Signal Rich vs Enterprise (Sales)

Signal Rich vs. Enterprise: Where Should You Start?

One of the most common questions teams ask when starting with automated outbound is: “Which plays should I run first?” The answer depends on your company’s go-to-market model. In this module, we introduce a framework that helps you prioritize based on whether you’re a signal-rich company or running an enterprise-focused, sales-led motion. While the strategies differ, Unify is built to support both paths with precision.

If you’re a signal-rich company, you likely operate with a PLG or self-serve SaaS motion. You’re in this category if you see high inbound volume—whether from product usage, active trial users, website traffic, or a strong founder-led social presence. In this model, the problem isn’t generating signals—it’s deciding which ones to act on first. The best approach is to start at the bottom of the funnel. Focus on plays targeting accounts that show purchase-readiness, like hitting seat limits, testing enterprise features, or approaching usage thresholds. These are your highest converting signals. From there, build mid-funnel plays for webinar attendees, brand followers, or users engaging with events and social content. These leads are warm and familiar—they just need a nudge toward conversion. Lastly, top-of-funnel plays can activate broader signals like new website visits, newsletter signups, or ad clicks. The key in a signal-rich environment is prioritization: automate the strongest signals first, then scale outward as you build capacity.

If you’re a sales-led or enterprise-focused company, you may not have much inbound activity and need to proactively build pipeline. Start by assembling a strategic target account list—ideally 20 to 100 high-fit companies. Segment them into tiers based on importance, then map personas, build custom messaging, and launch outbound plays tailored to each tier. This targeted, high-touch approach is essential for early-stage or enterprise teams where every account counts. To sharpen this motion, layer on intent data from tools like ZoomInfo or Apollo to validate your list and trigger outreach when buying signals spike. And even without a self-serve product, you can begin laying the groundwork for inbound by investing in content, paid campaigns, or founder-led LinkedIn strategies. Over time, these channels will generate their own signals—which you can then action on using Unify, just like a signal-rich team.

Ultimately, Unify is designed to support both playbooks—whether you’re reacting to live signals from product usage or starting from a blank slate. It gives you one system to prospect, enrich, trigger automations, personalize sequences, and scale what works. Whichever path you’re on, the outcome is the same: predictable pipeline powered by intelligent automation and high-leverage outbound plays.