Turn Signals into Sales: Smart Emailing with Intent Data & Job Changes

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In the world of cold outreach, timing isn’t everything — it’s the only thing. Even the best-crafted emails fall flat if they hit the wrong inbox at the wrong time. That’s why modern GTM teams are moving beyond static lists and embracing buyer intent and job change data to trigger outreach that’s not only timely — but relevant and high-converting.

Let’s break down how to put this strategy into action, and why the smartest GTM teams are leaning hard into it.

What is Buyer Intent Data?

Buyer intent data is behavioral data that signals a prospect or account is actively researching or considering a purchase in your category. This might include:

• Searching for specific product keywords

• Downloading whitepapers

• Reading competitor comparisons

• Attending webinars or events

You can gather this data from third-party platforms like Bombora, ZoomInfo, and Demandbase, or first-party data from your own website (like pricing page visits or demo request abandonments).

Why It Matters: Catch Them When They're Looking

Outbound works best when the buyer already has you on their radar — or is actively looking for what you sell. Sending an email when someone is in-market increases relevance, click-through rates, and reply rates. Instead of pushing your product cold, you’re matching it to an existing problem.

Example Use Case:
If Bombora flags that Acme Inc. is surging on “customer onboarding software,” and you offer a product in that category, that’s your signal to reach out — not with a pitch, but with value: a case study, an industry insight, or a comparison guide.

Job Change Data: Strike While the Role Is Fresh

There’s nothing like a new job to spark new decisions. People in new roles are far more open to new vendors, tools, and processes — especially within their first 90 days. They’re building teams, fixing old problems, and making their mark.

How to Find It:
Use tools like UserGems, Champify, or Sales Navigator alerts to track when your past champions or ideal buyer personas change roles.

Smart Trigger Tactic:
If your previous power user just became VP of Marketing at a new company, send them a note congratulating them — and show them how they used your product in the past to win. Now they can do it again.

Crafting the Perfect Trigger Email

Whether you’re using job changes or intent data, your outreach should be personal, timely, and value-driven.

Here’s a proven framework:

Subject Line: Saw you’re exploring [category] — thought this might help
Opener: Mention the signal. “Noticed [Company] is exploring tools for [X]. Thought I’d share something useful.”
Body: Share a specific resource or customer story. Avoid going for the demo too early.
CTA: Offer value — “Happy to share more examples” or “Want me to send a quick summary of how [client] used this?”

Make It Part of Your GTM Stack

These signals are only useful if you operationalize them. Here’s how to build it into your GTM workflow:

1. Use Intent + CRM Sync: Tools like 6sense and Demandbase can push surging accounts directly into Salesforce or HubSpot. Set up alerts and auto-assign them to reps.

2. Create Outreach Sequences: Build email templates triggered by specific signals — e.g., “Surging on [keyword],” “Past user joined [new company],” etc.

3. Set 90-Day New Job Triggers: Re-engage your past users at their new companies with tailored messaging and social proof.

4. Track Conversion Metrics: Measure open, reply, and meeting rates against these triggers. You’ll often see 2–3x improvement over traditional cold emails.

Real GTM Wins

A few companies nailing this:

• Gong tracks job changes of past champions and sees >35% reply rates from their outreach.

• Clari uses intent surges to prioritize account-based plays, driving 3x higher meeting conversion.

• Loom triggers personalized videos when someone hits their pricing page but doesn’t convert — making it feel personal, not promotional.

Closing Thoughts

Smart outreach is no longer about volume — it’s about timing, signals, and context. When you use intent and job changes wisely, your email doesn’t feel cold. It feels like you just get it.

This is GTM, evolved.

— Team GTM Guild