The three signal layers
Firmographic — industry, size, tech stack;;Behavioral — page views, product events, email engagement;;Conversational — what the buyer said on chat, email, and calls
Why conversational is the unlock
- A buyer who typed 'we're evaluating vendors this quarter' converts 8x more than a matching-firmographic buyer who didn't. Rules can't see it; conversational models can.
What to feed the model
Every touch, transcript, CRM stage change, and won/lost outcome. Let it re-weight monthly, not annually.