Signals · Act now

Act now signals

Something just changed at the company. The door is open, but not for long.

40 signalsBest within 30 days

What are act now signals?

Act-now signals are events that open a short window to start a conversation: a new leader in the role you sell to, a merger, new regulation, a past customer changing jobs. They matter because a company that just changed is re-thinking its plans. Reach out within weeks, not months, and never mention the event itself.

How to use them

Four rules for act now signals

Check the event is real and recent before you do anything. A job change from six months ago is no longer news.
Confirm the company is a fit first. A trigger at the wrong company is still the wrong company.
Write to the person who can act on the change, about the problem it creates. Do not open with "congrats on the new role".
Stack it with a second signal where you can. One trigger is a hint, two or three together mean a real window.

At a glance

All 40 act now signals

Signal	What it means	Lasts
CcCustomer/champion job change	A known fan lands at a new company and can bring you in.	Useful for about three months
PcPaid ceiling threshold approached	An account nears a plan limit and must decide soon.	Useful for about a month
SoStale opportunity	An open deal has had no activity for too long.	Useful for about a month
LcLegislation change	A new law or rule forces buyers to act.	Useful for about a month
PlPlatform policy change	A platform your buyers rely on changes its rules.	Useful for about a month
CoCompetitor feature deprecation	A competitor removes something customers use.	Useful for about a month
CmCompetitor close or acquisition	A competitor shuts down or is acquired; customers reconsider.	Useful for about a month
PmPayment method added	A card or billing detail is added: intent to pay.	Useful for about a month
PaPlan upgrade	The account moves to a higher plan.	Useful for about a month
SlSurge in layoffs	Cuts change priorities, budgets and owners.	Useful for about a month
IrIntegration removal (external)	A company drops a tool adjacent to yours.	Useful for about a month
InIntegration disconnected (internal)	An integration is removed: churn or re-evaluation risk.	Useful for about a month
TeTrial end approached	A trial is about to expire: decision point.	Useful for about a month
UrUpcoming renewal with competitor	A competitor contract nears renewal.	Useful for about a month
CjCompetitor job change	Someone leaves a competitor and may seek alternatives.	Useful for about a month
PdPayment declined	A failed payment that needs fast, human follow-up.	Useful for about a month
NmNegative media coverage	Bad press creates pressure to change.	Useful for about a month
PoProduct activity after stagnant period	A dormant account wakes up.	Useful for about a month
IaIdeal persona recently hired	Someone in your buyer persona just joined.	Useful for about two months
WrWebsite relaunch	A relaunch often comes with new owners and budgets.	Useful for about a month
NlNew leadership recently hired (CEO, C-level, board)	New leaders review vendors in their first months.	Useful for about two months
EtEvent talk/keynote/panel participation	A buyer speaks at an event: a named, timely topic.	Useful for about a month
PfProduct or feature launch (internal)	You ship something relevant to a segment.	Useful for about a month
PeProduct or feature launch (external)	A target company launches something that creates a need.	Useful for about a month
BlBeta launch (internal)	A beta gives a reason to re-engage a segment.	Useful for about a month
MaMerger or acquisition	Integration work reshapes tools and teams.	Useful for about a month
ArAward or recognition received	A milestone worth a genuine note.	Useful for about a month
CsCustomer story published (internal)	A new proof point for look-alike accounts.	Useful for about a month
CtCustomer/prospect promotion	A contact steps up and gains budget or scope.	Useful for about two months
ReRegion expansion	Entering a new market creates new needs.	Useful for about a month
OeOffer expiration (internal)	A deadline on a live offer.	Useful for about a month
PsProspect or customer email bounce (internal)	A contact left; find the successor.	Useful for about a month
PiProfessional milestone	A work anniversary or achievement.	Useful for about a month
PnPersonal milestone	A personal moment; use with care or not at all.	Useful for about a month
PvPositive media coverage	Good press shows momentum and priorities.	Useful for about a month
BwBrand/website relaunch	A rebrand often signals strategy change.	Useful for about a month
NcNew customer story published	Fresh proof you can share with peers.	Useful for about a month
SsStrategic shock	A market shock or inflection forces a strategy rethink.	Useful for about a month
FbFunction build-out with new head	A new leader is building or rebuilding the team you serve.	Useful for about two months
SyStrategic planning cycle	Budget or planning season when priorities get set.	Useful for about six weeks

Signal by signal

What each one means and what to do

02Cc

What is the “Customer/champion job change” signal?

A known fan lands at a new company and can bring you in.

How long it lasts: Useful for about three months
How strong: Useful
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

12Pc

What is the “Paid ceiling threshold approached” signal?

An account nears a plan limit and must decide soon.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Close to deciding
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

13So

What is the “Stale opportunity” signal?

An open deal has had no activity for too long.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Comparing options
Where to spot it: your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

16Lc

What is the “Legislation change” signal?

A new law or rule forces buyers to act.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Comparing options
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

17Pl

What is the “Platform policy change” signal?

A platform your buyers rely on changes its rules.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Comparing options
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

18Co

What is the “Competitor feature deprecation” signal?

A competitor removes something customers use.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Comparing options
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

19Cm

What is the “Competitor close or acquisition” signal?

A competitor shuts down or is acquired; customers reconsider.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Comparing options
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

21Pm

What is the “Payment method added” signal?

A card or billing detail is added: intent to pay.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Close to deciding
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

23Pa

What is the “Plan upgrade” signal?

The account moves to a higher plan.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Close to deciding
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

34Sl

What is the “Surge in layoffs” signal?

Cuts change priorities, budgets and owners.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

35Ir

What is the “Integration removal (external)” signal?

A company drops a tool adjacent to yours.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Comparing options
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

36In

What is the “Integration disconnected (internal)” signal?

An integration is removed: churn or re-evaluation risk.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Comparing options
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

43Te

What is the “Trial end approached” signal?

A trial is about to expire: decision point.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Close to deciding
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

44Ur

What is the “Upcoming renewal with competitor” signal?

A competitor contract nears renewal.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Comparing options
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

45Cj

What is the “Competitor job change” signal?

Someone leaves a competitor and may seek alternatives.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

48Pd

What is the “Payment declined” signal?

A failed payment that needs fast, human follow-up.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Close to deciding
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

54Nm

What is the “Negative media coverage” signal?

Bad press creates pressure to change.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

55Po

What is the “Product activity after stagnant period” signal?

A dormant account wakes up.

How long it lasts: Useful for about a month
How strong: Useful
Buyer stage: Comparing options
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

61Ia

What is the “Ideal persona recently hired” signal?

Someone in your buyer persona just joined.

How long it lasts: Useful for about two months
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

70Wr

What is the “Website relaunch” signal?

A relaunch often comes with new owners and budgets.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

71Nl

What is the “New leadership recently hired (CEO, C-level, board)” signal?

New leaders review vendors in their first months.

How long it lasts: Useful for about two months
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

73Et

What is the “Event talk/keynote/panel participation” signal?

A buyer speaks at an event: a named, timely topic.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: your community platform, social listening
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

80Pf

What is the “Product or feature launch (internal)” signal?

You ship something relevant to a segment.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

81Pe

What is the “Product or feature launch (external)” signal?

A target company launches something that creates a need.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

82Bl

What is the “Beta launch (internal)” signal?

A beta gives a reason to re-engage a segment.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: your product analytics, product data in your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

83Ma

What is the “Merger or acquisition” signal?

Integration work reshapes tools and teams.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

86Ar

What is the “Award or recognition received” signal?

A milestone worth a genuine note.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

87Cs

What is the “Customer story published (internal)” signal?

A new proof point for look-alike accounts.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: your web analytics, website visitor tools (company level)
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

89Ct

What is the “Customer/prospect promotion” signal?

A contact steps up and gains budget or scope.

How long it lasts: Useful for about two months
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

90Re

What is the “Region expansion” signal?

Entering a new market creates new needs.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

93Oe

What is the “Offer expiration (internal)” signal?

A deadline on a live offer.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

95Ps

What is the “Prospect or customer email bounce (internal)” signal?

A contact left; find the successor.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: your CRM
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

97Pi

What is the “Professional milestone” signal?

A work anniversary or achievement.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

98Pn

What is the “Personal milestone” signal?

A personal moment; use with care or not at all.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

99Pv

What is the “Positive media coverage” signal?

Good press shows momentum and priorities.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

100Bw

What is the “Brand/website relaunch” signal?

A rebrand often signals strategy change.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

101Nc

What is the “New customer story published” signal?

Fresh proof you can share with peers.

How long it lasts: Useful for about a month
How strong: Weak alone
Buyer stage: Early research
Where to spot it: your web analytics, website visitor tools (company level)
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

104Ss

What is the “Strategic shock” signal?

A market shock or inflection forces a strategy rethink.

How long it lasts: Useful for about a month
How strong: Strong
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

105Fb

What is the “Function build-out with new head” signal?

A new leader is building or rebuilding the team you serve.

How long it lasts: Useful for about two months
How strong: Strong
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

112Sy

What is the “Strategic planning cycle” signal?

Budget or planning season when priorities get set.

How long it lasts: Useful for about six weeks
How strong: Useful
Buyer stage: Early research
Where to spot it: company-watch tools such as Clay, news and job ads, LinkedIn
Check before acting: Confirm the event is real, recent (inside your window) and still true today.
What to do: Reach the person or team affected while the window is open. Let the timing do the work and never mention the event.

Time windows are starting points, not benchmarks. Tune them to what actually turns into meetings for you. Signal names adapted from Common Room’s signal library.

Other groups

Combine groups to find the right moment

The best openings come from mixing groups: a good-fit company, plus an act-now event, plus some warming-up interest.

Warming up

Interest is building. One on its own means little. Two or three together mean it is time.

47 signals

Good fit

Facts about the company that make it worth watching in the first place.

16 signals

Tailored

Signals you design around what you sell. Harder to find, and your competitors will not have them.

9 signals

Questions people ask

What is a trigger event in sales?

A trigger event is a change at a company that makes buying more likely soon, such as a new executive, fresh funding, an acquisition or a new law. It creates a short window when the company is open to new ideas.

How fast should I act on a trigger event?

Most trigger events stay useful for roughly 30 to 90 days. Leadership changes last longest because new leaders plan for months. Treat these windows as starting points and tune them with your own results.

Should I mention the trigger in my email?

No. Everyone now automates "congrats on the new role" messages, so they read as spam. Let the trigger decide who and when you write, and write about the problem it creates.