Intent Signals Won't Save Your Startup. Do This Instead.

Описание: Full framework:
https://www.firsttomarket.co/p/intent...

Intent-based outbound is a top investment area for B2B growth teams in 2026. But if everyone's buying the same tools and pulling the same signals, those signals stop being an advantage.

In this video, I break down the Signal Inversion Framework — a 3-step playbook for startups in emerging categories to flip the traditional intent signal approach on its head.

Most signal-based playbooks are built for mature categories where buyers already know they have a problem. In emerging categories, your prospects don't know they have a problem yet. The signals you need aren't at the bottom of the funnel. They're at the top.

I'll walk through how Rippling built a signal engine that took intent-driven demos from 10% to 70% — not by buying better tools, but by getting close enough to the customer to see what preceded conversion. And I'll share how we're applying a similar approach at Recurrent using publicly available data and Claude Code.

RESOURCES MENTIONED:

Brandon Camhi on the GTM Engineer Podcast: https://thegtmengineer.substack.com/p...

Rippling x Clay Case Study:
https://www.clay.com/blog/rippling-ca...

Kyle Poyar's research:
https://www.growthunhinged.com/p/2025...

The Four Waters of Category Creation: https://www.firsttomarket.co/p/the-fo...