If you’re still selling like it’s 2015—blasting generic emails and praying for pipeline—you’re doing it wrong. The B2B buying process has changed. Today, prospects leave digital breadcrumbs everywhere: visiting your pricing page, engaging with your LinkedIn posts, opening your emails but never replying (we see you, ghosters). These are buying signals, and if your sales and product marketing teams aren’t capitalizing on them, you’re leaving revenue on the table.

Welcome to signal-based selling—the smarter, more efficient way to sell in 2025. Let’s break it down.

What Is Signal-Based Selling?

Signal-based selling is the art of identifying and acting on buying signals—specific behaviors that indicate a prospect’s interest, pain points, or readiness to buy. Instead of cold-calling your way through an outdated lead list, your sales team prioritizes accounts showing real intent.

And guess what? Product marketing plays a crucial role in making this work. They provide the insights, content, and positioning that enable sales to engage buyers at the right moment, with the right message.

Buyer Intent Data: The Secret Weapon

The fuel behind signal-based selling is buyer intent data. This data helps you understand who’s actively researching solutions like yours, even before they fill out a form. Intent signals come from multiple sources:

• First-party data: Sales Asset engagement (shout-out AssetMule! 🙃), Website visits, email opens, webinar attendance, free trial sign-ups.
• Third-party data: Activity on review sites, competitor comparisons, keyword searches (via tools like Bombora, ZoomInfo, or 6sense).
• Dark funnel insights: Social media engagement, Slack and community conversations, and even podcast mentions.

When your team can see who’s actively researching and engaging, they can focus on the hottest opportunities instead of wasting time on tire-kickers.

How Sales and Product Marketing Can Execute Signal-Based Selling

Here’s how sales and product marketing can tag-team their way to revenue growth using signal-based selling.

Step 1: Identify High-Intent Signals

Your CRM, interactive sales assets (like AssetMule), interactive demo tools, (like Navattic and Storylane), and sales intelligence tools (like HubSpot, ZoomInfo, or Clearbit) should be tracking key buying signals, such as:

• Repeated visits to your pricing page (hello, high intent!)
• Reading case studies or downloading whitepapers
• Engaging with competitor comparison content
• Raising their hand for a demo or free trial
• Searching for high-intent keywords like “best AI sales asset software for B2B software companies”
• Target prospect is touring your product demo from the last call

Step 2: Align on Messaging & Sales Collateral

Sales needs to reach out fast when a buying signal appears, but with the right messaging. Product marketing should equip the team with:

• Personalized email templates based on intent signals
• One-pagers and case studies tailored to specific pain points
• Battlecards to handle competitor comparisons Industry-specific pitch decks for more relevant conversations

No more generic outreach—every touchpoint should be hyper-relevant.

Step 3: Automate & Prioritize Outreach

Your tech stack should be doing the heavy lifting. Set up automated workflows that trigger real-time alerts when a prospect displays high-intent behaviors.

For example:

• If a target account visits the pricing page twice in 24 hours, automatically alert the AE and personalize an email follow-up.
• If someone watches 75% of a product demo video, send them a related case study.
• If an SDR sees multiple stakeholders from an account researching your solution, prioritize outreach immediately.

No more guessing—use data to time your outreach intelligently.

Step 4: Measure, Optimize, Repeat

Track what works and double down. Look at:

• Which signals correlate most with closed-won deals
• Response rates for signal-driven outreach vs. generic outbound
• Which content assets get the most engagement

Product marketing and sales should collaborate to refine messaging, iterate on content, and tweak playbooks based on real results.

Stop Guessing, Start Selling Smarter

Signal-based selling isn’t just a buzzword—it’s how modern B2B teams win. By leveraging buyer intent data and aligning sales with product marketing, your team can ditch the cold calls and start having timely, relevant, and effective conversations.

The result? Shorter sales cycles, higher conversion rates, and pipeline that actually moves.

So stop playing the numbers game while spraying and praying. Start selling with signals.

If you have any questions about signal-based selling, sales assets, or product marketing -- please reach out to me or my Co-Founder Justin Dorfman!