Cold outreach often feels like throwing a message into the void. But if you watch for the right signals, you can send something that lands at the right time, with the right context. That’s when people are more likely to respond.
Here are five simple signals to look for — with examples of how you might use each one without sounding like a salesperson.
1. Website Visitors - Not All Traffic Is Worth Chasing
If someone is spending time on your site, they’ve shown interest. The question is — are they just browsing, or ready to act?
How to break it down:
- TOFU (Top of Funnel): First-time visitors, browsing a blog post or resource.
- MOFU (Middle of Funnel): Reading feature pages, case studies, or coming back a few times in a week.
- BOFU (Bottom of Funnel): Pricing page visits, repeated logins to free trials, multiple return visits in short time.
Example:
Analytics show someone from “Acme Corp” visited your pricing page twice this week. Instead of a generic intro, you could say:
“Noticed a few folks from your team checking out our pricing page. Were you comparing options for your Q4 compliance project?”
Now you’re asking a relevant question instead of delivering a cold pitch.
2. Tools Usage - Clues Hidden in Their Stack
A company’s tech stack tells you a lot about what they value and where gaps might be.
Where to find it:
- Job postings list tools in “requirements” or “nice to have” sections.
- Careers pages sometimes name platforms they work with.
- LinkedIn profiles show what employees have experience with.
Example:
You see a job posting for “Marketing Ops Manager” at Acme with “HubSpot” listed. Instead of leading with “We help HubSpot users…”, you could say:
“I saw HubSpot is core to your stack. Are you finding reporting takes longer than it should, or is it running smoothly?”
You’re prompting them to share a pain point rather than assuming they have one.
3. Social Media Complaints - Act While the Pain Is Fresh
When someone posts about a problem your product solves, it’s your moment to start a relevant conversation.
Example:
A Head of Customer Support posts on LinkedIn:
“Spent half my week chasing compliance docs. There has to be a better way.”
Instead of replying in public, you send a DM or email:
“Saw your post about chasing compliance docs — sounds frustrating. Have you found a workable fix yet?”
It opens a dialogue without pushing a solution on them immediately.
4. Job Role Changes - The “Quick Wins” Window
New roles bring pressure to show results fast, and that means they’re more open to new approaches.
Example:
Someone you’ve been trying to reach becomes VP of Sales at a mid-size SaaS company. Two weeks in, you send:
“Congrats on the new role. Many VPs we talk to aim to increase qualified pipeline by at least 20% in their first quarter. Is that one of your early targets too?”
It’s specific, relevant to their KPI, and positions you to help if they confirm it is a priority.
5. Champion Movements - The Warmest Door You’ll Ever Get
When someone you’ve worked closely with moves to a new company, you’re not starting from zero trust — you already have a relationship.
Example:
Your main contact from a previous client becomes Head of Operations at a new company. Instead of sending a generic “We had great results together” email, you write:
“Congrats on the move. I still remember how we cut your onboarding time from two weeks to four days. Is fixing onboarding a priority in your new team too?”
It’s personal, recalls a shared success, and invites them to connect it to their new role.
Quick Reference: Signal → Where to Spot It → Example Question
Here’s a quick reference you can keep on hand. Spot the signal, check where to find it, and start with a question that opens a real conversation - not a pitch.
Wrapping It Up
These signals aren’t hard to spot — they’re just easy to overlook when you’re in send mode.
The more your outreach is tied to what’s happening for that person right now, the warmer it will feel.
Cold messages can work.
Warm ones work better.
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