Let’s be honest—cold messaging has lost its edge. Every day, buyers receive dozens of generic messages from SDRs and marketers who know nothing about them. Most of these messages are ignored, deleted, or marked as spam. The era of mass outreach with little context is fading, and for good reason.
In today’s market, personalization isn’t a “nice to have”—it’s a necessity. Buyers expect relevance. They want to feel understood, not hunted. And that’s exactly where social signals come into play.
What Are Social Signals and Why Do They Matter?
Social signals are subtle digital actions that show a person is paying attention. On LinkedIn, these might include:
- Likes and reactions to posts
- Comments and discussions
- Post shares or reposts
- Profile views and followers
- Post clicks or engagement with polls
Each of these signals is a clue. They tell you who’s engaged, what topics interest them, and—most importantly—when they might be ready for a conversation. Unlike static lead lists, social signals provide real-time context and behavioral intent.
A Real Example: How a Like Turned Into a Deal
All recommendations offered in the assignment are based on the analysis of user search queries, as well as on the analysis of the structure and top pages of competitors in the niche.
Example description:
One of our clients offers an AI solution that automatically records, transcribes, and summarizes customer calls. This platform is designed for sales, support, and customer service teams to efficiently capture key insights from conversations, optimize follow-up, and increase overall efficiency – all without the need for manual note-taking.
The main positions targeted by communication are CTO, CEO, Founder, and Co-Founder. These roles are most commonly found in the VoIP industry, although they are also common in other sectors.
Campaign results:
- Response rate (percentage of responses): 4,27%
- Positive response rate: 3,01%
- Engagement rate: 34,96%
Analysis and conclusions:
The high engagement rate (almost 35%) indicates that the first messages are well received by the target audience. This may indicate the relevance of the problem that the product solves and the accuracy of its positioning.
At the same time, the response rate and positive response rate remain within the average for B2B communications, which opens up room for optimizing the next stages of the funnel. For example, you can test different variants of calls to action, refine segmentation or personalization for specific industries outside of VoIP.
Overall, the example demonstrates the potential for scaling with further refinement of the copywriting and email strategy.
How to Track and Use Social Signals in Outreach
Using social engagement to guide your outreach isn’t complicated, but it does require a shift in mindset. Here’s how to start:
Track Engagement Regularly
Use tools or platforms (like AI SDR) to monitor who is interacting with your posts, your company page, or even your teammates’ content.
Categorize the Signals
- Light signals: Likes, reactions, profile views
- Medium signals: Comments, reshares
- Strong signals: Tagging others, DMs, direct responses
Personalize Based on Context
Tailor your message based on what they engaged with. Reference the specific topic, post, or idea that drew them in. This shows you’re paying attention—and that builds trust.
Act Fast
Engagement signals have a short shelf life. The sooner you reach out after a signal, the warmer the lead feels.
If you want to stop guessing and start connecting, start listening to what people are doing—not just what they’re saying.
And if you need a tool that does all the hard work for you, check out AI SDR—your personalized email communication assistant.
