It's not stalking...

March 20th, 2025

March 20, 2025

It's not stalking. They're signals.

A Look Back

I spent years making 100+ calls daily and blasting emails into the void. Each was a desperate shot in the dark.

Then came social selling. I could research prospects as humans. Their LinkedIn, tweets, alma maters. I'd casually mention personal details in outreach and meetings.

It worked. Sort of. But I felt like a stalker.

Fast forward 15 years. Despite fancier tools, the goal remains simple: find potential buyers, get them talking, treat them like humans.

The 2025 Signal Landscape

  • Adobe's AI agents now personalize websites based on behavior. Effective but creepy.

  • Salesforce's Agentforce promises AI-everywhere but creates more confusion than clarity.

  • HockeyStack raised $5M to "stalk prospects more efficiently" (not their words, but close).

  • Influencer marketing platforms are consolidating faster than tech bros moving to Austin.

Bottom line? More tools. More AI. Same problems.

The Hard Truth About Signals

Most GTM teams are drowning in signals while starving for revenue.

The average team tracks 27+ signals across multiple platforms, yet only 3-5 actually predict a good prospect. It's madness.

What's really happening:

  • Your intent data is as reliable as Chicago weather forecasts

  • Your sales team ignores 90% of the signals you pay for

  • Your marketing optimizes for vanity metrics, not conversions

  • Everyone pretends their dashboards aren't garbage fires

The Only Signals Worth Tracking

1. Engagement Signals → They Actually Know You Exist

  • Website visits (Solution pages only, not homepage drive-bys)

  • Email engagement (Product emails, not thought leadership fluff)

  • Content downloads (Technical stuff, not awareness pieces)

  • Webinar attendance (If they stayed awake and asked questions)

  • Form submissions (Actual humans typing actual information)

Truth: One engaged buyer beats 100 "high intent" ghosts.

2. Circumstantial Signals → Something's Happening

  • New funding (Series B/C is the sweet spot)

  • Leadership changes (New CXO = new budget)

  • Office expansions (Growth or terrible decisions – either way, opportunity)

  • Regulatory changes (Nothing drives purchases like government deadlines)

Insider tip: New VP plus funding creates a 90-day buying window most teams miss.

3.  In-Market Signals → They're Actually Shopping

  • Pricing page visits (Nobody browses pricing for fun)

  • Competitor comparisons (They're actively deciding)

  • RFP/RFQ releases (Money's already allocated)

  • Demo requests (Literally asking to be sold to)

Reality check: Pricing page + competitor research = 4X conversion opportunity, but you've got 24 hours before the window closes.

How Top Teams Operationalize Signals

They weight signals properly:

For example:

  • In-market: 50% (Actually buying)

  • Engagement: 30% (Might buy eventually)

  • Circumstantial: 20% (Conversation starters)

They match signals to company size:

  • Enterprise: Heavy on circumstantial (relationships matter)

  • Mid-market: Balanced approach

  • SMB: Almost entirely in-market (buying now or never)

They have actual playbooks:

  • Engagement → Educational content (not desperate follow-ups)

  • Circumstantial → Relationship-building (not immediate demos)

  • In-market → Direct sales conversations (timing is everything)

Get The Signal Intelligence Report

We've grilled 200+ GTM leaders to discover:

  • Which signals actually predict revenue (not what your sales team thinks)

  • How many signals you should track (far fewer than now)

  • The exact playbooks that drive conversions

  • How to build scoring models that actually work

[TAKE OUR 3-MINUTE SURVEY]

Take the survey and get reserve free access to our report on effective signals, benchmarks, and frameworks that turn signal chaos into pipeline. 

Market Moves

Agriculture

'ABCD' Agricultural Traders Face Financial Downturns

TL;DR: The major agricultural trading companies (Archer Daniels Midland, Bunge, Cargill, and Louis Dreyfus) are experiencing profit declines after previous market booms, struggling with the cyclical nature of commodity trading.

GTM Impact: Companies offering financial risk management tools, diversification strategies, or tech solutions to stabilize earnings could find receptive clients among these agricultural giants.

Logistics and Cold Storage

Americold Invests $127M in Houston Facility

TL;DR: Americold has acquired a 10.7-million-cubic-foot cold storage warehouse in Houston for $127 million, aiming to enhance its presence in the high-turn retail sector of the cold storage supply chain.

GTM Impact: Providers of warehouse management systems, refrigeration technology, or logistics optimization services should consider approaching Americold to support their expanded operations.

Utilities

Thames Water Seeks Equity Injection Amid Financial Struggles

TL;DR: Thames Water is in talks with six potential investors to inject fresh equity to improve its financial standing, facing nearly £20 billion in debt and risks of running out of cash without this financial boost.

GTM Impact: If you provide financial advisory services or infrastructure solutions, Thames Water's current situation presents a prime opportunity. Position your offerings as essential tools to help the company navigate its financial restructuring and operational challenges.

Cosmetics

Estée Lauder Plans Up to 7,000 Job Cuts in Restructuring

TL;DR: Estée Lauder is expanding its restructuring plan under new CEO Stéphane de La Faverie, which includes cutting between 5,800 and 7,000 jobs globally to restore sales growth and improve operating margins.

GTM Impact: Companies offering workforce management solutions, supply chain optimization, or digital transformation services could find opportunities to assist Estée Lauder during its restructuring phase.

Media and Entertainment

Warner Bros. Discovery Announces New Corporate Structure

TL;DR: Warner Bros. Discovery is implementing a new corporate structure to enhance strategic flexibility, creating two distinct operating divisions: Global Linear Networks and Streaming & Studios.

GTM Impact: Vendors providing content management systems, streaming technologies, or advertising solutions may find new opportunities as Warner Bros. Discovery restructures its operations to adapt to the evolving media landscape.

Bye for Now

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Until next time,
FYI GTM