Welcome To The Signals Pro Toolkit eBook

The 100+ Signals That Replace Clicks in B2B

Welcome To The Signals Pro Toolkit

Unmatched: The 100+ Signals That Replace Clicks in B2B

Clicks are broken.
In modern B2B, optimising to CTR or impressions isn’t just outdated — it’s misleading. Most buying journeys are anonymous, fragmented, and powered by research signals that never get clicked. This playbook helps you see them, score them, and activate against them.

Why This Playbook Exists

B2B marketing is changing — fast. Everything is changing fast, and I would say its changing at the fastest speed that I have seen in my near 20 years on the programmatic advertising coalface, including the rapid innovation that came around the late noughties as programmatic took off.

Third-party cookies are vanishing. Buyers are anonymous. Funnels are non-linear. Static lists don’t perform. CTR is noise.

And yet, most B2B teams are still optimising for the wrong metrics, relying on siloed data, and measuring success too late in the journey.

The marketers winning in 2025 and beyond are those building signal-based systems — powered by real buyer behaviour, not assumptions.

That’s where this Toolkit comes in.

What You’ll Get From This Toolkit

This is not another theory piece or sales deck. This is a hands-on implementation guide for modern B2B teams who want to:

1. Define and track High Value Actions (HVAs) that predict pipeline - in an era defined around ‘dark pipeline’ and anonymous research

2. Score and prioritise accounts using real-time engagement signals

3. Orchestrate omnichannel ABM/ABA based on actual buyer movement

4. Replace vanity metrics with outcomes-based KPIs

5. Connect your analytics, CRM, and media buying into one unified strategy

What’s Inside

This playbook is built in sections - you can read it in order or skip to the areas most urgent for your team.

Section

What It Covers

1. Signal Infrastructure

The 7-layer foundation of a modern B2B signal system (identity, CRM, analytics, activation, etc.)

2. HVA Swipe Kit

100+ high-value website actions mapped to funnel stage, capture method, and activation use

3. ABM + ABA Orchestration

How to deploy different tactics based on signal density, buying stage, and identity resolution

4. Metrics That Matter

Replacing CTR and CPC with metrics that link to buying behaviour and pipeline impact

5. Signals for Omnichannel

Capturing and activating signals across CTV, audio, events, content, and beyond

6. Account Scoring Framework

Point-based and dynamic models that link HVA activity to account prioritisation and outreach

7. Putting It Together

How to implement — on your own or via platforms like FunnelFuel — and where to begin today

Who This Is For

If you're a:

• B2B performance marketer who’s tired of CTR-based optimisation or feel like the metrics you are getting back from your advertising investments don’t fit the narrative your business wants
  
  

• Product or growth leader seeking clarity across the funnel
  
  

• Demand gen team looking to make CRM data work harder
  
  

• Strategy lead building an identity-resilient, omnichannel plan
  
  

This guide is for you.

Why Now

The best time to build your signal system was three years ago.
The second-best time is now.

Privacy regulation is accelerating. Walled gardens are tightening. And buyers are leaving fewer clear footprints. The old playbook is broken — and the longer you wait, the harder the transition becomes.

But the good news?
You don’t need to rebuild your stack overnight.

This Toolkit gives you a starting point — a swipeable, adaptable system to get your team aligned, build momentum, and start capturing the value of signals in motion.

Section 1: The Signal Stack — Why It Matters and What to Do Next

Building a Signal-Led Marketing Infrastructure

Why Leading B2B Teams Are Rewiring Their Stack Around Signals - and What You’ll Get from This Toolkit

Why This Guide Exists

Modern B2B marketing is broken - not because teams lack creativity, ambition, or tools - but because they’re optimising with the wrong signals.

Click-through rate still dominates reporting decks. Marketers still activate the same static account lists quarter after quarter. CRM data sits idle. Anonymous traffic goes unscored. And performance is judged by platform-reported conversions, not actual revenue influence.

Meanwhile, the tools we once relied on - cookies, pixels, lookalikes - are crumbling. Privacy rules are tightening. Identity is fragmenting. And the pressure to show real pipeline impact has never been higher.

If you’re reading this, you already know that last decade’s playbook isn’t enough.

This toolkit gives you the blueprint and execution roadmap to replace it.

From Random Retargeting to Signal-Led Growth

This isn’t a surface-level framework. What we outline in this guide - and what the Unmatched Signal Stack enables - is a full rewiring of your go-to-market engine.

Done right, this approach lets you:

• Resolve anonymous traffic into account-level signals
  
  

• Capture intent at scale before a form is ever filled
  
  

• Score accounts in real time using funnel-aware behaviours
  
  

• Route CRM segments to activation dynamically, not quarterly
  
  

• Optimise media based on real outcomes, not just clicks
  
  

The 7 Layers of the Signal Stack — Your Strategic Input Architecture

Before you dive into High Value Actions, funnel-based scoring, and orchestrated omnichannel plays, you need the right infrastructure.

This section is not the playbook — it's the foundation the playbook runs on.

These are the core data and identity inputs that make everything in this guide work — from accurate company resolution to pipeline-informed audience building and omnichannel measurement. Without these layers in place, execution becomes noisy, siloed, or worse — misleading.

Each layer below includes:

• Strategic Rationale — why it matters in today’s B2B environment
  
  

• Execution Methods — how to set it up in the real world
  
  

• Commercial Impact — how it drives smarter marketing, not just better reporting
  
  

This is your signal system architecture — and each layer powers the signal-based use cases explored in Sections 2–7.