5 signals that a prospect is ready to be approached

The biggest misconception in outreach is that timing is something you can't influence. "We just call everyone and see who responds." That's not a strategy, that's shooting in the dark.

Timing can be steered — if you know what to look for. After hundreds of files we know exactly which signals indicate that a prospect is now open to a conversation. These are the five most important ones.

1. Recent growth or change

A business that has just opened a new location, made an acquisition or grown significantly is in the middle of a period of change. Change creates need. New challenges, new processes, new people making decisions. This is the moment to get on their radar — not once the dust has settled.

2. New people in decision-making positions

A new director, marketing manager or head of sales is invaluable for outreach. They are actively looking for solutions, want to make their mark, and don't yet have fixed suppliers. The first 90 days of a new manager are the most valuable period to make contact.

3. Active job vacancies that reveal something

Vacancies are one of the most underused signals in sales research. An agency looking for a "performance marketer with B2B experience" tells you exactly where they're heading. That's your entry point. Not with a generic pitch, but with a message that connects to what they're building.

4. Visibility on LinkedIn or in the press

Companies that have recently posted content, won awards or been mentioned in trade publications are in an active phase. They're focused on positioning and growth. Someone who has just published an article or won an award is far more open to a conversation than someone who has been quiet for months.

5. Seasonal patterns in their industry

Every industry has its own rhythm. Construction and installation companies plan ahead in spring. Marketing agencies start budget conversations in autumn. If you know when your target audience is in the planning phase, you can arrive at exactly the right moment — instead of calling while everyone is already deep in execution.

"The right moment exists. You just have to recognise it before someone else does."

These are the signals our analysts look for every day when compiling files. Not every prospect is ready right now — but the ones that are, you want to approach first.