Module 1: Why this matters to you

Last updated: July 8, 2026

Let’s go straight to numbers. Quota attainment across SaaS has dropped from 53% to under 43% in two years (RepVue). Buyers are harder to reach. And 8 out of 10 buyers will flat-out ignore messages that aren’t relevant to them (Attentive, 2025).

So the question is whether your outbound is relevant enough to cut through.

The data that should change how you work

Influ2 analyzed 42,000 prospects across 20 software companies:

Scenario

Pipeline conversion lift

Buying groups with 15+ ad impressions (warmed up)

1.66x higher than cold baseline

Buying groups with at least 1 ad click (engaged)

2.18x higher than cold baseline

Individual contacts with 15+ impressions

1.29x higher booked meeting conversion

Individual contacts who clicked on ads at least once

1.74x higher booked meeting conversion

Contacts who engaged with contact-level ads converted to booked meetings at 1.74x the rate of cold contacts. Pipeline conversion is 2.18x higher for  buying groups with at least one ad click.

⚡ What this means for you personally:

If you’re booking 2 meetings a week from cold outreach, using signals could get you to 3–4 meetings doing the same amount of work. The effort doesn’t change, the results do.

Customer results

  • StarTree: 3.17x increase in conversion rates when reps followed up on engagement signals.

  • CipherHealth: 20% increase in influenced revenue vs. cold outreach. Reps got Slack notifications on ad clicks and tailored outreach accordingly.

  • Quantexa: 4.53x higher conversion rate and 5.2x pipeline boost vs. cold outreach. Sales reps started proactively asking marketing to run Influ2 campaigns on their deals.

KD Dorsey (CRO, Sales Leadership Accelerator) about the intent problem:

“One of two things happens when sales gets intent data. Either they do nothing because they don’t know what to do with it. Or they use it the wrong way — they assume they know who it was and apply it to the wrong person, or they say ‘I saw someone at your company was looking into us’ and it burns the bridge. Both are bad.”

This playbook exists so neither of those things happens to you.

What's Next

Continue to the next module to keep progressing through the Signal-Selling Playbook!