Intro to Signals

Intro to Signals

Signals are the engine behind intelligent, timing-based outbound in Unify. These intent data points help you identify when a person or company might be in-market for your solution, allowing you to launch outbound plays based on real-time behavior, job changes, sentiment shifts, and more. Unify categorizes signals into three types—Native Signals, Third-Party Signals, and Infinity Signals—each designed to help you automate outreach at exactly the right moment. In this module, you’ll learn how each signal type works, how to set them up, and how to build outbound automations around them.

Native Signals are activity-based insights captured either directly by Unify or through integrations. These include page visits (like your pricing or resources pages), email engagement (such as opens and replies), job changes, LinkedIn activity (like profile views or company page followers), and UTM parameters from paid campaigns. You can act on these signals by creating a new audience with filters based on activity or CRM fields, and then trigger a Play using that audience to initiate timely outreach.

Third-Party Signals are imported lists from external sources—such as event attendee lists, scraped data, or Sales Navigator exports. These are perfect for engaging prospects tied to specific one-off events or data sets, like conference attendees or companies from a funding announcement. To activate these signals, you simply upload a CSV into the Companies or People tab in Unify, including fields like company name and domain or LinkedIn profile. Unify then automatically enriches the records with missing contact info and persona data, so you can immediately plug them into Plays.

Infinity Signals are the most advanced—AI-driven triggers created using Unify’s custom agents. These agents can search the web, read unstructured content, and extract signals based on your unique qualification criteria. You might create an agent that checks whether a company uses a specific technology, has recently received negative support reviews, or was just mentioned in the news. Agents are created by naming them, selecting a record type (Company or Person), and defining one or more logic-based questions that return true/false, text, or numerical outputs. Once created, these agents can be embedded directly into Plays as decision points.

Configuring signals in Unify is simple and structured: for native signals, start by creating a new audience using filters based on digital behavior or CRM data; for third-party signals, upload enriched CSVs to the appropriate tab; and for Infinity Signals, build an AI agent that defines your desired trigger condition and use it in your automation logic. Together, these signal types allow you to surface high-intent prospects and automate your outreach with precision and scale.

With signal-based workflows, you can shift from reactive to proactive outbound—catching your best-fit buyers the moment they show intent. Whether it’s targeting pricing page visitors, running AI-powered sentiment detection, or reactivating old leads from job boards, Unify helps you turn signals into meetings—without lifting a finger.