We’re drowning in data but starving for insight and according to Kevin White, most go-to-market teams are sitting on a goldmine of buying signals they don’t even realize exist.

In this episode, Kevin, Head of Marketing at Common Room, makes a bold claim: signals are becoming a commodity. Everyone has access to the same job change alerts, website visits, and intent scores. What separates teams that win? The ability to resolve identity, unify fragmented data, and act with relevance, not just personalization.

We dig into:

• Signals don’t matter if you don’t know who they’re from
  • Tons of companies track clicks and visits, but if you can’t tell who’s behind the action, it’s useless. The real magic happens when you connect the dots to a real person.
• Don’t just personalize, be relevant
  • Mentioning someone’s job title or company isn’t enough. What actually works is reaching out with the right message at the right time, based on what they actually care about.
• Figure out what really puts people in buying mode
  • Instead of chasing every piece of data, focus on the one or two key moments that signal someone’s ready to buy, then build your strategy around those.

This is a must-listen for anyone overwhelmed by dashboards, chasing the wrong leads, or trying to make sense of the noise.