Most GTM teams rely on generic intent data to guide outbound. Website visits. Content downloads. Category research.

The problem? Generic intent tells you interest. It rarely tells you urgency.

In this webinar, Quintin Smith & Ethan Dursht from Unify's marketing & growth teams, break down how leading GTM teams are shifting from broad intent data to business-specific custom AI signals that surface real buying triggers and turn them into scalable outbound plays.

Last month alone, custom AI signals drove 27 meetings for the team.

Generic Intent vs. Custom Signals

Generic intent

• Broad category-level interest
• Engagement-based and often noisy
• Signals curiosity, not urgency

Custom AI signals

• Business-specific triggers tied to your ICP
• Based on real, observable events
• Built around urgency and timing

Generic intent says they might be researching.
Custom signals show you something changed and now is the moment to act.

The 7-Step Framework: From Signal to Scaled Outbound

We walked through a practical framework to build and operationalize custom AI signals.

1. Define Your ICP

Clarify who you win with and what matters most to them.
Segment where possible. The tighter the ICP, the stronger the signal.

2. Identify Key Signals

Work backwards from great 1:1 outreach.
Ask:

• What would I manually research?
• What would I reference in the first line?
• What indicates action, not just interest?

Prioritize urgency over curiosity.

3. Spec Your Experiment

Treat signals like experiments, not assumptions.

• Choose one signal
• Define a hypothesis
• Test on 100 accounts
• Estimate volume before scaling

4. Build Your Agent

Turn the signal into a repeatable machine.

• Define the exact event
• Constrain your data sources
• Set clear inclusion and exclusion criteria
• Structure the output

The tighter the definition, the cleaner the signal.

5. Automate Personalization

Weave signal context into outreach automatically.
Every touch should reference the trigger that created urgency.

6. Weave Into a Dedicated Play

Create signal-specific plays.
Different triggers require different messaging and value props.

7. Monitor Performance

Track performance by signal type.
Double down on what converts. Cut what does not.

What You Can Deploy in the Next 30 Days

If you want to move beyond generic intent, here’s where to start.

Audit your ICP
Review your highest-converting segments and validate your value props.

Identify three high-urgency triggers
Focus on observable, business-specific events.

Launch one signal-driven play
Start with a single signal and build a dedicated campaign around it.

Measure positive replies by signal
Let performance data determine what you scale.

Custom AI signals are not about more data.
They are about better timing, clearer triggers, and outbound that feels relevant instead of generic.

If you are a Unify customer, start building your new custom signal agents today.
Not a customer? Book a demo to see how Infinity Signals power hyper-relevant outbound at scale.