In this episode of Scrappy ABM, host Mason Cosby welcomes Isaac Ware and Trinity Nguyen from UserGems to discuss signal-based go-to-market strategies. They explore the definition of signals, how to identify and leverage them, and common misconceptions in the industry.

Best Moments:

(00:32) Introduction to signal-based go-to-market strategies

(01:35) Definition of signals in go-to-market context

(03:00) Identifying viable signals within customer base

(07:26) Common misconceptions about signals and intent data

(10:52) Time sensitivity of contact vs. account signals

(13:31) Operationalizing stacked signals for BD teams

(16:21) Theming and grouping signals for effective implementation

(19:43) Hurdles in implementing signal-based approaches

(22:32) Introduction to Scrappy ABM Master Class resource

Guest Bios:

Isaac Ware is a representative from UserGems, a company specializing in signal-based marketing and sales solutions. Isaac brings expertise in leveraging customer data and signals to improve go-to-market strategies.

Trinity Nguyen is also from UserGems and contributes insights on implementing signal-based approaches, particularly focusing on the practical aspects of operationalizing these strategies for sales and marketing teams.