Company news signals
When a company appears in the news (expansion, acquisition, award, partnership, or restructuring), it reveals strategic priorities in real time. News is the fastest-decaying signal after LinkedIn posts: 14 days. If you don't act on company news within two weeks, the window closes.
Why company news creates outreach timing
An expansion announcement means new office, new hires, new vendor evaluations. Acquisitions are messier: integration headaches, tool consolidation, two tech stacks colliding. Even a simple award tells you the company is spending on visibility, and that means budget exists.
Negative news creates opportunities too, though the angle changes. Layoffs mean the remaining team needs to do more with less, and efficiency tools become urgent. A data breach accelerates security procurement. Restructuring means budget reallocation. The signal tells you what happened. Your job is to connect the event to the problem you solve.
Source credibility separates noise from signal. A funding round covered by Bloomberg carries more weight than one mentioned in a company blog post. Signado scores accordingly, so your feed surfaces the news events that are most likely to represent real strategic shifts.
How Signado detects company news
Signado uses AI to scan the public web daily for news about your target companies: newspapers, industry publications, tech blogs, press releases, company announcements, newsletters, even YouTube. Each article is scored by sentiment: very positive news (85 base score), positive (70), neutral (50), negative (30), very negative (10). The score captures whether the news points to real operational change.
Source tier adjusts the score. Tier 1 media (WSJ, Bloomberg, Reuters, Financial Times) get a 1.3x multiplier. Tier 2 media (industry publications, major tech blogs) score at 1.0x. Company blogs score at 0.7x. Social media posts score at 0.5x. This prevents your feed from being dominated by self-published press releases or unverified social posts.
Both positive and negative news can create buying opportunities. The angle changes, not the value. Signado surfaces the article URL, key details, decision makers mentioned, and a suggested outreach angle based on the article's content. Positive keywords (expansion, growth, partnership, award) and negative keywords (layoff, lawsuit, decline) help classify the type of operational change the news represents.
Playbooks that use this signal
The Dormant Lead Reactivation
Use positive company news as the excuse to restart conversations with closed-lost accounts.
The Expansion Play
Detect geographic expansion news and reach companies entering high-risk new markets.
The Competitor Displacement
Track competitor installs or switches through news mentions and target the gap.
Frequently asked questions
What types of news does Signado track?
Expansions, acquisitions, partnerships, awards, product announcements, layoffs, restructuring, and more. Signado scores each article by sentiment (positive news scores higher than negative) and source credibility (Tier 1 media scores higher than blogs or social posts). The combination determines the signal strength.
How quickly does a news signal lose relevance?
News signals decay over 14 days, the fastest decay period after LinkedIn posts. The minimum floor is 20% of the original score. News moves fast. An expansion announcement from two weeks ago is already old information to the people living it.
Does negative news create outreach opportunities?
Yes, but the angle is different. Layoffs create demand for efficiency tools. Breaches accelerate security procurement. Restructuring means budget reallocation. Don't reference the negative event directly in your outreach. Reference the operational challenge it creates.
How does source credibility affect the signal score?
Tier 1 sources (WSJ, Bloomberg, Reuters) get a 1.3x multiplier. Tier 2 sources (industry publications) score at 1.0x. Company blogs at 0.7x. Social media posts at 0.5x. A Bloomberg article about an expansion scores 30% higher than the same news from a company blog post.
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