Signal-Based Growth Strategy: Common Room’s Fresh Approach to Find Sales Leads
How can you connect account-level signals with individual actions? How can you identify the right person to contact at the right time, at scale? And how can you increase the ROI of intent-based platforms?
Kfir and Or had the pleasure of hosting Kevin White, Head of Marketing at Common Room on ABX & Cocktails. He shared insights on how signal-based selling is transforming B2B pipeline generation and how companies can leverage this approach to drive growth more efficiently.
Beyond Traditional Intent Data
Common Room is taking a different approach than other intent platforms by focusing on specific, actionable signals at the individual level. Unlike traditional intent data that might show general company interest through IP-based tracking, signal-based selling captures precise actions from identified individuals across multiple channels – from product usage to GitHub activity to LinkedIn engagement.
“The differentiator is in the actionability of the signals,” Kevin explains. “Instead of knowing that someone from Microsoft is interested in digital transformation, we can identify specific individuals taking meaningful actions that indicate buying intent.”
Starting with Signal-Based Selling
For companies looking to implement signal-based selling, White recommends starting where your customers are already active. For commercial open-source companies, this might be GitHub activity. For product-led companies, it could be product usage data. For companies with strong social presence, LinkedIn engagement might be the primary signal source.
The key is to start narrow and focused. “Don’t try to track everything at once,” advises Kevin. “Pick the one signal type that you think will be best for your business model and expand from there.”
High-Value Signals to Look Out For
Some of the most valuable signals for B2B companies include:
- Specific website page visits, especially to pricing, security, and terms of service pages
- Product usage patterns and trial engagement
- Engagement from multiple people within the same organization
- Social media interactions with your content
Kevin notes that there’s often an inverse relationship between signal volume and intent level – the highest-intent signals typically have lower volume, but convert better.
How Common Room Practices What It Preaches
Common Room applies these principles internally to grow its business. Their SDR team, which generates about half of their pipeline, leverages signals from:
- LinkedIn engagement with content from their executives and team
- Product trial activity and user behavior
- Website visitor identification and tracking
- Hiring trends and other market indicators
By focusing on actionable insights, they ensure their resources are directed toward leads with the highest potential.
Making It Work with Limited Resources
For teams with constrained budgets or staffing, Kevin recommends a systematic approach:
- Stop what isn’t working: Identify underperforming channels or tactics and reallocate resources.
- Double down on what works: Invest more heavily in strategies that are already showing results.
- Improve incrementally: Optimize successful initiatives before seeking additional resources.
“The best way to learn is to try things quickly and adjust,” says Kevin. “Don’t wait for everything to be perfect—start small and improve as you go.”
Unlock the Full Potential of Your Sales Leads
Finding better sales opportunities requires a blend of focus, flexibility, and the right tools. Common Room’s approach offers a roadmap to identifying and engaging prospects with real intent.
To dive deeper, listen to the full episode of ABX & Cocktails. And if you’re ready to explore signal-based selling for your organization, you can start a 14-day trial of Common Room – mention this podcast for an extended 30-day trial period.
For more practical advice on growing your business, connect with Kevin White on LinkedIn.
A Smarter Way to Find Sales Leads: Common Room’s
January 14, 2025
Tali Fierer
Signal-Based Growth Strategy: Common Room’s Fresh Approach to Find Sales Leads
How can you connect account-level signals with individual actions? How can you identify the right person to contact at the right time, at scale? And how can you increase the ROI of intent-based platforms?
Kfir and Or had the pleasure of hosting Kevin White, Head of Marketing at Common Room on ABX & Cocktails. He shared insights on how signal-based selling is transforming B2B pipeline generation and how companies can leverage this approach to drive growth more efficiently.
Beyond Traditional Intent Data
Common Room is taking a different approach than other intent platforms by focusing on specific, actionable signals at the individual level. Unlike traditional intent data that might show general company interest through IP-based tracking, signal-based selling captures precise actions from identified individuals across multiple channels – from product usage to GitHub activity to LinkedIn engagement.
“The differentiator is in the actionability of the signals,” Kevin explains. “Instead of knowing that someone from Microsoft is interested in digital transformation, we can identify specific individuals taking meaningful actions that indicate buying intent.”
Starting with Signal-Based Selling
For companies looking to implement signal-based selling, White recommends starting where your customers are already active. For commercial open-source companies, this might be GitHub activity. For product-led companies, it could be product usage data. For companies with strong social presence, LinkedIn engagement might be the primary signal source.
The key is to start narrow and focused. “Don’t try to track everything at once,” advises Kevin. “Pick the one signal type that you think will be best for your business model and expand from there.”
High-Value Signals to Look Out For
Some of the most valuable signals for B2B companies include:
Kevin notes that there’s often an inverse relationship between signal volume and intent level – the highest-intent signals typically have lower volume, but convert better.
How Common Room Practices What It Preaches
Common Room applies these principles internally to grow its business. Their SDR team, which generates about half of their pipeline, leverages signals from:
By focusing on actionable insights, they ensure their resources are directed toward leads with the highest potential.
Making It Work with Limited Resources
For teams with constrained budgets or staffing, Kevin recommends a systematic approach:
“The best way to learn is to try things quickly and adjust,” says Kevin. “Don’t wait for everything to be perfect—start small and improve as you go.”
Unlock the Full Potential of Your Sales Leads
Finding better sales opportunities requires a blend of focus, flexibility, and the right tools. Common Room’s approach offers a roadmap to identifying and engaging prospects with real intent.
To dive deeper, listen to the full episode of ABX & Cocktails. And if you’re ready to explore signal-based selling for your organization, you can start a 14-day trial of Common Room – mention this podcast for an extended 30-day trial period.
For more practical advice on growing your business, connect with Kevin White on LinkedIn.