Keyword search
Go-to-market motion
Signal source
Dark funnel
Signal strength
Medium Intent
Why it matters
If someone is actively searching terms related to your product, competitors, or category, it’s a good sign that they may be in-market.
Now’s your chance to follow up on digital hand-raisers and separate browsers from buyers.
What to do
Keyword searches don’t guarantee that someone is ready to buy—or that you want to sell to them. Start by combining keyword search activity with other buying signals and firmographic fit criteria to prioritize the best accounts and spotlight the best stakeholders.
Next research the account to plan your approach. You should build a business case before reaching out. Using a keyword search as your only reason for getting in touch can come off as creepy.
Questions to inform outreach- What keyword did the person search?
- Is the person’s organization a good fit for your product?
- Has anyone from the organization engaged with your website or product?
- Has the organization shared any information about challenges or goals?
- Is anyone at their organization interacting with your organization?
- What information can you share to show the value of your product?
How to do it
Here’s an outbound template to help you get the creative juices flowing:
Outbound template for keyword searchHi [first name],
Saw that [company name] is [reference relevant job listing or news item].
Guessing [challenge or goal related to keyword search] is top of mind for you right now?
We just helped [name of current customer in the same industry] [benefit that product unlocks related to challenge or goal]:
[drop in quote or ROI stat]
Worth a quick chat?
[Your name]
Related signals
Tech stack adjacency
When a company’s stack complements or competes.SocialOpen-sourceDark funnel
Read signal guideSurge in layoffs
When a company is getting leaner.News + eventsSocial
Read signal guideSurge in hiring
When a company is filling the ranks.News + eventsSocialWebsite
Read signal guideRegion expansion
When a company moves into a new market.News + eventsWebsiteSocial
Read signal guidePricing page activity
When someone is comparing plans.Website
Read signal guidePositive media coverage
When a company gets lauded in the press.News + eventsSocial
Read signal guide