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Keyword engagement

  • Go-to-market motion

    Dark-funnel

  • Signal source

    SocialCommunityForumOpen-source

  • Signal strength

    Medium Intent

Why it matters

You want to know when prospects are speaking your language.

When people post or engage with content that features business-relevant keywords—think product names and features, competitors, and common use cases—it’s an indicator of top-of-funnel intent.

What to do

Get a better picture of the person behind the signal—where they work, what they do, and if they might be a good fit for your product.

Reach out where the keyword was used, if possible. It’s a more organic form of outreach than sending a message on a completely different channel.

Questions to inform outreach
  • What keyword did the person use or react to?
  • What was the context of the keyword usage?
  • Is the person’s role a good fit for your product?
  • Is the person’s company a good fit for your product?
  • Is the person in a role with budget authority?
  • Has the person interacted with your organization outside of where the keyword was used?

How to do it

Here’s an outbound template to help you get the creative juices flowing:

Outbound template for keyword engagement

Hi [first name] 👋

Looks like some people on your team expressed interested in [product name or product feature or use case or benefit that product unlocks].

We help [names of current customers in the same industry] with [benefit that product unlocks].

I’d be happy to walk you through how they’re using [product name] today to [ROI statistic].

Wdyt?

[Your name]

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