In this episode of Unqualified Leads, we go deep on signals and why they have become critical in modern B2B and high-ticket B2C go-to-market strategies. As buying journeys lengthen and buyers self-educate long before speaking to sales, signals help teams understand what is actually working long before revenue appears.

We break down what a signal really is, how signals differ from outcomes, and why they should be treated as indicators rather than guarantees. From early-stage awareness signals through to mid and lower funnel signals, we explain how to measure intent without forcing leads too early.

We also cover how signals should be used in practice, including validating long-term demand generation, improving retargeting, informing SDR timing, and identifying patterns that lead to higher ACV deals or faster pipeline movement. For enterprise and ABM teams, we discuss account-level signals such as stakeholder depth, named account visits, and multi-signal sequencing. Finally, we explain how to combine signal tracking with sales feedback and self-reported attribution to tell a clearer story about marketing performance in long sales cycles.

This episode is a practical framework for using first-party signals to align marketing with how people actually buy.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/