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?

Playbook

Track buyer intent by keywords and send your team alerts

Find low-hanging fruit for your go-to-market teams.

Explore playbook

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]