Registered for a competitor’s event

Someone from a target account signs up for a competitor’s webinar, LinkedIn event, or user conference.

People register for vendor events when they are evaluating the category or already use the product. Either way, they are in market and paying attention to the problem.

Strength: Good
Act within: The 2 weeks around the event
Best for: Companies with competitors who run public events

How we detect it

Runs on Apify, Clay, and LinkedIn Sales Navigator.

Pull public attendee lists from competitor LinkedIn events, and match attendees to your accounts.
Check whether the attendee’s company already uses the competitor.

What it triggers

An opening line, to show the angle. It never goes out as written.

If you’re comparing tools for this, here’s the checklist we give teams who want to see past the demo.

Ad audience: Run comparison content to the account in the weeks around the event.
Content: Publish your own take on the same topic the week of the event.

Where it goes wrong

Mentioning the competitor’s event.

Stack it with

A second signal on the same account moves it up.

Engaged with a competitor’s posts
An ICP person engages with LinkedIn posts from your competitors or their founders.
Researching your category on review sites
An account researches your category, your competitors, or comparison pages on review sites like G2.

More events signals

Every events signal

Going to an event
People from target accounts register for, or post that they are going to, a conference you attend or sponsor.
Hosts or attends events
Companies that host or attend events, found from the events listed on their LinkedIn company pages and websites.
Speaking at an event
An executive at a target account is announced as a speaker at a conference or webinar.

FAQ

FAQs about this signal

Someone from a target account signs up for a competitor’s webinar, LinkedIn event, or user conference. People register for vendor events when they are evaluating the category or already use the product. Either way, they are in market and paying attention to the problem.

Pull public attendee lists from competitor LinkedIn events, and match attendees to your accounts. Check whether the attendee’s company already uses the competitor. Understory Agency runs it on Apify, Clay, and LinkedIn Sales Navigator.

The window to act is the 2 weeks around the event. Understory Agency routes it to ad audience and content. Run comparison content to the account in the weeks around the event. Publish your own take on the same topic the week of the event.

It works best for companies with competitors who run public events. It is strongest alongside “Engaged with a competitor’s posts” and “Researching your category on review sites”.

Or let us run it for you

Understory Agency's GTM engineers build the detection in Clay, wire it to the play that fits, and sync every touch to your CRM. Tell us who you sell to, and we'll show you where we would start.