Signal Intelligence vs The Alternatives
Intent Data, Lead Scoring, and AI Personalization each solve part of the outbound puzzle. Signal Intelligence connects the missing piece: timing.
| Approach | What it measures | Unit of analysis | Limitation |
|---|---|---|---|
| Intent Data | Website visits, content downloads | Individual behavior | Shows curiosity, not readiness |
| Lead Scoring | Email opens, form fills, page views | Individual contact | Wrong unit—B2B buys at account level |
| AI Personalization | Email copy quality | Message content | Execution step, not strategy |
| Signal Intelligence | Verified business events | Account | Determines timing |
Signal Intelligence vs Intent Data
Curiosity is not readiness
Intent Data providers track anonymous web behavior: who visited your site, downloaded a whitepaper, or read a competitor's blog. This indicates interest, but not buying readiness.
Intent Data
- Tracks website visits and content downloads
- Based on cookies and IP matching
- Measures passive browsing behavior
- High volume, low conversion signal
Signal Intelligence
- Monitors verified business events
- Based on public filings and announcements
- Detects active organizational change
- Low volume, high conversion signal
A pricing page visit might mean comparison shopping. A Series B funding announcement means they have budget and mandate to buy.
Signal Intelligence vs Lead Scoring
The individual is the wrong unit
Lead scoring assigns points to individuals based on their engagement: opened 3 emails (+10), visited pricing (+20), downloaded case study (+15). This focuses on the wrong level.
Lead Scoring
- Scores individual contacts
- Based on email and web engagement
- Assumes individuals make B2B decisions
- Ignores account-level context
Signal Intelligence
- Analyzes entire accounts
- Based on company-level events
- Recognizes buying committees decide
- Targets the organization, not just one person
John opening your email doesn't mean his company is ready to buy. His company raising $50M and hiring a VP of Sales does.
Signal Intelligence vs AI Personalization
Execution without strategy is noise
AI personalization tools write better emails—referencing LinkedIn posts, recent news, or company info. The copy is better, but the timing question remains unanswered.
AI Personalization
- Improves email copy quality
- References public information
- Optimizes the message content
- Answers: How should I write?
Signal Intelligence
- Determines outreach timing
- Detects buying windows
- Validates the reason to reach out
- Answers: Should I write at all?
The best AI email sent at the wrong time is still ignored. Signal Intelligence tells you when the message will actually matter.
The Complete Picture
These approaches aren't mutually exclusive—they're incomplete without each other. Signal Intelligence provides the missing foundation.
Know when to act
Know what to say
Reach the right people
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Read the full methodology
Understand how Signal Intelligence works in detail—the detection methods, scoring models, and execution triggers.