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In this week's Good Sales Stuff, we’re going full Signals & Insights AND we have a special guest, Michael Whittaker 🎺, Senior AE and part of the sales team here at trumpet, to co-write the newsletter and lift the lid on how he actually uses Signals and Insights to progress deal.
Throughout, you’ll see “What would Michael do?” moments - real-world plays straight from the frontline.
With trumpet’s Slack integration, you’ll even see real-time notifications like “John viewed your Pod” pop up right in your workflow. So let's talk more about this notifications..
When to follow up and what to say
We hear it all the time: "What if they think it’s creepy?" "Do I message straight away?" "Is it even a real buying signal?"
Spoiler: No - it's not creepy.
Yes message straight away - with value.
Yes it's a real buying signal.
So here’s how to use buyer insights intentionally.
👀 They viewed your Pod.
Now what?
Don't panic. Don't hover. Definitely don’t message “I saw you clicked.”
Instead, treat it like a motion signal. They’ve moved. Now you get to move, too.♟️
🎺 Play this move: “Hey [Name], saw you had a peek at the proposal earlier. Anything you’d like me to clarify or update before we loop in others?”
It’s helpful. Not pushy. It shows you’re present. Not watching. This is what great sellers do.
They use visibility to serve, not stalk.
🧠 What would Michael do?
“Thanks for taking a look. If we were to put this in front of [Target Stakeholders], is there any information missing or that we should draw their attention to?”
Michael says, it helps multithread and gets the champion involved in positioning. Score.
🧑🤝🧑 A new stakeholder just appeared
Your Pod insights show someone new. Their title? CFO. This is your cue to level up the narrative.
You could:
- Drop in a finance-focused one-pager
- Add a short explainer vid with ROI highlights
- Message the champion with something like: “Just added a short finance overview for [CFO Name]. Let me know if you want help walking them through it.”
💡 Why it works: You’re anticipating internal buying conversations and giving your champion ammo.
🧠 What would Michael do?
"If it’s a senior stakeholder, I’ll have Rory (CEO trumpet) or Ollie (VP Sales trumpet) record a short video in the comments tagging the new stakeholder, introducing themselves and making themselves available."
💤 They haven’t viewed anything in 7 days
You’ll see it in your Signals. Maybe they read it once, then went dark. No clicks. No new viewers.
🎺 Your play: “Just checking in, saw the Pod’s gone quiet. I’ve added a new case study from someone who recently did something similar. Thought you might find it interesting before we move to next steps.”
Keep it casual and useful. You’re not chasing, you’re adding value. Use Insights to time your outreach, not to apply pressure. Sometimes deals stall, your job is to spark new interest with something relevant.
🧠 What would Michael do?
"Love adding in a relevant case study and dropping comments in the Mutual Action Plan to check we’re still on track for the next step or if there’s any help I can offer."
🔁 They’re back. Three views in two days.
This is what we call buying behaviour. And trumpet makes it very obvious. You’ll see return visits, how long they stayed, what they read, and who else looked.
🎺 Your move: Use this momentum to either: .♟️
- Book a next step
- Push the deal to close
- Or offer a resource (case study, explainer, etc) based on what caught their eye
🧠 Pro tip: Use Engagement Scores in trumpet to sort active Pods from dormant ones. It’s the best way to spend your energy on deals that are actually alive.
💌 The follow-up framework
If you’re not sure how to phrase your follow-up, here’s your go-to formula:
“I saw [trigger], so I’ve [action]. Let me know if you need anything else.”
Examples:
- “I saw the contract page got a few views this morning, so I’ve added a breakdown of the key points your team asked about.”
- “I noticed legal jumped in yesterday, so I’ve dropped in the [X] doc in case it helps move things along.”
🧩 Not just a feature. It’s your edge.
With trumpet Insights, you’re not just sending links and hoping for the best. You're seeing how deals move, who’s involved, and when to act.
No more ghosting. No more guessing. Just Signals. Followed by smart moves.
Final thoughts
It’s about timing. Respond at the right moment, in the right way, with something genuinely useful.
At trumpet, our reps treat every buyer signal as a chance to add value. Their follow-ups land because they’re thoughtful, timely and personal. That’s why our Pods convert — and why this feature remains one of the most powerful in our toolkit.
For all things Digital Sales Rooms, book a quick call with our awesome Account Executives:
🎺 Michael Whittaker 👈 👈 👈
![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)
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