- The right list beats more dials: Prioritise accounts showing genuine buying signals.
- Stack signals to spot intent: Multiple signals reveal more than individual interactions.
- Quality over quantity: More meetings don't always mean better opportunities.
- Track deal momentum: Use buyer engagement and stakeholder activity to understand what's happening inside deals.
- Relevance over speed: Know when to act, follow up or leave buyers alone.
- Start small: Build your signal strategy, measure what works and scale from there.
Your buyers are telling you more through what they do than what they say on calls. The challenge is knowing which signals actually matter and what to do when they appear.
In our latest webinar, Saad Khan, Director of GTM Engineering and Revenue Leader at trumpet, shared how his team uses buyer signals to prioritise accounts, spot intent earlier and understand what's really happening inside a deal.
From website visits and product engagement to new stakeholders entering a Digital Sales Room, Saad walked through the practical framework behind signal-led selling, including what's working, where things can go wrong and how revenue teams can get started.
Meet the expert: Saad Khan
Director of GTM Engineering and Revenue Leader at trumpet
Saad specialises in building signal-led prospecting systems and connecting buyer behaviour with sales execution.
Having implemented signal-based selling strategies since 2022, he brings experience from both his previous organisations and his current work at trumpet.
In this session, Saad shared the methodology behind trumpet's prospecting engine, the results his team has seen and the lessons learned along the way.
Key takeaways from the webinar
1. The right list matters more than the number of dials
Sales teams often focus on activity metrics such as dial counts, connect rates and meetings booked.
But Saad's experience shows why the accounts you're targeting can be just as important as the amount of activity your team generates.
At trumpet, two new SDRs began using buyer signals to inform their prospecting. When they reached a decision-maker and had a real conversation, they booked a meeting six to eight times out of ten.
Two out of every three meetings came from something the buyer had done before the rep picked up the phone.
Rather than relying entirely on cold outreach, the team could prioritise prospects already showing signs of interest.
As Saad put it:
"The signal does the warming, the rep does the closing."
2. One signal is interesting. Multiple signals tell a story.
A single website visit doesn't necessarily mean someone is ready to buy. Neither does an email open or a social media interaction.
But what happens when someone visits your pricing page, signs up for your product and engages with your content in the same week?
That's where signal stacking comes in.
Saad explained how combining multiple signals helps teams identify accounts that may be further along in their buying journey.
It's about moving beyond isolated interactions and looking for patterns across website activity, product usage, marketing engagement and other relevant data.
Scoring those signals against your ideal customer profile (ICP) can help teams decide which accounts deserve immediate attention and which are better suited to nurturing.
3. More meetings don't always mean better meetings
One of Saad's biggest lessons came from trumpet's own prospecting results.
After implementing a signal-led approach, the team's meeting volume more than doubled month over month.
However, meetings with target accounts grew more slowly than overall meeting volume. The team was booking more meetings, but also more with accounts that weren't necessarily the right fit.
By tagging every meeting with its signal source and reviewing the results, the team could identify which signals were delivering the right opportunities.
The lesson? Don't just measure how many meetings your signals generate. Measure whether they're bringing in accounts that are likely to convert.
4. Buyer signals don't stop when a deal enters the pipeline
Most prospecting signals help teams understand which accounts might be ready for a conversation.
But once a deal is live, a new set of signals becomes important.
Saad highlighted how engagement inside trumpet's Digital Sales Rooms can give reps visibility into what's happening between meetings.
These signals include:
- Multiple stakeholders accessing a shared deal space.
- Buyers returning to pricing or proposal content.
- Security documentation being reviewed.
- Demo videos being watched in full.
- New senior decision-makers entering the deal.
- Implementation questions being raised and Mutual Action Plans being updated.
These interactions provide additional context about stakeholder involvement, buying intent and deal momentum.
For example, a CRM might show that an opportunity is still in discovery, while activity inside the Digital Sales Room reveals that several people have reviewed the pricing and a new stakeholder has joined.
That gives the rep more information to work with when planning the next step or reviewing their pipeline.
5. Knowing when not to act is just as important
Not every signal needs an immediate follow-up.
Saad explained that signal-led selling is about understanding buyer behaviour, not contacting someone every time they interact with your content.
"The skill is relevance, not speed."
A new stakeholder joining a deal might be a reason to investigate further. Several people reviewing security documentation could indicate that the buying process is progressing.
The important thing is understanding what the activity means in context and deciding whether it's the right moment to reach out.
The aim is to create more relevant sales conversations, not overwhelm buyers with unnecessary follow-ups.
6. Start small and build a repeatable process
You don't need an elaborate tech stack to begin using buyer signals.
Saad's advice was to get the foundations right, then expand as you learn which signals work for your business.
Start by making sure your CRM can capture the information you need. Define your ICP using your best customers and select a small number of relevant signals, such as website visits, product sign-ups or content engagement.
Tag meetings by signal source, review the quality of the opportunities generated and build a feedback loop between sales, marketing and RevOps.
For teams starting from scratch, Saad suggested a simple approach: one signal, one list and one rep. Run it for two weeks, measure the results and gradually introduce more signals.
Watch the full webinar
Buyer signals are already there. The opportunity is in connecting the dots and knowing what to do next.
Watch the full session with Saad to see how trumpet uses signal-led selling, how to distinguish engagement from intent and how to build a practical strategy that works from the first conversation through to signature.
You can also explore our Buyer Signals Playbook and trumpet Inside Report for more data, insights and practical resources.
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