B2B Signal Library
People signals
Who just arrived, moved up or left, at the accounts you sell to. 10 signals.
Hiring signals
What a company is hiring for, which tells you what it is about to build. 11 signals.
Company event signals
Funding, launches, expansion and the other moments that reset budgets. 18 signals.
Tech stack signals
What a company installs, removes or outgrows. 8 signals.
Website visitor signals
Who is reading your pages, and which pages they read. 11 signals.
Product usage signals
Sign-ups, usage and limits inside your own product. 11 signals.
Social and content signals
What buyers post, like, comment on and ask in public. 9 signals.
Ad engagement signals
Which accounts see, watch and click your ads. 7 signals.
Event signals
Who is going where, speaking where and showing up to what. 6 signals.
Competitor signals
Your competitors’ customers, audiences and bad weeks. 8 signals.
Public record signals
Filings, permits, contracts and other records anyone can read. 10 signals.
Custom scrape signals
Signals nobody sells, built for one market with Claude Code and Apify. 11 signals.
CRM and network signals
The relationships and history you already own. 8 signals.
FAQs about buying signals
A B2B buying signal is something a company or a person does that makes them more likely to buy this month than last, such as a new executive starting, a funding round, a job post that describes the problem you solve, or a visit to your pricing page. Understory Agency tracks 128 of them for clients and turns each one into a play across email, LinkedIn, ads, and the CRM.
The signals that say the most on their own are tied to a person or a deadline, such as a new executive at a target account, a job post that describes the pain you solve, a pricing page visit, or an account reaching a usage limit in your product. The library rates every signal Strong, Good, or Early, and 41 of the 128 are Strong.
Intent data is one kind of buying signal, usually third-party research activity bought from a data provider. Buying signals cover much more, including hiring, funding, leadership changes, tech stack changes, website and product activity, competitor moves, and public records. Most signals in this library come from public sources and data you already own.
Understory Agency tracks signals in Clay. Each signal has a source, such as job boards, LinkedIn, BuiltWith, ad libraries, your website, or your product, and a rule for when it fires. When it fires, the account is enriched, scored for fit, and routed to the play that fits, and every touch syncs to the CRM. Signals nobody sells are built as custom scrapes with Claude Code and Apify.
Start with 1 strong signal per campaign so the message has a clear reason, then layer 2 or 3 more on the same account to decide who gets the most attention. An account showing several signals at once moves to high intent.
Start with the signals you already own, such as website visits from target accounts, product sign-ups, closed-lost deals, and champions who changed jobs. Then add the public signals that fit your market, like hiring for the role you sell to, funding rounds, and new executives. Each signal page says which kind of company gets the most from it.
Tell us who you sell to
Bring your best customers, and we'll show you the signals we would start with and the plays they would trigger.