Executive Summary
This document defines the messaging framework for Smartbound's Custom Signal Engine positioning. It includes taglines, key messages by audience, elevator pitches, objection responses, and channel-specific messaging. All marketing and sales communications should derive from this framework.
1. Core Messaging
Master Tagline
Primary Tagline:
Your sales team knows who to call and why.
Supporting Tagline:
Custom-built signal engines. Not off-the-shelf signals.
Short Tagline (for social, ads):
Custom Signal Engines
One-Liner (What We Do)
We build custom signal engines that monitor primary data sources — government filings, regulatory databases, permit records — and deliver weekly feeds of prospects with verifiable reasons to talk.
Positioning Statement (Full)
Smartbound builds custom signal engines for sales teams at vertical SaaS companies in regulated industries. Every engine is hand-crafted for your specific market, monitoring primary sources your competitors don't even know exist. Unlike generic signal platforms that sell the same signals to everyone, we build yours alone — delivering prospects your competitors can't find.
2. Messaging Hierarchy
Level 1: Headline (Top of Funnel)
Primary:
Your sales team knows who to call and why.
Alternative:
We build signal engines your competitors can't buy.
Level 2: Subheadline (What)
Custom-built signal monitoring from primary data sources. Every prospect has a verifiable reason to talk.
Level 3: Explanation (How)
We monitor government filings, regulatory databases, permit records, and corporate disclosures — then deliver weekly feeds of prospects with specific, verifiable pain signals. Not contact lists. Intelligence.
Level 4: Proof (Why It Works)
Clinical trials clients see 10%+ response rates. One client's signal engine runs in 10 minutes a week. Average cost is half what you'd pay a part-time analyst.
3. Messages by Audience
Audience 1: VP Sales / CRO (Decision Maker)
Pain Points:
- Reps waste time on prospects who have no reason to buy
- Existing signal tools give the same data to everyone
- Can't afford to hire dedicated research analyst
- Need to show pipeline results quickly
Key Messages:
| Message | Formulation |
|---|
| Problem | "Your reps spend 60% of their time researching prospects who have no active reason to buy." |
| Solution | "We build custom signal engines that surface prospects with verifiable pain — signals that don't exist in any database." |
| Differentiation | "Autobound sells signals from a catalog. We build signals that don't exist anywhere else." |
| Outcome | "Your team knows who to call and why. Every prospect has a reason you can name." |
| ROI | "If your reps book 2 extra meetings per month from our prospects, $2K buys pipeline worth 10-50x that." |
Market Fit Message:
"We discover signal sources for your specific market. Before we sign, we'll tell you honestly whether we can find the signals that matter — and if we can't, we won't take your money."
Elevator Pitch (30 seconds):
"Most signal platforms sell the same data to everyone. We build custom signal engines — bespoke monitoring systems that track primary sources your competitors don't even know exist. Every week, your team gets prospects with verifiable reasons to talk, not just titles and emails. It's $2K a month, takes us 2-3 hours a week, and would cost you $40K a year to build in-house. We'll scope your market first — if signals don't exist, we'll tell you before you sign."
Audience 2: RevOps / Sales Ops (Influencer)
Pain Points:
- Too many tools, need consolidation
- Data quality issues in CRM
- Need measurable attribution
- Limited engineering resources
Key Messages:
| Message | Formulation |
|---|
| Problem | "Your CRM is full of contacts with no context. Reps don't know why they're calling." |
| Solution | "Weekly delivery of prospects with signal context baked in — ready for CRM or Slack." |
| Differentiation | "We integrate with your stack. No new tool to learn, no engineering required." |
| Outcome | "Signal-to-meeting attribution you can actually track." |
| ROI | "Compounding intelligence — the feed gets better every month based on what's working." |
Elevator Pitch (30 seconds):
"We deliver prospects with context, not just contact info. Every prospect comes with the signal that triggered them, why it matters, and a suggested approach — all formatted for your CRM or Slack. No tool to implement, no engineering required. Just weekly intelligence that gets better over time."
Audience 3: SDR / AE (End User)
Pain Points:
- Spending hours researching each prospect
- Generic personalization doesn't work
- No clear reason to reach out
- Low response rates are demoralizing
Key Messages:
| Message | Formulation |
|---|
| Problem | "You spend hours researching prospects who have no reason to talk to you." |
| Solution | "Every prospect we deliver has a reason you can name in your first sentence." |
| Differentiation | "Not 'I noticed you're growing' — 'I saw your trial NCT-04XXXX missed enrollment by 40%.'" |
| Outcome | "10%+ response rates instead of 1-2%. More conversations, less research." |
| ROI | "Read the card in 30 seconds, pick up the phone. No more 30-minute research sessions." |
Elevator Pitch (30 seconds):
"Imagine if every prospect in your queue had a specific reason to talk — and you knew what it was before you dialed. That's what we deliver. Every week, you get prospects with the signal, why it matters, and what to say. No more researching for hours to find a generic opening."
Audience 4: Founder / CEO (Strategic Buyer)
Pain Points:
- Sales pipeline predictability
- Competitive differentiation
- Resource efficiency
- Scaling challenges
Key Messages:
| Message | Formulation |
|---|
| Problem | "Your sales team is competing for the same signals as everyone else using Apollo and Autobound." |
| Solution | "Custom signal engines built from primary sources your competitors can't access." |
| Differentiation | "We build yours alone. No one else gets the same signals." |
| Outcome | "Proprietary pipeline source that compounds over time." |
| ROI | "Half the cost of a part-time analyst, 5x the output." |
Elevator Pitch (30 seconds):
"Every sales team using Apollo or Autobound is chasing the same signals. We build custom signal engines — bespoke monitoring from primary data sources that your competitors can't access. It's a proprietary pipeline source that compounds over time, costs half what you'd pay an analyst, and requires zero engineering on your end."
4. Messages by Channel
Website Homepage
Hero Section:
Headline: Your sales team knows who to call and why.
Subhead: Custom-built signal engines from primary data sources.
Every prospect has a verifiable reason to talk.
CTA: See Sample Signal Feed
Value Prop Section:
Title: We build signal engines your competitors can't buy.
Card 1: Custom-Built
Every engine is hand-crafted for your specific market.
No catalogs. No templates.
Card 2: Primary Sources
Government filings, regulatory databases, permit records.
The news before it becomes headlines.
Card 3: Managed Service
We build and run it. No GTM engineers needed.
Weekly delivery, ready to use.
Differentiation Section:
Title: Signal Platforms vs. Custom Signal Engines
[Comparison table]
Apollo/ZoomInfo: Generic firmographic data → Same prospects as everyone
Autobound: Off-the-shelf signals → Same signals as everyone
Smartbound: Custom signal engine → Prospects only you have
LinkedIn Company Page
Tagline:
Custom Signal Engines for Sales Teams
About Section:
We build custom signal engines that monitor primary data sources — government filings, regulatory databases, permit records — and deliver weekly feeds of prospects with verifiable reasons to talk. Every engine is hand-crafted for your specific market. No catalogs. No templates. Just prospects your competitors can't find.
Content Themes:
- Signal examples (what a real signal looks like)
- Vertical deep-dives (signals for healthcare, fintech, etc.)
- Client results (response rates, meetings)
- Primary source spotlights (ClinicalTrials.gov, SEC filings)
Cold Email / Outreach
Subject Lines:
- "Signal for [Company]: [Specific event]"
- "Your VP Sales role + 90-day window"
- "Custom signal engine for [Industry]"
Opening Lines:
| Signal Type | Opening |
|---|
| Job change | "Saw you started as VP Sales at [Company] last month — congrats on the role." |
| Funding | "Noticed [Company] raised Series B last week with plans to scale the sales team." |
| Competitive | "Saw some chatter about [Competitor] on r/saas that might be relevant." |
| Hiring | "[Company] posted 12 sales roles in the last 30 days — sounds like a ramp." |
Value Prop Line:
"We build custom signal engines that surface prospects with verifiable pain — signals that don't exist in any database. Happy to show you what that looks like for your market."
Sales Collateral
One-Pager Headline:
Custom Signal Engine
Your sales team knows who to call and why.
Key Points:
- Custom-built for your market (no catalogs)
- Primary sources (gov filings, regulatory databases)
- Managed service (we build, you close)
- Weekly delivery (Monday morning, CRM-ready)
- Compounding value (gets better every month)
Pricing Callout:
$2,000/month • 3-month minimum • No setup fee
Quality guarantee: First month free if prospects don't meet standards
5. Objection Handling
Objection 1: "How is this different from Apollo/ZoomInfo?"
Response:
"They sell contacts by the thousand. We sell reasons by the dozen. Apollo tells you a company has 500 employees and uses Salesforce. We tell you their trial just failed enrollment, they posted 12 sales roles last month, and their biggest competitor just launched in their segment. Those are different conversations."
Shorter version:
"Apollo gives you contacts. We give you reasons. Every prospect comes with a specific event that explains why they'd take your call this week."
Objection 2: "How is this different from Autobound?"
Response:
"Autobound sells signals from a catalog — the same signals to every customer. We build custom signal engines that don't exist in any database. If a signal is available in a $99/mo tool, it's already too late. We go to primary sources your competitors don't even know exist."
Shorter version:
"They sell off-the-shelf signals. We build yours alone. No one else gets the same prospects."
Objection 3: "Can't we just build this ourselves in Clay?"
Response:
"You absolutely could. It requires someone monitoring 3-5 primary sources daily for your vertical, cross-referencing every signal against your ICP, validating, enriching contacts, and packaging for your reps. That's 15-20 hours a week — a half-time analyst at $40-60K/year. We do it for $24K/year and we're better at it because we've been building these systems since before Clay had custom signals."
Shorter version:
"15-20 hours a week to build and maintain. We do it for half the cost of a part-time analyst."
Objection 4: "$2,000/month seems expensive for prospect data"
Response:
"It's not prospect data — it's prospect intelligence. Data tells you who exists. Intelligence tells you who has pain. If your reps book 2 extra meetings per month from our prospects, $2K buys pipeline worth 10-50x that. Our clinical trials clients see 10%+ response rates on outreach built on these signals, versus 1-2% industry average."
Shorter version:
"Data is $99/mo. Intelligence is $2K/mo. 10% response rates vs. 1-2%. Your call."
Objection 5: "What if signals don't work for our market?"
Response:
"That's what the 3-month ramp is for. Month 1 we test multiple signal types. By month 2 we know which ones drive meetings in your specific market. Our quality guarantee protects you — if prospects don't meet standards in the first 30 days, month 1 is free. And we'll be honest with you: if your vertical doesn't have viable signal sources, we'll tell you before you sign."
Shorter version:
"3 months to calibrate. Quality guarantee protects you. We'll tell you honestly if it won't work."
Objection 6: "We need more volume than that"
Response:
"Standard package delivers minimum 200 qualified accounts per month. If you need significantly higher volume at this signal quality, let's talk about building the signal engine directly into your Clay instance. One-time build ($6-8K), then you own it and scale it yourself."
Shorter version:
"Need more volume? We can build it in your Clay so you own it. One-time build, you scale it."
6. Vertical-Specific Messaging
Proven Verticals
These verticals have been tested with real clients:
Healthcare / Life Sciences (Proven)
Headline:
Custom signals for healthcare. From ClinicalTrials.gov to FDA filings.
Signals We Track:
- Trial enrollment shortfalls
- FDA warning letters
- CMS requirement changes
- Facility inspection results
- New healthcare facility permits
Example:
"Trial NCT-04XXXX missed Q4 enrollment by 40%. They need to expand sites within 60 days to avoid FDA penalties. Your patient recruitment platform is the fix."
Commercial Real Estate (Proven)
Headline:
Custom signals for commercial real estate. Decision-makers with active deals.
Signals We Track:
- New property listings
- Broker activity patterns
- Tenant lease expirations
- Market transaction data
Example:
"10%+ response rates on targeted outreach to commercial real estate decision-makers."
High-Potential Verticals
These verticals show promise and are ready for testing:
Fintech / Financial Services
Headline:
Custom signals for fintech. Regulatory actions, compliance deadlines, leadership changes.
Signals We Can Track:
- SEC enforcement actions
- New compliance mandates
- Leadership turnover at regulated entities
- License applications and revocations
- Merger and acquisition activity
Example:
"Regional bank just received a consent order from the OCC for AML deficiencies. They have 90 days to implement enhanced monitoring. Your compliance platform solves exactly this."
Exploratory Verticals
These verticals need scoping to assess signal availability:
| Vertical | Potential Signals | Status |
|---|
| Cybersecurity | Breach disclosures, compliance mandates, CISO changes | Testing |
| Government Tech | Gov spend data, contract awards, RFPs | Need data access exploration |
| Construction | Permits, violations, project delays | Available but buyer willingness TBD |
| Education | District budgets, policy changes, enrollment shifts | Untested |
| Other B2B | Market-specific | Assess per prospect |
Scoping Message (Any Vertical)
"Not sure if your market has viable signals? We'll scope it before you sign. If we can't find pain signals that drive meetings, we'll tell you honestly — no commitment required."
7. Competitive Battle Cards
Market Fit Conversation
When They Say:
"Do signals exist for my market?"
You Say:
"That's exactly what we figure out in scoping. Before we sign anything, we research your market to identify viable signal sources. If we can't find signals that would produce quality prospects, we'll tell you honestly. We don't take money from markets where we can't deliver value."
Positioning:
"We discover signal sources. If they don't exist, we won't sell you an engine that doesn't work."
vs. Clay
When They Say:
"We could just build this in Clay ourselves."
You Say:
"Clay is an incredible platform. But building and maintaining a custom signal engine takes 15-20 hours a week. You'd need a GTM engineer or a very committed SDR. We're the mechanics who already know how to build these engines. You get the output without the learning curve."
Positioning:
"Clay is the engine. We're the mechanics who build yours."
vs. Autobound
When They Say:
"We're looking at Autobound for signal-based selling."
You Say:
"Autobound is great for off-the-shelf signals. But here's the thing: they sell the same signals to everyone. If a signal is in their catalog, your competitors have it too. We build custom engines that don't exist in any catalog. Prospects only you have."
Positioning:
"They sell signals from a catalog. We build signals that don't exist anywhere else."
vs. Internal Analyst
When They Say:
"We could hire someone to do this."
You Say:
"You could. A part-time analyst at $40-60K/year. But here's what you'd need: someone who understands your ICP, can identify signal sources, knows how to scrape and validate data, can enrich contacts, and packages it all for your reps every week. We've been doing this for years. We're better at it, and we cost half as much."
Positioning:
"15-20 hours a week. $40-60K/year. We do it for $24K."
vs. Intent Data (6sense/Bombora)
When They Say:
"We use 6sense for intent signals."
You Say:
"Intent data is anonymous web behavior. It tells you a company might be researching something. We deliver named prospects with specific, verifiable events. Intent scores are probabilistic guesses. Our signals are deterministic facts. Different use cases, different value."
Positioning:
"Intent scores are guesses. Named events are facts."
8. Do's and Don'ts
Do
| Do | Example |
|---|
| Lead with outcome | "Your team knows who to call and why" |
| Use specific examples | "Trial NCT-04XXXX missed enrollment by 40%" |
| Name primary sources | "ClinicalTrials.gov, SEC filings, permit records" |
| Quantify when possible | "10% response rates vs. 1-2% average" |
| Acknowledge competitors fairly | "Clay is great for DIY, we're for managed service" |
Don't
| Don't | Instead |
|---|
| Use jargon | "GTM engineering", "waterfall enrichment" |
| Make vague claims | "AI-powered", "best-in-class" |
| Overpromise results | "We guarantee X meetings" |
| Bash competitors | "Clay is terrible" |
| Use generic personalization | "I noticed you're growing" |
9. Messaging Testing Plan
A/B Tests to Run
| Element | Variant A | Variant B | Metric |
|---|
| Headline | "Your team knows who to call and why" | "Custom signals your competitors can't buy" | Click-through |
| Tagline | "Custom Signal Engines" | "Custom-Built Signal Intelligence" | Recall |
| Value prop | "Custom-built" focus | "Primary sources" focus | Response rate |
| Pricing | "$2,000/month" | "$24,000/year" | Conversion |
Feedback to Gather
| Feedback | Method | Timing |
|---|
| Message clarity | Post-call survey | After each discovery call |
| Competitive positioning | Lost deal analysis | When prospect chooses competitor |
| Tone appropriateness | Customer interviews | Quarterly |
| Channel effectiveness | Attribution tracking | Ongoing |
10. Approval Checklist
Before publishing any messaging, confirm:
- [ ] Aligns with brand strategy (doc 5)
- [ ] Uses approved taglines
- [ ] Avoids jargon and vague claims
- [ ] Includes specific examples where possible
- [ ] Handles key objections
- [ ] Appropriate for channel/audience
- [ ] Reviewed by Devon/Kevin
11. Document Maintenance
Review Schedule:
- Monthly: Review against competitive landscape
- Quarterly: Update based on client feedback
- Annually: Full messaging audit
Change Log:
| Date | Change | Reason |
|---|
| 2026-02-23 | Initial framework created | Rebrand project |
This messaging framework is the source of truth for all Smartbound communications. When in doubt, refer here.