I see is people confusing "more activity" with progress.
• 2:26
  More emails, more LinkedIn messages,
• 2:29
  more dials.
• 2:30
  In 2026, that's not a strategy,
• 2:32
  that's a way to burn out a team in three months.
• 2:32
  Signals are basically,
• 2:37
  "Who actually deserves my time this week?" Not in a philosophical way
• 2:41
  - in a calendar way.
• 2:42
  Who do I research, who do I call first,
• 2:45
  who do I leave alone.
• 2:45
  So for anyone new to MATCH B2B and what we do: our
• 2:50
  whole lens is that revenue is infrastructure.
• 2:53
  It's something you design - it's not just campaigns and "let's try this
• 2:58
  sequence."When we go into a company,
• 3:01
  we're looking at: how do we wire signals across marketing,
• 3:05
  SDR, sales, and CS so that you cut waste,
• 3:10
  reduce randomness, and keep everyone focused on the right accounts and
• 3:14
  deals - especially when the macro situation is shaky.
• 3:14
  Exactly.
• 3:19
  And I wanna stress something for the CEOs listening: this is not about
• 3:23
  buying ten more tools.
• 3:25
  It's about deciding which 10-15 signals you will respect as a company.
• 3:31
  When they happen, you react.
• 3:33
  When they don't, you don't pretend.
• 3:33
  And that's a big mindset shift from
• 3:38
  "more activity" to "better decisions." Your CRM,
• 3:43
  your LinkedIn, your AI tools - they're all just infrastructure to route
• 3:48
  signals and trigger good actions.
• 3:48
  So today we'll walk through how the modern
• 3:53
  buying reality actually looks, how we structure signals across the journey,
• 3:58
  how to operationalize them in CRM and LinkedIn,
• 4:02
  how AI fits - and we'll ground it in examples from SaaS,
• 4:06
  cyber, manufacturing, and fintech.
• 4:06
  Alright,
• 4:10
  let's start with the hard truth about how B2B buying actually works in
• 4:14
  2026.
• 4:14
  So Benny, set the stage.
• 4:18
  What does modern B2B buying actually look like from the buyer side,
• 4:23
  not the CRM side?The short version?
• 4:26
  You see about 30% of what's really happening.
• 4:29
  Maybe less.
• 4:30
  Buying groups today are bigger,
• 4:32
  more invisible, and mostly digital.
• 4:34
  A lot of the journey is happening in internal Slack channels,
• 4:37
  private WhatsApp groups, and offline conversations you never see.
• 4:37
  In the
• 4:41
  CRM, it looks like: one contact filled a form,
• 4:45
  two people opened an email, someone clicked a LinkedIn ad.
• 4:49
  In reality, there might be 8-12 stakeholders: IT,
• 4:54
  finance, security, operations,
• 4:57
  legal.
• 4:58
  Half of them will never touch your website with their corporate email.
• 5:02
  They're reading screenshots someone pasted internally.
• 5:02
  And from the seller
• 5:07
  side, what most teams still do is: look at vanity metrics.
• 5:11
  "We had 10, 000 website sessions,
• 5:14
  500 likes on LinkedIn." Okay... and which five companies moved a step closer
• 5:19
  to making an actual decision?
• 5:19
  A lot of SDR workflows are still generic:
• 5:24
  sequence 1, sequence 2, 10 touches no matter what.
• 5:27
  They treat a single ebook download like a strong buying signal.
• 5:31
  It's not.
• 5:31
  That's a weak signal, maybe curiosity,
• 5:35
  maybe boredom.
• 5:35
  Maybe your competitor downloading your stuff.
• 5:35
  Daniel,
• 5:40
  you talk a lot about misreading weak signals.
• 5:44
  What does that look like practically?
• 5:44
  Yeah,
• 5:47
  a classic example: someone visits a pricing page once.
• 5:50
  That's interesting, but not a guarantee of intent.
• 5:53
  A strong signal would be: three pricing visits in a week,
• 5:57
  plus a security page visit, plus multiple people from the same domain
• 6:01
  comparing plans - that's a buying group doing homework.
• 6:01
  The hard truth
• 6:05
  is that many SMBs treat any detectable activity as gold because they don't
• 6:10
  have a structure to differentiate signal strength.
• 6:13
  So they chase everything.
• 6:15
  The result: bloated "active pipeline," very low close rates,
• 6:20
  and exhausted teams.
• 6:20
  When we enter an SMB,
• 6:24
  we often see this pattern: marketing is proud - "Look at all this traffic,
• 6:28
  look at our MQLs." Sales is frustrated - "None of this closes." The CRM
• 6:34
  is crowded, the funnel slides look full,
• 6:37
  but if you ask, "Show me the last 50 accounts where we had truly hot,
• 6:41
  multi-threaded signals and how we reacted," it gets very quiet.
• 6:41
  Yeah,
• 6:46
  or they can't tell you who owns which signal.
• 6:48
  Someone clicked a case study - is that marketing's job,
• 6:51
  SDR's job, nobody's job?
• 6:54
  So what happens?
• 6:55
  Nothing happens.
• 6:56
  Or the wrong thing happens three weeks too late.
• 6:56
  And I think what's important
• 7:01
  here is: this isn't because people are lazy.
• 7:04
  It's because the system is fuzzy.
• 7:07
  No clear rules, no shared definition of what a strong signal is,
• 7:11
  or how a buying group actually behaves from first touch to signature.
• 7:11
  So
• 7:17
  in the next part, we'll break down the journey into stages - early,
• 7:21
  mid, late, and post-sale - and talk about what real signals look like
• 7:26
  in each, and which ones you should stop obsessing over.
• 7:26
  Alright,
• 7:31
  let's get concrete.
• 7:32
  Buyer journey stages: awareness,
• 7:36
  consideration, decision, and then post-sale.
• 7:39
  Daniel, kick us off with early-stage signals.
• 7:39
  Early-stage is awareness.
• 7:44
  These are lightweight touches: someone from an account reads a thought
• 7:47
  leadership article, follows your company on LinkedIn,
• 7:51
  maybe watches the first 30 seconds of a webinar recording,
• 7:54
  or an executive likes a post about a problem you solve.
• 7:54
  These are weak
• 7:58
  signals individually.
• 8:00
  But if you see multiple early signals from the same account over,
• 8:04
  say, 30-60 days, that becomes a pattern worth watching.
• 8:04
  Mid-stage - consideration
• 8:12
  - is where they start actually comparing options.
• 8:14
  Examples: downloading product-specific content,
• 8:17
  revisiting your site a few times a week,
• 8:20
  booking a demo, asking detailed questions,
• 8:23
  joining a live webinar and staying till the end,
• 8:26
  or multiple people from the same company connecting with your team on
• 8:29
  LinkedIn.
• 8:29
  Those are stronger.
• 8:31
  And if I see a champion repeatedly commenting on our posts and then their
• 8:36
  colleague visits the pricing page... that's a great moment for targeted
• 8:39
  outreach.
• 8:39
  Late-stage - decision - is where the stakes go up.
• 8:44
  Strong signals here: security reviews,
• 8:46
  legal redlines, POC or pilot requests,
• 8:50
  adding more users to a trial, very specific pricing questions,
• 8:54
  internal forwarding of proposals.
• 8:56
  Also: urgent timing triggers - "we have to decide before end of quarter"
• 9:00
  or "before our current contract renews."Then there's post-sale: expansion
• 9:06
  and risk.
• 9:06
  People forget these.
• 9:08
  Expansion signals: new teams asking for access,
• 9:12
  more usage in a specific region,
• 9:14
  leadership asking for ROI reports.
• 9:17
  Risk signals: declining logins,
• 9:19
  support tickets with "we're evaluating alternatives," delayed renewals,
• 9:24
  a champion leaving on LinkedIn.
• 9:24
  And inside each stage,
• 9:28
  we separate strong vs.
• 9:30
  weak, and primary vs.
• 9:32
  secondary signals.
• 9:33
  A primary signal is something that alone could justify action - like
• 9:38
  a POC request.
• 9:39
  A secondary signal needs context - like one blog view.
• 9:39
  Negative signals
• 9:44
  matter just as much as positive intent.
• 9:47
  For example: repeated no-shows to calls,
• 9:51
  legal stalling with no clear reason,
• 9:53
  or procurement going silent after "internal reorg" - those are signals
• 9:58
  that forecast stall or loss.
• 9:58
  Yeah,
• 10:01
  and SDRs hate hearing this, but sometimes the best reaction to a signal
• 10:05
  is to slow down or pause.
• 10:06
  If they just had a major layoff,
• 10:09
  that's an external negative signal.
• 10:11
  Maybe you don't push a big expansion right now - you reposition,
• 10:15
  or you stay close without being tone-deaf.
• 10:15
  So how do we make this manageable
• 10:19
  and not a giant wall of sticky notes?
• 10:19
  We frame it with clients as a "signal
• 10:24
  map," not a funnel chart.
• 10:26
  A funnel chart says: lead, MQL,
• 10:29
  SQL, opportunity.
• 10:31
  It tells you nothing about what actually happened.
• 10:34
  A signal map says: at each stage,
• 10:37
  here are 3-5 key signals we care about.
• 10:40
  For each one, we know how strong it is,
• 10:43
  who owns it, and what the default reaction should be.
• 10:43
  Alright,
• 10:47
  let's talk about how we actually build that map - how we go from buyer
• 10:52
  journey to a concrete signal catalog that an SMB can run with,
• 10:56
  even on a basic CRM.
• 10:56
  Benny, walk us through the MATCH B2B approach.
• 11:02
  Day one: you come into an SMB.
• 11:05
  How do you move from "we have a funnel" to "we have a signal catalog"?We
• 11:11
  start very unsexy.
• 11:12
  Step one: map the real buyer journey for each ICP and deal type.
• 11:18
  So if you sell to mid-market SaaS and also to enterprise banks,
• 11:22
  that's at least two distinct journeys.
• 11:25
  We seat with sales, SDR, marketing,
• 11:29
  sometimes customer success, and ask: in the last 10 closed-won deals,
• 11:34
  what actually happened, step by step?
• 11:34
  We're not talking about CRM stages.
• 11:40
  We're talking about human events: "CTO asked for references," "Procurement
• 11:45
  joined," "Security raised X concern."Step two: we align those events with
• 11:51
  systems.
• 11:52
  Which ones can we see in HubSpot,
• 11:54
  Salesforce, Pipedrive?
• 11:55
  Which ones exist only in email,
• 11:58
  LinkedIn, or people's heads?
• 11:59
  Which are offline - site visits,
• 12:02
  distributor conversations?
• 12:02
  Then step three: for each journey stage,
• 12:06
  we pick 3-5 critical signals.
• 12:09
  Not 50.
• 12:10
  For awareness, maybe: repeated visits from same domain,
• 12:14
  key persona follows the company on LinkedIn,
• 12:17
  first exec meeting booked.
• 12:19
  For decision, maybe: security checklist requested,
• 12:23
  contract redline returned, executive sponsor joins the call.
• 12:23
  Step four
• 12:29
  is where it becomes a catalog, not just a list.
• 12:31
  For every signal, we define: a clear description,
• 12:35
  the owner, and the default action.
• 12:37
  So for "pricing page visited 3x in 7 days by same account," owner is
• 12:42
  SDR, action is "research account,
• 12:45
  send tailored email referencing use case X,
• 12:48
  then LinkedIn touch within 24 hours."If nobody owns a signal,
• 12:53
  it's just trivia.
• 12:54
  If there's no default action, people improvise,
• 12:57
  which is code for "sometimes we do something,
• 12:59
  sometimes we don't."And I wanna pause on something: this doesn't require
• 13:04
  a giant tech stack.
• 13:05
  A lot of SMBs hear "catalog" and think they need a CDP,
• 13:10
  10 dashboards, AI everywhere.
• 13:10
  Yeah,
• 13:13
  no.
• 13:13
  You can do a first version with a spreadsheet and a basic CRM.
• 13:17
  Use simple properties or tags to track,
• 13:20
  and a shared Google Sheet listing signals,
• 13:22
  definitions, owners, and actions.
• 13:25
  Tools help later, but the structure is thinking work,
• 13:29
  not software work.
• 13:29
  Exactly.
• 13:31
  What we bring is discipline and clarity,
• 13:34
  not magic.
• 13:35
  We force trade-offs: if everything is a signal,
• 13:38
  nothing is.
• 13:39
  We'd rather you start with 15 very clear signals across the journey and
• 13:43
  nail them, than 80 you'll never operationalize.
• 13:43
  Okay,
• 13:47
  so we've got the journey and the signal catalog.
• 13:50
  Next question: how do we decide which accounts or contacts are actually
• 13:55
  priority today?
• 13:57
  That's where scoring and triggers come in.
• 13:57
  Daniel,
• 14:00
  give us the simple scoring model you like using with clients.
• 14:00
  We keep
• 14:05
  it very straightforward: recency,
• 14:07
  frequency, depth, and fit.
• 14:10
  Recency: how recently did the signal occur?
• 14:13
  Frequency: how often is it happening?
• 14:16
  Depth: how "serious" is the action - reading a blog vs.
• 14:21
  requesting a POC.
• 14:22
  Fit: does this account match your ICP in terms of industry,
• 14:27
  size, tech stack, etc.
• 14:27
  You can literally score 1-3 on each dimension and
• 14:33
  sum it up.
• 14:34
  High fit + recent + frequent + deep actions - that's a top priority account.
• 14:34
  And
• 14:42
  then we convert scores and signals into triggers.
• 14:44
  A trigger is just a rule: "When X and Y happen within Z timeframe,
• 14:49
  do action A." For example: "If an ICP-fit account visits pricing 3 times
• 14:54
  in 10 days AND a second persona from that domain downloads a case study,
• 14:59
  create an SDR task and send an internal Slack alert."Another: "If an
• 15:05
  active customer's usage drops 40% over 30 days AND they open a support
• 15:10
  ticket with 'performance' in the subject,
• 15:12
  CSM calls within 24 hours."Benny,
• 15:15
  where do you see teams overcomplicating this?
• 15:15
  Oh,
• 15:18
  everywhere.
• 15:18
  First mistake: over-engineering scores so nobody trusts them.
• 15:24
  You don't need 57 different weights where "clicked email" is 1.
• 15:24
  7 points
• 15:29
  and "downloaded PDF" is 2.
• 15:29
  3.
• 15:31
  People stop understanding the logic.
• 15:31
  Second mistake: ignoring qualitative
• 15:37
  context.
• 15:38
  Maybe the account has perfect score,
• 15:40
  but you know from a conversation they just froze budgets.
• 15:43
  The system should not override human judgment blindly.
• 15:43
  The third mistake
• 15:47
  is subtle: no "do nothing" rules.
• 15:50
  Not every signal deserves action.
• 15:53
  For instance, a single blog view from a non-ICP country - that's interesting
• 15:58
  but not operational.
• 15:59
  If you don't define what to ignore,
• 16:01
  people chase everything and complain the system creates too much noise.
• 16:01
  Yeah,
• 16:06
  I always tell SDR teams: a good scoring and trigger setup should remove
• 16:10
  work as well as create it.
• 16:11
  If done right, you know who NOT to email this week,
• 16:15
  and that's just as valuable.
• 16:15
  So,
• 16:17
  simple model: recency, frequency,
• 16:20
  depth, fit.
• 16:22
  Clear triggers that say: "If this,
• 16:25
  then that," plus explicit "ignore" rules.
• 16:28
  Next, let's talk about how all this lives inside your CRM,
• 16:33
  LinkedIn, and the rest of your go-to-market stack so it's not just
• 16:33
  theory.
• 16:33
  Daniel,
• 16:38
  take us into the plumbing.
• 16:40
  How do we actually capture signals and connect them into HubSpot,
• 16:44
  Salesforce, Pipedrive - whatever a team is using?
• 16:44
  We start with first-party
• 16:49
  data - what you already own.
• 16:51
  Website behavior via tracking pixels,
• 16:54
  email engagement from your marketing platform,
• 16:56
  webinar attendance, and, if you have a product,
• 16:59
  in-app usage.
• 17:01
  Those should flow into your CRM as properties on contacts and accounts:
• 17:05
  last visit date, pages viewed, trial status,
• 17:09
  active users.
• 17:09
  Tools like HubSpot and Salesforce already support this.
• 17:14
  Pipedrive can do a lot with integrations or basic custom fields.
• 17:18
  You don't need perfection - you just need your 10-15 key signals visible
• 17:23
  on the record.
• 17:23
  Then there's LinkedIn,
• 17:25
  which is huge for SDRs and marketing.
• 17:27
  For signals, I'm watching things like: target personas changing jobs,
• 17:32
  new leadership hires, people posting about pains we solve,
• 17:36
  engagement with our company or team posts,
• 17:38
  joining relevant groups.
• 17:38
  We bake that into playbooks.
• 17:42
  For example: "If a champion is promoted,
• 17:45
  send a congrats LinkedIn message and open a task to discuss expansion
• 17:48
  in the next QBR." Or: "If a target CISO starts posting about a new regulation,
• 17:54
  we comment with insight and then reach out with a tailored angle."What
• 17:58
  about supporting tools - intent data providers,
• 18:01
  enrichment, sequencing?
• 18:01
  We like a "few,
• 18:06
  critical tools" philosophy.
• 18:07
  Maybe an intent data provider if you sell to bigger markets,
• 18:11
  enrichment tools to keep firmographics clean,
• 18:14
  and a good sequencing tool so SDRs can act on triggers consistently.
• 18:18
  But each tool must be tied to specific signals and actions.
• 18:23
  No orphan tools.
• 18:23
  Yeah, when we enter a company with 15 tools,
• 18:28
  usually half of them are data sources nobody uses.
• 18:32
  Tools should reinforce your signal map.
• 18:35
  If a tool can't point to which 2-3 signals it helps you capture or act
• 18:41
  on better, it's probably noise.
• 18:41
  And from a day-to-day perspective,
• 18:45
  SDRs shouldn't have to log into five systems.
• 18:48
  The CRM and maybe LinkedIn should be their primary workspaces.
• 18:52
  Triggers create tasks, enrichment fills gaps,
• 18:55
  but the workflow feels simple: open your queue,
• 18:58
  see the signal, follow the playbook.
• 18:58
  Okay,
• 19:02
  so now we have signals flowing into the CRM and LinkedIn,
• 19:05
  with a clean-ish stack.
• 19:07
  Next step is making those signals more actionable and intelligent with
• 19:12
  AI - without letting the robots run wild.
• 19:12
  Daniel,
• 19:16
  you live at that intersection of infrastructure and AI.
• 19:19
  Where does AI actually help with signals,
• 19:22
  and where do you keep it on a leash?Good way to frame it.
• 19:26
  AI is great at three things here: prioritization,
• 19:30
  pattern detection, and first-draft creation.
• 19:33
  For prioritization, AI can look at dozens of signals across accounts
• 19:37
  and suggest which ten accounts are most likely to move this week.
• 19:41
  It's just a smarter scoring layer.
• 19:41
  For pattern detection,
• 19:45
  it can surface combinations humans miss - like,
• 19:48
  "Deals that close fast tend to have this sequence of signals within 21
• 19:53
  days." That can refine your signal map over time.
• 19:53
  On the first-draft side,
• 19:58
  AI can read the account's activity - pages visited,
• 20:02
  LinkedIn posts, emails - and suggest a personalized outreach message
• 20:06
  that references the actual trigger: "Saw you were comparing pricing and
• 20:10
  reading our manufacturing case study..." That saves SDRs a ton of time.
• 20:10
  But
• 20:16
  - big but - SDRs still need to edit.
• 20:19
  If they just copy-paste whatever the model gives them,
• 20:22
  you'll feel it in the replies.
• 20:22
  Benny,
• 20:25
  how are we using AI inside workflows without replacing human judgment?
• 20:25
  We
• 20:31
  embed AI as an assistant, not a manager.
• 20:33
  For example: summarizing last 90 days of account signals into a short
• 20:38
  brief before a call.
• 20:39
  Suggesting "next best action" options - call,
• 20:43
  email, LinkedIn - based on signal patterns.
• 20:46
  Drafting a first version of a follow-up email after a demo.
• 20:46
  But a human
• 20:51
  decides: is this the right moment to push,
• 20:54
  or to wait?
• 20:55
  Is this the right angle, given what they said on the call?
• 20:58
  AI doesn't own quota - people do.
• 20:58
  Risks are very real.
• 21:03
  Automating bad logic - like triggering sequences off weak signals - just
• 21:08
  means you can spam faster.
• 21:10
  Hallucinated insights - AI "guessing" that someone is ready to buy because
• 21:15
  of vague behavior.
• 21:16
  And then there's governance: who's allowed to change prompts,
• 21:20
  who approves automated messaging?
• 21:20
  I'm also seeing teams forget SDR reality.
• 21:25
  You can't give SDRs a 20-step AI workflow that feels like a science project.
• 21:30
  It has to be: open CRM, read AI summary,
• 21:34
  tweak the suggested message, send.
• 21:36
  60-90 seconds, not 10 minutes.
• 21:36
  So AI is there to make signals more usable
• 21:43
  - not to invent signals, and not to replace the judgment of the people
• 21:47
  actually talking to buyers.
• 21:49
  With that in mind, let's talk about what happens the moment a signal
• 21:54
  fires: how do teams actually respond?
• 21:54
  Brian,
• 21:59
  this is your playground.
• 22:01
  A signal fires - say, someone hits the pricing page three times.
• 22:05
  What does a good playbook look like?
• 22:05
  First,
• 22:09
  we define who moves.
• 22:10
  For pricing page, usually SDR if it's pre-opportunity,
• 22:14
  AE if there's already an active deal.
• 22:16
  Then we define timing: ideally within 24 hours,
• 22:20
  often same day.
• 22:21
  Then channel: if we have phone and email,
• 22:24
  we call and follow up with email.
• 22:26
  If LinkedIn is active, we add a touch there too.
• 22:26
  The content has to reference
• 22:31
  the signal.
• 22:31
  Not "Hey, just checking in," but "I noticed you were comparing pricing
• 22:36
  - teams like yours usually ask about X and Y.
• 22:38
  Happy to walk through options so you don't overpay for features you don't
• 22:42
  need."For trial activation in SaaS,
• 22:46
  a playbook might say: CSM or product specialist sends a short welcome
• 22:51
  video, offers a 15-minute onboarding,
• 22:53
  and sets up in-app tips.
• 22:55
  If the user invites teammates within 48 hours,
• 22:59
  that's a second signal - SDR or AE reaches out to discuss use cases.
• 22:59
  POC
• 23:06
  request or security review - that's late-stage.
• 23:09
  Here, the playbook is more about orchestration.
• 23:13
  Legal, security, AE, maybe even leadership.
• 23:16
  You might have a checklist: send security docs,
• 23:19
  schedule a technical deep dive,
• 23:21
  align on success criteria.
• 23:23
  And you treat delays or silence as signals too - if they go quiet after
• 23:27
  getting the paperwork, the AE has a very specific re-engagement script.
• 23:27
  LinkedIn
• 23:33
  engagement is another one.
• 23:34
  If a target decision-maker comments meaningfully on your post,
• 23:38
  the playbook might be: reply publicly with value,
• 23:41
  then send a non-pushy DM connecting that comment to a relevant case study
• 23:46
  or question.
• 23:46
  And we don't just write these in a doc and hope for the best.
• 23:51
  Benny, talk about how we work with teams to make these real.
• 23:51
  We role-play.
• 23:56
  We literally seat with SDRs, AEs,
• 23:59
  CSMs and say: "Okay, signal: champion visits pricing.
• 24:04
  You have 30 seconds - what do you say on the call?
• 24:07
  What do you write on LinkedIn?" We refine until it feels natural,
• 24:11
  not robotic or aggressive.
• 24:11
  We also build short libraries of snippets in
• 24:16
  the CRM or sequencing tool that are tied to specific signals.
• 24:21
  So you're not reinventing the wheel every time - you're choosing the
• 24:25
  right template and customizing it.
• 24:25
  Alright,
• 24:29
  we've been speaking a bit abstractly.
• 24:32
  Let's ground this in different industries - SaaS,
• 24:35
  cyber, manufacturing, fintech - and show how signals look different,
• 24:40
  but the methodology stays the same.
• 24:40
  Let's do a quick tour.
• 24:45
  Brian, start with SaaS and PLG.
• 24:45
  In SaaS,
• 24:49
  especially product-led growth,
• 24:51
  signals are heavily product-usage based.
• 24:53
  Trial started, user completes key setup steps,
• 24:57
  invites teammates, enables integrations,
• 24:58
  hits usage thresholds.
• 24:58
  Strong signals: a team invites more than,
• 25:00
  say, five users within a week,
• 25:06
  or a manager role logs in and configures permissions.
• 25:06
  We build triggers
• 25:11
  like: "If trial account hits feature X three times in seven days and has
• 25:16
  more than Y users, SDR reaches out with a tailored upgrade path." Expansion
• 25:22
  signals: new department joins the workspace,
• 25:25
  or usage spikes in a new geography.
• 25:25
  Cybersecurity looks different.
• 25:29
  Long POCs, complex stakeholders: security,
• 25:33
  IT, compliance, sometimes board-level.
• 25:36
  Key signals: security teams asking for very detailed documentation,
• 25:42
  starting internal pen tests, scheduling multiple technical sessions.
• 25:46
  External signals like upcoming compliance deadlines are huge - they can
• 25:51
  turn a stalled deal into a must-move project.
• 25:51
  Partner referrals are important
• 25:56
  late-stage signals too - when a trusted MSSP or integrator loops you in,
• 26:01
  likelihood goes up significantly.
• 26:01
  Manufacturing and industrial - this
• 26:06
  is fun because many signals are offline.
• 26:08
  RFPs arriving, plant visits scheduled,
• 26:12
  distributor feedback, support tickets about aging equipment,
• 26:15
  even someone requesting a physical catalog at a trade show.
• 26:19
  We help these companies digitize that: log plant visits as specific signals
• 26:24
  in CRM, tag support tickets with "upgrade potential," capture distributor
• 26:30
  notes as structured fields.
• 26:30
  Then,
• 26:32
  triggers: "If support logs three breakdown tickets on the same line in
• 26:36
  six months, sales is notified to discuss modernization." Or: "If distributor
• 26:42
  flags competitor bid, AE runs a targeted save play."And fintech?
• 26:42
  Fintech
• 26:48
  is very sensitive to macro and regulatory signals.
• 26:51
  New regulations, new market launches,
• 26:54
  funding rounds, mergers - all of these can be triggers.
• 26:58
  If a bank announces expansion into a new region,
• 27:01
  and you support that region, that's a campaign trigger.
• 27:04
  If a startup raises a Series B,
• 27:07
  and you sell payments infrastructure,
• 27:09
  that's a strong growth signal.
• 27:09
  We'll build plays like: "If a company in
• 27:13
  our ICP announces funding AND hires a Head of Finance,
• 27:17
  create a high-priority sequence tailored to their stage and likely needs."
• 27:21
  Again - same framework, different signals.
• 27:21
  So the message is: your signal
• 27:26
  map will look different by industry,
• 27:29
  but the structure - stages, 3-5 key signals,
• 27:32
  owners, triggers - stays consistent.
• 27:32
  Let's bring this home now to the
• 27:38
  Israeli SMB reality - what we see on the ground,
• 27:42
  and how you actually know you're winning with a signal-based engine.
• 27:42
  Benny,
• 27:47
  describe the typical Israeli pattern you see when you walk into a company
• 27:51
  for the first time.Strong tech,
• 27:54
  strong opinions, and a lot of hustle.
• 27:57
  You have amazing products, very aggressive outreach,
• 28:00
  feature-heavy demos.
• 28:02
  But process and data discipline?
• 28:03
  Often weak.
• 28:04
  Funnels full of "maybe," CRMs full of "we'll update later." People run
• 28:09
  on gut, not signals.
• 28:09
  We saw one company like that - anonymous,
• 28:14
  of course.
• 28:14
  They had a "spray and pray" outbound,
• 28:17
  tons of pilots, very little structure.
• 28:19
  Pipeline looked big, but close rates were low,
• 28:22
  and everyone was exhausted.
• 28:22
  Contrast that with another company we worked
• 28:26
  with that agreed to build a signal-based engine.
• 28:30
  Over 6-12 months, they defined clear ICPs,
• 28:34
  mapped the buyer journeys, built a small signal catalog,
• 28:37
  operationalized it in their CRM,
• 28:39
  and aligned SDR, marketing, and CS around it.
• 28:39
  What changed?
• 28:44
  Fewer "random" deals in pipeline,
• 28:47
  more clarity on which accounts to push,
• 28:50
  faster reaction to real buying signals,
• 28:52
  and much lower stress.
• 28:54
  They weren't chasing ghosts.
• 28:54
  From the SDR perspective,
• 28:58
  the difference is night and day.
• 28:59
  In the first company, reps were doing a ton of activity with very little
• 29:03
  feedback loop.
• 29:04
  In the second, they knew: "These are my top 30 accounts this week,
• 29:08
  here are the specific signals they showed,
• 29:10
  here's exactly how I'm supposed to react." It's not easier work,
• 29:14
  but it's cleaner work.
• 29:14
  For listeners,
• 29:16
  let's give a simple 90-day roadmap and some KPIs to know you're improving.
• 29:16
  First
• 29:22
  90 days: pick one ICP and one main deal type.
• 29:26
  Map the buyer journey.
• 29:27
  Define 3-5 signals per stage.
• 29:30
  Decide owners and default actions.
• 29:32
  Implement a basic view in your CRM to surface these signals.
• 29:37
  Start tracking three KPIs: signal-to-opportunity rate,
• 29:41
  average response time per key signal,
• 29:43
  and false-positive rate - how many "hot" signals never progress.
• 29:43
  Over
• 29:48
  6-12 months, layer on: simple scoring,
• 29:52
  a few clear triggers, maybe one or two AI assistants for summaries and
• 29:56
  drafting.
• 29:57
  Add a KPI for incremental pipeline from signal-based plays specifically,
• 30:03
  and monitor win rates on deals that followed your playbooks versus random
• 30:07
  deals.
• 30:07
  If your signal-to-opportunity rate is going up,
• 30:11
  response times are going down,
• 30:13
  and your team feels less chaotic... you're winning.
• 30:16
  Even if the macro environment is rough,
• 30:18
  your system is getting sharper.
• 30:18
  Alright,
• 30:21
  we're gonna wrap.
• 30:22
  Benny, Daniel, Brian - thanks for going deep but keeping it practical.
• 30:22
  Always
• 30:29
  fun.
• 30:29
  Pleasure as always.
• 30:29
  To everyone listening - especially our friends
• 30:34
  and clients in Israel right now - we know these are not simple days.
• 30:39
  Our hope is that building signal-based,
• 30:41
  disciplined revenue systems can give you more control and less chaos,
• 30:46
  even when the outside world is unstable.
• 30:46
  We're wishing you safety,
• 30:51
  strength, and a calm, secure, and happy Purim for you,
• 30:56
  your teams, and your families.
• 30:58
  From all of us at MATCH B2B - Benny,
• 31:02
  Daniel, Brian, and me, Brenda - take care,
• 31:05
  stay safe, and we'll see you on the next episode.