Outbound Glossary
Buying signal
Observable evidence that a company's situation just changed in a way that creates a need. This is the unit we build campaigns on.
A buying signal is something that happened: a role was filled, a round closed, a location opened, a supplier changed, a rule took effect. It is public, it is dated, and it points at a specific company.
The discipline is interpretation. A signal is a reason to look, not proof of intent, and a campaign built on signals you have not reasoned about reads exactly like one built on none. The sentence that matters is why this event means this company needs this thing now, and if you cannot write it, there is no signal.
Doing that reading continuously, across a whole market rather than for the handful of companies you happened to notice, is the work SONAR™ does.