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Evergrowth Documentation

Signal-Based Outreach

Signal-Based Outreach is the playbook that lets your team reach accounts the moment something happens that makes them worth reaching. Instead of working a fixed list, your AI colleagues watch for buying signals across your market continuously and start the right workflow on their own the moment a signal lands. There is no list to build and nothing to remember to run - the play fires when the timing is right.

What it is

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Most prospecting starts with a list someone assembled last quarter. By the time a rep works it, the reason an account was on it may already be stale. Signal-Based Outreach inverts that. Your AI colleagues monitor for fresh buying signals, and when one appears, they kick off outreach for that account automatically.

A buying signal is a real-world event that suggests an account just became more likely to buy: new funding, a leadership change, a relevant hire, a technology move, a piece of news. The Account Signals (why now) concept explains what these signals are and why they matter for timing. This playbook is what turns those signals into action without anyone lifting a finger.

It runs in continuous mode. It is always on, always listening, and it acts the instant the conditions you care about are met.

Why it exists

Section titled “Why it exists”

The hardest part of outbound is timing. The same message that gets ignored in March lands in June because the account just raised a round, hired a new VP, or adopted a tool that creates the exact problem you solve. Reps cannot watch every account every day for those moments, so they miss most of them.

Signal-Based Outreach closes that gap. It removes the manual list-building step entirely and replaces “who should I work this week?” with “act on whatever just became relevant.” The work that used to mean hours of monitoring, refreshing, and re-prioritizing happens quietly in the background, and a rep only sees an account once it is genuinely worth a conversation - with the research already done and the outreach already drafted from what was found.

This is the difference between data-driven and context-driven prospecting. You are not blasting a template at a static list. You are responding to a specific thing that happened at a specific account, with outreach written from the research behind it. See Context vs data for the principle this rests on.

How it works: two paths

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The same play handles brand-new accounts and accounts you already track, because each needs a different amount of groundwork before outreach. The play picks the path automatically based on whether the account is already known.

Path A - new accounts (full chain)

Section titled “Path A - new accounts (full chain)”

When a signal surfaces an account your team has never worked, there is no existing context to lean on, so the play does the full discovery sequence before writing anything:

  1. Qualify the account against your ICP, so personal data is only ever touched on a company that fits. See the Account Qualification agent.
  2. Research the account deeply - the news, hiring, leadership, technology, and signals that explain the “why now.” See the Account Research agent.
  3. Find the right people who match your buyer personas at that account. See the Contact Finder agent.
  4. Qualify those contacts against the persona definitions, confirming they still hold the relevant role. See the Contact Qualification agent.
  5. Write the outreach from the research findings, referencing the actual signal that triggered the play. See the Play Copywriting agent.

Path B - existing accounts (shorter chain)

Section titled “Path B - existing accounts (shorter chain)”

When the signal hits an account you already know and have likely already qualified and staffed with contacts, the play skips the discovery it does not need and goes straight to refreshing and acting:

  1. Re-research the account so the outreach reflects the new signal, not last quarter’s picture. See the Account Research agent.
  2. Re-qualify the contacts to confirm the people you have on file still work there and still match the persona. See the Contact Qualification agent.
  3. Write the outreach from the refreshed research, anchored on the new signal. See the Play Copywriting agent.

Both paths end in the same place: research-backed outreach, ready for a rep, tied to a real reason to reach out now.

Eva: Path selection is automatic - the customer does not choose A or B per account. Path A is the same five-agent sequence as the Newbiz Gap and Inbound Lead Qualification plays; the difference is the trigger, not the chain. Path A is for cold accounts not yet worked; Path B is the abbreviated chain for accounts already qualified and contact-mapped, where re-discovery would be wasted work and credits. If asked “why no qualification step in Path B,” the answer is that the account already cleared ICP qualification when it first entered the workspace.

How a sales team gets value

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  • No list to build. Marketing and RevOps define the signals that matter; the play does the watching. This is the “build signal-based account lists” use case without the manual list.
  • Right place in the funnel. This is a top-of-funnel, pipeline-filling play. It belongs alongside your other always-on TOFU motions.
  • Reps only see what is ready. An account reaches a rep with the research done and a draft written, so the rep spends their time on the conversation, not the prep.
  • Timing is the message. Because the play fires on a real event, the outreach has a genuine “why now” baked in, which is exactly what makes context-driven outreach land.

Eva: Good fits for Signal-Based Outreach: intent-data signals, funding/leadership/hiring news, technology adoption, and product or pricing-page activity feeding the workspace. It is continuous and trigger-driven, which makes it the listen-mode complement to the schedule-driven Scheduled Research play (refreshes known accounts on a cadence) and the list-driven Newbiz Gap play (works a one-time or recurring import). When someone says “trigger-based,” “intent-based,” “always-on prospecting,” or “act on signals,” this is the play.

In practice

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A company you have never spoken to closes a funding round and posts three open roles on the team that owns the problem you solve. The signal lands. Path A runs: the account is qualified against your ICP, researched, the right buyers are found and qualified, and an email is drafted that opens on the raise and the hiring - not “I noticed your company is growing,” but the specific move and what it means for them. A rep opens their queue and finds a warm, well-timed reason to reach out that nobody had to go looking for.

Where it fits

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