Introduction
Cold calling, as we have known it for decades, is reaching its limits. Even with a good message, a good channel, and a good target, timing remains the determining factor.
In 2025, the real question is no longer "who to contact?" but "when to contact them?"
This is where a concept that has become central to B2B prospecting comes into play: the signal of intent.
A signal of intent is a behavior—often subtle, but measurable—that reveals a latent or explicit interest in a solution, topic, or business issue. These signals transform prospecting: we no longer "push" a message at random, but intervene when the prospect is receptive.
At Scal-IA, this approach is at the heart of our automation workflows. It enables us to orchestrate predictive, personalized, and ultra-efficient prospecting, based on real-time data.
1. What is a signal of intent?
A signal of intent is a behavioral or commercial indicator that reveals that the prospect is actively considering an issue or solution related to your offering.
👉 Two main categories of signals:
1.1. Behavioral signals
These signals come from the prospect's digital actions:
- Repeated visits to the "pricing" or "solutions" page of your website
- Download a white paper, customer case study, or product comparison
- Subscription or regular opening of a sector-specific newsletter
- Interaction on LinkedIn (like/comment on a topic related to your solution)
- Search for specific keywords on Google (using third-party B2B intent data tools)
1.2. Commercial signals
These signals come from the prospect's professional environment:
- Fundraising, buyouts, international expansion
- Recruitment of key profiles: Head of Sales, CRM Manager, RevOps, etc.
- Adoption of a competing tool (visible via technography)
- New CMO/COO/CTO appointed (signal of strategic change)
- Participation in a specific webinar or event
Why it's powerful:
Because it allows you to target the right accounts, at the right time, with the right message, by exploiting real intent, not assumptions.
2. The best sources of intent signals (Scal-IA stack)
Scal-IA has integrated intent signals into the core of its technology stack in order to automate their detection, processing, and activation.
🔍 Our flagship tools for capturing signals:
Signal sourceTool usedWhat it allowsAnonymous visits to thesiteClearbit Reveal, Leadfeeder, AlbacrossIdentifycompanies browsing your pagesJobchanges/social engagementLinkedIn Sales Navigator + PhantomBusterSpotsocial signals (new job, influential post, etc.)Market andcompetitormonitoringMention, Google AlertsReceivereal-time alerts on keywords orcompaniesEnrichedcommercial dataDropcontact, Kaspr, WappalyzerDetecttools in place, fundraising, recruitmentCRMintegrationHubSpot, PipedriveCentralizebehavioral data for each leadEmail + WebAnalyticsLemlist, LaGrowthMachine, SniplyTrackclicks, opens, content views
Bonus: signals are automatically qualified and prioritized in the CRM thanks to our AI scoring system.
3. AI orchestration of intent signals: Scal-AI method
Detecting signals is not enough. They must be interpreted, prioritized, and activated intelligently.
At Scal-IA, we have developed a comprehensive methodology for transforming every signal into a business opportunity.
🧠 Our 4-step system:
1. Dynamic behavioral scoring
Each action (click, open, download, visit, etc.) creates or increases an interest score. At a certain threshold, an AI trigger proposes an automatic or human action.
Example: a lead who visited the "pricing" page twice + downloaded a customer case study = triggered a LinkedIn message + call 24 hours later.
2. Triggering custom sequences
When a strong signal is detected, the AI activates a dedicated sequence:
- Post-visit sequence “prices”
- “Fundraising detected” sequence
- LinkedIn engagement sequence...
Each sequence is generated and adapted according to the context, with customized messages.
3. Automatic prioritization in the CRM
Hot leads automatically move to the top of the list:
- Dynamic ranking in the SDR/BDR view
- Real-time notifications
- Priority assignment to the most relevant sales representative
4. Generation of contextual AI messages
The AI generates an approach message based on the detected signal.
“Hi Lisa, I saw that you recently hired a SalesOps person—often a good time to review CRM processes. Would you like me to share an example of a sales stack that helped one of our clients reduce their sales cycle by 30%?”
4. Commercial impact: concrete and measurable results
Companies supported by Scal-IA quickly see significant gains:
KPIAvant signauxAvec signaux Scal-IATaux de réponse moyen9 à 12 %35 à 42 %Durée moyenne du cycle de vente21 à 25 jours10 à 14 joursTaux de closing12 %x2,5Nombre de messages envoyés>1 000 / campagne-40 %Taux d’irritation perçu (spams, désabos)Élevé< 1 %
🎯 In short: less effort, more results. Salespeople focus on the leads that matter, prospects feel understood, and campaigns become profitable.
Conclusion
Signals of intent are revolutionizing B2B prospecting. By giving salespeople the keys to perfect timing, they enable them to move away from "blind hunting" and into contextual, responsive, and relevant prospecting.
With the support of a well-integrated AI stack, they become a strategic weapon for all ambitious sales and marketing teams.
At Scal-IA, we implement this approach for our clients through:
- Multi-source detection of intent signals
- Their automatic activation in outbound workflows
- AI orchestration that combines scoring, CRM, and dynamic copywriting
