Signals
The events that move scores and trigger decisions, and where they come from.
A signal is an event that tells the system something changed about an account or a person, the raw material every score and decision is made from.
What counts as a signal
What they do on your surfaces: site visits, pricing-page views, form fills, demo requests, email opens and replies.
What changes at the company: hiring for the problem you solve, new leadership, funding, adopting a tool you integrate with.
What your systems say: CRM stage changes, deal activity, product events where connected.
Where signals come from
First-party first: the pixel and your connected tools carry the highest trust, because they are observed, not reported. Enrichment and intent sources add the outside view. When sources conflict, trust order decides; see Context and memory.
Two properties that matter
Signals attach to identities, not sessions. A signal is only useful once it belongs to a resolved person or account, which is why identity and clean domains come first. An event that cannot resolve waits; it is not guessed onto someone.
Signals age. A pricing visit last week is not one from last quarter. Freshness is built into scoring through Recency, so the picture decays honestly instead of accumulating forever.
What signals do
They move FIRE scores, they trigger pulses when a moment needs a human, and they start plays whose conditions they meet. A strong single signal, a demo request, say, can flip an account Hot and set the loop in motion within the moment it happens.
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