Event signals
Event signals track who is going where, speaking where, sponsoring what, and showing up to which webinars. An event gives you a shared reason to talk and a date, which is more than most cold messages have.
6 event signals
All B2B signalsGoing to an event
People from target accounts register for, or post that they are going to, a conference you attend or sponsor.
Good · 2 to 4 weeks before the event · Email, LinkedIn outreach, Ad audience
Hosts or attends events
Companies that host or attend events, found from the events listed on their LinkedIn company pages and websites.
Good · Before each upcoming event, and the week after past ones · Email, LinkedIn outreach
Speaking at an event
An executive at a target account is announced as a speaker at a conference or webinar.
Early · 2 weeks either side of the talk · LinkedIn outreach, Email
Attended your webinar
An ICP person registers for or attends your webinar or live session.
Good · Within 48 hours · Email, Rep alert
Sponsoring or exhibiting at an event
A company is listed as a sponsor or exhibitor at a conference or trade show.
Good · The 6 weeks before the event through 2 weeks after · Email, LinkedIn outreach
Registered for a competitor’s event
Someone from a target account signs up for a competitor’s webinar, LinkedIn event, or user conference.
Good · The 2 weeks around the event · Ad audience, Content
FAQs about event signals
Event signals track who is going where, speaking where, sponsoring what, and showing up to which webinars. An event gives you a shared reason to talk and a date, which is more than most cold messages have.
None of the event signals is strong enough to act on alone. Each one is worth a play when stacked with a second signal on the same account.
Each signal routes to the channels that fit it. Across the 6 event signals, the most common plays run through email, linkedin outreach, and ad audience. 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, HeyReach, LinkedIn Sales Navigator, Google search, and Claude Code. 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.
Company event signals
Funding, launches, expansion and the other moments that reset budgets.
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.
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 event signals we would start with and the plays they would trigger. Signals run through our outbound and GTM engineering practice.