TL;DR: 31 signal types, grouped into 7 clusters by intent type. Most workspaces run 5–10 actively. Start with the cluster closest to your motion (replies for cold outbound, demo views for warm inbound, keywords for ABM).
Cluster 1 — Active engagement (you sold something, they responded)
These are signals you produced. Highest conversion, lowest volume.
- Replies — replies to your outbound sequences
- Conversions — sales conversions, purchases, signups closed
- Demo Viewed — your demo video was watched
- Webhook — any 1st-party event your stack emits
Cluster 2 — Public buyer signals (they did something public, you noticed)
2nd-party, public data — high volume, mid conversion.
- Keywords — posts on LinkedIn mentioning specific topics
- Authors — posts by specific authors / titles
- Post Engagers — people who reacted to or commented on relevant posts
- Profile Intent — profile views that map back to ICP companies
Cluster 3 — Account-level news (the company changed)
Company-level events. Often a leading indicator for a buying moment.
- Job Changes — someone in your ICP moved roles
- Hiring Intent — net-new hiring in specific functions (often signals budget cycle)
- Page Followers — gains in LinkedIn company-page followers
- Page Engagers — engagement on company posts
- Career Page Activity — changes to careers page (a hiring spike before LinkedIn shows it)
Cluster 4 — Inbound (they came to you)
Zero-party + 1st-party. Highest conversion of all clusters.
- Website Intent — visits to pricing, demo, or other high-intent pages
- Form Fills — any tracked form submission
- Calendar Booked — booked a meeting on your calendar
- Trial Signed Up — started a product trial
Cluster 5 — Advertising touch (they saw your ads)
Useful for retargeting and warm-list expansion.
- Ad Viewed (Person) — person-level ad impressions
- Ad Clicked — clicked through from an ad
- Ad Frequency — total touches across channels
Cluster 6 — Tech & growth (their stack signaled something)
Slower-moving but stable. Good for ICP expansion.
- Tech Stack Change — installed or removed a tool that matters to you
- Funding — raised a new round (with stage, amount, lead investor)
- M&A Activity — acquired, merged, or spun off
- Layoffs — workforce reductions (a negative signal in most motions)
Cluster 7 — Custom / specialty
Highly specific, opt-in.
- Patent Filings — for IP-heavy verticals
- Job Postings — net-new postings matching your filters (e.g. "hiring a CISO")
- Conference Attendance — list-based capture from event attendee lists
- Sales Nav Lists — synced lists from LinkedIn Sales Navigator
- G2 Intent — buyers actively researching on G2 (when connected)
- Reddit Mentions — brand or topic mentions on Reddit
- Stack Overflow — tagged-topic activity (developer-tooling motion)
- GitHub Activity — stars, forks, follow patterns (dev-tools motion)
- Custom — define your own via webhook
Picking which to start with
Three starter combinations:
Motion | Start with
**Cold outbound (volume)** | Replies, Keywords, Job Changes, Profile Intent
**Warm inbound (PLG)** | Trial Signed Up, Demo Viewed, Website Intent, Form Fills
**ABM (account expansion)** | Keywords, Post Engagers, Hiring Intent, Job Changes
Run the cluster for two weeks, look at the Insights page, prune what's noisy.