Company event signals
Company event signals cover funding rounds, launches, expansion, acquisitions, and the other moments that reset priorities and budgets. Each one gives a company a new goal with a date on it, and new goals need new vendors.
18 company event signals
All B2B signalsFunding round
A target account announces a new round of funding.
Good · Weeks 2 to 12 after the announcement · Email, Ad audience, Rep alert
New office or market expansion
An account opens a new office, enters a new country, or announces a new region.
Good · From the announcement through the first 2 quarters · Email, Ad audience
Product launch
An account launches a new product, a new tier, or a major feature.
Good · The month before and the 2 months after launch · Email, Content
Rebrand or new website
An account changes its name, positioning, or website.
Early · The quarter after the change · Email, Ad audience
Acquisition or merger
An account acquires a company, is acquired, or merges with another.
Good · Months 1 to 9 after close · Email, Rep alert
Planning season
An account enters its budget planning window, usually the quarter before its fiscal year starts.
Early · 6 to 10 weeks before the fiscal year starts · Ad audience, Email
New compliance or security mandate
An account takes on a new compliance, security, or regulatory requirement, such as a SOC 2 audit, a new regulation, or an enterprise customer’s security review.
Strong · From the announcement to the audit or deadline · Email, Ad audience, Content
Running a lot of ads
A brand’s count of active ads in the public ad libraries, and how fast that count is growing.
Good · While the count stays high, re-checked monthly · Email, Ad audience
Seasonal peak coming
An account is heading into the season that drives most of its revenue, its hiring, or its cash needs.
Early · 6 to 10 weeks before the peak · Email, Ad audience
Ad creative going stale
A brand’s ads in the public ad libraries show the same creative running for 30 days or more, few videos, or a fast jump in the number of ads.
Good · While the pattern holds · Email, Ad audience
Moved upmarket
A company adds an Enterprise plan, a Contact sales button, a trust center, or case studies from much larger customers.
Strong · The 6 months after the change · Email, Ad audience
Security certification earned
A company announces SOC 2, ISO 27001, HIPAA, or FedRAMP for the first time.
Good · The 3 months after the announcement · Email, Content
Launched a free plan or free trial
A company that sold only through sales adds a free plan, a free trial, or self-serve sign-up.
Strong · The 6 months after launch · Email, Ad audience
Launched a partner program
A company launches or relaunches a partner, reseller, affiliate, or referral program.
Good · The 6 months after launch · Email, LinkedIn outreach
Launched an AI feature
A company ships its first AI feature, assistant, or agent, or relaunches its product around AI.
Good · The 3 months around the launch · Email, Ad audience
Made a growth list
A company is named on the Inc. 5000, the Deloitte Technology Fast 500, a Forbes list, or a regional fastest-growing list.
Early · The quarter after the list is published · Ad audience, Email
Public outage or incident
A company posts a major incident on its status page, or an outage spreads on social media.
Good · The 30 days after the incident · Content, Email
Product or plan sunset
A company announces it is retiring a product, a plan, or a legacy version, with a migration date.
Good · From the announcement until the sunset date · Email, Ad audience
FAQs about company event signals
Company event signals cover funding rounds, launches, expansion, acquisitions, and the other moments that reset priorities and budgets. Each one gives a company a new goal with a date on it, and new goals need new vendors.
“New compliance or security mandate”, “Moved upmarket”, and “Launched a free plan or free trial” are rated Strong, which means worth acting on this week on its own. The rest are worth a play when stacked with a second signal on the same account.
Each signal routes to the channels that fit it. Across the 18 company event signals, the most common plays run through email, ad audience, and content. Each signal page lists the play it triggers on every channel, with an example opening line.
Understory Agency tracks them in Clay, most often with Clay, Apify, Claude Code, job board data, Meta Ad Library, and LinkedIn Ad Library. Each signal page lists the steps to detect it, the tools, and the play it triggers when it fires.
Other kinds of signals
People signals
Who just arrived, moved up or left, at the accounts you sell to.
Hiring signals
What a company is hiring for, which tells you what it is about to build.
Tech stack signals
What a company installs, removes or outgrows.
Website visitor signals
Who is reading your pages, and which pages they read.
Product usage signals
Sign-ups, usage and limits inside your own product.
Social and content signals
What buyers post, like, comment on and ask in public.
Ad engagement signals
Which accounts see, watch and click your ads.
Event signals
Who is going where, speaking where and showing up to what.
Competitor signals
Your competitors’ customers, audiences and bad weeks.
Public record signals
Filings, permits, contracts and other records anyone can read.
Custom scrape signals
Signals nobody sells, built for one market with Claude Code and Apify.
CRM and network signals
The relationships and history you already own.
Tell us who you sell to
Bring your best customers, and we'll show you the company event signals we would start with and the plays they would trigger. Signals run through our outbound and GTM engineering practice.